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The Effect of Sports Brand Self-Image Congruity and Affect on Brand Attitude and Purchase Intension
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스포츠 브랜드의 자아이미지 일치성과 감정이 브랜드태도와 구매의도에 미치는 영향

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Type
Academic journal
Author
Journal
korea convergence society 한국융합학회논문지 한국융합학회논문지 제9권 제12호 KCI Accredited Journals
Published
2018.1
Pages
151 - 157 (7page)

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The Effect of Sports Brand Self-Image Congruity and Affect on Brand Attitude and Purchase Intension
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Abstract· Keywords

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The purpose of this study was to analyze the relationship among self-image congruity, affect, brand attitude and purchase intention toward sports brands. In order to achieve the purpose of this study, totalling 329 students were recruited from several different university. Data were collected by using convenience sampling method. Research model and hypothesis testing were conducted by using SEM(structural equation modeling) through AMOS 18.0. The result were as follows; First, sports brand ideal self-image positively influenced on brand affect. Second, brand affect had significantly effect brand attitude and purchase intention. Third, brand attitude positively influenced purchase intention toward sports brands. The finding s also revealed effect of ideal self-image congruity in there relationships between self-image and brand affect.
#self-image #affect #brand attitude #purchase intention #sports brand

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References (39)

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KOFOTI / Textile fashion industry trends. Reference Room google schola FIPC / Statistic status of korean shoes industry google schola 박성연 / 2006 / 브랜드 개성과 자아이미지 일치성이 소비자 만족, 소비자-브랜드 관계 및 브랜드 충성도에 미치는 영향 : 한국 소비자들의 브랜드 개성과 소비자-브랜드 관계 유형 인식을 중심으로 / 광고학연구 17(1):7~24 dbpia 박소영 / 2013 / 기업개성이 브랜드 애착과 충성도에 미치는 영향: 소비자-기업 동일시의 매개효과 / 고객만족경영연구 15(1):85~106 google schola S. Fournier / 1998 / Consumers and their brands: Developing relationship theory in consumer research / Journal of Consumer Research 24(4):343~375 google schola

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