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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.