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

Title
GOLF PRODUCT ADVERTISING VALUE, ATTITUDE TOWARD ADVERTISING AND BRAND, AND PURCHASE INTENTION
Author
박성배
Keywords
advertising value; attitude toward advertising; attitude toward brand; purchase intention; golf products
Issue Date
2016-06
Publisher
SOC PERSONALITY RES INC
Citation
SOCIAL BEHAVIOR AND PERSONALITY, v. 44, NO 5, Page. 785-800
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.
URI
http://www.ingentaconnect.com/content/sbp/sbp/2016/00000044/00000005/art00008;jsessionid=28ti77k2120gm.x-ic-live-03https://repository.hanyang.ac.kr/handle/20.500.11754/72504
ISSN
0301-2212; 1179-6391
DOI
10.2224/sbp.2016.44.5.785
Appears in Collections:
COLLEGE OF ART AND PHYSICAL EDUCATION[S](예술·체육대학) > SPORTS INDUSTRY(스포츠산업학과) > Articles
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