인문,사회과학편 : 여성 골프 선수들의 이미지가 광고효과에 미치는 영향 = The effect of female golf athlete`s image on advertising effects

다국어 초록 (Multilingual Abstract)

The purpose of this study was to identify various sub-images that comprise a professional female golfer's overall image and analyze the advertising effects created by these sub-images. To facilitate this research, 369 golfers from the Seoul and Metropolitan Seoul region were surveyed and the data was run through SPSS(Windows Ver 12.0) to obtain results for frequency analysis, factor analysis, reliability analysis, analysis of multiple regression. The sub-images identified in the study were feminism, friendliness, toughness, professionalism and celebrity look. With regards to the effects of these sub-images on consumers' buying intentions, toughness was a significant factor for male consumers while friendliness was a significant factor for female consumers. On the effects of sub-images of female pro-golfers on consumers' impression/liking of product logos, feminism was a significant factor for male consumers while feminism and celebrity look were significant for female consumers. Finally, with the effects of sub-images on product company images, male consumers tended to find celebrity look important while professionalism was significant for female consumers.