Golf product advertising value, attitude toward advertising and brand, and purchase intention

Yong-gun Lee1, Kevin K. Byon2, Robin Ammon3, Sung-Bae R. Park4
1Department of Physical Education , Kyunghee University, Republic of Korea
2Department of Kinesiology , Indiana University, United States
3Department of Kinesiology and Sport Science  , University of South Dakota, United States
4Department of Sport Industry and Management , Hanyang University, Republic of Korea
Cite this article:  Lee, Y.-g., Byon, K. K., Ammon, R., & Park, S.-B. R. (2016). Golf product advertising value, attitude toward advertising and brand, and purchase intention. Social Behavior and Personality: An international journal, 44(5), 785-800.

Volume 44 Issue 5 | e5262 | Published: June 2016 | DOI: https://doi.org/10.2224/sbp.2016.44.5.785

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We examined the structural relationships among the variables of advertising value, attitude toward advertising, attitude toward the brand, and purchase intention in the context of golf products. The sample (N = 357) comprised members of 6 golf ranges in 2 major provinces in Korea. Structural equation modeling results supported all hypothesized direct associations except that for the advertising value component of irritation. Further, attitude toward advertising and attitude toward the brand played mediating roles in the relationship between advertising value components and purchase intention. We have redefined Ducoffe’s outcome advertising value model in a golf-product advertising context and shed light on how consumers of these products form purchase intentions through tripartite advertising values.

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