Earticle

초록

영어

The purpose of this study was to analyze the relationship between golf practice range customers’ brand personality and brand preference and consumption pattern. In order to provide basic information for improvement to domestic golf product company, this research came to the following conclusions by analyzing data from 420 customers drawn from 5 golf practice ranges in “G” city and “D” city by applying frequency analysis, confirmatory factor analysis, Pearson’s correlation analysis, structural equation modeling(SEM) with AMOS 7.0 and SPSS Windows 15.0. First, golf product brand personality has influence on consumption pattern. second, golf product brand preference has influence on consumption pattern. Third, golf product brand preference has influence on brand personality. To improve customers’ consumption pattern, golf product company should develop brand personality and brand preference with strategies for promoting.

목차

Ⅰ. 서론
  1. 연구의 필요성
  2. 연구의 목적
  3. 연구의 문제
 Ⅱ. 연구방법
  1. 연구대상
  2. 조사도구
  3. 연구도구의 타당성 및 신뢰도 검증
  4. 자료처리 방법
 Ⅲ. 결과
  1. 브랜드개성, 브랜드선호도, 소비경향간의 상관관계 분석
  2. 구조모형 검증
  3. 가설 검증
 Ⅳ. 논의
 Ⅴ. 결론 및 제언
 참고문헌
 ABSTRACT

저자

• 남경완 [ Nam, Kyung-Wan | 대구대학교 ]
• 임승현 [ Lim, Seung-Hyun | 대구대학교 ]

참고문헌