대학 태권도시범단이 인식하는 태권도공연 예술적 가치가 브랜드자산에 미치는 영향

Effect of the Artistic Value and Brand Asset of Taekwondo Performances Perceived by University Taekwondo Demonstration Player’s

This study is a study regarding the artistic value and brand asset of taekwondo performances perceived by taekwondo demonstration player’s aimed to provide basic data for settlement of the taekwondo performance industry. As for data processing methods, frequency analysis, t-test, analysis of variance, correlation analysis, and multiple regression analysis were conducted using SPSS 25.0 and the following results were derived. First, differences according to the demographic characteristics of university taekwondo demonstration group players were tested and the results indicated statistically significant differences according to grades, prize-winning experiences, and the numbers of times of participation. Second, among the types of the artistic value of taekwondo performances, the cultural value factor was shown to have significant effects on the brand awareness. Third, among the types of the artistic value of taekwondo performances, the moral value had the largest statistically significant effect on the perceived value followed by cultural value, social value, and aesthetic value in order precedence. Fourth, among the types of the artistic value of taekwondo performances, the moral value had the largest statistically significant effect on the brand image followed by cultural value and aesthetic value in order precedence.