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A Study of Advertisement Effectiveness to Golf Star Human Brand
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골프 스타 휴먼 브랜드에 따른 광고 효과성 연구

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Type
Academic journal
Author
Journal
Korea Sport Society 한국스포츠학회 한국스포츠학회 제17권 제3호 KCI Accredited Journals
Published
2019.1
Pages
845 - 854 (10page)

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A Study of Advertisement Effectiveness to Golf Star Human Brand
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Abstract· Keywords

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The purpose of this study was to verification of advertisement effectiveness to golf star human brand. It also sought to provide basic information about advertisement strategy for marketer. A survey was conducted on 407 adults(over 19 years) who had experienced watching advertisement(tv, pc, mobile) of golf star model during the last 12 months. For data processing, SPSS (ver. 21.0) and AMOS (ver. 20.0) were used and frequency analysis, internal consistency, confirmatory factor analysis, correlation analysis, structural equation model analysis and BC method of bootstrap were applied. The results of this study are as follows. First, golf star human brand had a significant influence on fit(golf star-advertisement brand). Second, fit had a significant influence on advertisement effectiveness. Third, golf star human brand had a significant influence on advertisement effectiveness. Lastly, fit between golf star human brand and advertisement effectiveness showed partial mediated effect.
#Golf star #Human brand #Fit #Advertisement effectiveness

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References (42)

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강현철 / 2013 / 구조방정식모형에서 적합도지수의 해석과 모형적합 전략에 대한 논의 / Journal of The Korean Data Analysis Society 15(2):653~668 dbpia 고재연 / LG 청소기 모델 된 “영미~”, 오뚜기는 이승훈 ‘입도선매’ google schola 김경태 / XGOLF, ‘유현주’ 브랜드 모델로 2년 계약 체결 google schola 김남은 / 박성현, 타이거 우즈와 광고 촬영 google schola 김병식 / 2010 / 골프선수 스폰서기업의 브랜드자산이 브랜드만족과 구매의도에 미치는 영향 / 한국스포츠학회 8(2):83~93 google schola

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