생활체육 참가자의 스포츠용품 구매과정에서 브랜드자산 구성요소의 순차적 효과와 제품구매의 관계분석

Abstract

The purpose of this study is to analyze the cascade effects obf rand equity elements which are shown inthe repeated purchase of specific sports goods brand by sportsfo r all participants and the direct relationshipbetween brand equity elements and product purchase. For the puprose, a questionnaire survey was conductedwith volleyball, badminton, tennis, football, table tennis, golf and marathon club members residing inJeollanam-do and 265 questionnaires that are collected by the system stratified cluster random sampling wereused for the final analysis. The structural equation model(SEM) was used for statistical analysis to derive studyresults and the conclusions were as follows. First, the analysis results of the sequential model of sports goodsbrand equity in sports for all participants demonstrated a cauasl model of brand awareness-brand imagebrandsatisfaction-brand trust-brand loyalty. Second, sports for all participants responded that brand satisfactionand brand loyalty had effects on product purchase in bran dequity elements. Finally, this study revealedthat effective brand equity should be secured to attack the sports goods market of the sports for all field whichhas been rapidly expended and brand management should be made in the course of brand awareness-brandimage-brand satisfaction-brand trust-brand loyalty. Moreover, products which can satisfy sports for all pa-rticipants should be continuously producted and company strategeis focused on brand satisfaction and brandloyalty should be promoted.