earticle

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.