Abstract
The objectives of this study are to clarify how the marketing mix affects the brand equityr. To achieve these objectives, we analyzed the causal relations. From the method and result of research above, the following conclusion was drawn: The golf course marketing mix exposed the significant cause-effect relation though direct and indirect passages in brand equity and customer`s behavior. It is turned out that the marketing mix affects customers` behaviors directly and the brand equity directly does so to customers` behavior. Also it is found out that the marketing mix through brand equity indirectly influenced customers` behavior. So, the marketing mix in golf course through brand equity by the medium of customer affects directly and indirectly to raise customer`s behavior and there is the cause-effect relation between related variables.
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