태권도장의 사회적 책임활동 적합성과 도장브랜드자산, 장기지향성의 관계분석

Purpose: The purpose of this study is to analyze whether the contents of a Taekwondo studio’s social responsibility activity is suitable for school parents, and has a consequential influence on studio brand and long-term intentionality. Method: As for research subjects, the study selected school parents of Taekwondo studios in Gwangju Metropolitan City as a population. Particularly, the study conducted a survey by making a personal visit to a total of 10 places with 2 Taekwondo studios respectively in 5 Gu, and used SPSS Ver. 22.0 and AMOS 22.0 statistical package program to deduct the research results. Lastly, a total of 476 copies of questionnaires were used for analysis. Results: Deducted research results are as follows. First, the suitability of social responsibility activity was found to have a positive influence on studio brand awareness. Second, studio brand awareness was found to have a positive influence on studio brand image. Third, studio brand image was found to have a positive influence on brand reliability, studio brand satisfaction, and long-term intentionality. Fourth, studio brand reliability was found to have a positive influence on studio brand satisfaction and long-term intentionality. Fifth, studio brand satisfaction was found to have a positive influence on long-term intentionality. Conclusion: In addition, as a result of the verification of mediated effects through additional analysis, brand satisfaction was found to have mediated effects in brand image and long-term intentionality, and also brand satisfaction was found to have significantly mediated effects in brand reliability and long-term intentionality.