earticle

영어

The purpose of this study is to examine the relationship between brand personality and brand identification and post-purchase behaviors in skin scuba diving and present a strategy to enhance the property of effective skin scuba diving market for the use of the findings as basic materials for the skin scuba market. Furthermore, this study is intended to provide scientific and empirical materials. To achieve this purpose, the subjects were selected from the population of Skim Scuba members in 2011, and a total of 300 members were sampled by convenient sampling. Of them, unreliable responses due to dual or no entry were excluded and material clarification was made including a search for entry error. Finally, a total of 246 responses(male 183, female 63) were analyzed. The study instrument was a questionnaire survey. Questionnaires which were already tested in reliability and validity by previous researches at home and abroad were modified and complemented for the purpose of the objectives of study. The questionnaire consisted of 31 items: demographic characteristics(7 items), brand personality(quality competition, sincerity, image uniqueness)(9 items), brand identification(symbolic, practical, cultural)(9 items), brand royalty(3 items), and intent to purchase(3 items). Through these methods and procedures, the relationship between brand personality and brand identification and post-purchase behaviors in skin scuba diving was analyzed and the following results were obtained. First, in Hypothesis H01-H09, brand personality(quality competition, sincerity, image uniqueness) had an effect on brand identification(symbolic, practical, cultural). Second, in Hypothesis H10, symbolic identification had no effect on brand royalty. Finally, in Hypothesis H11-H15, brand identification(symbolic, practical, cultural) had an effect on post-purchase behaviors(brand royalty, word of mouth intention).