캠핑객의 과시적 소비성향과 고급 캠핑 브랜드 태도, 브랜드 이미지 및 브랜드 충성도에 관한 연구

초록

This paper sets out to address the issue of conspicuous consumption of Korean campers in the context of their buying behaviour of preferring premium camping brands. This study focuses on the effects of conspicuous consumption to brand-related factors and the effect relationship among factors. A self-administered questionnaire was developed and administered via online to a non-probabilistic convenience samples of 140 campers who have experienced to buy a premium camping brand. The collected data were enforced reliability, factor and multiple regression analysis using SPSS 18.O program. The findings were follows: First, a pursuits of status symbols and fashion of conspicuous consumption influenced on brand attitude for premium camping brand. Second, the brand attitude effected on brand image and brand royalty and brand image also influenced on brand royalty. The paper is the first investigate the impact of conspicuousness on brand attitude among campers in Korean market emerging as one of the most significant segments for outdoor recreation.

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