Journal of Wellness (한국웰니스학회지)

Korea Society for Wellness (한국웰니스학회)
권호 표지

A comparative study on the structural relation of component factors influencing professional sport team brand equity

프로스포츠팀 브랜드 자산 구성요인 간 구조관계 비교

  • 이건희 (관동대학교 스포츠레저학부)
  • Received : 2010.12.17
  • Accepted : 2012.02.16
  • Published : 2011.02.28

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Abstract

The purpose of this study was to identify the component factors of professional sport team brand equity and to empirically examine factors composed of it's brand equity. The subjects of this study was the group that spectator professional sport game. For those sheet, judged to be insincere and to be unsuitable for the purpose of this study, and were missing questions excluded. SPSS 13.0 for window statistics package and AMOS 5.0 for window statistics package were used for data analysis. The goodness of the model was confirmed by data analysis and then the hypotheses testing were conducted. The findings are as follows: Firstly, brand associations(rivalry, commitment, play, socialization, success, history) have a significant effect on brand loyalty. But brand mark didn't have a significant effect on brand loyalty. Secondly, brand awareness(identification, internalization) have a significant effect on brand loyalty.

Keywords

Acknowledgement

이 논문은 2009년도 정부재원(교육과학기술부 인문사회 연구역량강화사업비)으로 한국연구재단의 지원을 받아 연구되었음(NRF - 2009 - 332 - G00063).