Abstract
Sports brands in particular have been intensely competing to get an opportunity to prove the value of their new technology and products to brand consumers. The purpose of this study is to examine familiarity that affect brand attitude and purchase intention toward sports brands. Also this study investigates moderating effects of sports involvement in a relationship among familiarity, brand attitude and purchase intention. Using convenience sampling method, 321 people were recruited from several different cities in Korea. Structural equation modeling was employed to examine the relationship between research constructs and test the model respectively. The study found that sports brand familiarity positively influenced on brand attitude and purchase intention. It also found brand attitude positively influenced purchsae intention toward sports brands. The findings also revealed the moderate effect of sports involvement in the relationships between familiarity and purchase intention.
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