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????? 2025.05.16 ????? 2021.09
gift-giving Luxury sportswear brand extension Co-Branding
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    This study is based on the social norm theory to reveal the effects of gender, recipient’s power level, and self-esteem on product attitude when gifting luxury sportswear. It pays attention to the luxury sportswear industry expansion and gift-giving behaviors. In this case, luxury sportswear, the dependent variable, was divided into brand expansion and co-branding. This study surveyed 340 Korean adults, considering the economic power to purchase luxury sportswear for gift purposes, and conducted 2 (gender) × 2 (recipient’s power state) × 2 (self-esteem) Multivariate analysis of variance. As a result of the study, the main effect of each independent variable and the interaction effect between the recipient's power state and self-esteem toward co-branding products were revealed.

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