스포츠용품 기업의 윤리적 가치와 사회적 책임이 기업몰입, 개인-브랜드적합성 및 브랜드충성도에 미치는 영향

The purpose of this study was to empirically inquire into the relationship between corporate commitment, person-brand fit and brand loyalty on the basis of the perception of corporate ethical value and social responsibility through the structural equation model analysis. For this purpose, this study set up a sporting goods business-Nike as its subject for investigation, and set up the present students at the College of Physical Education of B, D and S university located in Chungnam as its subjects for response; then, this study extracted a total of 300 copies with 100 copies for each college respectively through the convenience sampling method, among which this study excluded 8 copies whose responses were judged to be unfaithful to internal consistency and contents, and used 292 copies of questionnaires for its final analysis. In addition, this study used SPSSWIN Ver. 15.0 and AMOS 7.0 for data processing. Using the questionnaires as a research tool, this study did validity test and reliability test through the confirmatory factor analysis. After confirming the model fit, this study obtained the results as follows by verifying individual hypotheses. First, corporate social responsibility had a positive influence on corporate commitment. Second, corporate social responsibility had a positive influence on person-brand fit. Third, corporate commitment had a positive influence on brand loyalty. Fourth, person-brand fit had a positive influence on brand loyalty.