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

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

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 (<i>n<...

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Bibliographic Details
Main Authors: Woo-yeul Baek, Kyungyeol (Anthony) Kim, Doo-Han Kim, Kevin K. Byon
Format: Article
Language:English
Published: MDPI AG 2020-01-01
Series:Sustainability
Subjects:
golf course
brand globalness
perceived value
customer loyalty
Online Access:https://www.mdpi.com/2071-1050/12/3/978
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spelling doaj-4bbc3471e2074a57a629e79de60ba1432020-11-25T01:12:28ZengMDPI AGSustainability2071-10502020-01-0112397810.3390/su12030978su12030978The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived ValuesWoo-yeul Baek0Kyungyeol (Anthony) Kim1Doo-Han Kim2Kevin K. Byon3Department of Sport Management, Kyonggi University, Suwon 154-42, KoreaDepartment of Kinesiology, Indiana University–Bloomington, Bloomington, IN 47405, USADepartment of Taekwondo, Korea National Sport University, Seoul 1239, KoreaDepartment of Kinesiology, Indiana University–Bloomington, Bloomington, IN 47405, USAThe 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 (<i>n</i> = 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.https://www.mdpi.com/2071-1050/12/3/978golf coursebrand globalnessperceived valuecustomer loyalty
collection DOAJ
language English
format Article
sources DOAJ
author Woo-yeul Baek
Kyungyeol (Anthony) Kim
Doo-Han Kim
Kevin K. Byon
spellingShingle Woo-yeul Baek
Kyungyeol (Anthony) Kim
Doo-Han Kim
Kevin K. Byon
The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values
Sustainability
golf course
brand globalness
perceived value
customer loyalty
author_facet Woo-yeul Baek
Kyungyeol (Anthony) Kim
Doo-Han Kim
Kevin K. Byon
author_sort Woo-yeul Baek
title The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values
title_short The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values
title_full The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values
title_fullStr The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values
title_full_unstemmed The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values
title_sort impacts of the perceived golf course brand globalness on customer loyalty through multidimensional perceived values
publisher MDPI AG
series Sustainability
issn 2071-1050
publishDate 2020-01-01
description 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 (<i>n</i> = 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.
topic golf course
brand globalness
perceived value
customer loyalty
url https://www.mdpi.com/2071-1050/12/3/978
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