테니스 선수 보증광고가 광고태도, 브랜드 태도, 구매의도에 미치는 영향

The purpose of this study was to examine the effect of the endorsement of tennis players on advertising attitude, brand attitude, and purchasing intention. For these purposes, an experimental research was chosen as a research method, and 2×2 experiment(famous player/unknown player×highly-recognized brand/less-recognized brand) was conducted. 262 participants in 4 amateur tennis tournament held in A city responded. For data analysis, descriptive statistics, factor analysis, two-way ANOVA, and paired t-test were done by using SPSS 18.0 for Windows. The results were as follows. First, there were significant differences in advertisement attitudes and purchasing intentions, according to the popularity of the player model. As the model was famous, the advertising effect improved. This result reproves the advertising effect of a famous sports star, that is, a celebrity as a model by reemphasizing the importance of the advertising model as one of factors which bring the advertising effect. Second, when comparing and analyzing brand attitudes depending on player’s popularity, before and after the subjects were exposed to the endorsement, there were significant differences in brand attitudes before and after they were exposed to the endorsement of a famous player, but no significant differences were found before and after they were exposed to the endorsement of an unknown player. These findings demonstrate that there are differences in brand attitudes between the endorsements of a famous player and of an unknown player, and the advertising effect is more excellent, when an advertising model is a famous player.