스포츠용품 브랜드자산과 브랜드태도, 브랜드몰입 및 브랜드 신뢰와의 관계

Abstract

The purpose of this study is to investigate the relationship between sporting goods brand equity and brand attitude, brand immersion and brand trust. For the study, 310 questionnaires were distributed and 298 copies were finally selected and analyzed using the statistical program SPSS 24.0. As analysis methods, frequency analysis, reliability analysis, confirmatory factor analysis, descriptive statistical analysis, and path analysis were performed. The results of the study were first, that the brand assets of sporting goods had a positive effect on the brand attitude. Second, sporting goods brand assets were found to have a positive effect on brand immersion. Third, sporting goods brand assets were found to have a positive effect on brand trust. Fourth, sporting goods brand attitude was found to have a positive effect on brand belief. Fifth, it was found that brand immersion in sporting goods had a positive effect on brand belief. As can be seen from the results, the brand image was sensitive to fashion, liking, sophistication, and personality in the past, but now, with the brand image of sporting goods fixed, the brand image no longer affects the brand attitude, brand immersion, and brand trust. In this respect, new implications of this study can be found.