Earticle

초록

영어

This study was to find out the influence of the brand equity on brand satisfaction and purchase Intention of golf player’s sponsor corporation. The 301 questionnaires of golf driving range in Seoul and Kyunggi were subjected by convenience sampling. The methods to obtain the results are explanatory factor analysis, calculated Cronbach’α values, simple regression analysis and multiple regression analysis.
The research findings, with the mentioned research methods and procedures as the standard, are such:
First, it has been shown that perceived quality, brand image of brand equity have an positive effect on brand satisfaction.
Second, it has been shown that perceived quality, brand image and brand loyalty of brand equity have an positive effect on purchase intention.
Third, it has been shown that brand satisfaction has an positive effect on purchase intention.

목차

Ⅰ. 서론
 Ⅱ. 연구 방법
  1. 연구대상
  2. 측정도구
  3. 타당도 및 신뢰도
  4. 자료처리
 Ⅲ. 연구결과 및 논의
  1. 연구결과
  2. 논의
 Ⅳ. 결론 및 제언
 참고문헌
 ABSTRACT

저자

• 김병식 [ Kim, Byung-Shik | 한국체육대학교 ]
• 김두한 [ Kim, Doo-Han | 한국체육대학교 ]

참고문헌