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Structural Relationships among Brand Value, Brand Attitude, Brand Affect, & Brand Loyalty for the Companies Participated as the 2012 London Olympic Official Sponsors
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2012런던올림픽 공식스폰서의 브랜드가치, 브랜드태도, 브랜드감정, 및 브랜드충성도의 구조적 관계

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Type
Academic journal
Author
Yuan, Chun-Lim (中國河南大學校) Yu, Xiao-Lei (창원대학교) Joo, Jong-Mi (호서대학교)
Journal
Korean Society For Sport Management Korean Journal of Sport Management Vol.18 No.5 KCI Accredited Journals
Published
2013.10
Pages
61 - 74 (14page)

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Structural Relationships among Brand Value, Brand Attitude, Brand Affect, & Brand Loyalty for the Companies Participated as the 2012 London Olympic Official Sponsors
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Abstract· Keywords

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This study was conducted to verify structural relationships among brand value, brand attitude, brand affect, and brand loyalty for the companies participated as the 2012 London Olympic official sponsor. In order to achieve the purpose of study, students from "C" university were decided as a population and 250 students were sampled by convenient sampling method. 18 surveys with unfaithful answer were deleted and a total of 232 surveys were used for data analysis. With the collected data, frequency, reliability, confirmatory factor analysis, relationship, and structural equation model were performed for hypotheses verification. The results were as follows: First, 3 out of 4 lower variables of brand value, ‘relationship’, ‘difference’, ‘esteem’, had a positive effect on the brand attitude. Second, brand attitude had a positive effect on the brand affect. Third, brand attitude had a positive effect on the brand loyalty. Lastly, Brand affect had a positive effect on the brand loyalty. In conclusion, if the consumers have a positive brand value for the olympic official sponsor, it results a positive brand attitude, the consumers with a positive brand attitude have a positive brand affect, it causes positive brand loyalty, and, at the end, it will be connected to the direct purchase behavior. This conclusion, in terms of measure of olympic sponsorship effect, is meaningful because it found the path of variables and it empowered the opinion that brand affect is important as one of the brand equity factors. However, it was found that in terms of exploring variable effecting on "brand equity", olympic stage as a mega sport event is not much different from general business stage.
#올림픽 공식스폰서 #브랜드가치 #브랜드태도 #브랜드감정 #브랜드충성도 #olympic official sponsor #brand value #brand attitude #brand affect #brand loyalty

Contents

Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과 및 논의
Ⅴ. 결론 및 제언
참고문헌
ABSTRACT

References (68)

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1. [학술지(정기간행물)] - 곽민석 / 2011 / 골프장 브랜드자산 측정요인과 브랜드가치, 고객만족, 브랜드태도, 재방문의도와의 관계 / 한국체육학회지 50 (1) : 147 ~ 160 google schola 2. [단행본] - 김계수 / 2010 / 구조방정식모형분석 / 한나래 google schola 3. [학술지(정기간행물)] - 김성재 / 2009 / 광고 태도와 브랜드 인지가 브랜드 태도에 미치는 상대적 영향력에 관한 연구 -직접비교 광고, 간접비교 광고와 일반광고의 비교- / 한국콘텐츠학회 논문지 9 (8) : 341 ~ 349 dbpia 4. [학술지(정기간행물)] - 김수진 / 2006 / 패션명품에 대한 소비자의 브랜드 동일시가 브랜드 감정과 브랜드 충성도에 미치는 영향 / 한국의류학회지 30 (7) : 1126 ~ 1134 dbpia 5. [인터넷자원] - 김연기 / / 쩐의 전쟁, 메달 경쟁보다 뜨겁다 / 이코노미 인사이트 google schola

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