A study on badminton racket brand image with the use of MDS and ISA Jae-Moon Lee 1, Jeoung-Hak Lee 1 *, & Jae-Hwan Kim 2 1 Kyunghee University & 2 International University of Korea [Purpose] [Methods] [Results] Ⅱ Ⅲ Key words:

Table 1. Demographic characteristics of survey subjects Gender Age Job Monthly pay Racket price Participation Duration Brand Considerable Factors Division Frequency Rate(%) Male 191 61.0 Female 122 39.0 20s 115 36.6 30s 94 30.0 40s 62 20.0 50s 42 13.4 Student 95 30.4 Employee 106 33.9 Housewife 27 8.6 Self-employed 41 13.1 Professions 29 9.2 Etc 15 4.8 ~1.5million won 131 41.9 ~3million won 115 36.7 ~4million won 47 15.0 ~5million won 11 3.5 5million won~ 9 2.9 ~100,000won 77 24.6 ~200,000won 127 40.6 ~300.000won 74 23.6 300,000won~ 35 11.2 6Months~ 1Year 96 30.6 1~3year 85 27.2 3~5year 82 26.2 5~6year 24 7.7 6year~ 26 8.3 YONEX 113 36.1 TRION 54 17.3 VICTOR 78 24.9 LI-NING 31 9.9 JOOBONG 37 11.8 Brand 18 5.8 Price 54 17.2 Design 31 9.9 Functionality 207 66.1 Service 3 1.0 313 100

α α α α α

Ⅲ Ⅳ Ⅰ Ⅱ Fig. 1. ISA Matrix(Tonge & Moore, 2007) Table 2. Euclidian distances Brand 1 2 3 4 5 YONEX.000 VICTOR 1.037.000 LI-NING 3.305 2.467.000 JOOBONG 3.587 2.720.612.000 TRION 3.706 2.833.935.486.000

Table 3. Two-dimensional phase coordinate values Brand dimension1(x ) dimension2(y ) YONEX.913 -.124 VICTOR.573.138 LI-NING -.394.151 JOOBONG -.530 -.003 TRION -.563 -.163 Stress value 0.001 Determination coefficient value.999 Fig. 2. Perception Diagram

Table 4. Regression coefficient value Brand image dimensionl 1(β) dimension1 2(β) Price -.882 -.274 Design.975 -.212 Functionality.996.027 Quality.985.155 Awareness.989 -.094 Advertising image.998 -.010 Event.988 -.127 Color.987 -.047 Popularity.998.052 Sophistication.987.155 Originality.979.075 Trust.966 -.222 Service.879.025 1. Price, 2. Design, 3. Functional, 4. Quality, 5. Awareness, 6. Advertising image, 7. Event, 8. Color, 9. Popularity, 10. Sophistication, 11. Originality, 12. Trust, 13. Service Fig. 3. Positioning Map

Table 5. Difference Analysis of YONEX Factor Importance Satisfaction M S.D M S.D t Price 3.90 1.035 3.33.977 5.598*** Design 3.73 1.126 3.83.895.795 Functionality 4.35.952 3.99.931 3.946*** Quality 4.38.919 4.04.784 4.198*** Awareness 3.59 1.074 3.93.952 2.750** Advertising image 3.29 1.041 3.42.998 1.232 Event 3.27 1.088 3.23 1.077.357 Color 3.79 1.013 3.73.897.473 Popularity 3.59 1.041 3.77.876 1.516 Sophistication 3.88.965 3.82.815.421 Originality 3.79.850 3.85.837.584 Trust 4.14.833 3.87.950 2.567* Service 4.11.849 3.65 1.042 3.894*** Table 6. Difference Analysis of TRION Factor Importance Satisfaction M S.D M S.D t Price 3.96.751 3.52.966 2.777** Design 3.89.965 3.81 1.065.513 Functionality 4.30.717 3.85 1.053 3.256** Quality 4.30.662 4.04.889 1.954 Awareness 2.96.846 3.44 1.003 3.285** Advertising image 2.89.691 3.33.991 3.385** Event 3.19.779 3.22.965.230 Color 3.70.717 3.41.962 1.827 Popularity 2.85.979 3.26 1.049 2.623* Sophistication 3.48.795 3.33.869 1.033 Originality 3.30.662 3.37.831.704 Trust 3.56.502 3.37.831 1.564 Service 3.89.883 3.41.836 3.662**

