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The Effects of the Congruence between Outdoor Sports Wear's Brand Personality and Self-Image on Brand Attitude and Brand Attachment
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아웃도어 스포츠 의류 브랜드 개성과 자아이미지 일치성이 브랜드 태도와 브랜드 애착에 미치는 영향

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Type
Academic journal
Author
Jang, Won-Yong (연세대학교) Cho, Nam-Heung (연세대학교)
Journal
Korean Society of Sport for All Journal of Sport for All Vol.66 KCI Accredited Journals
Published
2016.11
Pages
167 - 182 (16page)
DOI
10.51979/KSSLS.2016.11.66.167

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The Effects of the Congruence between Outdoor Sports Wear's Brand Personality and Self-Image on Brand Attitude and Brand Attachment
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The purpose of this study is to investigate the effect of the congruence between outdoor sports wear’s brand personality and self-image on brand attitude and brand attachment. Total 300 survey questionnaires were distributed to consumers in their 20‘s and 30’s who have experience to buy outdoor sports wear through convenience sampling in Seoul. Due to the reliability of data1, 8 samples were discarded and 282 samples were put to actual analysis. By using SPSS Ver. 21.0, data were analyzed by frequency analysis, exploratory factor analysis, reliability analysis, absolute difference model and multiple regression analysis. The results of the study were as follows. First, outdoor sports wear’s brand personality and consumers’ actual and ideal self-image consisted of ‘competence’, ‘excitement’, ‘ruggedness’ and ‘sincerity’ dimensions. Second, consumers recognized outdoor sports wear’s brand personality as rugged and their actual self-image and ideal self-image as sincere. Third, consumers’ actual self-image were congruous with ‘sincerity’ dimension. Fourth, consumers’ ideal self-image was congruous with ‘ruggedness’ dimension. Fifth, among the four dimensions of the actual self-image congruence, ‘excitement’ and ‘ruggedness’ had a positive effect on brand attitude. Sixth, among the four dimensions of the actual self-image congruence, ‘competence’, ‘excitement’ and ‘ruggedness’ had a positive effect on brand attachment. Seventh, among the four dimensions of the ideal self-image congruence, ‘competence’ and ‘ruggedness’ had a positive effect on brand attitude. Lastly, among the four dimensions of the ideal self-image congruence, ‘competence’, ‘ruggedness’ and ‘sincerity’ had a positive effect on brand attachment.
#outdoor sports wear #brand personality #actual self-image congruence #brand attitude #brand attachment

Contents

Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론 및 제언
참고문헌
ABSTRACT

References (44)

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김가나 / 2015 / 골프웨어 브랜드 개성과 자아 이미지 분석에 따른 포지셔닝 전략 / Journal of The Korean Data Analysis Society 17(3):1585~1597 dbpia 김경희 / 2014 / 인터넷 쇼핑몰의 브랜드 개성이 소비자 만족도와 재방문의도에 미치는 영향 / 한국전자통신학회 논문지 9(1):1~9 dbpia 김기영 / 2015 / 외식기업 개별브랜드의 컨버전스마케팅전략이 관여정도에 따른 브랜드인지 연구 / 관광연구저널 29(5):33~45 dbpia 김민정 / 2013 / 브랜드 개성과 자아이미지 일치성이 브랜드 애착 및 고객 만족에 미치는 영향 / 관광연구저널 27(4):325~345 dbpia 김상조 / 2013 / 아웃도어웨어 선택속성과 브랜드동일시가 충성행동의도에 미치는 영향과 활동동기의 조절효과 / 마케팅관리연구 18(2):97~113 dbpia

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