Relationship among Outdoor Brand's Eco-Friendly Activities, Brand Image and Word of Mouth Intention

• 영문명: Relationship among Outdoor Brand's Eco-Friendly Activities, Brand Image and Word of Mouth Intention
• 발행기관: 한국스포츠과학회
• 저자명: Min Wook KIM Ki Hyun KWON Sang Hoon YOON Seung Jin HAN
• 간행물 정보: 『The Journal of Sport and Applied Science』Vol.7 No.2, 13~19쪽, 전체 7쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.06.30

영문 초록

Purpose: The purpose of this study is to provide directions and implications related to eco-friendly marketing and products of outdoor brand companies by empirically analyzing the influence of outdoor brand's eco-friendly activities on brand image and word of mouth. Research design, data, and methodology: In this study, a survey was conducted on those who have purchased outdoor brand products through the convenience sampling method, and a total of 470 effective samples were collected. Frequency analysis, reliability analysis, confirmatory factor analysis, and structural equation model analysis were conducted based on the collected data. Results: As a result of the analysis, first, it was found that eco-friendly mar-keting among the eco-friendly activities of outdoor brands did not have a positive effect on the brand image. Second, among the eco-friendly activities of outdoor brands, eco-friendly products were found to have a positive effect on the brand image. Third, it was found that the brand image had an effect on word of mouth intention. Conclusions: Academic and practical implications were discussed based on the research results that eco-friendly marketing of outdoor brands does not have a positive effect on brand image, eco-friendly products have a positive effect on brand image, and brand image affects word of mouth.

목차

1. Introduction

2. Method

3. Results

4. Discussion and Conclusion

References

키워드

Outdoor brand Eco-Friendly Brand image Word of mouth