The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values

Woo-yeul Baek, Kyungyeol (Anthony) Kim, Doo-Han Kim and Kevin K. Byon
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Woo-yeul Baek: Department of Sport Management, Kyonggi University, Suwon 154-42, Korea
Kyungyeol (Anthony) Kim: Department of Kinesiology, Indiana University–Bloomington, Bloomington, IN 47405, USA
Doo-Han Kim: Department of Taekwondo, Korea National Sport University, Seoul 1239, Korea
Kevin K. Byon: Department of Kinesiology, Indiana University–Bloomington, Bloomington, IN 47405, USA

Sustainability, 2020, vol. 12, issue 3, 1-12

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.

Keywords: golf course; brand globalness; perceived value; customer loyalty (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (5)

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