The purpose of this study was to examine the effect of player image of LPGA on corporate brand image of sponsorship and consumer`s purchasing behavior. The 600 consumers of golf wear were chosen from 4 areas of located in Seoul, Gyeonggi-do, Chungcheo...
The purpose of this study was to examine the effect of player image of LPGA on corporate brand image of sponsorship and consumer`s purchasing behavior. The 600 consumers of golf wear were chosen from 4 areas of located in Seoul, Gyeonggi-do, Chungcheongnam-do and Chungcheongbuk-do. Among 600 questionnaires distributed and collected, 181 were excluded from the study because they were neither thoughtfully nor completely answered. For the purpose of this study, frequency analysis, exploratory factor analysis, reliability analysis, confirmatory factor analysis, structural equation model analysis of SPSS 20.0 and AMOS 20.0 were performed. The research results of this study indicate that First. player image of LPGA had a significant influence on corporate brand image of sponsorship. Second, corporate brand image of sponsorship had a significant influence on consumer`s purchasing behavior. Finally, player image of LPGA had not a significant influence on consumer`s purchasing behavior.