대학 프로골프선수의 이미지 평가가 광고효과에 미치는 영향

초록

[Purpose] The purpose of this study is to analyze the image composition factors of university professional golf players and to examine the effect of these images on advertising effectiveness. [Method] In order to accomplish the purpose of this study, we surveyed 739 on-galleries in KPGA and KLPGA in 2018. For data analysis, frequency analysis, factor analysis, Cronbach΄s α analysis, and multiple regression analysis were performed using SPSS 23.0. [Result] The results were as follows: First, image factors consisted of five factors, professionalism, robustness, appearance, faith, popularity. Second, the influence of the image of the players on purchase intention was influenced by the robustness factor of the man, and the factor of faith of the woman. Third, the influence of image of the athletes on the favorability of the logo was influenced by the appearance factor of the man, the appearance factor and the popularity factor of the woman. Fourth, the influence of the image of the players on the image of company image was influenced by the popularity factor of men and the professionalism factor of women. [Conclusion] The athletes will have to do more research and efforts to enhance their self - management and self - worth, and the companies that are interested in the players will analyze the various abilities of the athletes, it is necessary to select the players who are suitable for their philosophy and image and the players who can help the brand rise.

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