KLPGA 골프대회 타이틀스폰서십 활동이 브랜드인지도, 브랜드이미지 및 브랜드충성도에 미치는 영향

초록

This study analyzes on influence of KLPGA(Korea Ladies Professional Golfers' Association) sponsorship activity upon brand awareness, brand image, and brand loyalty based on theoretical ground of prior researches. Thus, the aim is to offer useful basic data that can be utilized as a marketing strategy for title sponsor contract to KLPGA authorities for activating KLPGA(Korea Ladies Professional Golfers' Association). It selected 280 galleries, who directly visited Sky 72 Golf Club for watching a game of ‘KB Financing STAR Championship Golf Tournament,’ as the final significant sample, and carried out frequency analysis, exploratory factor analysis, correlation analysis, reliability analysis, and multiple regression analysis by using SPSS 18.0 Window Version. As a result, first, the communication and the event contribution out of title sponsor activity were indicated to have significant influence upon brand awareness. However, image improvement was indicated not to have significant influence. Second, the communication and the event contribution out of title sponsor activity were indicated to have significant influence upon brand image. However, image improvement was indicated not to have significant influence. Third, the image improvement and the event contribution out of title sponsor activity were indicated to have significant influence upon brand loyalty. However, communication was indicated not to have significant influence.

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