Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Elementary School Boys' Brand Loyalty in the Sportswear Market

초등학교 고학년 남학생들의 스포츠웨어 브랜드 충성도

  • 한기향 (건국대학교 의상디자인학과) ;
  • 원명심 (건국대학교 의상디자인학과)
  • Received : 2012.04.20
  • Accepted : 2012.12.10
  • Published : 2013.02.28
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Abstract

This study examines the effectiveness of brand awareness, brand image and brand identification on brand loyalty for the Nike brand. The subjects of this study were 336 elementary school boys. The statistical methods used for this study were factor analysis, Cronbach's alpha analysis, confirmatory factor analysis and path analysis with SPSS 19.0 and AMOS 19.0. The results of this study were as follows. First, brand awareness had a direct effect on brand image and brand loyalty. Brand awareness also had an indirect effect on brand loyalty. Second, brand image directly or indirectly influenced brand loyalty as well as directly influenced brand identification. Third, brand identification directly influenced brand loyalty. The $5^{th}$ grade group and $6^{th}$ grade group had different paths; however, the most powerful path was the same as brand awareness to brand image. The results of this study will help fashion companies understand the importance of new consumer groups in their early teens or elementary school.

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