[KSCI] Korea Science Citation Index Service

http://dx.doi.org/10.12925/jkocs.2019.36.3.840

The Analysis on the Structural Relation of Brand Image, Brand Reliability, Brand Loyalty and Purchase Intention of Sports Product Customers who contacted the Sports Product Collectors' Introduction

Lee, Young-Jun (School of Sports, Soongsil University)
Oh, Kyung-A (School of Sports, Soongsil University)

Publication Information

Journal of the Korean Applied Science and Technology / v.36, no.3, 2019 , pp. 840-852 More about this Journal

Abstract

The influences of sporting shoe brands wants to exert on consumers in the sports shoe market has been tried in many forms, and its effectiveness has also been proven. A variety of marketing strategies are being proven by each brand that they consider to be worth using. However, marketing strategies using sports shoe collectors have never been empirically proven in their influence. This is because the collecting behaviors shown in the traditional sports shoe market is very low in comprehension. This study was initiated by critical thought that determined a new marketing strategy was needed in the sports shoe market, which is considered to be somewhat limited, and is aimed at setting and demonstrating the path to influence in establishing a marketing strategy using sports shoe collectors. To achieve the purposes of this study, 231 consumers who were exposed to stimuli for describing the products of a hypothetical sports shoe collectors were used. For data analysis, frequency analysis, reliability analysis, correlation analysis, and confirmative factors analysis and structural equation method using PASW 21.0 and AMOS 20.0 were used. Based on the results derived from this study, we have found a new path to a new marketing strategy based on the expertise held by sports shoe collectors in the sports shoe market, which we hope will serve as one of the new growth engines for the sluggish sports shoe market in Korea.

Keywords

Sports Products Collectors; Marketing Strategy; Customer; Brand Image; Brand Reliability; Brand Loyalty; Purchase Intention;

Citations & Related Records

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