골퍼의 인구통계학적특성에 따른 골프선수보증인이미지가 브랜드충성도에 미치는 영향

This study is looking for an effect that an image of golfer surety has an influence on brand loyalty by demographic characteristic for golfer in according to the feature of human statistics. First, to verify differences between demographic characteristic and an image of golfer surety, we conduct one-way ANOVA setting an image of golfer surety factor as independent variable and demographic characteristic trait as dependent variable. As a result, we found that in sexual factor external image only has significant differences. In age factor, external image has significant differences, adventurous image, moral image. In the factor whether marriage or not, only adventurous image) has significant differences. The factor of level of education has no significant differences in all of subordinated factor. Lastly, in the career factor, external image, exercise performative image, adventurous image and the moral image significance differences. Second, to verify an effect that an image of golfer surety has an influence on brand loyalty, we conducted multiple regression analysis, In training time factor among training characteristic subordinated factor, the external image and exercise performative image factor among golfer surety image didn't have a positive influence. However adventurous and moral image factor had a significant effect on brand loyalty.