스포츠용품 브랜드의 글로벌성이 다차원적 공익연계마케팅을 통한 브랜드 이미지 형성에 미치는 영향 :소비자 개인수준의 문화적 성향 조절효과

The present study purported to investigate the moderating effects of consumers’ cultural dispositions including collectivism and power distance tendency on the relationships among perceive brand globalness of sporting goods companies, cause-related marketing attributes, such as brand-cause fit, firm’s motive and donation amount appropriateness, and brand image. For this, we collected 379(96.9%) questionnaires from N, D and K university students located in Chungnam, Busan and Kyonggi provinces, respectively. We performed several statistical analyses including a descriptive analysis, a confirmatory factor analysis, Pearson"s correlation analysis, a structural equation modeling(SEM) analysis, and a multiple group analysis. The followings are the results of the current study. First, the path coefficients between sports brand globalness and cause-related marketing attributes were found to be statistically significant. Second, the path coefficients between cause-related marketing attributes and brand image were found to be statistically significant. Third, the moderating effects of collectivism on the relationships between brand globalness and donation amount appropriateness as well as donation amount appropriateness and brand image were found to be statistically significant. Lastly, the moderating effects of power distance tendency on the relationships between brand globalness and donation amount appropriateness as well as brand-cause fit and brand image were found to be statistically significant.