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http://dx.doi.org/10.12925/jkocs.2021.38.6.1502

The effect of human brand of golf advertising model on suitability and purchasing behavior  

Shin, Jin-Ho (Department of Leisure Sports, Assistant Professor, Seowon University)
Kim, Woo-Sik (Department of Physical Education, Adjunct Professor, Daejeon University)
Publication Information
Journal of the Korean Applied Science and Technology / v.38, no.6, 2021 , pp. 1502-1511 More about this Journal
Abstract
In order to analyze the phenomenon that occurs as the human brand domain of the golf advertising model expands, this study conducted a causal relationship (SEM) of 521 people using a mobile survey (URL) according to a sampling plan from July 1 to November 15, 2021. was applied and analyzed. First, the hypothesis was adopted with a statistically significant positive (+) effect on the fit of the human brand of the golf advertising model. Second, the hypothesis of suitability was adopted with a statistically significant positive (+) effect on purchasing behavior. Third, the human brand of the golf advertising model was hypothesized to have a statistically significant positive (+) effect on purchasing behavior. Finally, as a result of calculating the indirect effect through bootstrapping, it can be seen that the indirect effect of suitability in the relationship between human brand and purchasing behavior is statistically significant.
Keywords
Golf; advertising model; human brand; fitness; buying behavior;
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