The Relationship Between Product Attributes, Brand Image, and Quality Satisfaction of Poomsae Uniforms

Lee, Suk-Kyung* (Jeonju University) 

Abstract

The purpose of this study is to determine the relationship among product attributes, brand image and quality satisfaction of a Taekwondo Poomsae uniform and to provide basic data for the establishment of a marketing strategy of the Taekwondo uniform manufacturing industry. The athletes who participated in the Korea Taekwondo Poomsae Championships that held in 2016 were selected as participant a total of 358 questionnaires that collected by convenience sampling method were analyzed using SPSS ver. 23.0 and AMOS ver. 23.0. Firstly, the product attributes of a Taekwondo Poomsae uniform had a significant effect on brand image. Secondly, the brand image of a Taekwondo Poomsae uniform had a significant effect on quality satisfaction. Thirdly, the product attributes of a Taekwondo Poomsae uniform had a significant effect on quality satisfaction. Based on the findings, researcher was able to know that Poomsae athletes are preferring functional Poomsae uniform that could increase their performance and martial arts value, and show their individuality. Therefore, taekwondo uniform brands must be increased by developing the high quality uniform that increase both convenience and satisfactions of athletes.

Keywords : Poomsae uniforms, product qttributes, brand image, quality satisfaction