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초록·키워드 목차

The purpose of this study was to investigate the casual relationship model among brand personality and prestige, brand identification, brand loyalty and exercise continuous intention of taekwondo alumni. The subjects of this study were collected 262 participating in taekwondo training in Seoul and Kyunggi-do. The survey questionnaires were used to collect the data. The questionnaires for the brand personality had been developed by Aaker(1997) & Kim(2010), brand prestige had been developed by Fombrun & Server(2000), Lee(2010), and brand identification had been developed by Yoon(2010), Lee & Rha(2002), and brand loyalty had been developed by Zeithaml, Berry & Parasuraman(1996). The statistical methods such as structural equation model analysis were used to analyze the collected data for the this research goal. From the analyses of the data, the study reached the following conclusions :
First, there were showed in the structural relationship in the hypothesis1, 2 setting up this research. Second, there were not showed in the structural relationship in the hypothesis3 setting up this research. Third, there were showed in the structural relationship in the hypothesis4, 5 setting up this research. #structural equation model #brand personality #brand identification #brand loyalty

Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과 및 논의
Ⅳ. 결론 및 제언
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