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The impacts of brand asset of domestic screen golf playing systems upon brand trust and brand loyalty

Ho-Jin Lee (School of Sports and Leisure Studies, Korea University, Sejong-si, Republic of Korea)
Yongseok Jee (Hanseo University, Seosan-si, Republic of Korea)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 7 November 2016

Abstract

Purpose

The purpose of this paper was to provide Korean screen golf systems suppliers experiencing severe competition in an oversaturated market with effective brand marketing strategies by examining the interrelationships among brand assets, brand trust, and brand loyalty.

Design/methodology/approach

This study used the convenient sampling method of non-probability and distributed questionnaires to 1,200 subjects over 20 years of age from ten screen golf playing facilities in Korea.

Findings

The following results were obtained: first, the subfactors of brand assets were identified to have significant influence upon brand trust in the following order: perceived quality, brand image, and brand awareness. Second, brand trust was identified to have a significant influence on brand loyalty. Lastly, the subfactors of brand assets were identified to have significant influence on brand loyalty in the following order: brand image, brand awareness, and perceived quality.

Originality/value

This paper provides useful information for developing an effective brand strategy in an oversaturated situation.

Keywords

Citation

Lee, H.-J. and Jee, Y. (2016), "The impacts of brand asset of domestic screen golf playing systems upon brand trust and brand loyalty", International Journal of Sports Marketing and Sponsorship, Vol. 17 No. 4, pp. 320-332. https://doi.org/10.1108/IJSMS-11-2016-021

Publisher

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Emerald Group Publishing Limited

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