브랜드 이미지가 스포츠 소비자 구매욕구에 미치는 영향 = The effect of brand image of sports products on customers' interest

다국어 초록 (Multilingual Abstract)

The object of this study was to examine the effect of the brand image of 8 sports products on the customer's interest.
In this study, the items were selected as follows.
1. Custommr's purchasing amount and pattern of sports products.
2. The source of advertising information of sports products.
3. The preferring products of inside and outside of the country.
4. The rank of brand image of sports products.
5. The recognition level of sports products by age.
189 subejcts in seoul and Kyongki-do (63 teenagers in H.Y middle and high school,63 J university students in twenties, and 63 S.K graduate school students in thirties) were selected using accidental cluster sampling method and these data were computerized by using spsswin, Ver 7.0 and applying FREQUENCY and ANOVA.
The results were found:
1. The product purchase was done once 3 months or 6 months (22%) and the purchasing patterns were shoes(49%) and clothing(42.5%).
2. The advertising frequency of sports products through TV was highest (54.5%)
3. The preference level of foreign products (69.5%) was higher than domestic (30.5%) ones.
4. According to the order of the preferring brand image of sports products, NIKE(60%) was highest, with Ribok(20%), Adidas(8%), and Pro-specs(5.5%).
5. In case of the recognition level of sports products by age, only Rapido got the higher recognition level in the younger age group but there was no significant difference among the 7 produts except Rapido.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 연구방법
• Ⅲ. 연구결과
• Ⅳ. 논의 및 결론
• ※. 참고문헌