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Abstract ▼ AI-Helper

The purpose of this study was to investigate structural relationship between brand equity components and purchase intention of sports product. The subjects of the study were college students in universities located in Gyeonggi-do. The Cronbach's a test was conducted to analyze exploratory factor ana...

The purpose of this study was to investigate structural relationship between brand equity components and purchase intention of sports product. The subjects of the study were college students in universities located in Gyeonggi-do. The Cronbach's a test was conducted to analyze exploratory factor analysis and confirmatory factor analysis and measure correlations and credibility with a total of 245 samples through the use of SPSSWIN Ver. 15.0 and AMOS 7.0. After verifying the goodness of fit of the model through the use of the structural equation model analysis to figure out structural relationships of the factors, hypotheses were examined separately. The results were as follows. First, brand personality had a significant effect on brand charisma and brand value but had little effect on brand trust. Second, brand value had a significant effect on brand charisma and brand trust. Third, brand charisma had a significant effect on brand trust and purchase intention Forth, brand trust had a significant effect on purchase intension.

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