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논문 기본 정보

자료유형
학술저널
저자정보
이지연 (한양대학교)
저널정보
한국의상디자인학회 한국의상디자인학회지 한국의상디자인학회지 제15권 제4호
발행연도
2013.12
수록면
63 - 81 (19page)

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연구주제
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연구배경
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초록· 키워드

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This study examines the impacts of antecedents on the outdoor sportswear brand personality dimensions and identifies the effects of brand personality dimensions on brand attachment and brand commitment. An online survey was conducted on women in their 20s to 50s, who have experienced to purchase the outdoor sportswear before and 420 responses were analyzed. The results of this study were as follows: 1) The results of factor analysis and the reliability test on the outdoor sportswear brand personality clearly showed factorial structures that include sincerity, excitement, vitality, and prestige. 2) The antecedents of brand personality including quality, price, advertising, and store environment had different influences on the outdoor sportswear brand personality. 3) The dimensions of outdoor sportswear brand personality had a different influence on the brand attachment and commitment. 4) The brand attachment showed a significantly positive influence on the brand commitment. This study indicates that the brand personality could be a useful tool for enhancing the brand attachment and commitment and marketers should develop and utilize the marketing mix according to the brand personality which they want to convey.

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Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 연구결과 및 논의
Ⅴ. 결론 및 제언
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UCI(KEPA) : I410-ECN-0101-2015-590-001372109