Earticle

초록

영어

This study was to provide fundamental data and information on golf industry by studying what effects of brand evidence on brand image, brand attitude and customer behavior in golf country club, Tthrough the way of improving and gaining a competitive management efficiency, customers demand high quality services that clients have to increase brand quality and building a positive image in a diversified market environment. After question investigating the data which is collected used PASW Statistics 18.0 for Windows and AMOS 18.0 program, analysis was used in order to acquire demographic characteristics and golf country club. The results were as follows. First. brand evidence showed (+) effects on brand image. Second, brand evidence showed (+) effects on brand attitude. Third, brand evidence showed (+) effects on customer behavior. Fourth, brand image showed (+) effects on customer behavior. Fifth, brand attitude showed (+) effects on customer behavior.

목차

Ⅰ. 서론
  1. 연구의 필요성
  2. 연구가설 설정 및 연구모형
 Ⅱ. 연구방법
  1. 연구대상
  2. 조사도구
  3. 자료처리
  4. 설문지의 타당도 및 신뢰도
 Ⅲ. 결과
  1. 연구모형의 적합도 평가
  2. 가설검증
 Ⅳ. 논의
 Ⅴ. 결론
 참고문헌
 ABSTRACT

저자

• 임인수 [ Im, In-Soo | 원광대학교 ]
• 김상훈 [ Kim, Sang-Hoon | 가천대학교 ]
• 김동만 [ Kim, Dong-Man | 신라대학교 ]
• 이도희 [ Lee, Do-Heui | 한국체육대학교 ]

참고문헌