스포츠의류 브랜드이미지가 충성도 및 구매의도에 미치는 영향

The Effects of the Sportswear Brand Image on Loyalty and Purchase Intention

The purpose of this study is to examine the relationship between brand image and customer loyalty and purchase intention, which can be said as important factor of competitive advantage strategy in the sportswear industry that is becoming fierce. With the expectation that brand image will make greater contributions in the implementation of more effective marketing activities in the area of sportswear industry, the effects of sportswear brand image on the brand loyalty and purchase intention of customers will be examined in this study. This study examined the effects of sportswear brand image on loyalty and purchase intention with domestic sportswear purchasers as the population during May 7 - July 20, 2011. In this study, 500 copies of survey questionnaires were distributed by using the convenience sampling of non-probability sampling method. Among the collected 488 copies, 13 copies that were regarded as having insufficient responses or not being suitable for this study were excluded, and in the total of 475 copies of survey questionnaires were used for the final analysis. In addition, a study was conducted based on existing studies on the effects of sportswear brand image by sportswear consumers on brand loyalty and purchase intention, and frequency analysis, reliability analysis, factor analysis, independent and multiple regression analysis were used for the purpose of this study through which the following results were deduced. The deduced conclusions are as follow. First, the external and internal image of sportswear brand image has statistically meaningful effects on attitudinal and behavioral loyalty. Second, the internal image of sportswear brand image has statistically meaningful effects on purchase intention. Third, the behavioral loyalty of sportswear brand loyalty has statistically meaningful effects on purchase intention.