스포츠의류 브랜드 원산지별 브랜드자산과 제품평가 및 구매의도의 관계

Abstract

The purpose of this study is to analyze the relationship among brand equity, product evaluation, and purchase intention in sportswear brands and origins. To achieve this purpose, an empirical study is proposed and a questionnaire survey is conducted to sports players including both professional and amateur players, for three months from December 1, 2009 to February 28. Through this process, a total of 450 questionnaires are used for the final analysis and the following results are obtained. Regarding the relationship among brand equity by brand origin, product evaluation, and purchase intention in sportswear brands, a positive relationship is found among the perceived quality of brands, brand royalty, and brand image, product evaluation, and purchase intention in ① US brands. In ② Japanese brands, a positive relationship is found among brand quality, brand royalty, and brand image, product evaluation, and purchase intention. Finally, in ③ Korean brands, a positive relationship is found among brand quality, brand royalty and brand image, expressive quality evaluation, and purchase intention, and a positive relationship is also found bn,ween brand recognition and functional quality evaluation and bn,ween brand royalty and expressive quality evaluation. In summary, US brands have the highest brand equity in Korean consumers in comparison to the US and Japanese brands, and such high brand equity have a positive effect on product evaluation and purchase intention. Two Korean brands have lower brand equity than Japanese brands and this relative low brand equity may be attributed to the insignificant functional element`s influence. Functional elements in the sportswear are the most important in purchase intention but those of domestic brands is relatively lower. The study suggests that domestic brands should reinforce the value of brand equity elements such as recognition, quality, royalty, and image, and should improve product functions, and prepare institutional equipment to support them as well as price advantages.