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• W2605846950 abstract "Many business corporations have utilized sports as one of effective marketing communication tools to be successful in market competition. These corporations have had strong interest in using sport celebrities for sport related advertisement since the image of these sport athletes played an important role in generating marketing effectiveness. However, a handful studies have been conducted to investigate the effectiveness of advertisement using sport celebrities with college students who were considered as one of major target markets for sport related advertisements. Therefore, the purpose of this study is to investigate the relationships among outcome variables including the image of sport celebrity, corporation image, loyalty, and purchase intension with college students. Total 364 college students from universities in Chungcheong province participated in this study. Convenient sampling method with survey was employed for the data collection. The Statistical Package for Social Science (SPSS 18.0) was used for analyses. A reliability analysis was also conducted and then the researchers examined descriptive statistics for all variables used in this study. A series of multiple regression analyses were employed to predict purchase intention with other outcome variables. The findings of this study are as follows. First, the image of sport celebrity had positive influence on the image of corporation. Second , the image of sport celebrity was identified as significant factor to predict the image of corporation loyalty . Third, the image of sport celebrity had effect on the purchase intension. Fourth, the corporation image had influence on the purchase intension. Fifth, the corporation loyalty had effect on the purchase intension. Sixth, the corporation image was identified as significant factor to predict the corporation loyalty. In conclusion, the three dimensions (attractiveness, reliability and profession) of sport celebrity image might influence the outcome variables such as corporation image, loyalty and purchase intension. It might be valuable for sport marketers to conduct review processes for selecting right ones who successfully represent the images of corporations." @default.
• W2605846950 created "2017-04-28" @default.
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• W2605846950 date "2017-02-01" @default.
• W2605846950 modified "2023-09-23" @default.
• W2605846950 title "대학생이 인식하는 스포츠스타 광고의 선수이미지, 기업 이미지, 충성도 및 구매의도의 관계" @default.
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