올림픽 앰부시 마케팅 기업의 브랜드 이미지에 대한 소비자 인식, 부정적 구전 및 구매의도의 구조적 관계 연구

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.