초등학교 고학년 남학생들의 스포츠웨어 브랜드 충성도 = Elementary School Boys’ Brand Loyalty in the Sportswear Market

다국어 초록 (Multilingual Abstract)

This study examines the effectiveness of brand awareness, brand image and brand identification on brand loyalty for the Nike brand. The subjects of this study were 336 elementary school boys. The statistical methods used for this study were factor analysis, Cronbach’s alpha analysis, confirmatory factor analysis and path analysis with SPSS 19.0and AMOS 19.0. The results of this study were as follows. First, brand awareness had a direct effect on brand image and brand loyalty. Brand awareness also had an indirect effect on brand loyalty. Second, brand image directly or indirectly influenced brand loyalty as well as directly influenced brand identification. Third, brand identification directly influenced brand loyalty. The 5th grade group and 6th grade group had different paths; however, the most powerful path was the same as brand awareness to brand image. The results of this study will help fashion companies understand the importance of new consumer groups in their early teens or elementary school.

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