The Relationship among Expected Value, Brand Reputation and Brand Loyalty of Sports Brand Supporting Feminism

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the relationship between expected values, brand reputation, and brand loyalty for sports brands that support feminism. To achieve this purpose, data collection was conducted on 250 adults aged 19 or older living in Seoul and Daegu as of 2018, and 188 were finally used as actual analysis data. For data analysis, descriptive statistical analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation model were used. The main results are as follows. First, it was found that among the expected values, economic value, social value, and altruistic value had a significant effect on brand reputation. Second, it was found that emotional value among expected values had a significant effect on brand loyalty. Third, it was found that brand reputation had a significant effect on brand loyalty.