학술논문
The Relationships among Brand Assets, Customer Satisfaction, Brand Trust, and Brand Loyalty related to Golf Products
이용수 0
- 영문명
- 발행기관
- 동아시아경상학회
- 저자명
- Jae-Min Lee
- 간행물 정보
- 『East Asian Journal of Business Economics』Vol.7 No.3, 75~81쪽, 전체 7쪽
- 주제분류
- 경제경영 > 경제학
- 파일형태
- 발행일자
- 2019.09.30
무료
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국문 초록
영문 초록
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.
목차
1. Introduction
2. Literature Review and Hypotheses Development
3. Methodology
4. Results
5. Conclusion
해당간행물 수록 논문
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- The Relationships among Brand Assets, Customer Satisfaction, Brand Trust, and Brand Loyalty related to Golf Products
- The Macroeconomic Analysis: the Main Results of Estimation of Monetary Indicators on the Materials of Russia, the Countries of the Commonwealth of Independent States (CIS) and North-East Asia
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- Association between Shopping Items and the Demographics of Foreign Tourists in South Korea
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