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레치스포츠의류 브랜드개성이 브랜드-자아동일시, 브랜드이미지, 브랜드태도 및 브랜드충성도에 미치는 영향
이상덕(Sang Dok Lee),임영삼(Young Sam Lim) 한국사회체육학회 2010 한국사회체육학회지 Vol.0 No.41
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.