스포츠 브랜드 아이덴티티에 따른 브랜드 자산 비교 연구

Brand equity comparative study according to Sports Brand Identity

  The purpose of this study is to identify youth" brand equity with regard to sports brand identity. The subjects included 107 male and 106 female teenagers who live in the Seoul area and who were selected by a multi-stage sampling method. Data were collected by suing a questionnaire about sport corporations" brand equity, and the subjects were asked to indicate the degree of importance they place on certain variables on 15 point Likert scale by the self administration method. The scales were deemed reliable since the Cronbach a for the brand awareness and brand preference, brand association image, brand equity scales were .8325, .7289, .8247, .7582, respctively. As result, the following conclusion were drawn: 1. The brand identity element is important and recognized. 2. The brand which it prepers most was NIKE, character and high class it is with it appeared with the reason. 3. According to the specics of the population statistics(sex, area, grade) each brands showes differences in the brands equity(brand awareness and brand preference, brand association image, brand equity). 4. There was a difference to the brand equity(brand awareness and brand preference, brand association image, brand equlty) which it follows in population statistics quality(sex, area, grade) of the outside brand. 5. There was a difference to the brand equity(brand awareness and brand preference, brand association image, brand equlty) which it follows in population statistics quality(sex, area, grade) of the domestic brand. 6. There was a difference to the brand equity(brand awareness and brand preference, brand association image, brand equlty) which it follows in population statistics quality(sex, area, grade) of the domestic brand and outside brand.