스포츠 제품의 브랜드 개성 척도 개발과 적용

초록

The purpose of this study was to standardize a brand personality scale into a sports products and to examine its adaptability. To achieve the purpose of this study, Brand Personality Scale(BPS) examined by Hong(2002) was used to translate and analyze its adaptability in Korean. The BPS was originally developed by Aaker(1997) to examine the degree of brand image of a certain product. The BPS was consisted of 15 facets with 5 sub-domains. A total of 347 sample was used and asked about brand personality of sports product.Results indicated that 10 facets among original 15 original facets significantly represented brand personality in sports products. Also, four sub domain among original five were statistically fit with proposed model for Korean version of brand personality scale. In detail, sincerity, excitement, competence. and ruggedness were shown as good sub domains for the scale. Validity and reliability were also checked to confirm the adaptability of the scale. In comparison to a previous research studied by Hong(2002) and Hong & Cho(2003), brand personality scale was shown different facets with same sub domain. The result indicated that brand personality scale was needed to be differently applied in different sport contexts.

키워드