| abstract |
| Background As the competition between outdoor brands becomes fierce, it is recognized that fashion industry is reaching its limit and it is an important point that consumers should change before they turn away. .The purpose of this study is to understand the process of outdoor wear brand equity by explaining the relationship between brand trust, and brand loyalty of outdoorsware, focusing on product benefits, which is an important factor in brand identity formation.
Methods This study was conducted online and offline questionnaire for university students and 20-50s. A total of 435 questionnaires were analyzed. The data analysis was performed by frequency analysis, reliability analysis, exploratory factor analysis, and regression analysis using SPSS 20.0.
Result Product benefits that have the greatest impact on outdoor brand trust are functional benefits. Brand benevolence in brand trust has a greater effect on brand loyalty than brand expertise. In addition, the effect of outdoor product benefits on brand trust were different for each gender and age group.
Conclusion This study reveals the product benefits that play a major role in forming brand loyalty through brand trust. Therefore, companies can gain some implications for establishing an effective strategic direction to maintain a consistent brand identity in brand growth. In addition, companies will be able to utilize these result to develop the most effective marketing strategies for each segment market in the future growth of brands such as product development and brand extension. |
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| Key Words |
| 제품편익, 브랜드 신뢰, 브랜드 충성도, Product Benefit, Brand Trust, Brand Loyalty |
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