스포츠 휴먼브랜드 특성이 브랜드 동일시, 브랜드 개성, 브랜드 애착 및 브랜드 충성도와의 구조적 관계

Abstract

The purpose of this study is to examine the relationship among human brand characteristics, brand identification, brand personality, brand attachment and brand loyalty and inverstigate consumers’ recognition on sports human brand, given effects of brand identity on brand personality, brand attachment and brand royalty. first, sports human brand identification has a positive effects on brand identification(β=.465, t=15.806(p<.001). Second, brand identification has a positive effect on brand personality(β=.453, t=11.824(p<.001). Third, brand identification has a positive effect on brand attachment(β=.800, t=28.254(p<.001). Fourth, brand identification does not have a positive effect on brand royalty(β=.049, t=1.107(p=.268). Fifth, brand personality has a positive effects on brand royalty(β=.353, t=10.384(p<.001). Sixth, brand attachment has a positive effect on brand royalty(β=.459, t=10.947(p<.001).