Abstract
The purpose of this study was to provide market activation solutions for the Korean outdoor industry by analyzing the relationship between outdoor brand selection attributes on brand loyalty and customer satisfaction. 346 questionnaires were collected to conduct the study. Frequency analysis, correlation analysis, confirmatory factor analysis, and structural equation modeling were conducted using SPSS 26.0 and AMOS 20.0. The results of this study are as follows. First, extrinsic attributes have a positive effect on brand loyalty and customer satisfaction. Second, intrinsic attributes have a significant effect on brand loyalty and customer satisfaction. Third, brand loyalty has a positive effect on customer satisfaction. The results of the analysis conclude that outdoor brands can effectively reap more consumer love and thus achieve sustainability by strengthening marketing strategies regarding product quality.
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