부산대학교 도서관

This study aimed to examine the effect of Chinese Taekwondo gyms' marketing communication on lovemarks, brand equity and brand loyalty.To this end, it recruited parents with children enrolled in Taekwondo gyms located at Shanxi, Gansu, Guangxi and Sichuan province as the population. A total of 320 copies of questionnaires were used in the final analysis. For the data analysis, frequency analysis, exploratory factor analysis, correlation analysis and multi-regression analysis were conducted by using SPSS 25 Version. First, the sub-factors of marketing communication, such as advertisement, relationship marketing and personal selling were found to have significant effects on the affection level, while relationship marketing and personal selling have significant effects on the confidence level. Second, the sub-factors of marketing communication, such as advertisement, relationship marketing and personal selling were found to have significant effects on both brand awareness and image, while relationship marketing and personal selling have significant effects on brand quality. Third, the sub-factors of marketing communication, such as relationship marketing, sales promotion and personal selling were found to have significant effects on brand loyalty. Fourth, lovemarks were found to have significant effects on all factors of the brand equity. Fifth, lovemarks were found to have significant effects on brand loyalty. Sixth, all sub-factors of the brand equity were found to have significant effects on brand loyalty.