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The Development of Sport Leisure Industry Goods Brand 3i Model for Marketing 3.0 Era
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마케팅 3.0 시대를 위한 스포츠 레저산업 용품 브랜드 3i 모델 개발

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Type
Academic journal
Author
Journal
The Korean Data Analysis Society Journal of The Korean Data Analysis Society Journal of The Korean Data Analysis Society 제20권 제2호 KCI Accredited Journals
Published
2018.1
Pages
961 - 971 (11page)

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The Development of Sport Leisure Industry Goods Brand 3i Model for Marketing 3.0 Era
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The purpose of this study is to provide a new approach to academia that can contribute to the revitalization of sport leisure industry goods brand study field by developing and verifying the brand 3i model required in the marketing 3.0 era. The results of this study were as follows: First, 4th modified delphi surveys results showed 9 items of brand identity, 8 items of brand integrity, 10 items of brand image. Second, construct validity test results showed that 6 items were revised and face validity was not corrected. Third, as a result of test-retest reliability proved the reliable. Fourth, CFA and reliability test results showed goodness of fit index, convergent validity, and discriminant validity and reliability of all elements. Fifth, as a result of the predictive validity test proved the validity. Sixth, as a result of verifying the brand 3i model effect, the goodness of fit was found to be satisfactory and statistically significant. Finally, the sport leisure industry goods brand 3i model consisted of 27 items including 3 factor of 9 items of brand identity, 8 items of brand integrity, and 10 items of brand image.
#marketing 3.0 #sport leisure industry goods #brand 3i model #consumer's purchasing behavior.

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References (16)

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Aaker, D. A. / 1996 / Building strong brands: building, measuring, and managing brand equity / The Free Press google schola Fornell, C. / 1981 / Evaluating structural equation models with unobservable variables and measurement errors / Journal of Marketing Research 18(1):39~50 Crossref Hair, J. F. Jr. / 2006 / Multivariate data analysis with readings (6th ed) / Macmillam Publishing Company google schola 황인선 / 2017 / 운동화 브랜드 진정성이 브랜드 태도 및 소비자 구매행동에 미치는 영향 / Journal of The Korean Data Analysis Society 19(2):851~860 dbpia 강현철 / 2013 / 구조방정식모형에서 적합도지수의 해석과 모형적합 전략에 대한 논의 / Journal of The Korean Data Analysis Society 15(2):653~668 dbpia

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