지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.4
- 수록면
- 145 - 160 (16page)
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This study is purposed to provide proved data effectively applicable to the establishment of brand property through understanding of characteristics by brand of a swimming suit of corporations related to sale of swimming suits by analyzing brand characteristics by swimming suit and the effect of brand characteristics on brand recognition, brand preference and consumer behavior by survey of brands used depending on the individual participation characteristics of users of the swimming pool. Following conclusion is derived as the result analyzing data concerning 583 users at 6 swimming pools that are operated in the D-metropolitan city and the G-city by using SPSS 18.0 for Windows.
First, it was that the brand most frequently by users of swimming pools were Arena and that users below the 20-age mostly used Nequin. Second, it was for brand characteristics that Rally and Arena were brand showing the highest brand characteristics, and that Nequin was brand showing the lowest brand characteristics. Third, it was that a positive (+) relationship was constituted between brand characteristics, brand recognition, brand preference and consumer behavior. Fourth, it was that design, quality and reliability of brand characteristics had a positive effect on the brand recognition. Fifth, it was that functionality, quality, advertisement satisfaction and reliability of brand characteristics had a positive effect on the brand preference. Sixth, it was that price, recognition, color and reliability of brand characteristics had a positive effect on consumer behavior. Consequently, since consumers purchasing and using Rally and Arena brands have a positive effect on brand recognition, brand preference and consumer behavior and raise the property value of these brands and give a significant effect on consumer behavior, corporations that are involved in production, distribution and sale of Nequin brand must urgently prepare the revolutionary advertisement activity methods for reliability, design quality, price, recognition and color of brands.
First, it was that the brand most frequently by users of swimming pools were Arena and that users below the 20-age mostly used Nequin. Second, it was for brand characteristics that Rally and Arena were brand showing the highest brand characteristics, and that Nequin was brand showing the lowest brand characteristics. Third, it was that a positive (+) relationship was constituted between brand characteristics, brand recognition, brand preference and consumer behavior. Fourth, it was that design, quality and reliability of brand characteristics had a positive effect on the brand recognition. Fifth, it was that functionality, quality, advertisement satisfaction and reliability of brand characteristics had a positive effect on the brand preference. Sixth, it was that price, recognition, color and reliability of brand characteristics had a positive effect on consumer behavior. Consequently, since consumers purchasing and using Rally and Arena brands have a positive effect on brand recognition, brand preference and consumer behavior and raise the property value of these brands and give a significant effect on consumer behavior, corporations that are involved in production, distribution and sale of Nequin brand must urgently prepare the revolutionary advertisement activity methods for reliability, design quality, price, recognition and color of brands.
목차
Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론
참고문헌
참고문헌 (6)
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조용찬. 스포츠용품 브랜드 선호도에 따른 효과적인 매출증대 방안. 한국체육과학회지. 2006
조운용. 성별에 따른 스포츠의류선택요인의 구인동등성 검증 및 잠재평균분석. 한국스포츠산업경영학회지. 2007
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이명석, 이현우, 박용범, 설정덕. 스포츠동호인들의 스포츠용품 브랜드선호도와 구매성향의 차이검증. 한국체육과학회지. 2010
조용찬. 스포츠용품 브랜드 선호도에 따른 효과적인 매출증대 방안. 한국체육과학회지. 2006
조운용. 성별에 따른 스포츠의류선택요인의 구인동등성 검증 및 잠재평균분석. 한국스포츠산업경영학회지. 2007
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UCI(KEPA) : I410-ECN-0101-2013-692-000607777