골프용품브랜드의 상표이미지속성에 따른 포지셔닝 전략 (Positioning according to the Brand Image Properties of Golf Brand)

서지정보

· 발행기관 : 한국체육과학회
· 수록지 정보 : 한국체육과학회지 / 18권 / 1호 / 511 ~ 521페이지
· 저자명 : 이송학

초록

This study aims to determine how the consumers evaluate Golf Brand by the properties that constitute their image and which players are recognized identically through identifying their position among Golf Brand by their image properties using multi-dimensional scaling.
This attempt will help with establishing marketing strategies of companies to gain competitive advantages and differentiation by identifying if the Golf Brands are equipped with their own differentiated image to the consumers.
The survey samples were selected with convenience sampling among golf club members, who are indoor golf range in Gyeong-gi area. Total 300 students were surveyed and among them, 264 surveys were collected and used in this study. The survey tool used was a questionnaire, and the Golf Brand were selected after discussion with experts to find the Brand who have relatively high awareness from the consumers. The reliability coefficient of the factors in image properties was shown to be α = 0.694.
The data processing of this study was based on the similarity distance recognized by the repliers, and the positioning map was drawn for marketing strategies. For the method of analysis, PROXCAL analysis technique was used among the methods in MDS.
Using the value of the property vector found in regression analysis, the results showed that Mizuno and Titleist were at the highest positioning in advertising and design, and Taylormade was positioned the highest in reputation and quality. Also, Dunlop and Honma had the highest positing in price and practicability.

영어초록

This study aims to determine how the consumers evaluate Golf Brand by the properties that constitute their image and which players are recognized identically through identifying their position among Golf Brand by their image properties using multi-dimensional scaling.
This attempt will help with establishing marketing strategies of companies to gain competitive advantages and differentiation by identifying if the Golf Brands are equipped with their own differentiated image to the consumers.
The survey samples were selected with convenience sampling among golf club members, who are indoor golf range in Gyeong-gi area. Total 300 students were surveyed and among them, 264 surveys were collected and used in this study. The survey tool used was a questionnaire, and the Golf Brand were selected after discussion with experts to find the Brand who have relatively high awareness from the consumers. The reliability coefficient of the factors in image properties was shown to be α = 0.694.
The data processing of this study was based on the similarity distance recognized by the repliers, and the positioning map was drawn for marketing strategies. For the method of analysis, PROXCAL analysis technique was used among the methods in MDS.
Using the value of the property vector found in regression analysis, the results showed that Mizuno and Titleist were at the highest positioning in advertising and design, and Taylormade was positioned the highest in reputation and quality. Also, Dunlop and Honma had the highest positing in price and practicability.

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