국내 스포츠용품 브랜드 활성화 방안: 프로야구구단 유니폼스폰서를 중심으로

초록

The purpose of this study is to verify structural correlation between brand awareness (products& logos), sponsoring effects (public confidence &attitudes), and purchase intention and suggest how to revitalize Korean sporting goods brands. This author selected 280 baseball club members joining in adult baseball clubs located in Gyeonggi and Incheon, and for data processing, SPSS 21.0 version was employed to conduct frequency analysis, exploratory factor analysis, reliability analysis, and correlation analysis. Amos 18.0 was used to confirmatory factor analysis and the structural equation model. With the above procedure, results were gained as follows: first, by using different kinds of media such as TV advertising, internet advertising, and SNS, it is necessary to conduct various promotions so that the public can recognize Korean brands and have more enhanced awareness. Second, baseball clubs should consider Korean brands first when selecting their uniform brand sponsoring company. Third, the government should provide political support for developing Korean brands and products and also conducting marketing activities diversely.

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