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Sustainability
Volume 12
Issue 3
10.3390/su12030978
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Article

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

by
Woo-yeul Baek
1,
Kyungyeol (Anthony) Kim
2,
Doo-Han Kim
3,* and
Kevin K. Byon
2
1
Department of Sport Management, Kyonggi University, Suwon 154-42, Korea
2
Department of Kinesiology, Indiana University–Bloomington, Bloomington, IN 47405, USA
3
Department of Taekwondo, Korea National Sport University, Seoul 1239, Korea
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(3), 978; https://doi.org/10.3390/su12030978
Submission received: 2 January 2020 / Revised: 23 January 2020 / Accepted: 25 January 2020 / Published: 29 January 2020
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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 golf course; brand globalness; perceived value; customer loyalty

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MDPI and ACS Style

Baek, W.-y.; Kim, K.; Kim, D.-H.; Byon, K.K. The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values. Sustainability 2020, 12, 978. https://doi.org/10.3390/su12030978

AMA Style

Baek W-y, Kim K, Kim D-H, Byon KK. The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values. Sustainability. 2020; 12(3):978. https://doi.org/10.3390/su12030978

Chicago/Turabian Style

Baek, Woo-yeul, Kyungyeol (Anthony) Kim, Doo-Han Kim, and Kevin K. Byon. 2020. "The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values" Sustainability 12, no. 3: 978. https://doi.org/10.3390/su12030978

APA Style

Baek, W.-y., Kim, K., Kim, D.-H., & Byon, K. K. (2020). The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values. Sustainability, 12(3), 978. https://doi.org/10.3390/su12030978

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