국내 스포츠브랜드의 레트로 로고 속성이 브랜드이미지, 브랜드태도 및 구매의도에 미치는 영향: 프로스펙스 사례연구

The purpose of this study was to analyze the effects of the retro logo attributes of domestic sports brand on band image, brand attitude, and purchase intentions. Total 250 questionnaires were distributed and 235 samples were used for practical analysis. In the empirical study, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis were done by SPSS 21.0. The results of this study were as follows: First, evaluation of PROSPECS retro logo attributes was highest in traditionality, followed by familiarity, marketability and likeability. Second, familiarity and traditionality of retro logo attributes had positive effects on brand image, and traditionality has a positive effect on brand attitude. Third, marketability and likeability of retro logo attributes had positive effects on purchase intentions. Fourth, band image and brand attitude had positive effects on purchase intentions.