The Influencing Factors on Brand Trust and Brand Loyalty of Athletic Shoes in College Student

• 발행기관: 한국자료분석학회
• 저자명: 홍재범(Jae-Bum Hong) 문선호(Sunho Mun)
• 간행물 정보: 『Journal of The Korean Data Analysis Society (JKDAS)』Vol.10 No.2, 625~636쪽, 전체 12쪽
• 주제분류: 자연과학 > 통계학
• 파일형태: PDF
• 발행일자: 2008.04.30

영문 초록

The purpose of this study was to identify the effect of warranty, knowledge, and perceived quality on brand trust and brand loyalty of athletic shoes in college student. Responses were collected from 172 out of 200 questionnaires, from the selected Lap-Class sections. A total of 156 responses were used in this data analysis; 16 questionnaires were excluded from data analysis because of either incomplete or missing data. The multiple regression was used by SPSS. The results of this study were as followings. First, Knowledge and perceived quality were statistically positive relationship with brand trust. Second, Perceived quality and knowledge were statistically positive relationship with brand loyalty. However warranty was not statistically relationship with both brand trust and brand loyalty of athletic shoes in college student.

목차

1. Introduction

2. Theoretical background and Hypothesis

3. Methodology

4. Result

5. Discussion

6. Conclusions

References

키워드

brand trust brand loyalty athletic shoes the multiple regression