스키용품 브랜드 개성 및 가치가 브랜드만족과 충성도에 미치는 영향

Abstract

ABSTRACT

Effects of Brand Personality and Value on Brand Satisfaction and Loyalty in Ski Equipment

OH, DONG SUB Adviser : Prof. LEE, KYEUNG-IL Department of Physical Education Graduate School of Chosun University

This study selected ski coaches enrolling in ski schools nationwide in the 2011-2012 season as a population and collected 300 questionnaires by region. Finally, a total of 237 questionnaires were used for analysis after 63 which included insincere responses or partial missing were excluded. The instrument was a questionnaire survey. It was tested in reliability and validity in previous researches at home and abroad and then modified and added for the purpose of this study. 10 ski instructors were selected as researchers and preeducation was given. After the education, they visited ski coaches directly, explained the intention of this study, and asked them to complete a self-administered questionnaire. After completed questionnaires were collected and double or no entry data were excluded from analysis. Effective samples were coded according to a coding guideline and coded data were inputted to a computer. Analysis were conducted using AMOS 18.0 and SPSS Windows 18.0 Version and the following conclusion was drawn. First, brand personality had a significant effect on brand value. Second, brand personality had a significant effect on brand satisfaction. Third, brand personality had a significant effect on brand royalty. Fourth, brand value significantly influenced brand satisfaction. Fifth, brand value significantly influenced brand royalty. Finally, brand satisfaction showed a significant effect on brand royalty.