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- Title
The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values.
- Authors
Baek, Woo-yeul; Kim, Kyungyeol (Anthony); Kim, Doo-Han; Byon, Kevin K.
- Abstract
The purpose of the present study is to investigate the relationships among brand globalness, perceived values (i.e., functional, emotional, social, and altruistic values), and customer loyalty in the context of Korean professional golf tournaments. Data were collected from spectators (n = 198) of two golf tournaments organized by the Ladies Professional Golf Association (LPGA). The results showed that golf course brand globalness positively influenced perceived value (i.e., functional, emotional, social, and altruistic). Perceived value (i.e., functional, emotional, and social) was found to be related to customer loyalty. We also found a mediating effect of perceived value (i.e., functional, emotional, and social) on the relationship between golf course brand globalness and customer loyalty. Theoretical and managerial implications along with suggestions for future research are discussed.
- Subjects
LADIES Professional Golf Association; CUSTOMER loyalty; GOLF; GOLF tournaments; GOLF course maintenance; GOLF courses; BRANDING (Marketing)
- Publication
Sustainability (2071-1050), 2020, Vol 12, Issue 3, p978
- ISSN
2071-1050
- Publication type
Article
- DOI
10.3390/su12030978