캠핑용품의 브랜드 속성과 브랜드 이미지, 브랜드 신뢰, 브랜드 충성도의 관계

Abstract

Purpose: The study aims to help establish effective marketing strategies for camping equipment companies by identifying the relationship among brand attributes, brand image & brand trust, and brand image & brand loyalty.<BR> Method: The subject of this study was selected as a population of camp site users who use camp site more than five times a year living in Busan, Ulsan, and Gyeongsangnam-do (Geoje, Miryang, Yangsan), and 400 people were surveyed using purposive sampling. Among them, 377 effective samples, excluding 23 copies, were used to analyze the results of the study. The data were analyzed with frequency analysis, exploratory factor analysis, Cronbach’ α coefficient calculation, correlation analysis, simple and multiple regression analysis using IBM SPSS 26.0. All statistical significance levels were set to α = .05.<BR> Results: The results of this study are as follows. First, brand attributes had a significant effect on brand image. Specifically, it was found that brand awareness and perceived price among brand attributes had a positive effect on brand image, but store image did not significantly affect brand image. Second, brand image had a positive effect on brand trust. Third, brand image had a positive effect on brand loyalty. Fourth, brand trust had a positive effect on brand loyalty.<BR> Conclusion: In summary, camping equipment companies should recognize that brand attributes of products can affect the image, trust, and loyalty that consumers perceive. Therefore, they should develop products according to consumers’ diverse needs. Proper product follow-up management and differentiated marketing strategies are also needed.