Table 7. Difference Analysis of VICTOR Factor Importance Satisfaction M S.D M S.D t Price 4.01.712 3.13 1.313 6.857*** Design 4.14.751 4.00.993 1.331 Functionality 4.26.999 4.03 1.105 2.533* Quality 4.46.733 3.79.972 5.875*** Awareness 3.55 1.089 3.96.889 2.338* Advertising image 3.24 1.197 3.41 1.110.825 Event 3.46 1.266 3.19 1.140 1.435 Color 4.21.779 3.79 1.024 2.823** Popularity 3.45 1.180 3.56 1.100.600 Sophistication 4.13.888 3.94.858 1.755 Originality 3.64.993 3.59.946.410 Trust 4.13.945 3.95.719 1.580 Service 4.54 0.658 4.04 0.946 4.191*** Table 8. Difference Analysis of LI-NING Factor Importance Satisfaction M S.D M S.D t Price 3.74.445 3.74.682 0.000 Design 3.84 1.186 3.97.875 1.161 Functionality 4.13.341 3.87.341 2.108* Quality 4.13.341 4.00.000 2.108* Awareness 3.16.934 2.87.341 1.468 Advertising image 2.61 1.145 2.74.445.548 Event 2.13.957 2.48.890 1.110 Color 3.97 1.016 3.32 1.423 3.528** Popularity 2.26.999 3.10.944 2.969** Sophistication 3.87.341 3.45 1.338 1.748 Originality 2.90.790 2.61.715 1.139 Trust 4.23.669 3.10.790 10.160*** Service 4.10.790 3.13.341 6.158*** Table 9. Difference Analysis of JOOBONG Factor Importance Satisfaction M S.D M S.D t Price 3.97 1.093 3.54.691 2.351* Design 3.22.630 3.30.878.770 Functionality 3.92.759 3.57.502 4.416*** Quality 3.59.865 3.41.498 1.642 Awareness 3.16.374 3.57.647 3.831*** Advertising image 2.86.713 3.08.493 2.089* Event 2.35.753 3.43.502 6.894*** Color 3.32.475 3.19.811 1.152 Popularity 3.05.780 3.00.577.422 Sophistication 2.84.553 3.08.640 1.599 Originality 3.19.701 3.76.597 3.601** Trust 3.49.507 3.54.900.495 Service 3.76 1.011 3.08.759 8.660***

Fig. 4. ISA Matrix of YONEX Ⅰ Ⅱ Ⅲ Ⅳ Fig. 5. ISA Matrix of TRION Fig. 6. ISA Matrix of VICTOR Ⅰ Ⅱ

Ⅲ Ⅰ Ⅱ Ⅲ Ⅳ Ⅰ Ⅱ Ⅲ Ⅰ Ⅱ Ⅲ Ⅳ Fig. 7. ISA Matrix of LI-NING Fig. 8. ISA Matrix of JOOBONG

Ⅰ Ⅱ Ⅲ

Ⅳ Ⅰ Ⅱ Ⅲ Ⅳ Ⅱ

Aaker, D. A. (1992). Strategic management of brand equity. Seoul: Nanam. An, G. H., Han, S. M., & Jun, S. Y. (2008). Strategic Brand Management : Theory and application. Gyeonggido: Hakhyunsa. Arnott, D. C., & Easingwood, C. J. (1994). Positioning in services: An hypothetical typology of competitive bases. Proceedings, 23rd EMAC Conference, University of Limburg, Maastricht, 1-3. Boyd, H. W., Jr. & Walker, O. C., Jr.(1990). Marketing management: A Strategic Approach. Homewood, IL: Irwin. Cho, Y. C., Kim, H. J., & Ha, I. K. (2016). A Plan for Domestic Badminton Racket Brand Invigoration. Journal of Sport and Leisure Studies, 64(-), 185-194. Choi, Y. D. & Park, Y. M. (2015). Preparation and Characteristics of Sheath/Core Complex Structured String for Badminton. Textile science and engineering, 52(5), 309-314. Dave. (1989). New Home Marketing, real estate education company. Davis, S. M. (2002). Brand Asset Management: Driving Profitable Growth through Your Brand. San Francisco: Josey-Bass. Erdern, T. & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131-158. Gu, H. Y. & Kim, M. K. (2010). The Package Design Strategy for a Brand Image Reinforcement of Raw Rice Wine. Journal of Brand Design Association of Korea, 8(1), 5-21. Jung, Y. M., Kim, Y. K., & Lee, S. S. (2010). A Study on the Measurement and Improvement of Academic Library Service Quality by ISA(Importance-Satisfaction Analysis. Journal of Korean Library and Information Science Society, 41(1), 77-79. Kang, S. Y. (2011). A Practical Comparison Study on the Diversified Skin from the Brand Image Characteristics - Focusing Centering on the Flagship Stores. Journal of Brand Design Association of Korea, 9(3), 179-192. Kim, J. A. (2016). (The)Effect of Racket Purchase Decision- Making Factors of Badminton Club Members on Post purchase Satisfaction and Repurchase Behavior. Unpublished master dissertation. Kookmin University. Kim, J. H., Lim, C. H., Lee, M. J., & Han, J. S. (2010). An Evaluation Study about Similarity and Preference by the Menu Type of Korean Restaurant: Focusing on the Menu

