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영어

The purpose of this study was to identify the relationship of brand equity, trust and consumers’ attitudes according to company’s professional golf sponsorship activities. To achieve this goal, 485 spectators and viewers of TV were selected by the convenience sampling method from 2011 LPGA Hana Bank Championship. The research tool was a questionnaire and confirmed to have reliability values ranging from .758 to .938. Collected data were analyzed by using Window SPSS ver. 18.0 and Amos 18.0 and analyzing descriptive analyses, confirmation factor analysis, structural equation model, and multiple group analysis. As a result, First, company’s professional golf sponsorship activities influence brand equity, brand equity influence trust, and trust influence comsumer’s attitude positively. Second, athlete’s sponsorship activities were higher than competition’s between the relationship trust and word-of-mouth