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
- 2012.4
- 수록면
- 71 - 86 (16page)
이용수
초록· 키워드
오류제보하기
Brand equity is regarded as a very important concept in business practice as well as in academic research because sport event marketers can gain competitive advantage through successful brands.
The measurement of brand equity and brand loyalty has been a recent phenomenon in the sport events research area. Most available emiprical research in sport events has borrowed its methods extensivley from other fields.
The purpose of this study is to investigate the effects of brand loyalty about brand equity factors of sport events and this study distinguishes the brand awareness, brand image and perceived quailty as factors constitute brand equity of sport events.
The research analyzes following detailed matters to accomplish the purpose of this study. First, it investigates the factors of brand equity and brand loyalty with conceptualizing. Second, it analyzes how the sport event has an effect on the brand equity and brand loyalty factors. 350 samples completed the survey and their responses were actually used in the analysis. SPSS18.0 and AMOS18.0 were used for data analysis. Third, the results reveal that brand awareness, brand image and perceived quality have significant effects on the brand loyalty.
The government should also strengthen the brand equity of sport event because the brand loyalty is positively related to further expansion of sport event development. Therefore, it is mecessary to take efforts to continuous managements and improvements on sport events.
The measurement of brand equity and brand loyalty has been a recent phenomenon in the sport events research area. Most available emiprical research in sport events has borrowed its methods extensivley from other fields.
The purpose of this study is to investigate the effects of brand loyalty about brand equity factors of sport events and this study distinguishes the brand awareness, brand image and perceived quailty as factors constitute brand equity of sport events.
The research analyzes following detailed matters to accomplish the purpose of this study. First, it investigates the factors of brand equity and brand loyalty with conceptualizing. Second, it analyzes how the sport event has an effect on the brand equity and brand loyalty factors. 350 samples completed the survey and their responses were actually used in the analysis. SPSS18.0 and AMOS18.0 were used for data analysis. Third, the results reveal that brand awareness, brand image and perceived quality have significant effects on the brand loyalty.
The government should also strengthen the brand equity of sport event because the brand loyalty is positively related to further expansion of sport event development. Therefore, it is mecessary to take efforts to continuous managements and improvements on sport events.
목차
Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구가설 및 조사설계
Ⅳ. 결과
Ⅴ. 결론
참고문헌
참고문헌 (5)
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