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초록·키워드 목차

The purpose of this study is the effect of brand equity factors on brand loyalty of Taekwondo events, and hypothetical models, then after, I examined the cause-effect relationship between variables through means of structural equation model. The subjects of this survey were audience of Taekwondo tournament, and 400 participants were sampled by using convenience sampling. 324 participants completed the survey and their responses were actually used in the analysis. Questionnaires returned from 76 respondents had to be dropped from the analysis, because their responses were judged insincere or were not filled in the questionnaires completely. Analytical techniques used in this research work were frequency analysis, t-test, one-way ANOVA, post-hoc analysis using a Scheffe's test, correlation analysis, and regression analysis. Results from the above survey and analysis of data and information revealed the following: First, there were significant differences in brand awareness according to individual characteristics in terms of gender; brand personality according to individual characteristics in terms of gender, age, level of education, monthly income; and brand image according to individual characteristics in terms of gender, age, level of education. second, there were significant differences in brand loyalty according to individual characteristics in terms of level of education, monthly income. Third, the results from regression analysis of brand equity factors and brand loyalty revealed that brand awareness and brand image, which were the sub-variables of brand loyalty, had significant effects on brand equity factors. #brand property #brand loyalty

Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과 및 논의
Ⅳ. 논의
Ⅴ. 결론 및 제언
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