스포츠브랜드자산과 브랜드확장평가에 관한연구

To obtain the purpose of examination between sports brand equiety and consumer's inclination about extension brand evaluation, I researched, analysed, and discussed about questionnaire to sports-center and the same taste's club members of 639 numbers in Kwangju and Jeonnam province. Also, after investigating of preference and trust degrees using statistical methods, Suitabilities and application possibilities were ultimately used by amending and complementing them. Using SPSS 12.0 program, frequence and reliability were analysed and MCA was accomplished by AMOS 5.0 program. Sports brand equity is meaningful because of a non-standardization coefficient about the evaluation of brand expansion [Estimate = 0.048, S.E = .004, C.R(Critical ratio) = 13.057, p = 0.000(p<.001)]. It shows that assumption 1 "Sports brand equity influences brand expansion." is adopted. Namely, sports brand equity's influence of the evaluation of brand expansion is 0.595, which is as dependable as 59.5%. For consumer, the reliability for building sports brand equity is expected to rise. Also, the examination of external control causes between sport brand equity and expanded brand could accumulate technical know-how for high quality of sport goods.