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http://dx.doi.org/10.12925/jkocs.2022.39.6.824

Structural Model between Golf wear Brand Authenticity and Brand Attachment and Loyalty  

Jin-Ho Shin (School of Leisure Sports, Assistant Professor, Seowon University)
Publication Information
Journal of the Korean Applied Science and Technology / v.39, no.6, 2022 , pp. 824-830 More about this Journal
Abstract
This study attempted to provide basic data on the golf wear brand strategy plan by verifying the structural model between golf wear brand authenticity, brand attachment, and loyalty. Therefore, subjects with experience in purchasing golf wear over the past 12 months were selected as samples, and 292 copies of data were used for final analysis. As for the data processing method, frequency analysis, internal consistency of reliability, confirmatory factor analysis of validity, correlation analysis and structural equation model analysis were conducted. The program utilized SPSS (ver. 21.0) and AMOS (ver. 20.0). As a result of the study, first, it was found that the brand authenticity of golf wear had significant effect on brand attachment. Second, brand attachment of golf wear had significant influence on loyalty. Third, brand authenticity of golf wear had significant influence on loyalty. Lastly, brand attachment between golf wear brand authenticity and loyalty showed partial mediated effect.
Keywords
golf wear; brand authenticity; brand attachment; loyalty; structural model;
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Times Cited By KSCI : 1  (Citation Analysis)
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