지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.6
- 수록면
- 931 - 943 (13page)
이용수
초록· 키워드
오류제보하기
To obtain the purpose of examination between sports brand equiety and consumer’s inclination about extension brand evaluation, I researched, analysed, and discussed about questionnaire to sports-center and the same taste’s club members of 639 numbers in Kwangju and Jeonnam province.
Also, after investigating of preference and trust degrees using statistical methods, Suitabilities and application possibilities were ultimately used by amending and complementing them.
Using SPSS 12.0 program, frequence and reliability were analysed and MCA was accomplished by AMOS 5.0 program.
Sports brand equity is meaningful because of a non-standardization coefficient about the evaluation of brand expansion [Estimate = 0.048, S.E = .004, C.R(Critical ratio) = 13.057, p = 0.000(p＜.001)]. It shows that assumption 1 “Sports brand equity influences brand expansion.” is adopted. Namely, sports brand equity’s influence of the evaluation of brand expansion is 0.595, which is as dependable as 59.5%.
For consumer, the reliability for building sports brand equity is expected to rise. Also, the examination of external control causes between sport brand equity and expanded brand could accumulate technical know-how for high quality of sport goods.
Also, after investigating of preference and trust degrees using statistical methods, Suitabilities and application possibilities were ultimately used by amending and complementing them.
Using SPSS 12.0 program, frequence and reliability were analysed and MCA was accomplished by AMOS 5.0 program.
Sports brand equity is meaningful because of a non-standardization coefficient about the evaluation of brand expansion [Estimate = 0.048, S.E = .004, C.R(Critical ratio) = 13.057, p = 0.000(p＜.001)]. It shows that assumption 1 “Sports brand equity influences brand expansion.” is adopted. Namely, sports brand equity’s influence of the evaluation of brand expansion is 0.595, which is as dependable as 59.5%.
For consumer, the reliability for building sports brand equity is expected to rise. Also, the examination of external control causes between sport brand equity and expanded brand could accumulate technical know-how for high quality of sport goods.
목차
Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론
참고문헌
참고문헌 (1)
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UCI(KEPA) : I410-ECN-0101-2013-692-000280903