부산대학교 도서관

The purpose of this study was to find out the causal relationship between consumer-brand relation, antecedent factors and consequences. Specifically, it was to find out the relative influence on the formation of consumer-brand relation based on marketing communication in business and the individual characteristics of consumers. Also it was to find out the causal relationship between customer satisfaction, brand loyalty and evaluations of extended brands which can be revealed through the formation of consumer-brand relation. 400 subjects who took in universities in Busan and Ulsan metropolitancity were sampled through convenience sampling method. Among 400 data, 362 data were used for analysis.Data was collected by a questionnaire survey, which is composed of all 65 questions including social demographic traits of the subjects, marketing communication, consumer factors, consumer-brand relationship, customer satisfaction, brand loyalty and evaluations of extended brands. The questionnaire was measured by 7 Likert scale.To meet the study goal, using SPSS WIN ver 12.0 and AMOS 5.0, the reliability and the validity of the survey were made sure and the hypotheses were testified. Conclusion of this study were as follows. First, it turns out that advertising, personal sales and sales promotion in marketing communication in the order named have a positive effect on consumer-brand relationship for sports goods brand. Second, it turns out that attitude toward relationship marketing, brand familiaty and involvement in the consumer factors in the order named have a positive effect on consumer-brand relationship for sports goods brand. Third, it turns out that consumer-brand relationship for sports goods brand has a positive effect on customer satisfaction. Fourth, it turns out that consumer-brand relationship for sports goods brand has a positive effect on brand loyalty. Fifth, it turns out that consumer-brand relationship for sports goods brand has no direct effect on evaluations of extended brands. Sixth, brand loyalty for sports goods brand has a positive effect on brand loyalty. Seventh, it turns out that customer satisfaction with sports goods brand has no direct effect on evaluations of extended brands. Eighth, it turns out that brand loyalty for sports goods brand has a positive effect on evaluations of extended brands.