Abstract
The purpose of this study was to evaluate the casual relationship between golf club brand identification, brand equity, brand satisfaction and loyalty intention and provide basic data for come up with marketing strategy targeting toward golf club consumers. A survey was given out to people who was practicing golf in 7 different ranges, locate in Seoul and Gyeonggi area. Total of 380 questionnaires were given out by using convenient sampling method and 320 questionnaires were used as final validity sample. For data analysis, SPSS 12.0 and Amos 18.0 were used for frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, confirmatory analysis and structural equating model and the results are as follow: First, all of the sub-factors of brand identification, ``ruggedness``, ``excitement``, ``sincerity``, ``competence``, ``sophistication`` influenced positively on brand equity. Second, brand equity influenced positively on brand satisfaction and loyalty intention. Third, brand satisfaction positively influenced on brand loyalty intention.
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