인터스키 데몬스트레이터를 활용한 보증광고 선호도가 브랜드 이미지 및 구매의도에 미치는 영향

The purpose of this study was to empirically examine the effect of preference to endorsements using Interski demonstrators on brand image. To this end, the study selected skiers as the population who had applied for ski levelⅠtest during 2017-18 season organized by Korea Ski Instructors Association, and analyzed data among 228 skiers who had applied for the ski levelⅠtest at a sky resort situated in Gangwon-do. Collected data underwent frequency analysis, reliability analysis, correlation analysis using PASW Ver. 18.0, and in order to verify the goodness of fit and the hypothesis, the study conducted confirmatory factor analysis and structural equation modeling analysis with findings as below. Firstly, preference to endorsements using Interski demonstrators had a positive effect on symbolic brand image and functional brand image. Secondly symbolic brand image and functional brand image had a positive effect on purchase intention, Thirdly, preference to endorsements using Interski demonstrators had a positive effect on purchase intention.