This study aimed to identify how customers estimate sport star image by product advertising model and which brands are recognized as the same quality by using MDS(multi-dimensional scaling) understanding the position of graphs which is based on the image attribute. The survey samples were selected...
This study aimed to identify how customers estimate sport star image by product advertising model and which brands are recognized as the same quality by using MDS(multi-dimensional scaling) understanding the position of graphs which is based on the image attribute. The survey samples were selected with convenience sampling among college students, who are gaining much attention as a new consumer group. Total 200 students were surveyed and among them, 182 surveys were collected and used in this study. The survey tool used was a questionnaire, and the sport stars were selected after presents from CM strategic studies institute CM Value and discussion with 5 experts to find the 6 sport stars(Kim Yu Na, Park Ji Sung, Son Yeon Jae, Park Chan Ho, Park Tae Hwan, Choo Sung Hoon,) who have relatively high awareness from the consumers. The reliability coefficient of the factors in image properties was shown to be a = 0.828. The ways of analysis are PROXCAL analysis technique and Multiple Regression Analysis of MDS. As a result of this study, Kim Yu Na and Son Yeon Jae are in competition and Park Chan Ho and Park Ji Sung are in competition, but Park Tae Hwan and Chao Sung Hoan don’t have competition relationship. Using the value of the property vector found in regression analysis, the results showed that Kim Yu Na was at the highest positioning in polish, beautiful, sexy, elegant and chann, and Park Ji Sung was positioned the highest in expert, trust, belief, credit, honesty, professional, serious, experience and skill. Also, Park Chan Ho had the highest positing in knowledge.
This study aimed to identify how customers estimate sport star image by product advertising model and which brands are recognized as the same quality by using MDS(multi-dimensional scaling) understanding the position of graphs which is based on the image attribute. The survey samples were selected with convenience sampling among college students, who are gaining much attention as a new consumer group. Total 200 students were surveyed and among them, 182 surveys were collected and used in this study. The survey tool used was a questionnaire, and the sport stars were selected after presents from CM strategic studies institute CM Value and discussion with 5 experts to find the 6 sport stars(Kim Yu Na, Park Ji Sung, Son Yeon Jae, Park Chan Ho, Park Tae Hwan, Choo Sung Hoon,) who have relatively high awareness from the consumers. The reliability coefficient of the factors in image properties was shown to be a = 0.828. The ways of analysis are PROXCAL analysis technique and Multiple Regression Analysis of MDS. As a result of this study, Kim Yu Na and Son Yeon Jae are in competition and Park Chan Ho and Park Ji Sung are in competition, but Park Tae Hwan and Chao Sung Hoan don’t have competition relationship. Using the value of the property vector found in regression analysis, the results showed that Kim Yu Na was at the highest positioning in polish, beautiful, sexy, elegant and chann, and Park Ji Sung was positioned the highest in expert, trust, belief, credit, honesty, professional, serious, experience and skill. Also, Park Chan Ho had the highest positing in knowledge.
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