성별에 따른 골프신발의 브랜드 이미지가 브랜드 태도에 미치는 영향력의 차이

Abstract

This study was aimed at identifying gender differences in the influence of brand image of golf shoes on the brand attitude of amateur golfers. To accomplish this goal, 396 subjects were selected by using the purposive sampling method, and data was collected by modifying the survey content to suit the goal of the research by performing a preliminary test. And following results were obtained in the analysis of the data in which SPSS 18.0 and AMOS 18.0 for Windows were used to verify the research problems: First, with regard to the influence of the brand image of golf shoes on the brand attitude of amateur golfers, it was confirmed that the self-identification factor of brand image exerts an influence only on the loyalty of the brand attitude, whereas functional factor of the brand image exerts an influence on the brand awareness and product attribute of brand attitude, emotional factor of the brand image on the product attributes of brand attitude. Second, an analysis of the functional differences by gender of brand influence showed that a significant difference was observed only in the recognition of brand attitude. Therefore, if consumers put emphasis on the functional property while enhancing self-identity through product attributes containing sincerity in the golf shoes desired by consumers, it will surely help them form brand attitude. It was concluded, in particular, that the brand attitude towards men’s golf shoes may be enhanced only by making products more functional because the gender-specific approaches showed differences in functionality.