This study aimed at verifying the effect of the image, recognition, and preference of the brand of the rackets purchased by badminton lovers on consumers' behavior. As a result of the analysis, this study came to the following conclusion.
First, it was found that there is a positive(+) interrelationship between the image, recognition, preference, and consumers' behavior of the brand of the rackets that badminton lovers use. Second, it was found that the good image of the brand of the rackets that badminton lovers use played a role of giving a positive effect to the repurchase and recommendation behavior for badminton rackets. Third, it was found that the recognition of the brand of the rackets that badminton lovers use gave a positive effect to the repurchase and recommendation behavior of badminton lovers for racket. Fourth, it was found that the preference for the brand of the rackets that badminton lovers use gave a positive effect to the repurchase and recommendation behavior of badminton lovers for racket.
Therefore, in order to draw the consumption behavior of badminton lovers, methods to enhance the image, recognition, and preference of the brand of the rackets should be sought out by badminton racket producers and sellers. Especially, advertisements by badminton players can be a method to strengthen the image, recognition, and preference of the brand of the racket producers and sellers. Therefore, domestic badminton racket producers and sellers can draw and induce a positive consumption behavior from badminton racket consumers by raising the international brand value of domestic rackets through establishment of sponsorship with domestic badminton athletes.