The Effect of the Attitude toward the Advertising and the Attitude toward the Visual Merchandising on the Attitude toward the Brand - Focused on Sports Wear -

광고 태도와 VMD 태도가 브랜드 태도에 미치는 영향 - 스포츠웨어를 중심으로 -

This study examined the correlation between the attitude toward the advertising($A_a$) and the attitude toward the VMD(Visual Merchandising)($A_{VMD}$), and the effect of $A_a$ and $A_{VMD}$ on the attitude toward the brand($A_b$) in sports wear market. 287 questionnaires were distributed to 20's male and female, and 284 respondents were used for the analysis. To analyze the data, we used the structural equation model, LISREL 8.0. The key points of the result were as follows: 1) $A_a\;and\;A_{VMD}$ influenced each other, and the effect of $A_{VMD}\;on\;A_a$ was bigger than the effect of $A_a\;on\;A_{VMD}$. 2) Both $A_a\;and\;A_{VMD}$ affected $A_b$ directly, and the effect of $A_{VMD}\;on\;A_b$ was bigger than the effect of $A_a\;on\;A_b$. 3) $A_b$ create by $A_a$ could be changed by the mediating effect of $A_{VMD}$, but $A_b$ created by $A_{VMD}$ could not be changed by the mediating effect of $A_a$. 4) The indirect effect of $A_a\;on\;A_b$ through $A_{VMD}$ was bigger than the direct effect of $A_a\;on\;A_b$. 5) $A_b$ affected the purchase intention directly in a positive way.