The purpose of this study was to investigate the relationships among purchasing tendencies, brand identification, consumer-brand relationships, and brand loyalty by analyzing structural equation model. A survey was conducted by using members(n=220) of 8 sport clubs located in Chungcheong Province. The data were recorded and analyzed using the SPSSWIN Ver. 21.0 and AMOS 18.0 to analyze the structural equation model. The findings of this study were as follows: First, brand purchasing had a significantly negative effect on brand identification. Second, rational purchasing was found to impact significantly on brand identification. Third, loyal purchasing did not show significant impact on brand identification. Firth, brand identification was found to significantly influence on brand love, brand interdependence, and brand loyalty. Fifth, brand love had no positive impact on brand loyalty. Finally, interdependence was found to impact significantly and positively on brand loyalty.
The purpose of this study was to develop a model of relationship intensification, identification formation, and loyalty achieved through mutual effect within participants of sports sponsorship. Through this, the study aims to provide guidance to businesses for establishing and developing sports sponsorships. In order to achieve the objective, two identification paths were used to understand the process of deepening consumer-sponsor relationship in professional volleyball title sponsorships. The target of this study is 'NH Nonghyup' a valleyball title sponsor in 2014-2015. A survey was conducted on 264 home crowd members of Korea Air, Samsung fire, Kepco, Woori card, OK saving bank and Hyundai capital based in metropolitan regions. Sampling method was Convenience Sampling Mode, and questionnaire has been structured to be self-administerd type. SPSSWIN Ver. 21.0 and AMOS 18.0 have been used for data processing. The results were as follows: Frist, the study showed that the connection between consumer-sponsor mutual effect positively influence "we-ness." "We-ness" in turn positively affected sponsor identification, and sponsor identification in turn positively affected attitudinal loyalty. Second, the personalization and enjoyment in consumer-event mutual effect positively affected event trust, and event trust in turn positively affected event identification, and event identification in turn positively affected behavioral loyalty. Third, attitudinal loyalty positively impacted behavioral loyalty.
