스포츠 용품 유통기업은 어떻게 지속가능한 성공을 이룰 수 있는가? - 스포츠 브랜드 진정성 개념 -

• 영문명: How can Sporting Goods Retailers Achieve Sustainable Success? : Concept of Sport Brand Authenticity
• 발행기관: 한국유통과학회
• 저자명: 이제경(Jekyung Lee) 송상연(Sangyeon Song)
• 간행물 정보: 『유통과학연구(JDS)』제16권 제4호, 1~10쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2018.04.30

영문 초록

Purpose - As society continues to develop and the economy grows, consumer participation in sports activities and consumption of sports-related goods are steadily increasing. Nowadays, Spyder, the sporting goods company has achieved great success in the Korean market. In the launching, Spyder tried to communicate the sport authentic brand value to consumers as successful sporting goods brands did. The purpose of this study is to identify the key factors influencing the successful branding strategies of sporting goods retailers. In the process of value trading to the consumer, the concept of authenticity which includes ‘originality’, ‘truth’ and ‘genuine’ is considered as one of the most important factor for branding. This study tries to define the brand authenticity in sporting goods retailer and to develop measurement scale. This study suggests a new paradigm for sports brand research and implications for management of domestic sporting goods retailer that is losing the direction to develop brand value. Research design, data, and methodology - This research consists of two parts of study. The first study is a qualitative research to define sport brand authenticity and measuring items through expert interviews. The second study is the development of scales to the authenticity. And reliability and validity of the scales are verified by quantitative methods. A total of 500 respondents were surveyed and the statistical tests were conducted by dividing two groups. Results - This study defines the authenticity of sports brand which is divided into four dimensions; behavioral authenticity, performance authenticity, spiritual authenticity and virtuous authenticity. And this newly defined four dimensions measurement tool is proved statistically in this study in terms of reliability and validity. Conclusions - For the success of sporting goods retailers, it is important to understand the value of sport and to communicate it with customers effectively. This study sug

목차

1. 서론 (Introduction)

2. 선행연구 고찰 (Literature Review)

3. 연구방법론 (Methodology)

4. 연구결과 (Results)

5. 연구결과 토론 및 시사점 (Conclusions)

키워드

Sporting Goods Retailer Sport Brand Authenticity Performance Authenticity Spiritual Authenticity Virtuous Authenticity