کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
7419269 | 1482562 | 2018 | 11 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
The antecedents and consequences of golf tournament spectators' memorable brand experiences
ترجمه فارسی عنوان
پیشینها و عواقب تجربه های نامناسب تماشاچیان مسابقات گلف
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار، مدیریت و حسابداری (عمومی)
چکیده انگلیسی
This study proposed a theoretical model explaining the antecedents and consequences of golf tournament spectators' memorable brand experience. Structural equation modeling was used with data collected from 240 spectators who had attended a golf tournament operated by the PGA/LPGA Tour in the United States. The study results showed that the four attributes of affection to player, the game of golf, course setting, and hospitality and service management, but not the fifth attribute of accessibility, have significant effects on golf tournament spectators' memorable brand experiences, which in turn positively affects brand attachment and revisit intentions. Lastly, this study found that PGA/LPGA involvement plays a key moderating function in the relationship between brand attachment and revisit intentions.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Destination Marketing & Management - Volume 9, September 2018, Pages 1-11
Journal: Journal of Destination Marketing & Management - Volume 9, September 2018, Pages 1-11
نویسندگان
Jinsoo Hwang, Kwang-Woo Lee,