선호와 비선호를 반영한 스포츠 브랜드 자산연구: 사회연결망분석

When we study brand equity, we tend to measure the brand's preference considering other competition brands within one product category. However, there are many cases that brands exist across product categories and the relationships among product categories should be considered. Also, un-preference as well as preference should be incorporated into the brand equity calculation in order to obtain real meaning of brand equity. While considering these points, we tried to find the way to obtain sport equity. That is the main purpose of our research. For the research, we selected 15 sports that are popular among general public. Then we asked which sports they like or dislike and select 3 sports respectively. By using that data for 270 respondents, we apply social network analysis and calculate sport equity. Weighted network analysis that is capable of asymmetry, directed, weighted aspects are used to summary network characteristics such as degree centrality, closeness centrality, betweenness centrality. Also, shortest distances among sports are calculated and multidimensional scaling graphs are depicted to compare sports and investigagte the possible relationships. Research results show tha preferred sports have reversible relationship with un-prefered sports. One sports have many favorites but less unfavorites. However, there are cases that sports might have many un-favorites as well as many favorites for the jogging Also, for tennis, there are less favorites and less un-favorites. We rank sports by sport equity both for net equity and association equity. Sport equity is the sum of net equity, which is difference between net preference minus net un-preferrence, and association equity, which is conditional probability of preference and un-preference. These preference and unpreference represents push and pull in the influce relationship. It is important to reflect these pull and push aspects in the equity calculation.