To examine components of images of sport brands held by female students, we have analyzed T-shirt. As a result, the followings were founded.
1) Female students answered about 15 antitheses questions on the basis of SD method. As a result, the average values calculated from them showed common trend among the brands.
2) The factors composed of sports brand images turned out to be ‘rough-sophisticate’, ‘traditional-trendy’, and ‘sporty- pretty’. With these three factors, we plotted twenty brand names on the figures.
3) Cluster analysis categorized the brands into five groups.
Our research and analyze of these brand advertisings on the magazine led to the following results.
The first group: on the axis of delicate and characterised as basic, rich, graceful and so on.
The second group: on the axis of tradition and characterised as everyday wear, not tired, pretty, womanly neck and so on.
The third group: not characterized.
The fourth group: on the axis of trendy-rough and characterised as attractive logotype design, intensive logotype design and so on.
The fifth group: on the axis of sporty and characterised as sporty design, sport club with special function and so on.
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