Earticle

초록

영어

The purpose of this study is to determine the effect of the sponsorship of the golf event. And, it is an object of the present invention to elucidate the effect on purchasing behavior of brand equity. Subject for the study are 300 people who loves enjoy golf. It used the convenience sampling method for sampling. Substantial samples were total 273 pieces. 27 pieces excepted which were answered not well. Methods used for data processing was multiple regression analysis frequency analysis, exploratory factor analysis, evaluation analysis, and correlation analysis. The conclusions derived through the research methods and procedures are as follows: First, the sponsorship of golf event affected positively to brand assets. Second, the sponsorship of golf event affected positively to the purchasing behavior. Third, the brand equity of golf sponsors affected positively to the purchasing behavior.

목차

Ⅰ. 서론
  1. 연구의 필요성
  2. 연구의 목적
 Ⅱ. 연구방법
  1. 연구대상
  2. 측정도구
  3. 설문지의 타당도 및 신뢰도
  4. 자료처리
 Ⅲ. 연구결과
  1. 골프대회의 스폰서십이 브랜드자산에 미치는 영향
  2. 골프대회의 스폰서십이 구매행동에 미치는 영향
  3. 골프대회의 브랜드자산이 구매행동에 미치는 영향
 Ⅳ. 논의
  1. 골프대회의 스폰서십이 브랜드자산에 미치는 영향
  2. 골프대회의 스폰서십이 구매행동에 미치는 영향
  3. 골프대회의 브랜드자산이 구매행동에 미치는 영향
 Ⅴ. 결론 및 제언
  1. 결론
  2. 제언
 참고문헌
 ABSTRACT

저자

• 김봉주 [ Kim, Bong-Ju | 대한체육회 ]

참고문헌