earticle

영어

This study analyzes the effect on supplies brand characteristics and brand image of sports absorption by the persons interested in sports-for-all. First, as for sports absorption of the persons interested in sports-for-all, perception absorption had a positive effect on truth and ability of brand characteristics, and behavior absorption had a positive effect on the soundness of brand characteristics. In addition, perception absorption and behavior absorption had a positive effect on interest of brand characteristics. Second, as for sports absorption of the persons interested in sports-for-all, perception absorption and behavior absorption had a positive effect on intensity, goodwill, and peculiarity of brand image. Generally speaking, as for the persons interested in sports-for-all, internal(perceptional) absorption laid an emphasis on internal factor of brands and external(behavioral) absorption laid an emphasis on outer factor of brands. In addition, sports absorption, internal and external, is perceived positively on the images such as intensity, goodwill, and peculiarity of brands.