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

Author

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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)

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.

Suggested Citation

  • Woo-yeul Baek & Kyungyeol (Anthony) Kim & Doo-Han Kim & Kevin K. Byon, 2020. "The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values," Sustainability, MDPI, vol. 12(3), pages 1-12, January.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:3:p:978-:d:314161
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    References listed on IDEAS

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    Cited by:

    1. Woo-yeul Baek & Hyun-seok Song & Doo-Han Kim & Kevin K. Byon, 2020. "Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism," Sustainability, MDPI, vol. 12(8), pages 1-13, April.
    2. Elizabeth Emperatriz García-Salirrosas & Dany Yudet Millones-Liza & Jorge Alberto Esponda-Pérez & Ángel Acevedo-Duque & Jessica Müller-Pérez & Lisette C. Sánchez Díaz, 2022. "Factors Influencing Loyalty to Health Food Brands: An Analysis from the Value Perceived by the Peruvian Consumer," Sustainability, MDPI, vol. 14(17), pages 1-16, August.
    3. Virginia Serrano-Gómez & Óscar García-García & Vicente Gambau i Pinasa & Mercedes Fernández-Liporace & Antonio Hernández-Mendo & Antonio Rial-Boubeta, 2020. "Measuring Perceived Service Quality and Its Impact on Golf Courses Performance According to Types of Facilities and User Profile," Sustainability, MDPI, vol. 12(14), pages 1-17, July.
    4. Qian, Tyreal Yizhou & Matz, Robbie & Luo, Lei & Xu, Chenglong, 2022. "Gamification for value creation and viewer engagement in gamified livestreaming services: The moderating role of gender in esports," Journal of Business Research, Elsevier, vol. 145(C), pages 482-494.
    5. Taesoo Cho & Taeyoung Cho & Guosong Zhao & Hao Zhang, 2020. "The Impact of South Korea Golf Resort Social Network Services Advertising and Online Word of Mouth on Consumer Brand Value," Sustainability, MDPI, vol. 12(11), pages 1-13, May.

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