Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
권호 표지
DOI QR코드

DOI QR Code

The Impact of Soccer Player Image on Advertising Effect

축구 선수 이미지가 광고효과에 미치는 영향

  • Jeong, Hee-Surk (College of Sports Studies, Associate Professor, U1 University) ;
  • Shin, Jin-Ho (School of Global Sport Studies, Instructor, Korea University) ;
  • Kim, Ji-Sun (Department of Sport Industry major, Associate Professor, Jungwon University)
  • 정희석 (유원대학교 스포츠학부) ;
  • 신진호 (고려대학교 국제스포츠학부) ;
  • 김지선 (중원대학교, 스포츠산업전공)
  • Received : 2020.11.30
  • Accepted : 2020.12.14
  • Published : 2020.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study aimed to provide basic data for establishing advertising strategy based on the value and implications of the image of the player by examining the influence of the image of a soccer player on the advertising effect. Therefore, a domestic soccer player selected as a sample the production population who experienced the advertisement selected as a model, and conducted a face-to-face (face-to-face) and non-face-to-face (mobile) survey for about 5 months from May 1 to September 30, 2020. Data from a total of 402 people were used for the final analysis. For data processing, frequency analysis, internal consistency and exploratory factor analysis, correlation analysis, and multiple regression analysis were performed using the SPSS (ver. 21.0) program. The main results of this study are as follows. First, it was found that the soccer player image impact the brand attitude of the advertising effect in the order of body and appearance, performance, reliability, attitude and morality. Second, it was found that the soccer player image impact the advertising attitude of the advertising effect in the order of performance, attitude and morality, body and appearance, reliability.

본 연구는 축구 선수 이미지가 광고효과에 미치는 영향력을 규명하여 선수 이미지의 가치와 시사점을 토대로 광고 전략 수립의 기초자료를 제공하고자 했다. 따라서 한국 축구 선수가 모델로 선정된 광고를 경험한 생산가능 인구를 표본으로 선정해 2020년 5월 1일부터 9월 30일까지 약 5개월 동안 대면(면대면) 및 비대면(모바일) 조사를 실시했으며, 총 402명의 자료를 최종 분석에 사용했다. 자료처리는 SPSS(ver. 21.0) 프로그램을 활용하여 빈도분석, 내적일관성 및 탐색적 요인분석, 상관분석, 다중회귀 분석을 실시했다. 본 연구의 주요 결과는 다음과 같다. 첫째, 축구 선수 이미지는 신체 및 외모, 경기력, 신뢰성, 태도 및 도덕성 순으로 광고효과의 브랜드 태도에 영향을 미치는 것으로 나타났다. 둘째, 축구 선수 이미지는 경기력, 태도 및 도덕성. 신체 및 외모, 신뢰성 순으로 광고효과의 광고 태도에 영향을 미치는 것으로 나타났다.

Keywords

References

  1. I. H. Seo, T. H. Kim, J. H. Shin, "The effect of soccer goods sales promotion service on brand value and loyalty", The Korean Journal of Sport, Vol.17, No.2 pp. 285-293, (2019).
  2. C. H. Choi, J. H. Shin, "Effect of sales promotion type stimulating consumption want of generation Z: targeted by soccer goods brand of online market", The Korean Journal of Sport, Vol.17, No.1 pp. 319-328, (2019).
  3. J. H. Shin, I. S. Hwang, "Verification of human brand effect of soccer star applying bootstrap method: centrally by promotion advertising", The Korean Journal of Sport, Vol.17, No.1 pp. 579-589, (2019).
  4. J. H. Shin, "Verification of advertisement model effectiveness to mixed martial arts athlete", The Journal of Korean Alliance of Martial Arts, Vol.22, No.1 pp. 23-35, (2020). https://doi.org/10.35277/KAMA.2020.22.1.23
  5. H. C. Shin, Y. M. Kim, S. Y. Kim, "The effect of philanthropic activities and non-commercial nature of athlete's social contribution activities on athlete's image and team loyalty", Korean Journal of Sport Science, Vol.23, No.2 pp. 360-371, (2012). https://doi.org/10.24985/kjss.2012.23.2.360
  6. D. H. Choi, I. S. Hwang, S. I. Lee, "The effect of athlete's CSR on athlete's image, trust, attitude, and loyalty", The Korea Journal of Sport Science, Vol.26, No.6 pp. 739-757, (2017). https://doi.org/10.35159/kjss.2017.12.26.6.739
  7. Y. S. Lee, "The effect of youth soccer player about sports star image on brand image and purchase intention". Kyung Hee University of Graduate School of Education, Master's Thesis, (2017).
  8. Y. H. Choi, J. W. Nam, K. H. Seok, Y. S. Choi, "The relationships among sport celebrity image, corporate image, loyalty and purchase intention on sport celebrity advertisement with college students", Journal of Sport and Leisure Studies, Vol.67, pp. 25-36, (2017). https://doi.org/10.51979/KSSLS.2017.02.67.25
  9. J. J. Nam, J. G. Yu, J. H. Lee, Y. C. Cho, "Analysis on potential average of image of Korea women pro golfers belonging to overseas tour, national brand image and marketing effect: mainly on the basis of golf consumers in US and Japan", The Korea Journal of Sport Science, Vol.29, No.2 pp. 651-670, (2020). https://doi.org/10.35159/kjss.2020.04.29.2.651
  10. J. H. Shin, B. S. Koo, K. N. Kim, C. Y. Kin, "The effect of player image of LPGA on corporate brand image of sponsorship and consumer's purchasing behavior: focused on the golf were", Journal of Sport and Leisure Studies, Vol.53, pp. 359-372, (2013). https://doi.org/10.51979/KSSLS.2013.08.53.359
  11. H. J. Lee, "The effect of image match on athlete's image, image transfer, brand attitude and purchase intention in multiple sponsorship", The Korea Journal of Sport Science, Vol.26, No.3 pp. 511-523, (2017). https://doi.org/10.35159/kjss.2017.06.26.3.511
  12. Y. R. Kim, "Structural relationship between sports star' social contribution activity and player image, sense of unity and donation awareness formation", The Korea Journal of Sport Science, Vol.25, No.4 pp. 575-585, (2016).
  13. B. S. Koo, "The causal model among philanthropic activities of domestic athlete's charitable foundation, image of corporate sponsor, athlete's image, consumer's attitude and purchase intention". Korea University of Graduate School, Doctoral dissertation, (2013).
  14. Y. K. Kim, "The effects of sports players' donation on the consumer responses". Chosun University of Graduate School, Master's Thesis, (2012).
  15. Y. R. Kim, "Structural relationship among performance factors expected by football fans, customer satisfaction, club image and club loyalty", The Korea Journal of Sport Science, Vol.26, No.1 pp. 665-678, (2017). https://doi.org/10.35159/kjss.2017.02.26.1.665
  16. J. H. Shin, J. Chang, "A study of advertisement effectiveness to golf star human brand", The Korean Journal of Sport, Vol.17, No.3 pp. 845-854, (2019).