International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Structural Relationship between Benefit of Ski Wear Brand, Brand Emotion, Brand Satisfaction, Brand Trust, and Repurchase Intention

  • Received : 2022.11.08
  • Accepted : 2022.11.13
  • Published : 2022.12.31
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Abstract

The purpose of this study is to provide implications by conducting research on brand benefits for skiwear brand customers. For this purpose, a structural equation model was established and empirical research was conducted by selecting brand convenience as a hygiene variable and brand emotion, brand satisfaction, and repurchase intention as endogenous variables. In order to analyze the general characteristics of the subjects, frequency analysis was conducted using SPSS 25 and Cronbach's alpha analysis was conducted using the same statistical program. Confirmatory factor analysis and path analysis were conducted using AMOS 21. In addition, the benefits of skiwear brand, which is an independent variable, were composed of two sub-dimensions, and psychological benefits rather than functional benefits were found to have a stronger impact on brand emotion, suggesting practical implications.

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Acknowledgement

The present research was supported by the research fund of Dankook University in 2021

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