The Korean Journal of Physical Education (한국체육학회지)

Korean Alliance for Health: Physical Education: Recreation:and Dance (한국체육학회)
권호 표지

스포츠소비자의 지각된 스포츠 브랜드 이미지와 브랜드 애호도와의 관계

Choi, Deok-Hwan
최덕환

  • Published : 20020000
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Abstract

The purpose of this study was to investigate various factors that influenced decision making process of sport consumers by examining perceived sport brand image according to consumers characteristic and scent-brand loyalty type. Subjects of the study were people who were using commercial sport facilities. The subjects perceived brand image was accessed via the questionnaires based on Aaker(1996), Keller(1993), the subjects level of brand preference was measured by questionnaires based on Cunningham(1967), Runyon(1987), Suresh(1993), Sangwuk Lee(1996), Youngwoo Lee(1998). The rate of valid response was 97.93%. Collected data were computer-analyzed by proper procedure. The results of this study leaded these conclusions. First, The brand image of sport product was different according to sport conssurners characteristics. Second, The types of brand loyalty about sport product is different according to sport consumers characteristics. Third, Perceived sport-brand image of sport consumers influences brand-loyalty level. The results of this study indicated that the brand image of sport product was critical factor decision-mating process of sport consumers moreover, the brand image of sport product effected on brand loyalty level that was assessed by repetitive consuming-behavior and attitude. This study provided new strategic issues of brand-positioning in sport marketing.

Keywords

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