1)The purpose of this study was to examine the fashion brand attitude of tweenagers, with a focus on brand awareness, image, identification and loyalty. The study analysed 541 fifth and sixth-grade students in Seoul elementary schools. Major statistical methods used for this study were Cronbach's alpha analysis, confirmatory factor analysis, and path analysis with SPSS 19.0 and AMOS 19.0. Brands selected for this study were "NIKE" and "BEANPOLE KIDS". The result of this study was as follows: First, the study showed that both "NIKE" and "BEANPOLE KIDS" had 4 significant routes from the research model. Brand awareness had influence on brand image; brand image had influence on brand identification and brand loyalty; and brand identification had influence on brand loyalty. Second, using the bootstrapping to verify the significance of the total effect and indirect effect, brand awareness had a significant indirect effect on brand identification and brand loyalty; brand awareness did not have any direct effect on brand identification and brand loyalty for both "NIKE" and "BEANPOLE KIDS". Also, the total effect of brand awareness on brand identification and brand loyalty was significant. The result of this study showed the development potential to the fashion companies targeting tweenagers.

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: This study examines the effectiveness of brand awareness, brand image and brand identification on brand loyalty for the Nike brand. The subjects of this study were 336 elementary school boys. The statistical methods used for this study were factor analysis, Cronbach's alpha analysis, confirmatory factor analysis and path analysis with SPSS 19.0 and AMOS 19.0. The results of this study were as follows. First, brand awareness had a direct effect on brand image and brand loyalty. Brand awareness also had an indirect effect on brand loyalty. Second, brand image directly or indirectly influenced brand loyalty as well as directly influenced brand identification. Third, brand identification directly influenced brand loyalty. The 5 th grade group and 6 th grade group had different paths; however, the most powerful path was the same as brand awareness to brand image. The results of this study will help fashion companies understand the importance of new consumer groups in their early teens or elementary school.

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