Earticle

초록

영어

The purpose of this study is to analyze relationship among brand equity, brand attitude, and purchase behavior in golf clubs located in Jeju Special Self-Governing Province. In order to achieve this purpose, a total of 448 questionnaires were collected from people who used golf clubs in Jeju Special Self-Governing Province in 2009 and the following results were obtained through the structural equation model. First, brand equity(perceived quality, individuality, marketing activity, value) was found to have a positive effect on brand attitude(image). Second, brand equity(perceived quality, individuality, marketing activity, value) was found to have a positive effect on brand attitude(recognition). Third, brand attitude(image) was found to have a positive effect on word-of-mouth intention. Fourth, brand attitude(recognition) was found to have a positive effect on word-of-mouth intention. Finally, word-of-mouth intention was found to have a positive effect on repeat purchase.

목차

Ⅰ. 서론
  1. 연구의 필요성
  2. 연구의 목적
  3. 연구가설 및 이론적배경
 Ⅱ. 연구방법
  1. 연구대상
  2. 조사도구
  3. 자료처리
 Ⅲ. 결과
  1. 측정척도의 평가
  2. 연구모형의 적합도 평가
 Ⅳ. 논의
 Ⅴ. 결론 및 제언
  1. 결론
  2. 제언
 참고문헌
 ABSTRACT

저자

• 고충환 [ Koh, Chung-Hwan | 제주한라대학 ]
• 정진영 [ Chung, Jin-Young | 조선이공대학 ]
• 김옥주 [ Kim, Ok-Ju | 조선대학교 ]

참고문헌