earticle

영어

This study was to examine the effects of perceived sports brand benefits and emotional response on brand trust in the leisure sports participants. The subjects of this study were a total of 374 people and the subject were members of leisure sports club located in Gyunggi, Chungnam․buk and Chonnam․buk region. And the sampling of this study was the convenience sampling method. The methods of the statistical analysis used in this study was the multiple regression analysis by using SPSS 14.0. As the results of the analysis, the findings of this study were as follows. First, sports brand benefits (functional, symbolic and empirical) perceived by leisure sports participants were found to have direct and positive influence on their brand trust. Second, positive emotion did have a significant positive influence and negative emotion did have a significant negative influence on the emotional response of leisure sports participants