Abstract
The purpose of this study is to identify the relationship among experiential marketing using golf clubs sita event, brand equity, and purchase intention. In addition, this study attempts to provide basic data necessary for establishing strategy to maintain customers who have rapidly increased due to COVID-19. From June 1 to June 15, 2021, an online questionnaire survey was conducted for golmarket community with the largest number of golf members and the golfmania club community. Also, a questionnaire survey was conducted for 3 golf clubs located in Gyeonggi Province, total 420 questionnaires were used for analysis. Data processing was performed by frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, structural equation model by using SPSS 26.0 and AMOS 22.0. The results of this study were as follows: First, experiential marketing partially had an impact on brand equity. Second, experiential marketing partially had an impact on purchase intention. Third, brand equity partially had an impact on purchase intention. Therefore, this study is expected to provide basic data for establishing strategies in the Post-Corona Era by actively utilizing differentiated experiential marketing by golf companies to retain customers who have rapidly increased due to COVID-19.
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