Journal of Sport and Applied Science

Korean Sports Science Association (한국스포츠과학회)
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Relationship among Outdoor Brand's Eco-Friendly Activities, Brand Image and Word of Mouth Intention

  • Min Wook KIM (Department of Sport Convergence, Eulji University) ;
  • Ki Hyun KWON (Department of Sport Convergence, Eulji University) ;
  • Sang Hoon YOON (Department of Sport Convergence, Eulji University) ;
  • Seung Jin HAN (Department of Sport and Outdoor, Eulji University)
  • Received : 2023.06.02
  • Accepted : 2023.06.22
  • Published : 2023.06.30
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Abstract

Purpose: The purpose of this study is to provide directions and implications related to eco-friendly marketing and products of outdoor brand companies by empirically analyzing the influence of outdoor brand's eco-friendly activities on brand image and word of mouth. Research design, data, and methodology: In this study, a survey was conducted on those who have purchased outdoor brand products through the convenience sampling method, and a total of 470 effective samples were collected. Frequency analysis, reliability analysis, confirmatory factor analysis, and structural equation model analysis were conducted based on the collected data. Results: As a result of the analysis, first, it was found that eco-friendly marketing among the eco-friendly activities of outdoor brands did not have a positive effect on the brand image. Second, among the eco-friendly activities of outdoor brands, eco-friendly products were found to have a positive effect on the brand image. Third, it was found that the brand image had an effect on word of mouth intention. Conclusions: Academic and practical implications were discussed based on the research results that eco-friendly marketing of outdoor brands does not have a positive effect on brand image, eco-friendly products have a positive effect on brand image, and brand image affects word of mouth.

Keywords

Acknowledgement

This study was supported by the research grant of the KODISA Scholarship Foundation in 2023.

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