LPGA 선수 이미지가 스폰서 기업 브랜드 이미지 및 소비자 구매행동에 미치는 영향: 골프의류를 중심으로

Abstract

The purpose of this study was to examine the effect of playerm iage of LPGA on corporate brand image o f sponsorship and consumer’s purchasing behavior. The 600 consumers of golf wear were chosen from 4 areas of located in Seoul, Gyeonggi-do, Chungcheongnam-do and Chungcheongbuk-do. Among 600 questionnaires distributed and collected, 181 were excluded from the study because they were neither thoughtfully nor completely answered. For the purpose of this study, frequency naalysis, exploratory factor analysis, reliability analysis, confirmatory factor analysis, structural equation model analysis of SPSS 20.0 and AMOS 20.0 were performed. The research results of this study indicate that Fsirt. player image of LPGA had a significant infl-u ence on corporate brand image of sponsorship. Second, corporate brand image of sponsorship had a significant influence on consumer’s purchasing behavior. Finally, player image of LPGA had not a significant influence on consumer’s purchasing behavior.