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이 연구의 목적은 프로축구의 브랜드자산 구성요소의 인과관계를 규명하는 것이다. 이를 위해서 『삼성 하우젠 K-리그 2004』관중 1,234명을 판단표본추출법을 통해서 표집하였으며, 설문지는 자기평가기입법을 통해 작성하도록 하였다. 자료처리는 부적절하다고 판단되는 46부를 제외한 1,188부를 최종유효표본으로 선정한 후 SPSSWIN Ver. 12.0과 AMOS 4.0을 이용하여 수행하였다. 그 결과를 보면 다음과 같다. 첫째, 브랜드인지도는 브랜드이미지와 브랜드만족에 유의한 영향을 미치지 않았으나 브랜드충성도에 유의한 영향을 미쳤다. 둘째, 브랜드개성은 브랜드이미지와 브랜드만족에 유의한 영향을 미쳤으나 브랜드충성도에는 부정적인 영향을 미쳤다. 셋째, 브랜드태도는 브랜드이미지, 브랜드만족 그리고 브랜드충성도에 유의한 영향을 미쳤다. 넷째, 지각된가치는 브랜드이미지와 브랜드만족에 유의한 영향을 미치는 것으로 나타났으나 브랜드충성도에는 부정적 영향을 미치는 것으로 나타났다. 다섯째, 브랜드이미지는 브랜드 충성도에 유의한 영향을 미치는 것으로 나타났다. 여섯째, 브랜드만족은 브랜드 충성도에 유의한 영향을 미치는 것으로 나타났다.


The purpose of this study was to clarify the casual relationship between brand equity factors and brand loyalty of K-league. Specifically, it was to examine the casualty of variables by putting brand awareness, brand personality, attitude toward brand, and perceived value as independent variables, brand image and brand satisfaction as mediating variables, and brand loyalty as dependent variable. The subjects of this study was the home fans of 『2004 Samsung Hauzen K-league』, and 1,234 data were collected and 1,188 of them ware chosen as for final data analysis. SPSSWIN Ver. 12.0 and AMOS 4.0 was utilized for the data analysis. The goodness fit of the model was confirmed by the data analysis and then the individual hypotheses ware verified. The results are as follows; First, brand awareness had not influence on brand image. Second, brand awareness had not effect on brand satisfaction. Third, brand awareness had significant influence on brand loyalty. Forth, brand personality had significant influence on brand image. Fifth, brand personality had significant influence on brand satisfaction. Sixth, brand personality had not effect on brand loyalty. Seventh, attitude toward brand had not effect on brand image. Eight, attitude toward brand had significant influence on brand satisfaction. Ninth, attitude toward brand had significant effect on brand loyalty. Tenth, perceived value had significant influence on brand image. Eleventh, perceived value had significant influence on brand satisfaction. Twelfth, perceived value had not influence on brand loyalty. Thirteenth, brand image had significant influence on brand loyalty. Fourteenth, brand satisfaction had significant influence on brand loyalty.