LPGA 선수 이미지에 따른 인도스먼트가 브랜드 자산에 미치는 영향 = (The)effect of endorsement on the brand equity according to LPGA athlete's image

다국어 초록 (Multilingual Abstract)

Recently corporations are putting all their energy into the marketing which is focused on the consumers around the world to become a global one. The worldly sports events are becoming a great opportunity to these corporations whose goal is to globalize and this can be an effective marketing method. In the case of Korea, many Korean athletes are taking an important role abroad and in return, Korean corporations also are trying to accomplish the globalization through these athletes. Especially Korean LPGA(Ladies Professional Golf Association) athletes are obtaining excellent results so that they are becoming the marketing targets of the global corporation. Therefore Korean corporations are sponsoring these athletes with scientific number of cost. At this point, it is doubtful whether the effectiveness of endorsement using LPGA athletes is present. Thus the research will be the effect of endorsement focusing on the brand equity improvement. And the research will clear the images of Michell Wi and Seri Park. It will examine the difference among the athlete’s image, the athletes themselves and the consistency of the brand image or brand equity so that I can clarify the difference of endorsement effectiveness according to the athlete image. In addition, after presenting the integrating relation of cause and effect between the LPGA athlete image and the athlete-brand image congruence, the main purpose of the research will be presenting the basic data of the LPGA athlete endorsement which is to be the effective marketing method for the globalization of domestic corporations. To accomplish the objection of the research, 820 men and women ages from the twenties to the late fifties were picked out as the survey subjects to understand the general character, athlete image, athlete-brand image congruence, brand awareness, perceived quality, brand image and brand loyalty factors. The collected data was analyzed through one‐way ANOVA, multiple regression analysis and analysis of covariance structures.
The following are the results after these analyses.

First, one way ANOVA was performed to find out the difference among athlete image, athlete-brand image congruence and brand equity. There were differences in every single factor. For athlete image, Seri Park had a high expertise and Michelle Wi had a high attractiveness. For the athlete-brand image congruence and brand equity, Michelle Wi scored both high on the guarantee advertisement for Nike.

Second, after using the multiple regression analysis to find out how athlete image affect brand equity, the result turned out that there is a difference in athlete image’s influence on brand equity according to the athlete. For brand awareness, Seri Park’s expertise factor and Michelle Wi’s attractiveness factor have a notable influence. For perceived quality, Seri Park’s expertise and trustworthiness and Michelle Wi’s expertise factor have a notable influence in the quality; for leadership/popularity, Seri Park’s expertise and attractiveness factors and Michelle Wi’s attractiveness factor showed to have a notable influence. For brand image, Seri Park’s trustworthiness and expertise factors and Michelle Wi’s attractiveness factor showed a notable influence in the value; for personality, Seri Park’s expertise and attractiveness factor and Michelle Wi’s attractiveness factor showed a notable influence; for organization, Seri Park’s trustworthiness and expertise factor showed a notable influence. For brand loyalty, behavioral loyalty, Seri Park’s expertise factor and Michelle Wi’s attractiveness factor showed a notable influence; for active loyalty, Seri Park’s attractiveness and expertise factor and Michelle Wi’s attractiveness factor turned out to have a notable influence.

Third, to find out about the relationship among athlete image, athlete-brand image congruence and brand equity, analysis of covariance structures was performed. The result was that athlete image has a direct effect on athlete- brand image congruency, brand awareness, perceived quality, and brand loyalty. The athlete-brand image congruency turned out to have a direct effect on perceived quality and brand image. Also, brand awareness seemed to have a direct effect on perceived quality, perceived quality have a direct effect on brand image, brand image have a direct effect on brand loyalty.

The athlete image and athlete-brand image congruency is influencing the brand equity in this manner, and it was notable that there is a difference in the brand equity which is endorsing according to the athlete. Therefore, for those that are trying to endorse through immense cost, one would have to select the suitable athlete strategically to match the company’s image or the goal of sponsorship to maximize the effectiveness of endorsement. It is true that endorsing a world class athlete cost tremendous but for Korean corporations to become a global one through displaying the brand over the world for a long time and to increase the brand equity value so that the brand awareness improves, the best opportunity would be the athlete endorsement. For a more efficient and valuable athlete endorsement, corporations should be selecting the athlete that matches with the company’s image and the goal of the corporation rather than just selecting athletes with their records or game results. In addition, corporations should concentrate their energy in keeping up with a stable and consistent with the selected athlete. This would be a better foothold to the Korean corporation’s globalization and should be utilized actively.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 = 6
• 3. 연구의 제한점 = 6
• 4. 용어의 정의 = 7
• Ⅱ. 이론적 배경 = 9
• 1. 골프 마케팅 = 9
• 2. 선수 인도스먼트 = 12
• 1) 유명선수 = 14
• 2) 유명선수의 효과 = 17
• 3) 유명선수의 이미지 속성 = 22
• 3. 브랜드 자산 = 27
• 1) 브랜드 자산의 개념 = 27
• 2) 브랜드 자산의 구성요소 = 31
• 3) 브랜드 자산의 측정 = 45
• 4) 브랜드 자산 가치 = 48
• 4. 선수 인도스먼트와 브랜드 자산 = 51
• Ⅲ. 연구방법 = 54
• 1. 연구대상 = 54
• 1) 선수선정 = 54
• 2) 연구대상 = 54
• 2. 연구설계 및 가설 = 56
• 3. 조사도구 = 61
• 1) 설문지 구성내용 = 61
• 2) 설문지의 타당도 및 신뢰도 = 63
• 4. 조사방법 = 67
• 5. 자료처리 = 68
• Ⅳ. 연구결과 = 69
• 1. 선수 이미지 차이분석 = 69
• 2. 선수와 브랜드의 이미지 일치성 차이분석 = 70
• 3. 브랜드 자산 차이분석 = 70
• 4. 선수 이미지가 브랜드 자산에 미치는 영향 = 71
• 1) 선수 이미지가 브랜드 인지도에 미치는 영향 = 72
• 2) 선수 이미지가 지각된 품질에 미치는 영향 = 73
• 3) 선수 이미지가 브랜드 이미지에 미치는 영향 = 74
• 4) 선수 이미지가 브랜드 충성도에 미치는 영향 = 75
• 5. 선수 이미지와 선수와 브랜드의 이미지 일치성 및 브랜드 자산과의 인과관계 = 76
• 1) 연구모형의 적합도 평가 = 76
• 2) 측정모형에 대한 추정치 = 81
• 3) 선수 이미지와 선수와 브랜드의 이미지 일치성 및 브랜드 자산의 잠재변수 간 구조방정식모형에 대한 효과추정 및 가설의 검증 = 82
• V. 논의 = 86
• 1. 선수 이미지, 선수와 브랜드의 이미지 일치성 및 브랜드 자산의 차이분석 = 86
• 2. 선수 이미지가 브랜드 자산에 미치는 영향 = 87
• 3. 선수 이미지와 선수와 브랜드의 이미지 일치성 및 브랜드 자산과의 인과관계 = 89
• Ⅵ. 결론 및 제언 = 93
• 1. 결론 = 93
• 2. 제언 = 97
• 참고문헌 = 98