IPA분석을 활용한 프로야구장 마케팅믹스 6Cs의 중요도, 만족도 분석

Abstract

The purpose of this study is to examine the relationship between endorsement advertising effect according to golf player’s image and brand recognition, brand congruity, brand trust, and customer behavior intention. Golf course customers were selected as a population using the convenience sampling. A total of 330 responses were analyzed using SPSS 18.0 and AMOS 18.0. The results were as follows. First, golf player’s image had a positive effect(+) on brand recognition. Second, golf player’s image had a positive effect(+) on brand congruity. Third, golf player’s image had a positive effect(+) on brand trust. Fourth, brand recognition had no positive effect(+) on customer behavior intention. Fifth, brand congruity had a positive effect(+) on customer behavior intention. Finally, brand trust had a positive effect(+) on customer behavior intention. The results came to a conclusion that player’s image had effects on company’s recognition, congruity, and trust. It suggests that player’s image is an important element of company’s endorsement goals and strategic selection of players who meet its image or goal and acts as an important marketing meant so promote a competitive advantage in the same business field by maximizing an endorsement effect.