The Relationship Among Marketing Analysis, Brand Equity And Brand Loyalty Of Sports Centers

The purpose of this study is; first, to investigate the effect between marketing mix factors and brand assets of sports center; second, to investigate the effect between brand assets and brand loyalties of sports center; third, to establish the useful academic materials for planning and putting into practice the effective marketing strategies of sports centers as to enhance the brand assets of sports centers and to attract the customers for those.For these purpose, survey set the hypothetic model effecting on the brand asset and brand loyalty, based on literatures and the verified hypotheses, and to investigate the interactions among variables by SEM(structural equation model).The survey was conducted on 978 customers of sports centers in Seoul and Gyeongggi province by convenience sampling. The findings generated frequency analysis and exploratory factors analysis by SPSS 15.0 version, and test of goodness of model was carried out the covariance structure analysis using AMOS 7.0 version to verify construct validity of measured model.Following is the results of the path model.First, in the view of individual characteristics, products as the subordinate concept of marketing were associated with occupations, excercise duration and exercise intensity, and brand qualities as the subordinate concept of brand assets were associated with gender, occupation, monthly income, different sports, excercise duration, exercise frequency and exercise intensity. The behavioral loyalty as the subordinate concept of brand loyalty were associated with gender, occupation, different sports, excercise duration and exercise intensity.Second, brand qualities as the subordinate concept of brand assets were significantly affected by products(β=.301), prices(β=.277) and places (β=.1.06) as the subordinate of marketing. Brand awareness as the subordinate concept of brand assets were significantly affected by products (β=.153), prices (β=.202) and sales promotions(β=.397) as the subordinate of marketing. Brand image as the subordinate concept of'brand assets were significantly affected by products(β=.288), prices(β=.097) and sales promotions(β=.525) as the subordinate of marketing.Third, behavioral loyalty as the subordinate concept of brand loyalty were significantly affected by products (β=.368), prices(β=.211) and places(β=.117) as the subordinate of marketing. Attitudinal loyalty as the subordinate concept of brand loyalty were significantly affected by products (β=.220), prices (β=.339), places (β=.120) and sales promotions(β=.397) as the subordinate of marketing.Fourth, behavioral loyalty as the subordinate concept of brand loyalty were significantly affected by brand quality(β=.446) and brand image(β=.390) as the subordinate of brand assets. Attitudinal loyalty as the subordinate concept of brand loyalty were significantly affected by brand quality(β=.183) and brand awareness(β=.373).Fifth, marketing factors of sports center had a direct effect on the brand assets (β=.818) and the brand assets had a direct effect on brand loyalty(β=.608). Marketing factors of sports center had a direct effect on the brand loyalty(β=.414) and the marketing factors linked to the brand assets had a indirect effect on brand loyalty (β=.497), thus the total causal effect of factors indicated toβ=.911.This survey verifies that marketing factors of sports centers enhance the brand loyalty through the brand assets, and that the brand assets are the important parameter inbuilt in the relations between independent variable and dependent variable.