Browse > Article
http://dx.doi.org/10.15207/JKCS.2018.9.12.151

The Effect of Sports Brand Self-Image Congruity and Affect on Brand Attitude and Purchase Intension  

Yim, Ki-Tae (College of Creative Future Talent, Daejin University)
Publication Information
Journal of the Korea Convergence Society / v.9, no.12, 2018 , pp. 151-157 More about this Journal
Abstract
The purpose of this study was to analyze the relationship among self-image congruity, affect, brand attitude and purchase intention toward sports brands. In order to achieve the purpose of this study, totalling 329 students were recruited from several different university. Data were collected by using convenience sampling method. Research model and hypothesis testing were conducted by using SEM(structural equation modeling) through AMOS 18.0. The result were as follows; First, sports brand ideal self-image positively influenced on brand affect. Second, brand affect had significantly effect brand attitude and purchase intention. Third, brand attitude positively influenced purchase intention toward sports brands. The finding s also revealed effect of ideal self-image congruity in there relationships between self-image and brand affect.
Keywords
self-image; affect; brand attitude; purchase intention; sports brand;
Citations & Related Records
연도 인용수 순위
  • Reference
1 K. W. Kim & E. Y. Rhee. (1999). Transactions: Clothing brand equity based on consumer evaluation. Journal of the Korean Society of Clothing and Textiles, 23(8), 1075-1085.
2 J. Y. Lee. (2003). A study of the effect of brand identification on brand loyalty-Focus on the moderating role of brand affect. Master's thesis. Soongsil University, Seoul National University, Seoul.
3 R. A. Westbrook & R. L. Oliver. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(June), 84-91.   DOI
4 H. S. Choi & Y. H. Cho. (2016). The effects of self-congruity with wine brand on brand attitude and brand loyalty. Journal of Tourism Sciences, 40(4), 87-107.
5 C. S. Jun & K. T. Yim. (2017). Analysis of the structural relationship among familiarity, brand attitude and purchase Intention of sports brands : Focused on the moderating effect of sports involvement. Journal of Sport and Leisure Studies, 70, 195-204.
6 J. M. Sirgy et al. (1997). Assessing self-image congruence. Journal of The Academy of Marketing Science, 25(3), 229-241.   DOI
7 S. K. Yu. (2003). The effect of actual and ideal self-congruence on brand loyalty. Doctoral dissertation. Soongsil University, Seoul.
8 S. Y. Park & Y. K. Lee. (2006). Effect of the congruence between brand personality and self-Image on customer satisfaction, consumer-brand relationship and brand loyalty in korean culture. The Korean Journal of Adverting, 17(1), 7-24.
9 KOFOTI. (2018). Textile fashion industry trends. Reference Room. http://www.kofoti.or.kr
10 FIPC. (2018). Statistic status of korean shoes industry. Shoes Statistic Data. http://www.shoenet.org
11 S. Y. Park & K. H. Chung. (2013). The Effects of corporate personalty on brand attachment and loyalty: The mediating role of consumer-corporate identification. The Academy of Customer Satisfaction Management, 15(1), 85-106.
12 S. Fournier. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-375.   DOI
13 C. Fornell & D. F. Larcker. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.   DOI
14 D. B. Arnett, D. A. Laverie & J. B. Wilcox. (2010). A longitudinal examination of the effects of retailermanufacturer brand alliances: The role of perceived fit. Journal of Marketing Management, 26(10), 5-27.   DOI
15 L. Hu & P. M. Bentler. (1999). Cutoff criteria for fit indices in covariance structure analysis: Conventional versus new alternatives. Structural Equation Modeling, 6(1), 1-55.   DOI
16 J. C. Anderson & D. W. Gerbing. (1988). Structural equation modeling in practice : A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.   DOI
17 M. L. Richins. (1991). Social comparison and the idealized images of advertising. Journal of Consumer Research, 18(June), 71-83.   DOI
18 A. Hanley & M. S. Wilhelm. (1992). Compulsive buying: An exploration into self-esteem and money attitudes. Journal of Economic Psychology, 13, 5-18.   DOI
19 K. T. Yim. (2008). An analysis of role relationship between identification and affect in building professional sports loyalty. Korean Journal of Sport Science, 19(1), 69-79.   DOI
20 Y. M. Kim & S. H. Park. (2000). The effect of attitude toward olympic games on purchase intention for official sponsor's product. Korean Journal of Sport Studies, 39(1), 701-715.
