ScholarWorks@숙명여자대학교

초록

The objective of this study is to establish the differentiated strategies in accordance with the characteristics of consumers, and also to suggest the actual marketing methods applicable to golf articles market, by revealing differences in effects of advertisement in accordance with the types of appeal of golf ball advertisement and the level of brand reputation. To achieve this objective, setting up 1000 samples targeting people with local golf experience for more than six months and people with experience in purchasing golf articles once or more a year in the whole nation, the online survey was conducted. Using the SPSS(Window Ver. 23.0) Statistical Program for data analysis, the frequency analysis, reliability analysis, means analysis in each group, independent samples t-test, and one-way ANOVA were conducted, and the results like below were obtained. First, in accordance with the types of appeal of golf ball advertisement, all the advertisement attitude, brand attitude, and purchase intention showed statistically significant differences. Second, in accordance with brand reputation, all the advertisement attitude, brand attitude, and purchase intention showed statistically significant differences. Third, in accordance with the types of appeal and brand reputation, there were significant differences in advertisement attitude, brand attitude, and purchase intention.

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