태권도장의 사회적 책임활동 적합성에 대한 도장 브랜드자산과 장기지향성의 관계분석

Abstract

ABSTRACT

Relation Analysis of Social Responsibility Activity Suitability in Respect of Taekwondo Studio on Studio Brand Asset and Long-Term Intentionality

Yoo jin-ho Adviser : Prof, Yoon Oh Nam Department of Physical Education Graduate School of Chosun University

The purpose of this study is to analyze whether the contents of a Taekwondo studio’s social responsibility activity has the suitability for school parents, and its consequential influence on studio brand asset and long-term intentionality. As for its research subjects, this study selected school parents of Taekwondo studios in Gwangju Metropolitan City as a population. Particularly, this study conducted a survey by making a personal visit to a total of 10 places with 2 Taekwondo studios respectively in 5 gus, and used SPSS Ver. 22.0 and AMOS 22.0 statistical package program to deduct the research results. Lastly, a total of 476 copies of questionnaires were used for analysis, and this study deducted the research results as follows. First, the suitability of social responsibility activity was found to have a positive influence on studio brand awareness. Second, studio asset awareness was found to have a positive influence on studio brand image , brand reliability, and studio brand satisfaction. Third, studio brand image was found to have a positive influence on brand reliability, studio brand satisfaction, and long-term intentionality. Fourth, studio brand reliability was found to have a positive influence on studio brand satisfaction and long-term intentionality. Fifth, studio brand satisfaction was found to have a positive influence on long-term intentionality. In addition, as a result of verification of mediated effects through additional analysis, brand satisfaction was found to have mediated effects in brand image and long-term intentionality, and also brand satisfaction was found to have a significant mediated effects in brand reliability and long-term intentionality. Conclusively, this study confirmed that the suitability of a Taekwondo studio’s social responsibility activity has an influence on studio brand asset and long-term intentionality. These results, like the preceding researches presenting that general corporate social responsibility activity serves to enhance a corporate brand value and customer loyalty, indicate that a Taekwondo studio could also achieve its brand improvement through social responsibility activity, and through the trainees’ long-term registration therefrom, it could create an economic gain, too. Also, these research results prove that a Taekwondo studio’s social responsibility activity is working as a very effective marketing tool targeting a consumer (trainees, school parents), and indicate that a studio’s social responsibility activity is the major activity that has a direct, indirect influence on the surrounding reputation of a Taekwondo studio as a local community. Accordingly, at this point in time when the area of a Taekwondo studio’s social responsibility activity is non-existent, it is necessary to aggressively inquire into the social responsibility activity area, such as area development through the imitation of sports-field-based social contribution programs, or through the introduction of sports voucher, or in connection with regional volunteer service activity, as well.

Keyword: Social Responsibility Activity, Brand Asset, Long-term Intentionality