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2020•Korean Journal of Sports ScienceRequires access

Structural Relationship among Sports Human Brand Characteristics, Brand Identification, Brand Personality, Brand Attachment and Brand Loyalty

Sung-Su Song

Open publisher page 1 citations

Abstract

The purpose of this study is to examine the relationship among human brand characteristics, brand identification, brand personality, brand attachment and brand loyalty and inverstigate consumers’ recognition on sports human brand, given effects of brand identity on brand personality, brand attachment and brand royalty. first, sports human brand identification has a positive effects on brand identification(β=.465, t=15.806(p<.001). Second, brand identification has a positive effect on brand personality(β=.453, t=11.824(p<.001). Third, brand identification has a positive effect on brand attachment(β=.800, t=28.254(p<.001). Fourth, brand identification does not have a positive effect on brand royalty(β=.049, t=1.107(p=.268). Fifth, brand personality has a positive effects on brand royalty(β=.353, t=10.384(p<.001). Sixth, brand attachment has a positive effect on brand royalty(β=.459, t=10.947(p<.001).

About this research paper

What this paper is about

The purpose of this study is to examine the relationship among human brand characteristics, brand identification, brand personality, brand attachment and brand loyalty and inverstigate consumers’ recognition on sports human brand, given effects of brand identity on brand personality, brand attachment and brand royalty. first, sports human brand identification has a positive effects on brand identification(β=.465, t=15.806(p<.001). Second, brand identification has a positive effect on brand personality(β=.453, t=11.824(p<.001). Third, brand identification has a positive effect on brand attachment(β=.800, t=28.254(p<.001). Fourth, brand identification does not have a positive effect on brand royalty(β=.049, t=1.107(p=.268). Fifth, brand personality has a positive effects on brand royalty(β=.353, t=10.384(p<.001). Sixth, brand attachment has a positive effect on brand royalty(β=.459, t=10.947(p<.001).

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Available abstract

The purpose of this study is to examine the relationship among human brand characteristics, brand identification, brand personality, brand attachment and brand loyalty and inverstigate consumers’ recognition on sports human brand, given effects of brand identity on brand personality, brand attachment and brand royalty. first, sports human brand identification has a positive effects on brand identification(β=.465, t=15.806(p<.001). Second, brand identification has a positive effect on brand personality(β=.453, t=11.824(p<.001). Third, brand identification has a positive effect on brand attachment(β=.800, t=28.254(p<.001). Fourth, brand identification does not have a positive effect on brand royalty(β=.049, t=1.107(p=.268). Fifth, brand personality has a positive effects on brand royalty(β=.353, t=10.384(p<.001). Sixth, brand attachment has a positive effect on brand royalty(β=.459, t=10.947(p<.001).

Key concepts: Personality, Brand loyalty, Brand awareness, Brand management, Advertising, Brand equity, Psychology, Brand extension

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