Detailed Information

Cited 0 time in webofscience Cited 0 time in scopus
Metadata Downloads

올림픽 앰부시 마케팅 기업의 브랜드 이미지에 대한 소비자 인식, 부정적 구전 및 구매의도의 구조적 관계 연구A Research on the Relationship among the Brand Images, Negative Words of Mouth and Purchase Intention of Consumers of the Olympic Ambush Marketing Companies

Other Titles
A Research on the Relationship among the Brand Images, Negative Words of Mouth and Purchase Intention of Consumers of the Olympic Ambush Marketing Companies
Authors
한지원전태준
Issue Date
May-2019
Publisher
한국사회체육학회
Citation
한국사회체육학회지, no.76, pp.87 - 97
Journal Title
한국사회체육학회지
Number
76
Start Page
87
End Page
97
URI
http://scholarworks.bwise.kr/ssu/handle/2018.sw.ssu/34834
ISSN
1229-358X
Abstract
Purpose: The purpose of this study is to identify the impact of consumer awareness on brand images on negative words of mouth and purchase intention of consumers of Olympic ambush marketing brands. Methods: The model was tested using SPSS/PC 21.0 ver. and AMOS 21.0 program for windows based on a group sample of 283 surveys. Data were analyzed using frequency analysis, reliability analysis, confirmatory factor analysis, correlation, and structural equation model. The statistical significance level was set at α<.05. The nine research results were deducted and those are as follow; Results: First, the impact of store factor of ambush marketing brand on negative words of mouth was proved. Second, the impact of service factor of ambush marketing brand on negative words of mouth was not proved. Third, the impact of accessibility factor of ambush marketing brand on negative words of mouth was proved. Fourth, the impact of marketing factor of ambush marketing brand on negative words of mouth was not proved. Fifth, the impact of store factor of ambush marketing brand on purchase intention was not proved. Sixth, the impact of service factor of ambush marketing brand on purchase intention was roved. Seventh, the impact of accessibility factor of ambush marketing brand on purchase intention was not proved. Eighth, the impact of marketing factor of ambush marketing brand on purchase intention was proved. Ninth, the impact of negative word of mouth on purchase intention was not proved. Conclusion: In short, it is necessary to form a legal and moral circulation structure that can make mutual investment and expect profit from mutual investment by allowing it to invest again based on this research.
Files in This Item
Go to Link
Appears in
Collections
College of Humanities > School of Sports > 1. Journal Articles

qrcode

Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.

Altmetrics

Total Views & Downloads

BROWSE