본 연구의 목적은 한국 프로야구의 브랜드자산 구성요소와 브랜드충성도의 인과관계를 규명하여 프로야구의 자산의 가치를 필요로 하는 구단, 협회, 후원기업 등에게 활용할 수 있는 기초자료를 제공하는데 그 목적이 있다. ‘2007 삼성PAW 프로야구’관중을 대상으로 하였으며, 그 중 서울, 인천, 경기지역에 연고를 두고 있는 4개 구단 홈관중을 대상으로 하였다. 표집방법은 비확률 표본추출방법 중 편의추출법(convenient sampling method)이다. 총 600명을 하였으나, 543부의 설문지를 실제 분석에 사용하였다. 자료분석을 위하여 SPSS 12.0과 AMOS 5.0 통계프로그램을 이용하여 탐색적 요인분석, 확인적 요인분석, 신뢰도 검증, 상관분석, 본 연구의 가설 검증을 위하여 구조방정식모형분석을 실시하였다. 이와 같은 방법으로 다음과 같은 결론을 얻었다.
첫째, 브랜드 인지도가 브랜드 충성도에 영향을 미쳤다.
둘째, 지각된 가치가 브랜드 이미지에 영향을 미쳤다.
셋째, 브랜드 연상은 브랜드 만족에 영향을 미쳤다.
넷째, 브랜드 연상은 브랜드 충성도에 영향을 미쳤다.
다섯째, 지각된 품질은 브랜드 이미지에 영향을 미쳤다.
여섯째, 지각된 품질은 브랜드 만족에 영향을 미쳤다.
일곱째, 브랜드 이미지는 브랜드 충성도에 영향을 미쳤다.
여닯째, 브랜드 만족은 브랜드 충성도에 영향을 미쳤다.
본 연구의 목적은 한국 프로야구의 브랜드자산 구성요소와 브랜드충성도의 인과관계를 규명하여 프로야구의 자산의 가치를 필요로 하는 구단, 협회, 후원기업 등에게 활용할 수 있는 기초자료를 제공하는데 그 목적이 있다. ‘2007 삼성PAW 프로야구’관중을 대상으로 하였으며, 그 중 서울, 인천, 경기지역에 연고를 두고 있는 4개 구단 홈관중을 대상으로 하였다. 표집방법은 비확률 표본추출방법 중 편의추출법(convenient sampling method)이다. 총 600명을 하였으나, 543부의 설문지를 실제 분석에 사용하였다. 자료분석을 위하여 SPSS 12.0과 AMOS 5.0 통계프로그램을 이용하여 탐색적 요인분석, 확인적 요인분석, 신뢰도 검증, 상관분석, 본 연구의 가설 검증을 위하여 구조방정식모형분석을 실시하였다. 이와 같은 방법으로 다음과 같은 결론을 얻었다.
The purpose of this study was to examine the relationship among brand awareness, perceived quality, perceived value, brand association, brand commitment, brand satisfaction, brand image, brand loyalty. To accomplish of this study, 543 visitors from brand properties of questionnaire was determined by...
The purpose of this study was to examine the relationship among brand awareness, perceived quality, perceived value, brand association, brand commitment, brand satisfaction, brand image, brand loyalty. To accomplish of this study, 543 visitors from brand properties of questionnaire was determined by conducting a pilot test. For data analysis, exploratory factor analysis, confirmatory factor analysis, Cronbach"s α, structural equation model, using SPSS 120 and AMOS 5.0. The results of the study were as follows; First, brand awareness did not have a significant effect on brand image. Second, brand awareness did not have a significant effect on brand satisfaction. Third, brand awareness had a significant effect on brand satisfaction. Fourth, perceived quality had a significant effect on brand image. Fifth, perceived value had a significant effect on brand satisfaction. Sixth, perceived value did not have a significant effect on brand loyalty. Seventh, brand association did not have a significant effect on brand image. Eighth, brand association had a significant effect on brand satisfaction. Ninth, brand association had a significant effect on brand loyalty. Tenth, brand commitment perceived quality did not have a significant effect on brand image. Eleventh, brand commitment perceived quality did not have a significant effect on brand satisfaction. Twelfth, brand commitment perceived quality did not have a significant effect on brand loyalty. Thirteenth, perceived quality had a significant effect on brand image. Fourteenth, perceived quality had a significant effect on brand satisfaction. Fifteenth, perceived quality did not have a significant effect on brand loyalty. Sixteenth, brand image had a significant effect on brand loyalty. Seventeenth, brand satisfaction had a significant effect on brand loyalty.
The purpose of this study was to examine the relationship among brand awareness, perceived quality, perceived value, brand association, brand commitment, brand satisfaction, brand image, brand loyalty. To accomplish of this study, 543 visitors from brand properties of questionnaire was determined by conducting a pilot test. For data analysis, exploratory factor analysis, confirmatory factor analysis, Cronbach"s α, structural equation model, using SPSS 120 and AMOS 5.0. The results of the study were as follows; First, brand awareness did not have a significant effect on brand image. Second, brand awareness did not have a significant effect on brand satisfaction. Third, brand awareness had a significant effect on brand satisfaction. Fourth, perceived quality had a significant effect on brand image. Fifth, perceived value had a significant effect on brand satisfaction. Sixth, perceived value did not have a significant effect on brand loyalty. Seventh, brand association did not have a significant effect on brand image. Eighth, brand association had a significant effect on brand satisfaction. Ninth, brand association had a significant effect on brand loyalty. Tenth, brand commitment perceived quality did not have a significant effect on brand image. Eleventh, brand commitment perceived quality did not have a significant effect on brand satisfaction. Twelfth, brand commitment perceived quality did not have a significant effect on brand loyalty. Thirteenth, perceived quality had a significant effect on brand image. Fourteenth, perceived quality had a significant effect on brand satisfaction. Fifteenth, perceived quality did not have a significant effect on brand loyalty. Sixteenth, brand image had a significant effect on brand loyalty. Seventeenth, brand satisfaction had a significant effect on brand loyalty.
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