21 Y. B. Park. (2009). Consumer Behavior 2nd. Gyeonggi-do : HAGHYEONSA.
22 K. Ahn & J. Lee. (2013). The effect of consumer self-congruence and perceived product quality on the brand love. Journal of Consumer Studies, 24(4), 125-146.
23 G. H. Lee & M. H. Yeo. (2009). A study on brand re-inventing strategy of brand management era. Archives of Design Research, 22(5), 309-324.
24 T. M. Newcombe. (1950). Social Psychology. NY: HOLT
25 H. Lee, K. Ahn & Y. Ha. (2012). Consumer Behavior-Marketing Strategic Approach. Gyeonggi-do : BEOBMUNSA.
26 G. V. Johar, J. Sengupta & J. Aaker. (2005). Two roads to updating brand personality impressions; Trait versus evaluative inferencing. Journal of Marketing Research, 42, 458-469.   DOI
27 J. Park, H. Choi & S. Jang. (2001). The Influence of self - congruity between brand personality and self - image on attitude toward brand. Asia Marketing Journal, 3(2), 92-114.
28 S. Y. Park & Y. K. Lee. (2006). Effect of the congruence between brand personality and self-Image on customer satisfaction, consumer-brand relationship and brand loyalty in korean culture. The Korean Journal of Advertising, 17(1), 7-24.
29 W. Y. Jang, K. M. Cho & J. H. Park. (2014). The effects of the congruence between sports brand personality and self-image on brand loyalty and repurchase intention. Korean Journal of Sport Management, 19(3), 121-136.
30 S. H. Lee & K. T. Yim. (2016). The effects of professional sports familiarity on sponsor brand attitude and purchase intention : Focused on the mediating effect of perceived fit. Journal of Sport and Leisure Studies, 66, 81-91.
31 A. H. Eagly & S. Chaiken. (1993). The psychology of attitudes. Fort Worth, TX: Harcourt Brace Jovanovich.
32 J. W. Hong & K. Ohk. (2013). A study of brand-self image congruence to emotion based on implicity self-theory in cognitive information process. The Journal of Korean Institute of Information Technology, 11(2), 195-201.
33 L. Malar, H. Krohmer, W. D. Hoyer & B. Nyffenegger. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal Self. Journal of Marketing, 75(July), 35-52.   DOI
34 J. M. Sirgy. (1982). Self-concept in consumer behavior: a critical review. Journal of Consumer Research, 9, 287-300.   DOI
35 M. T. Kim. (2012). Consumer Behavior. Seoul : McGraw-Hill Korea
36 A. Beerli, G. D. Meneses & S. M. Gil. (2007). Self-congruity and destination choice. Annals of Tourism Research, 34(3), 571-587.   DOI
37 S. W. Litivin & H. K. Goh. (2002). Self-image congruity: a valid tourism theory?. Tourism Management, 23, 81-83.   DOI
38 J. Y. Yi & J. Y. Lee. (2004). Relationships among brand identification, brand affect, and brand loyalty - utilitarian products vs. hedonic products. Advertising Research, 65, 101-125.
39 R. Chitturi, R. Raghunathan & V. Mahajan. (2008). Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing, 72(3), 48-63.   DOI
40 A. Chaudhuri & M. Holbrook. (2001). The chain of effects from brand trust and brand affect to brand Performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.   DOI