LikeSNU-서울대 중앙도서관 빅데이터 지식 플랫폼

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캠핑용품 소비자의 과시적 소비성향이 브랜드 이미지, 브랜드 만족, 브랜드 충성도에 미치는 영향

Author

양동석

Journal Title

한국스포츠학회

Publication Year

2022

Topics

#Advertising
#Brand awareness
#Marketing strategy

Summary

This study investigates the effects of conspicuous consumption tendency of camping equipment consumers on brand image, brand satisfaction, and brand loyalty, aiming to provide basic data for effective marketing strategies of camping equipment companies. The results showed that conspicuous consumption tendency significantly influenced brand image, which in turn significantly affected brand satisfaction and loyalty.

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