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태권도의 브랜드 개성이 브랜드 동일시, 브랜드 감정 및 브랜드 충성도에 미치는 영향

The Effects of Brand Personality on Brand Identification, Brand Affect, and Brand Loyalty in Taekwondo Services

  • 김동원 (Kim, Dong Won, 강릉원주대학교 일반대학원)

초록/요약

The Effects of Brand Personality on Brand Identification, Brand Affect, and Brand Loyalty in Taekwondo Services Consumers tend to choose products based on experiences as well as on functional benefits. Base on these trend, marketers express high interest about brand. Branding is a key strategy to build a competitive advantage by differentiating the company from competitors in the market. The brand strategy which has been confined to tangible products is now adopted as an important marketing tool. It is hard to say that huge difference in the quality or value on Martial arts services, There is not easy to attract current or potential customers by emphasizing service quality or value. Taekwondo which is one of martial arts as intangible service no physical substance so that it is not able to be separately packaged or displayed, brand has big influence on decision making to choice. As brand takes both functional and symbolic roles, customers try to express one's individuality through a brand and identify with the brand that matches or reflects their self images to prefer the brand over others. When a customer to have positive feelings for the brand or to become loyal customers through word-of-mouth and continuous buying. The purpose of this study is suggesting implications for the importance of managing brand personality which is a one of important list of intangible assets in an competitive market, by examining the impacts of brand personality which is a brand strategy to enhance brand loyalty on brand identification, brand affect, and brand loyalty. So, various preceding researches that measured Taekwondo Brand personality, identification, affect, and loyalty were explored to prepare theoretical foundations and a study model. For an empirical analysis, a frequency analysis was carried out to identify general features of samples; an exploratory factor analysis to verify the validity of measurement tools; and a reliability analysis to verify the reliability. Also a regression analysis was implemented to determine the influential relationships among variables to verify the hypothesis. The five Hypothesis are as following 1. Taekwondo's brand personality have positive impact on brand identification 2. Taekwondo's brand personality have positive impact on brand affect 3. Taekwondo trainees' brand identification have positive impact on brand affect. 4. Taekwondo trainees' brand identification have positive impact on brand loyalty 5. Taekwondo trainees’ brand affect have positive impact on brand loyalty were supported. The results of this study are summarized as following. First, it is important for Taekwondo service provider manage brand image and brand personality in order to increasing brand loyalty. Second, Teakwood brand personality make a positive condition to customers for Taekwondo as brand, and their experience is an one of major factor for building long-term relationship with the brand. Third, bland identification which apply to Taekwondo trainees would increase brand loyalty to continue train teakwood and suggest to potential trainee.

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목차

I. 서 론
1. 연구의 필요성 1
2. 연구목적 4
3. 연구모형 5
4. 연구가설 6
5. 용어의 정의 7

II. 이론적 배경
1. 브랜드 개성 9
2. 브랜드 동일시 17
3. 브랜드 감정 24
4. 브랜드 충성도 29

III. 연구방법
1. 연구방법 35
2. 연구대상 35
3. 조사도구 39
4. 분석방법 40
5. 탐색적 요인 분석 및 신뢰도 분석 42
6. 상관관계 분석 47
IV. 연구결과
1. 태권도 브랜드 개성과 브랜드 동일시의 영향관계 48
2. 태권도 브랜드 개성과 브랜드 감정의 영향관계 49
3. 태권도 수련자의 브랜드 동일시와 브랜드 감정의 영향관계 50
4. 태권도 수련자의 브랜드 동일시와 브랜드 충성도의 영향관계 52
5. 태권도 수련자의 브랜드 감정과 브랜드 충성도의 영향관계 53

Ⅴ. 논 의
1. 태권도의 브랜드 개성과 브랜드 동일시의 영향관계 54
2. 태권도의 브랜드 개성과 브랜드 감정의 영향관계 56
3. 태권도 수련자의 브랜드 동일시와 브랜드 감정의 영향관계 58
4. 태권도 수련자의 브랜드 동일시와 브랜드 충성도의 영향관계 60
5. 태권도 수련자의 브랜드 감정과 개성과 브랜드 충성도의 영향관계 62

Ⅵ. 결론 및 제언
1. 결론 65
2. 제언 67

참고문헌 69
부록 1. 80
부록 2. 86

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