Abstract
To study how sports brand collaboration product characteristics affect brand value and brand loyalty, I have conducted a survey of consumers who visited stores equipped with collaboration products such as Nike, Adidas, Fila and New Balance for about one month from September 2 to October 3, 2019 and distributed a total of 300 questionnaires, out of which 31 responses of non-reply and duplicate replies have been excluded, for a total of 269 responses were used for this study. Using IBM SPSS 23.0 as my research method, the objectives of the study were derived by conducting frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and regression analysis, and the results are as follows: First, originality, symbolism and rarity among sub components of sports collaboration product characteristics had a statistically significant effect on brand value. Second, among the sub components of sports collaboration product characteristics, originality, symbolism had a statistically significant effect on brand loyalty. Third, sports brand collaboration brand value had a statistically significant effect on brand loyalty.
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