Selection Attributes. Journal of Foodservice Management, 13(5), 297-317. Kim, J. L. (2001). The analysis of consumers behavior to purchase drivers of golf clubs. Unpublished master dissertation. Keimyung University. Korea University. Kim, J. M. (2004). (A) study of product's positioning using multi-dimensional scaling analysis. Unpublished master dissertation. Keimyung University. Korea University. Dongguk University. Kim, M. K. & Lee, S. J. (2002). Consumer Behavior on Brand Types according to Clothing Goods Level. The Costume Culture Association, 10(5), 493-503. Kim, S. H. & An, D. H. (1997). An Application of MDS Method to the Positioning Analysis of Tourist Destinations, Tourism Research, 9(-), 55-79. Kim, S. H., Park, M. S., Jung, Y. G., Cho, B. J., & Hwang, E. R. (2007). Consumer Behavior: Strategic Approach. Seoul: hanteemedia Kim, Y. M. & Byun, K. W. (2007). Relationship between Perceived Attributes of Badminton Racket and Post-Purchase Behaviors. Korean Journal of Sport Management, 12(2), 171-182. Kotler, P. & Keller, K. (2011). Marketing Management(13th). NJ: Prentice-Hall. Kweon, D. G. & Lee, J. (2016). Importance-Satisfaction Analysis of Selection Attributes by Coastal Landscape Users : A Case of Darengyi-village, Namhae. JOURNAL OF THE ISLAND CULTURE, 47(-), 145-167. Laroche, M., Kim, C., & Zhou, L. (1996). Brand familiarity and confidence as dterminants of purchase intention: An empirical test in a multiple brand context. Journal of Business Research, 37(2), 115-120. Lee, B. H. (2002). (An) analysis on the correlation between characteristics of domestic and foreign golf club brand and purchase behaviors to develop a marketing strategy for domestic golf club maker. Ph.D Dissertation, Chonbuk National University. Kyonggi University. Lee, H. G. (1994). Essence of business administration. Seoul: Hyungseol Publishing Company. Lee, H. Y. (2013). Data analysis using SPSS. Seoul: CheongRam Lee, I. J. (2005). The Relationship Between the Life-Style of Racquet Sport-Goods Consumer and the Behavioral Pattern of Purchasing. Ph.D Dissertation, Chonbuk National University. Lee, J. H., Bang, J. S., & Im, S. J. (2006). The Influence Factor of Brand Image Form of Domestic Professional Baseball Clubs. The Korea Journal of Sports Science, 15(3), 399-409. Lee, J. H., Lee, J. M., & Jang, Y. S. (2016). The positioning by Swimsuit Brand Image. Korean journal of physical eduaction, 55(4), 273-283. Lee, J. H., Lee, J. M., & Lee, E. J. (2017). A Study on the Recognition of Badminton brand Using Big Data Analysis. The Korea Journal of Sports Science, 26(3), 125-137. Lee, J. H., Li, Jing. Lu., & Kim, J. H. (2015). A Study on public confidence in the sports commentators of each broadcasting company with the use of IPA and MDS -focusing on broadcasting of 2014 FIFA World Cup Brazil-. Korean Journal of Sport Science, 26(2), 267-280. Lee, M. S., Lee, H. W., Park, Y. B., & Sul,J. D. (2010). Verification of Difference between the Brand Preference and Purchase Tendency of Sports Goods for Sports Community Members. The Korea Journal of Sports Science, 19(4), 941-950. Lee, S. Gil. (2009). An analysis on purchasing decision factors of badminton society clubs to buy badminton racket. Unpublished master dissertation. Mokpo University. Lim, S. H. & Nam, K. W. (2011A). The Effect of the Image, Recognition, and Preference of the Brand of the Rackets Purchased by Badminton Lovers on Consumers Behavior. The Korea Journal of Sports Science, 20(1), 233-244. Lim, S. H. & Nam, K. W. (2011B). The Influence of Badminton Racket-Related Consumption Characteristics on Purchasing Behavior and Repurchasing Behavior. Korean Journal of Sport Management, 16(4), 33-45. Martilla, J. A., & James, J. C.(1977). Importance- performance analysis. Journal of Marketing, 41(1), 77-79. Ministry of Culture, Sports and Tourism(2015). Korean Institute of Sport Science : 2015 SPOSUMER REPORT. Ministry of Culture, Sports and Tourism(2016). Korean Institute of Sport Science : 2014 Sport White Paper. Ministry of Culture, Sports and Tourism(2017). Korean Institute of Sport Science : 2016 Survey on participation in the national life sport for in 2016. Na, S. H., Song, S. J., & Lee, S. C. (2011). Analysis of the

