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A Structural Relation Among the Purchase Decision Factors, Brand Image, Intent for Word of Mouth and Repurchase Intention for Food Franchise Products in Outdoor Professional Sport Industry

야외 프로 스포츠 외식 제품의 구매 결정 요인이 재구매 의도와 구전의도에 미치는 영향

  • Hwang, Ho-Young (Kongju National University Dept. of Life Sports Educators) ;
  • Kim, Young-Jin (Kongju National University Dept. of Life Sports Educators)
  • 황호영 (국립 공주대학교 생활체육지도학과) ;
  • 김용진 (국립 공주대학교 생활체육지도학과)
  • Received : 2013.05.01
  • Accepted : 2013.05.20
  • Published : 2013.05.31

Abstract

The purpose of this study is to analyze the impact of food corporations'sponsorship activities on Brand Images and Purchase Intension in professional sport industry in Korea. To accomplish the purpose, SPSS 18.0 Ver., had been conducted with 263 actual returned questionnaires. After the relevant literature reviews and analysis statistic data, three outcomes were deducted, those are, first, sponsorship factors for food corporations in professional sport industry significantly influenced on brand image. Second, Sponsorship factors for food corporations in professional sport industry significantly influenced on the purchase intension. Third, brand image of food corporation in professional sport industry significantly influenced on purchase intention. With this study, undiscovered several marketing strategies of food corporations with professional sport of Korea for their future marketing strategies could be discussed and proposed.

Keywords

Korean Professional Baseball;Food corporation;Brand Images;Purchase Intention