earticle

영어

This research provides base data to establish sponsorship strategy using professional golf player by investigate the golf sponsor brand image ultimately effect intention of purchase. To conduct this research, researchers and investigators explained object of the research and distribute questionnaire to members if golf practice range in Seoul and Kyung-gi. The questionnaire filled by respondents themselves and uses Window SPSS ver. 12.0K program to analyze the data. Researchers use Frequency Analysis and Descriptive Statistics to examine the demographic trait of golf gallery and frequency of each question. To verify consumer’s sports sponsorship recognition level, purchasing action according to advertisement of golf sponsorship enterprise, researchers use exploratory Factor Analysis and computed Cronbach’s a value to validate the credibility. According to content of questions uses Cross tabulation Analysis, t-inspection, one way-Analysis of Variance to compare the average. Use periodic analysis to examine the golf sponsor ship brand image effects purchasing intention. The result that process material analysis and research, it present conclusion as below.First, professional golf player sponsor ship is more effective to male, aged, large income golfer. Therefore, set the marketing strategy due to lifestyle. Second, the advertisement through pro golfer has to set the target to consumers who concentrate in golfer advertisement. Also, logograms on hat and chest are effective. Third, the enterprise image is related to every factors and the enterprise has to raise Corporate Favorite Index, Industrial Advertising, Contribution to society. As the result above, keep up the relationship between enterprise and consumer, the enterprise need to research for golf marketing.