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- W3162904188 abstract "Purpose: The purpose of this study was to develop Taekwondo importance of managing brand personality, an important intangible asset in a competitive market, by examining the impacts of brand personality to enhance brand loyalty on brand identification, brand effect, and brand loyalty.Methods: To accomplish the purpose of this study, the research subjects were 156 male and female Chinese Taekwondo masters who participated in the 2014 Chinese Taekwondo Seminar located in Sichuan Province, China. Using a questionnaire, frequency analysis, in dividual peculiarities, t-test, one-way ANOVA, Scheffe’'s multiple comparison of verifica tion, correlation analysis, and multiple liner regression tests were conducted and analyzed. All significance levels were configured at p < 0.05 for data analysis.Results: The results of this study are summarized as follows. First, there was a significant difference in brand personality and brand identification, brand effect, and brand loyalty. Second, there was a significant correlation between brand personality on brand identifica tion, brand effect, and brand loyalty in Chinese Taekwondo services.Conclusions: These findings indicate that Taekwondo service providers manage brand im age and brand personality in order to increase brand loyalty to establish Taekwondo as a brand. Experience and exposure to a brand is a major factor for building long-term relation ships between consumers and the brand. Further brand identification, which in this case applies to Taekwondo trainees, would increase brand loyalty, intention to continue Tae kwondo training, and suggest training to potential trainees." @default.
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- W3162904188 date "2017-01-01" @default.
- W3162904188 modified "2023-09-27" @default.
- W3162904188 title "Brand Personality on Brand Identification, Brand Affect, and Brand Loyalty in Chinese Taekwondo Services" @default.
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