자아일치성이 브랜드충성도에 미치는 영향 : 스포츠브랜드를 중심으로

In this study the focus is on the self-congruity and functional congruity, the key concepts that can directly forecast the brand loyalty. It also tried to examine whether the brand trust has a influence as an intervening parameter between the self-congruity and the brand loyalty. Futhermore, this research investigated how the high or low involvement groups of product have a different effect on the over all research model and partially on the path between the brand trust and self-congruity or functional congruity and self congruity. This study, based on preceding studies, presented the theoretical model regarding to the interaction among the self-congruity, functional congruity, brand loyalty, brand trust, and product involvement and then analyzed the survey data of students by the sample to test this hypothesis. The study showed that brand trust has positive effect as the intervening parameter on the self-congruity and brand loyalty and then is a core concept of enhancing the brand loyalty. At the same time, it was tested that the difference of product involvement groups had a significant effect on the overall. However, it was not proven that the product involvement had a partial effect on the paths of self-congruity and functional congruity, self-congruity and brand trust.