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
- 2006.1
- 수록면
- 85 - 102 (18page)
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초록· 키워드
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The purposes of this study were to identify the types of golf club consumer‐brand relation and to prove the causal relation of brand asset components such as brand recognition, perceived quality and brand image with brand loyalty by type through empirical analysis. For this, 1,000 golf practice range users were selected through convenience sampling from four areas in Seoul A set of questionnaires were used to survey brand asset formation factors according to the type of consumer‐brand relation. A total of 821 questionnaires were analyzed to solve questions of this research except 179 inadequately answered or unanswered questionnaires. The results of the study are as follows: First, according to the result of deriving and examining elements forming brand assets, a brand asset was not composed of a single dimension but of multiple dimensions: brand asset formation factors, mediation factors and performance factors. Brand asset formation factors include brand recognition and perceived quality, mediation factors include brand image, and performance factors include brand loyalty. The identification of these factors enables efficient approaches to marketing goals and the effective use of limited marketing resources. Second, to build a brand asset, elements forming the asset should be considered first. While previous researches suggest too diverse elements, however, the present study developed tools for explaining and assessing a brand asset with brand recognition, perceived quality, brand image and brand loyalty. Third, influential relations among brand asset components are different according to the type of consumer‐brand relation. As the influence of brand asset components on one another is different according to relation type, we can establish strategies for building brand assets centering on more influential routes depending on relation type.
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