The Effect of sports collaboration selection attributes on brand attitude, Immesion, and repurchase intention

The purpose of this study is to reveal the causal relationship of how sports collaboration brand selection attributes affect brand attitude, commitment, and repurchase intention. The survey instrument needed for the study was the G company form. A total of 442 questionnaires were collected from members of sports centers in Seoul and the metropolitan area, and 424 of them were analyzed. SPSS 26.0 was used for data. Data processing included frequency analysis, Cronbach's α coefficient, exploratory factor analysis, and correlation analysis. And multiple regression analysis and simple regression analysis were performed. The research results are as follows. First, the sports collaboration selection attributes of originality, aesthetics, and symbolism had a significant effect on brand attitude, while scarcity ( p=.057) had no significant effect. Second, in terms of sports collaboration selection attributes, symbolism and scarcity had a significant effect on immersion, while originality ( p=.219) and aesthetics ( p=.092) did not have a significant effect. Third, brand attitude was found to have a statistically significant effect on repurchase intention within the significance level ( p<.001). Fourth, immersion was found to have a statistically significant effect on repurchase intention within the significance level ( p<.001). Therefore, sports brands must provide consumers with special and emotional experiences through collaboration, and through this, allow consumers to maintain a continuous relationship with the brand. These strategies will encourage repeat purchases by consumers and help ensure the long-term success of the brand.