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http://dx.doi.org/10.12925/jkocs.2020.37.6.1575

The Impact of Soccer Player Image on Advertising Effect  

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)
Publication Information
Journal of the Korean Applied Science and Technology / v.37, no.6, 2020 , pp. 1575-1582 More about this Journal
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.
Keywords
soccer player; player image; advertising effect; brand attitude; advertising attitude;
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