GOLF PRODUCT ADVERTISING VALUE, ATTITUDE TOWARD ADVERTISING AND BRAND, AND PURCHASE INTENTION

Abstract

We examined the structural relationships among the variables of advertising value, attitude toward advertising, attitude toward the brand, and purchase intention in the context of golf products. The sample (N = 357) comprised members of 6 golf ranges in 2 major provinces in Korea. Structural equation modeling results supported all hypothesized direct associations except that for the advertising value component of irritation. Further, attitude toward advertising and attitude toward the brand played mediating roles in the relationship between advertising value components and purchase intention. We have redefined Ducoffe's outcome advertising value model in a golf-product advertising context and shed light on how consumers of these products form purchase intentions through tripartite advertising values.