인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
개인구독
소속 기관이 없으신 경우, 개인 정기구독을 하시면 저렴하게
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지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록·키워드
The purpose of this study is to investigate the effect of the congruence between outdoor sports wear’s brand personality and self-image on brand attitude and brand attachment. Total 300 survey questionnaires were distributed to consumers in their 20‘s and 30’s who have experience to buy outdoor sports wear through convenience sampling in Seoul. Due to the reliability of data1, 8 samples were discarded and 282 samples were put to actual analysis. By using SPSS Ver. 21.0, data were analyzed by frequency analysis, exploratory factor analysis, reliability analysis, absolute difference model and multiple regression analysis. The results of the study were as follows. First, outdoor sports wear’s brand personality and consumers’ actual and ideal self-image consisted of ‘competence’, ‘excitement’, ‘ruggedness’ and ‘sincerity’ dimensions. Second, consumers recognized outdoor sports wear’s brand personality as rugged and their actual self-image and ideal self-image as sincere. Third, consumers’ actual self-image were congruous with ‘sincerity’ dimension. Fourth, consumers’ ideal self-image was congruous with ‘ruggedness’ dimension. Fifth, among the four dimensions of the actual self-image congruence, ‘excitement’ and ‘ruggedness’ had a positive effect on brand attitude. Sixth, among the four dimensions of the actual self-image congruence, ‘competence’, ‘excitement’ and ‘ruggedness’ had a positive effect on brand attachment. Seventh, among the four dimensions of the ideal self-image congruence, ‘competence’ and ‘ruggedness’ had a positive effect on brand attitude. Lastly, among the four dimensions of the ideal self-image congruence, ‘competence’, ‘ruggedness’ and ‘sincerity’ had a positive effect on brand attachment.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
최근 본 자료 전체보기
UCI(KEPA) : I410-ECN-0101-2017-692-001847324
