The Effect of Domastic Sport Brand Marketing Communication on Brand Awareness, Brand Image and Brand Royalty

This study aims at providing fundamental data and information on sport brand industry by studying what effects marketing communication on brand awareness, brand image and brand royalty in Korea. The survey was done with 370 copies, excluded 28 copies and ran an analysis on the remaining 342 copies. After investigating the collected data, IBM SPSS Statistics 21 and IBM AMOS 21 program were employed. Frequency analysis was used in order to acquire demographic characteristics. Exploratory factor analysis and confirmatory factor analysis were used in order to verify marketing communication, brand awareness, brand image, brand royalty. correlation analysis and path analysis through Structural Equation Model(SEM). The result of this study are a s follows. First, advertisement, publicity, promotion and transmitting by word of mouth in marketing communication showed (+) effects on brand awareness. Second, advertisement, publicity ,transmitting by word o f mouth and physical surroundings in marketing communication showed (+) effects on brand image. Third, brand awareness showed (+) effects on brand image. Fourth, brand awareness showed +() effect on brand royalty. Fifth, brand image showed (+) effect on brand royalty.