earticle

영어

The purpose of this study is to identify the importance of brand development and management in order to create the value of a golf resort. Based on the collected questionnaires, we conducted factor analysis and reliability analysis of brand knowledge, brand experience and brand equity of golf resort. In order to test hypotheses 1-2 based on the research model, path analysis was conducted to determine the influence of independent variables and dependent variables. The relationship between the brand experience and the brand equity of golf resort is confirmed to be a positive influence, and the relationship between brand knowledge and brand equity of golf resort is also positively influenced. According to the results of this study, it is deemed important to develop and manage a brand focused on consumers in the golf resort, and it became an opportunity to confirm the value of brand as intangible asset.