골프선수 이미지에 따른 인도스먼트 광고 효과가 브랜드 인지도, 브랜드 일치성, 브랜드 신뢰성 및 행동의도에 미치는 영향 (A Study on the Relationship among Leadership Styles, Customer Satisfaction, Intention to Revisit, and Switching Intention in Golf Practice Range Coaches)

서지정보

· 발행기관 : 한국체육과학회
· 수록지 정보 : 한국체육과학회지 / 23권 / 3호 / 799 ~ 813페이지
· 저자명 : 백승헌, 김기탁

초록

The purpose of this study is to examine the relationship between endorsement advertising effect according to golf player's image and brand recognition, brand congruity, brand trust, and customer behavior intention. Golf course customers were selected as a population using the convenience sampling. A total of 330 responses were analyzed using SPSS 18.0 and AMOS 18.0. The results were as follows. First, golf player's image had a positive effect(+) on brand recognition. Second, golf player's image had a positive effect(+) on brand congruity. Third, golf player's image had a positive effect(+) on brand trust. Fourth, brand recognition had no positive effect(+) on customer behavior intention. Fifth, brand congruity had a positive effect(+) on customer behavior intention. Finally, brand trust had a positive effect(+) on customer behavior intention. The results came to a conclusion that player's image had effects on company's recognition, congruity, and trust. It suggests that player's image is an important element of company's endorsement goals and strategic selection of players who meet its image or goal and acts as an important marketing means to promote a competitive advantage in the same business field by maximizing an endorsement effect.

영어초록

The purpose of this study is to examine the relationship between endorsement advertising effect according to golf player's image and brand recognition, brand congruity, brand trust, and customer behavior intention. Golf course customers were selected as a population using the convenience sampling. A total of 330 responses were analyzed using SPSS 18.0 and AMOS 18.0. The results were as follows. First, golf player's image had a positive effect(+) on brand recognition. Second, golf player's image had a positive effect(+) on brand congruity. Third, golf player's image had a positive effect(+) on brand trust. Fourth, brand recognition had no positive effect(+) on customer behavior intention. Fifth, brand congruity had a positive effect(+) on customer behavior intention. Finally, brand trust had a positive effect(+) on customer behavior intention. The results came to a conclusion that player's image had effects on company's recognition, congruity, and trust. It suggests that player's image is an important element of company's endorsement goals and strategic selection of players who meet its image or goal and acts as an important marketing means to promote a competitive advantage in the same business field by maximizing an endorsement effect.

참고자료

· 없음