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학술저널
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동아시아경상학회 East Asian Journal of Business Economics East Asian Journal of Business Economics 제7권 제3호
발행연도
2019.1
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75 - 81 (7page)

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Purpose – In this study, it investigates the relationship among brand asset, customer satisfaction, brand trust, and brand loyalty related to golf products. Research design and methodology – The study was conducted with 500 customers from five indoor and outdoor golf training centers located in Seoul, South Korea. The method of tabulation was developed using a non-probability convenience sampling and the questionnaire was administered through self-administration. The survey was conducted on-site between July 2018 and August 2018 by four trained researchers, including the researchers. Five indoor golf training centers in Seoul were randomly selected, and a total of 500 samples were collected by radio at each training site. Of the 500 questionnaires collected, 449 were utilized once incomplete questionnaires were removed from the sample. Results – This study was as follows. First, brand asset was a significant predictor of customer satisfaction. Second, customer satisfaction was a significant predictor of brand asset. Third, customer satisfaction was a significant predictor of brand loyalty. Fourth, brand trust was a significant predictor of brand loyalty. Fifth, brand asset was a significant predictor of brand trust. Finally, brand trust was a significant predictor of brand loyalty. Conclusions – First, the results showed that brand assets had a significant impact on customer satisfaction. Second, customer satisfaction was shown to have a significant effect on brand trust. Third, customer satisfaction had a significant effect on brand loyalty

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참고문헌 (12)

참고문헌 신청
Bidmon, S. / 2017 / How does attachment style influence the brand attachment – brand trust and brand loyalty chain in adolescents / International Journal of Advertising 36(1):168~182 google schola Dawes, J. / 2015 / Has brand loyalty declined? A longitudinal analysis of repeat purchase behavior in the UK and the USA / Journal of Business Research 68(2):427~430 google schola De Villiers, R. / 2015 / Consumer brand enmeshment : Typography and complexity modeling of consumer brand engagement and brand loyalty enactments / Journal of Business Research 68(9):1956~1960 google schola Doorn, J. / 2017 / The impact of corporate social responsibility on customer attitudes and retention—the moderating role of brand success indicators / Marketing Letters 28(4):611~614 google schola Elbedweihy, A. M. / 2016 / Customer relationship building : The role of brand attractiveness and consumer–brand identification / Journal of Business Research 69(8):2905~2906 google schola

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