고려대학교

초록/요약

The purpose of this study was to examine the relationship between factors related brand and purchasing intention in sponsorship marketing. In order to achieve the purpose of this study, following variables are set into : brand involvement, brand attachment, brand royalty, and purchasing intention. The subject of this study were 324 members who selected through a convenience sampling method during the 2010 KLPGA tournament. Brand involvement developed by Anantachart(1998), brand attachment developed by Thomson, Maclnnis & Park(2005), brand royalty developed by Randle-Thiele & Mackay(2001), Chaudhuri & Holbrook(2001), and purchasing intention developed by Shamma & Patterson(1999), Machleit & Wilson(1998) were used as a instrument for this study. In data analysis, this study employed SPSS 15.0 and AMOS 7.0. Specifically, Cronbach’s α, correlation analysis, confirmatory factor analysis, and structure equation modeling were used to examine the validity of the scale and research hypothesis. Above research method and procedures lead following conclusions. Firstly, brand involvement positively affects to brand attachment and royalty. Secondly, brand attachment positively affects to brand royalty. Thirdly, brand attachment and royalty positively affects to purchasing intention. Therefore, the findings of this research show that brand attachment and royalty positively lead to purchasing intention in a professional golf tournament’s sponsorship.