Exploring the Structural Relationship between Brand Personality, Utilitarian Value, Brand Intimacy, and Brand Loyalty targeting MZ Generation Consumers of Outdoor Brands

The purpose of this study is to explore the impact of outdoor brand personality on the perceived utilitarian value and brand intimacy of MZ generation consumers and to verify how these elements influence brand loyalty. A cross-sectional research design was employed, and a sample of 500 MZ consumers, who have purchased outdoor brands at least once, was selected from the population residing in 17 regions of South Korea using quota random sampling. Confirmatory factor analysis was conducted to validate the measurement model's reliability and validity, followed by structural equation modeling for hypothesis testing. The results indicated that among the sub-elements constituting brand personality, authenticity, competence, and ruggedness significantly enhanced the MZ generation's perception of utilitarian value, which, in turn, contributed to strengthening brand loyalty. Simultaneously, authenticity and excitement had a significant impact on brand intimacy, which emerged as a crucial factor in promoting brand loyalty. In conclusion, brand personality influences MZ generation's loyalty to outdoor brands through both rational (utilitarian value) and emotional pathways. (brand intimacy)