해외투어 소속 한국여자프로골프 선수이미지, 국가 브랜드 이미지, 마케팅 효과의 국가 간 잠재평균분석: 미국과 일본 골프소비자를 중심으로

초록

This study analyzed the potential average of marketing effect of Korea women golfers image among countries by taking golf consumers in US & Japan as target. Its purpose is to provide basic data for activation of national brand image and consumers behavior by utilizing global marketing strategy establishment of US LPGA & Japan JLPGA as well as golfer image through Korea women golfers. The subjects of study are 559 recipients to whom question papers were sent as they affiliated in SNS official account related to LPGA & JLPGA or who followed the account. The data was processed by utilizing SPSS 23.0 statistics program and AMOS 23.0 statistics program. The outcome is as follows. First, event attributes are found to be significantly related to quality of relation. Second, star player factor is found to significantly affect quality of relation. Third, quality of relation is found to significantly affect consumption behavior. Fourth, event attributes are found to significantly affect consumption behavior. Finally, star player factor is found not to significantly affect consumption behavior. First, player image is found to significantly affect national brand image. Second, player image is found to significantly affect quality of relation. Third, national brand image is found to significantly affect quality of relation. Fourth, quality of relation is found to significantly affect consumption behavior. Fifth, player image is found not to significantly affect consumption behavior. Sixth, national brand image is found to significantly affect consumption behavior. Finally, the gap in potential average is found to be significant at level of p<.001 in the factor of player image and consumption behavior.

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