아웃도어 스포츠웨어 기업의 기업능력 및 기업사회적책임활동 연상이 브랜드충성도에 미치는 영향

The purpose of this study was to examine the relationship among corporate ability and corporate social responsibility association, brand trust, corporate identification, corporate loyalty and brand loyalty of outdoor sportswear corporate. 475 customer were selected to achieve this purpose using convenient sampling method and self-administration method. For the data, SPSSWIN Ver. 22.0 and AMOS 22.0 were used and after verifying the suitability of a model, each theoretical situation was confirmed. The empirical analysis concludes as follows. First, corporate ability and corporate social responsibility association, had significant influence on brand trust. Second, corporate social responsibility association had significant influence on corporate identification. Third, brand trust had significant influence on brand loyalty. Fourth, corporate identification had significant influence on corporate loyalty. Fifth, corporate loyalty had significant influence on brand loyalty.