Jung-Hee Jung ¹, Ill-Gwang Kim ²

Affiliations
1 Department of Sport Management, Dankook University, KR
2 Department of Leisure Sport, Seowon University, KR

Abstract

The purpose of this study is to identify the relationship between brand perception, brand identification, brand emotion and brand loyalty for sports event sponsor company. Study subjects were ARENA, a sponsor company for 30th ARENA National Masters Swimming Competition and 246 male and female adult swimmers over 20 years old. Collected survey data were analyzed using convenience sampling method. Regarding data analysis, Cronbach’ α analysis, convergent validity and discriminant validity analysis were conducted for frequency analysis and reliability analysis using Statistical Package for the Social Sciences (SPSS) 21.0 and Amos 18.0, and Structural Equation Modeling (SEM) analysis was conducted to test Confirmatory Factor Analysis (CFA), model goodness of fit and individual hypotheses. Study results are as follows. First, only brand position among the brand perception factors significantly affected brand identification, and brand identification positively affected brand emotion. Furthermore, study results showed brand emotion affected both attitudinal and behavioral loyalty, but affected behavioral loyalty more strongly.

Keywords

Brand Emotion, Brand Identification, Brand Loyalty, Brand Perception

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