테니스 동호인의 경제적 애국심에 따른 라켓브랜드 이미지 분석 (The Analysis of Brand Image of Rackets which Tennis Club Members have According to Economic Patriotism)

서지정보

· 발행기관 : 한국스포츠리서치
· 수록지 정보 : 한국 스포츠 리서치 / 15권 / 3호 / 933 ~ 940페이지
· 저자명 : 이종경, 최천진

초록

The goals or this study are to examine tennis club members' preference or the domestic or foreign brand according to economic patriotism, to figure out attributes of brand image which is greatly considered on consumers' evaluation of tennis equipments, to offer the basic practical data to consumers on the basis of the attributes and to help the domestic tennis racket companies to have competitiveness and to perform marketing strategy.
For these, population was male and female tennis club members in Suwon and Anyang and the convenience sampling of Non-Probability sampling was used, 261 copies of data were analyzed, In the study, questionnaires were used and reliability was .8197 - .9200. And to analyze the data, chi-square test and one-way ANOVA Analysis were used.
Through these research procedure and methods, the following results were obtained Firstly, tennis club members' preference of domestic or foreign racket was analyzed according to demographic factors and in general, the foreign racket was preferred to any other domestic rackets.
No significant difference was shown between genders but there was statistically a significant difference at .05 level in their age and also at .o1 in their academic achievement, occupation and career.
Secondly, their economic patriotism and difference between brand images were analyzed, The result showed that there was statistically no significant difference at .05 level between brand image and economic patriotism.
Thirdly, it was analyzed whether they had economic patriotism and brand image according to rackets which they used, There was not statistically significant difference at .05 level. in brand image while there was statistically significant difference at .01 level in theft economic patriotism.

영어초록

The goals of this study are to examine tennis club members' preference of the domestic or foreign brand according to economic patriotism, to figure out attributes of brand image which is greatly considered on consumers' evaluation of tennis equipments, to offer the basic practical data to consumers on the basis of the attributes and to help the domestic tennis racket companies to have competitiveness and to perform marketing strategy.
For these, population was male and female tennis club members in Suwon and Anyang and the convenience sampling of Non-Probability sampling was used. 261 copies of data were analyzed. In the study, questionnaires were used and reliability was .8197 - .9200. And to analyze the data, chi-square test and one-way ANOVA Analysis were used.
Through these research procedure and methods, the following results were obtained
Firstly, tennis club members' preference of domestic or foreign racket was analyzed according to demographic factors and in general, the foreign racket was preferred to any other domestic rackets.
No significant difference was shown between genders but there was statistically a significant difference at .05 level in their age and also at .o1 in their academic achievement, occupation and career.
Secondly, their economic patriotism and difference between brand images were analyzed. The result showed that there was statistically no significant difference at .05 level between brand image and economic patriotism.
Thirdly, it was analyzed whether they had economic patriotism and brand image according to rackets which they used. There was not statistically significant difference at .05 level in brand image while there was statistically significant difference at .01 level in their economic patriotism.

참고자료

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