스포츠 선수 보증인의 사회적 책임활동이 광고기업의 성과에 미치는 영향

The purpose of this study was to examine the relationships between sports player’s personal social responsibility activity and their advertisement performance for corporate such as corporate image, its reputation and consumers’ purchase intention. The data of 287 adult(aged 19 years) living in national capital region were used for the analysis in this study. For empirical study, frequencya nalysis and reliability analysis were done by u-s ing PASW18.0, in addition, confirmatory factor analysis and sturctural equation modeling were done by using LISREL8.50. The result are as follows: First, sport player’s presonal social responsibility activity had significan t effects on corporate image, reputation and consumer’s purchase intention. Second, corporate image had significant effects on consumer’s purchase intention. Third, corporate reputation had significant effects on consumer’s purchase intention.