Abstract
The purpose of this study was to analyze the effect of indirect ads of TV golf lesson programs on brand recognition, brand image and purchase intention. For this purpose, the study collected data using convenience sampling method from seven golf courses, indoor/outdoor driving ranges, and small-sized clubs located at Suwon and Yongin, Gyeonggi-do. Of collected data, those of 278 persons were used for final analysis excluding 22 data that were found to have insincere answers or had some parts unanswered. The study conducted frequency analysis, reliability analysis as well as correlation analysis using PASW Ver. 18.0. To verify the suitability and hypothesis of the established model, AMOS 18.0 performed confirmatory factor analysis and structural equation modeling analysis. The study had following results.BR First, brand recognition had a positive effect on functional and symbolic images. Second, functional and symbolic images had a positive effect on purchase intention. Third, brand recognition had a positive effect on purchase intention.
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