This study is consider the value of outdoor brands in the consumer and for the outdoor brand attitude through empirical analysis, self-consistency, and evaluate the impact of the repurchase on the road. and outdoor brand company would like to present a value that can be presented to the customers.
The data was collected 272 community in enough to share information with campers, and analyzed with SPSS/PC 21.0 and AMOS 21.0.
Utilitarian values, social value, and conspicuous value was found on statistically significant effect on the defined brand attitude, hedonic value showed a statistically does not have a significant effect on brand attitude. Hedonic values, social value, and conspicuous value was found on statistically significant effect on the defined self-congruity, utilitarian value showed a statistically does not have a significant effect on self-congruity. In addition, brand attitude and self-congruity was found effect on re-purchase intention defined.