Earticle

초록

영어

The purpose of this study was to select the target markets through the brand personality of sport products. The total number of sampling was 360 adult male, female, who are current members at 4 major health and fitness facilities in Seoul. Among them, only 298 was employed because they are relevantly responded. The Spss Win 12.0 Statistical Package was used for the frequency analysis, factor analysis, correlation analysis, and multiple regression analysis .The results of the study are as follow.
Firstly, if the brand personality of a certain sport product is of sincerity, it must select the best target markets, considering the psychological segmentation, geographical segmentation criterion and product-related criterion.
Secondly, if the brand personality of a certain sport product is of excitement ,it must select the best target markets, considering the demographical segmentation, geographical segmentation and product-related criterion.
Thirdly, if the brand personality of a certain sport product is of competentence, it must select the best target markets considering the demographical segmentation, psychological segmentation and product-related criterion.
Fourthly, if the brand personality of a certain sport product is of ruggedness, it must select the best target markets, considering the demographical segmentation and psychological segmentation criterion.
Lastly, if the brand personality ofa certain sport product is of sophistication, it must select the best target markets, considering the demographical segmentation, psychological segmentation and product-related criterion.

목차

Ⅰ. 서론
 Ⅱ. 연구방법
  1. 연구대상
  2. 측정도구 및 설문지
  3. 요인 분석 및 신뢰도 분석
  4. 연구절차
  5. 자료처리
 Ⅲ. 연구결과
  1. 인구 통계적 특성에 의한 세분화 기준
  2. 지역적 구분에 의한 세분화 기준
  3. 브랜드 개성차원과 소비자개성, 제품관련기준 간의 상관관계
  4. 브랜드 개성차원과 소비자 심리적 세분기준, 제품 관련기준간의 영향 검증
 Ⅳ. 논의
  1. 브랜드개성 차원의 성실성
  2. 브랜드개성 차원의 흥미진진성
  3. 브랜드개성 차원의 능력성
  4. 브랜드개성 차원의 세련성
  5. 브랜드개성 차원의 강건성
 Ⅴ. 결론
 참고문헌
 ABSTRACT

저자

• 정병희 [ Chong, Byung-Hee | 한국체육대학교 ]

참고문헌