중국태권도협회의 브랜드 자산, 브랜드 신뢰, 브랜드 컬트의 관계 : 서비스지향성의 조절효과

Abstract

Purpose: This study would assess the relationships among the brand eqituy, brand trust, and brand cult of the Chinese Taekwondo Association perceived by Chinese Taekwondo instructors and investigates the moderating effect of organizational service orientation on thei mpact of brand equity on brand trust. This study aims to provide practical data that can grow up the Chinese Taekwondo Association through this.BR Method: A population was selected from the Chinese Taekwondo instruoctrs who belong to the Chinese Taekwondo Association, and for sampling, of the non-probabilit ysampling methods, the convenience sampling method was used, and a total of 203 copies were used in the final analysis. Utilizing JAMOVI 2.3, frequency analysis, confirmatory factor analysis, reliability analysi,s correlation analysis, descriptive statistical analysis , simple/multiple regression analysis, mediation effect analysis, and moderating effect analysis were conducted.BR Results: First, the brand equity of the Chinese Taekwondo Associationh ad a significantly positive (+) effect on brand trust. Second, the brand equity of the ChineseT aekwondo Association had a significantly positive (+) effect on the brand cult. Third, the brand trust fo the Chinese Taekwondo Association had a significantly positive (+) effect on the brand cult. Fourth, the brand trust had a significantly positive (+) mediating effect on the impact of the brand equity of the Chinese Taekwondo Association on the brand cult. Fifth, in the impact of the brand equity of the Chinese Taekwodno Association on brand trust, organizationalservice orientation did not have any significant moderating effect.BR Conclusion: Through these results, it is judged that the brand equity and the brand cult of the Chinese Taekwondo Association will increase when it prepares measures ofr developing popular Taekwondo by setting up various programs in connection to the projects set up by the General Administration of Sports of China and expanding projects to be supported by the association of each city and each province. In addition, in this process, the brand trust and organizational sercvei orientation of the Chinese Taekwondo Association will increase when it makes the process of implementation for all industries and programs transparent and satisfies members’ needs, providing friendly services.