스포츠소비자의 지각된 스포츠 브랜드 개성 차원과 브랜드 애호도와의 관계

Abstract

The purpose of this study was to search for a new route of stipulating a purchasing intention decision of sport consumers and to supply basic evidence of brand positioning in sports marketing by stipulating the relation between cognitive sport brand personality of sport product and brand loyalty based on sport consumers. In order to achieve the purpose, the relation between sport consumer individuality sport product consumer and types of brand loyalty were posed as definite subjects of this study. This study limited sport products to sport shoes and sport wear, and a type of brand loyalty was separated into emotional brand loyalty, cognitive brand loyalty, situational brand loyalty, and non-brand loyalty due to a rate of repetitive purchasing behavior and amicable attitude. Subjects of the study were people who were using commercial sport facilities. the rate of valid response was 97.93%. Collected data were computer-analyzed by proper procedure. for data analysis, appling SPSS win ver.10.0 frequency analysis, t-test, one-way ANOVA, Cluster analysis, Multiple Regression Analysis were enforced, and for the significant conclusion between the large groups LSD was applied to the post-hoc verification, the conclusion were drawn as follows: First, according to the sport product consumer groups, there were significant differences in the characteristics of sport brand personality. Second, in the regression analysis of the brand personality, the regression analysis of sport product brand personality was statistically significant in that all(sincerity, excitement, competence, sophistication, and ruggedness) in sport shoes, and ruggedness variable was the most elucidative variable. In sport wear, sophistication was the most explanative variable.