아마추어 골프대회 스폰서십이 기업브랜드 이미지와 구매의도의 관계 분석

Abstract

The purpose of this study is to analyze the relationship between the brand image of a company sponsoring an amateur golf tournament, customer satisfaction, and purchase intention. A total of 230 questionnaires were collected from amateur golf tournament participants. Data were analyzed with SPSS and AMOS. Frequency analysis, CFA (confirmation factor analysis), validity test, correlation analysis, and SEM (structural equation model) analysis were performed. First, corporate brand image had a statistically significant positive (+) effect on customer satisfaction. Second, customer satisfaction had a statistically significant positive (+) effect on purchase intention. Third, corporate brand image had a statistically significant positive (+) effect on purchase intention. Fourth, customer satisfaction plays a significant mediating effect in the relationship between corporate brand image and purchase intention. Businesses should pay attention to positive brand image, customer satisfaction, and purchase intention while sponsoring amateur golf tournaments.