레저스포츠의류 브랜드개성이 브랜드-자아동일시, 브랜드이미지, 브랜드태도 및 브랜드충성도에 미치는 영향 (Effect of Brand Personality of Leisure Sports Clothing on Brand-Self Identification, Brand Image, Brand Attitude, & Brand Loyalty)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 41호 / 197 ~ 207페이지
· 저자명 : 이상덕, 임영삼

초록

연구의 목적에 따라 연구를 수행하여 각 변수들 간의 관계를 규명하기는 하였으나 이 연구가 가지고 있는 한계점과 그에 따른 후속연구에 대한 방향을 제시해 보면 다음과 같다.
첫째, 조사가 연구대상자의 지속적인 변화과정을 종적으로 조사한 것이 아니라 1회적으로 횡적인 연구를 하였기 때문에 제한적 이해와 해석이 필요하다. 가능하다면 후속연구에서는 종적인 연구를 하는 것도 가치 있을 것이다.
둘째, 본 연구의 대상이 2008-2009 서울 강남에 위치한 6개 레저스포츠의류매장에서 표본을 추출 한 것이기 때문에 레저스포츠의류매장 전체에 대한 표본의 대표성 문제를 제기할 수 있다. 따라서 후속 연구에서는 좀 더 다양하고 섬세한 레저스포츠의류매장을 대상으로 연구되어 진다면 의미 있을 것이다.

영어초록

The purpose of this research is to look into the causal relationship in which the effect of leisure sports clothing consumers’ brand personality has on brand-self identification, brand image, brand attitude, & brand loyalty. This research set the visitors to 6 leisure sports clothing counters located at Gangnam area in Seoul as its object of this study and sampled the data through convenience sampling from December, 2008 to January, 2009. This research obtained the results by collecting the data which were well fitted to its research purpose and through statistics processing.
First, the capacity factors, a sub-factors of brand personality was not found to have a significant effect on brand-self identification. Second, interest factors, a sub-factors of brand personality was found to have a significant effect on brand-self identification. Third, the fact that the truths, a sub-factors of brand personality was found to have a significant effect on brand-self identification. Fourth, brand-self identification was found to have a significant effect on the relations of brand image. Fifth, brand-self identification was found to have a significant effect on the relations of brand attitude. Sixth, brand image was found to have a significant effect on the relations of brand attitude. Seven, brand image was found to have a significant effect on the relations of brand loyalty. Eighth, brand attitude was found to have a significant effect on the relations of brand loyalty

참고자료

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