스포츠용품 기업에 대한 소비자의 연상이 자아이미지일치성과 브랜드태도 및 재구매의도에 미치는 영향

초록

The purpose of this study was to examine the effects of corporate associations—including corporate ability and corporate social responsibility—on self-image congruence, brand attitude, and repurchase intention in the context of sporting goods companies. An online survey was conducted with 311 consumers who purchase sporting goods, and valid responses were used for the final analysis. Confirmatory factor analysis and structural equation modeling (SEM) were performed using SPSS and AMOS. The findings revealed that both corporate ability association and corporate social responsibility association had significant positive effects on self-image congruence. Additionally, self-image congruence significantly influenced brand attitude, and both self-image congruence and brand attitude had significant positive effects on repurchase intention. These results suggest that when consumers perceive a sporting goods company’s associations and image to be aligned with their self-concept, they are more likely to develop favorable emotional responses toward the brand and exhibit stronger intentions to repurchase.

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