국내 골프선수 후원을 통한 기업의 브랜드 이미지와 이미지 일치성이 스폰서십 효과에 미치는 영향

초록

[Purpose] This study was to analyze the image effect of sponsorship which appoint domestic golf players. Based on the result, the study provide strategic marketing elements and implications for companies who wants effective marketing. [Method] Analyze 148 questionnaires which was filled in after watching video, and execute path analysis with AMOS 25.0. [Result] The brand image through the sponsorship which cast Korean golf players has a significant influence not only the image congruence but also sponsorship effect. The image congruence also has a positive impact on the sponsorship effect. [Conclusion] In conclusion, the sponsorship of Korean golf players suggests the possibility that the brand image can have a more positive impact on the company through characteristic variables such as image congruence, so a strategy will be needed to understand the relationship between each factor that goes through the mediation process.

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