The antecedents and consequences of golf tournament spectators' memorable brand experiences

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.