The Effects of Sporting Goods Brand Experience on Consumer-Brand Relationship and Relationship Retention

Background/Objectives: The purpose of this study is to identify the correlation among the sporting goods brand experiences, consumer brand relationship and the relationship retention. Methods/Statistical Analysis: Participants were 479 undergraduate students at five universities in South Korea. PASW Ver. 18.0 was used to conduct a frequency analysis, reliability analysis and correlation analysis. Also, a confirmatory factor analysis and a structural equation modeling analysis were performed through AMOS 18.0. Findings: First, in terms of the relationship between the 'brand experience and consumer-brand relationship', the experience had significant effects on the consumer-brand relationship. Second, in terms of the correlation between 'consumer-brand relationship and the relationship retention', the relationship had significant effects on the relationship retention. Findings concluded that when a consumer-brand relationship is formed, the brand experience has significant effects on the relationship. Also, the consumer-brand relationship has significant effects on the relationship retention. Applications/Improvements: Based on the findings, the scope of consumer-brand relationship studies and their applicability could be expanded. Also, the findings could help brand production and sales companies to establish marketing strategies for managing their consumer experience in a comprehensive manner.