선수 인도스먼트의 브랜드 이미지 전이효과 분석

This study broadened the understanding of image transfer effect in player endorsement by utilizing theoretical framework of consumer-based brand equity. Specifically, this study examined image transfer effect from player personality to brand personality based on three kinds of image congruence types after figuring out the relationship between player awareness, perceived performance and personality. Students (N=206) from the Ohio State University participated in an experiment. Results of hypotheses testing indicated the following. First of all, athlete awareness is positively related to player personality as well as perceived performance. Also, perceived performance is positively related to player personality. Further, image transfer occurs from player personality to brand personality. Comparing the effectiveness of image transfer between three kinds of congruence types such as functional based, image based, and no similarity type, functional based type shows the strongest transfer effect. Results are discussed relative to brand equity conception, associative learning theory, match-up hypothesis.