Effect of Badminton Equipment Consumers` Involvement on the Effectiveness of National Team Sponsorship. Journal of Sport and Leisure Studies, 43(1), 411-422. Newstomato(2015.07.08.). Domestic racquet, Acquisition of ov erseas brand.. The average purchaser is 220,000 won. New s tomato. http://www.newstomato.com/readnews.aspx?no =568622. Nielsenkorea(2014). TV Ranking. http://www.nielsenkorea.co.kr. Oh, K. H. (2002). (A) study on consumer behavior when purchasing tennis products : focusing on tennis club members. Ph.D Dissertation, Yonsei University. Oh, M. J. (2007). A Study on Positioning by Selection Attributes of the Users to the Theme Park. Korea Journal of Tourism and Hospitality Research, 21(1), 113-127. O'Neill, M. A., & Palmer, A. (2004). Importance-performance analysis: a useful tool for directing continuous quality improvement in higher education. Quality Assurance in Education, 12(1), 39-52. Park, G. B. (2000). Multidimensional scaling. Seoul: Kyoyookgwahaksa Park, J. W. (2009). The Influence of Brand identification on Sport Brand Loyalty of Badminton Goods. Korean Journal of Sport Management. 14(3), 261-272. RISING CAT(2015). Badminton rackets ranking. http://www.ri singcat.com/. Sea, Y. H. & Lee, H. J. (2014). A Relationship Analysis among Sports Immersion, Bland Article Recognition, and Purchase Intention Determination of Badminton Affinity Members. The Korea Journal of Sports Science, 23(4), 761-774. Tenasia(2013). 'Our neighborhood art and physical education' Life sports arouse signs of activation. http://tenasia.hankyu ng.com/archives/193004. Toh, W. Y. (2011). Case study on products differentiation. Journal of Korea Design Forum, 32(-), 31-40. Tonge, J. & Moore, S. A. (2007). Importance-satisfaction analysis for marine-part hinterlands: A Western Australian case study. Tourism Management, 28, 768~776. Yoo, B. I. (2007). The Effects of Brands Decision Making Factors on Consumer Satisfaction by Badminton Society Club Member. Journal of Sport and Leisure Studies, 31(-), 339-351. Yoo, H. Y. (2014). The Effect of National Team Sponsorship of Badminton Product Corporation on Brand Equity and Purchase Intention. Unpublished master dissertation. Korea National Sport University. Yoon, S. M. & Lee, T. H. (2011). A Study for Positioning of Theme Park Experience by Using IPA and Preference Analysis(MDPREF), Korea Journal of Tourism and Hospitality Research, 25(4), 277-294.

본연구는 와 를활용하여배드민턴라켓브랜드이미지에대한소비자들의인식을파악하고중요도와만족도를비교하여배드민턴용품의질적수준향상에기여할수있는기초자료를제공하는데본연구의목적이있다 이를위해 년 월 일부터 일까지서울 경기지역에서배드민턴참여자 생활체육동호회 대학교동아리 이면서 개월이상의배드민턴경험을갖춘사람들을대상으로설문을실시하였으며 총 부를본연구의유효표본으로선정하여분석하였다 연구결과는다음과같다 첫째 분석결과브랜드이미지속성중가격만이트라이온 주봉 리닝 빅터 요넥스순으로나타났으며 그외나머지속성들 디자인 기능성 품질 인지도 광고이미지 이벤트 색상 유행성 세련미 독창성 신뢰감 서비스 은요넥스 빅터 리닝 주봉 트라이온순으로나타났다 둘째 분석결과 Ⅰ사분면은유지영역으로요넥스는기능성 품질 세련미 신뢰감이나타났고트라이온은가격 디자인 기능성 품질이나타났으며 빅터는디자인 기능성 품질 색상 세련미 신뢰감 서비스로나타났고리닝은가격 디자인 기능성 품질 색상 세련미가나타났으며 주봉은가격 기능성 품질 신뢰감이이영역에해당되는것으로나타났다 Ⅱ사분면은집중영역으로요넥스는가격 서비스가나타났고트라이온은색상 신뢰감 서비스가나타났으며 빅터는가격이나타났고리닝은신뢰감 서비스가나타났으며 주봉은서비스가이영역에해당되는것으로나타났다 Ⅲ사분면은저순위로요넥스는광고이미지 이벤트가나타났고트라이온은인지도 광고이미지 이벤트 유행성 세련미 독창성이나타났으며 빅터는광고이미지 이벤트 유행성 독창성이나타났고리닝은인지도 광고이미지 이벤트 유행성 독창성이나타났으며 주봉은디자인 광고이미지 색상 유행성 세련미가이영역에해당되는것으로나타났다 Ⅳ사분면은과잉지양으로요넥스는디자인 인지도 색상 유행성 독창성이나타났고빅터는인지도가나타났으며 주봉은인지도 이벤트 독창성이이영역에해당되는것으로나타났다