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The influence of brand experience on satisfaction, uncertainty and brand loyalty: a focus on the golf club industry

The influence of brand experience on satisfaction, uncertainty and brand loyalty: a focus on the... Understanding the advantages of brand experience is important for brand managers to more effectively grow satisfied and loyal customers. To date, little research has examined the relationship between brand experience and customer satisfaction, uncertainty, and brand loyalty with sport products. Therefore, this study examined these relationships with golf club products in the golf industry.Design/methodology/approachData were collected from golf players in South Korea (n = 386) through online surveys. Structural equation modeling (SEM) was utilized to examine the relationship between the variables.FindingsThe results revealed that brand experience influences golfers' uncertainty toward other brands. In other words, doubts about the brand will decrease when consumers experience sensory, affective, behavioral, and intellectual interactions with a brand. Interestingly, brand experience does not influence golfers' satisfaction as indicated by previous studies. Also, findings showed that just having experience with a brand does not lead to golfers' loyalty.Originality/valueThis study helps to understand how consumers' direct experiences influence brand beliefs and attitudes. Moreover, this study is significant for sport marketing practitioners since it explores an alternative marketing approach to brand differentiation, which has the potential to attract and retain more customers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sport Business and Management An International Journal Emerald Publishing

The influence of brand experience on satisfaction, uncertainty and brand loyalty: a focus on the golf club industry

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References (77)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2042-678X
DOI
10.1108/sbm-11-2020-0115
Publisher site
See Article on Publisher Site

Abstract

Understanding the advantages of brand experience is important for brand managers to more effectively grow satisfied and loyal customers. To date, little research has examined the relationship between brand experience and customer satisfaction, uncertainty, and brand loyalty with sport products. Therefore, this study examined these relationships with golf club products in the golf industry.Design/methodology/approachData were collected from golf players in South Korea (n = 386) through online surveys. Structural equation modeling (SEM) was utilized to examine the relationship between the variables.FindingsThe results revealed that brand experience influences golfers' uncertainty toward other brands. In other words, doubts about the brand will decrease when consumers experience sensory, affective, behavioral, and intellectual interactions with a brand. Interestingly, brand experience does not influence golfers' satisfaction as indicated by previous studies. Also, findings showed that just having experience with a brand does not lead to golfers' loyalty.Originality/valueThis study helps to understand how consumers' direct experiences influence brand beliefs and attitudes. Moreover, this study is significant for sport marketing practitioners since it explores an alternative marketing approach to brand differentiation, which has the potential to attract and retain more customers.

Journal

Sport Business and Management An International JournalEmerald Publishing

Published: Mar 25, 2022

Keywords: Brand experience; Satisfaction; Uncertainty; Brand loyalty; Golf industry

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