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A Study on Market Advantage of Sport Products by Brand Origin in the Korean Market : Focused on Attribute Evaluation of Sport Products, Brand Equity, and Purchase Intention
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한국시장에서 브랜드 원산지별 스포츠제품의 시장우위 연구 : 스포츠제품 속성평가, 브랜드자산, 구매의도를 중심으로

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Type
Academic journal
Author
Journal
한국스포츠정책과학원 체육과학연구 체육과학연구 제27권 제2호 KCI Accredited Journals
Published
2016.1
Pages
327 - 344 (18page)

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A Study on Market Advantage of Sport Products by Brand Origin in the Korean Market : Focused on Attribute Evaluation of Sport Products, Brand Equity, and Purchase Intention
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The purpose of this study was to examine competitiveness of sport product companies by brand origin in the Korean market by analyzing attribute evaluation of sport products, brand equity, and purchase intention and their causal relationship. Competitive sport brands were selected in global, Japanese, and Korean brands by a pilot survey. Then, this study selected a population participating in sports for all, elite sports, professional sports, and leisure sports and 498 effective questionnaires were secured. As a result, Korean consumers for sport products evaluated global sport brands in the highest level, Japanese sport brands in the moderate level, and Korean sport brands in the lowest level in the evaluation of attribute evaluation of sport products, brand equity, and purchase intention. Moreover, the evaluation of participating types in sports for all, elite sports, professional sports, and leisure sports showed the same result in the order of global, Japanese, and Korean sport brands. Global sport brands had a sequential causal relationship from attribute evaluation of sport products to brand equity and purchase intention and formed a consumption behavior model that attribute evaluation of sport products led to purchase intention. On the other hand, while Korean sport brands had a sequential causal relationship from attribute evaluation of sport products to brand equity and purchase intention, attribute evaluation of sport products did not lead to purchase intention. Finally, it was confirmed that global brands such as Nike and Adidas had a high market position and Korean sport consumers’ purchase behavior was determined based on information of product attributes and brand equity.
#스포츠브랜드 #경쟁우위 #스포츠제품 속성평가 #브랜드자산 #구매의도 #sport brands #competitive advantage #attribute evaluation of sport products #brand equity #purchase intention.

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References (85)

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Aaker, D. A. / 1991 / Managing brand equity : Capitalizing on the value of a brand name / The Free Press google schola Aaker, D. A. / 1990 / Consumer evaluations of brand extensions / The Journal of Marketing 54:27~41 google schola Ambler, T. / 2002 / Relation brand and customer perspectives on marketing management / Journal of Service Research 5(1):13~25 google schola Andreff, M. / 2009 / Global trade in sports goods : International specialisation of major trading countries / European Sport Management Quarterly 9(3):259~294 google schola Assael, H. / 1984 / Consumer behavior and marketing action / Kent Publishing Company google schola

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