earticle

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.