프로스포츠 선수의 스폰서 용품 브랜드 이미지 및 만족도를 통한 국내 스포츠 용품업의 발전과제 - 여자 프로농구 선수를 대상으로 -

Abstract

In the case of Korea, the sports industry promotion act was dedicated for the sports goods distribution industry and diverse efforts are being made to establish it as a prospective industry that can lead the 21st century. Unfortunately, however, reality shows that the domestic sports goods industry market is controlled dominantly by foreign companies instead of domestic companies. The modern market trends show brand strategies of ‘companies sell good products and consumers buy brands’. Accordingly, in order to search for strategies to develop the domestic sports goods industry, 48 professional women’s basketball players competing in the 2009~2010 The Bank, Shinhan Bank Women’s Professional Basketball League were analyzed on their satisfaction and image on the sponsored goods and companies that they use. The data processing of the empirical study conducted analyzing using SPSS 15.0 for Windows, and it showed that there was no statistically considerable difference for the women’s professional basketball players’sponsored brand satisfaction and image between domestic and foreign brands, but there were high values for foreign brands on terms of both satisfaction and image. Secondly, results showed that the women’s professional basketball player sponsored brand satisfaction was highly affected by brand image.