브랜드자산 구성요인을 이용한 국내 프로야구단의 상대적 가치 평가

Abstract

This study is an evaluation of the Korean professional baseball teams using marketing techniques based on the value of Brand Names taking into account the four evaluation variables of Brand property；brand awareness, brand association, perceived quality and monopolized property. To collect the data for this study, a survey was performed as duplicated. The first survey was done for the evaluation relating to the Brand Name Values of each baseball team from general groups. The target group for this survey was a total of 880 persons, 110 persons randomly selected in the franchise area of each team(total 7 areas；Seoul has two teams in the same area), and answer sheets from 875 persons was used for the evaluation excluding some answer sheets that were deemed to be insincere. Verification for the reliability of the evaluation model was performed by multiple linear regression. The reliability of the evaluation model was analyzed taking into account the variables. Brand awareness, brand association, perceived quality and monopolized property were used as independent variables, and preference of brand, consumption attitude, intention of consumption as dependant variables. Also the differences among the teams were studied using the technical statistics, ANOVA analysis and Scheffe's post verification. The conclusion from this study were； 1. Samsung had the highest value for the brand awareness, brand association, monopolized property and Hanhwa had the highest value for perceived quality. Hyundai showed the lowest value for the brand awareness, Kia showed the lowest value for brand association, Lotte for perceived quality, and SK for monopolized property. 2. Samsung had the highest value for the Brand name among Korean domestic professional baseball teams, followed in order by Doosan, Hanhwa, KIA, Hyundai, LG, Lotte, and SK.