골프용품 소비자의 브랜드자산과 고객만족, 브랜드태도 및 재구매의도의 구조적 관계검증

초록

This study verifies a model representing the relationship between brand assets, customer satisfaction, brand attitudes, and repurchase intention of golf equipment among golf goods purchasers. The aim is to provide useful data for marketing strategists to formulate golf products selling and manufacturing streategies. A total of 281 customers of golf equipment, in 6 golf courses, from the Seoul and Gyeonggi area, were surveyed. All data was processed in SPSS (version 18.0), and an explanatory factor analysis (EFA) was performed. AMOS (16.0) was used to investigate the goodness of fit and the individual hypotheses were verified through a confirmatory factor analysis (CFA) and a structural equation model (SEM). As a result, the brand asset was shown to have a significant effect upon the brand attitude, and customer satisfaction was shown to have a significant effect on repurchase intention. Brand attitude was shown to have a significant effect upon repurchase intention, and brand asset was shown to have a significant effect upon brand attitude. Brand asset was shown to have a significant effect upon repurchase intention.

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