아웃도어 스포츠 의류 브랜드 개성과 자아이미지 일치성이 브랜드 태도와 브랜드 애착에 미치는 영향

The purpose of this study is to investigate the effect of the congruence between outdoor sports wear’s brand personality and self-image on brand attitude and brand attachment. Total 300 survey questionnaires were distributed to consumers in their 20‘s and 30’s who have experience to buy outdoor sports wear through convenience sampling in Seoul. Due to the reliability of data1, 8 samples were discarded and 282 samples were put to actual analysis. By using SPSS Ver. 21.0, data were analyzed by frequency analysis, exploratory factor analysis, reliability analysis, absolute difference model and multiple regression analysis. The results of the study were as follows. First, outdoor sports wear’s brand personality and consumers’ actual and ideal self-image consisted of ‘competence’, ‘excitement’, ‘ruggedness’ and ‘sincerity’ dimensions. Second, consumers recognized outdoor sports wear’s brand personality as rugged and their actual self-image and ideal self-image as sincere. Third, consumers’ actual self-image were congruous with ‘sincerity’ dimension. Fourth, consumers’ ideal self-image was congruous with ‘ruggedness’ dimension. Fifth, among the four dimensions of the actual self-image congruence, ‘excitement’ and ‘ruggedness’ had a positive effect on brand attitude. Sixth, among the four dimensions of the actual self-image congruence, ‘competence’, ‘excitement’ and ‘ruggedness’ had a positive effect on brand attachment. Seventh, among the four dimensions of the ideal self-image congruence, ‘competence’ and ‘ruggedness’ had a positive effect on brand attitude. Lastly, among the four dimensions of the ideal self-image congruence, ‘competence’, ‘ruggedness’ and ‘sincerity’ had a positive effect on brand attachment.