ANALYZING THE EFFECTS OF THE CUSTOMERS’ BRAND VALUE ON PURCHASE INTENTION OF GOLF EQUIPMENT: A DYNAMIC APPROACH

Long-Yuan Lee, Associate Professor, Associate Professor, Department of Leisure and Sport Management, Cheng Shiu University, Kaohsiung City, Taiwan

Email: lee15hb@gmail. com

Chien- Ting Chiang, Associate Professor, Department of Tourism and Recreation Management, Cheng Shiu University, Kaohsiung City, Taiwan

(corresponding author) Email: This email address is being protected from spambots. You need JavaScript enabled to view it.

Ying Chieh Chen, Assistant Professor, Department of Leisure and Sport Management, Cheng Shiu University, Kaohsiung City, Taiwan

Email: This email address is being protected from spambots. You need JavaScript enabled to view it.

Theeralak Satjawathee, Assistant Professor, Faculty of Accountancy and Digital 

Business, Payap University, Chiangmai, 50000, Thailand

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Tsai Tsung Yu, Department of Leisure and Sport Management, 

Cheng Shiu University, Kaohsiung City, Taiwan

Abstract

By the way of discussing the competitiveness of markets with golf equipment, experts generally agreed that managers should provide a means for attracting customers to purchase golf equipment. This research explores how customers perceive brand value (quality based brand value, confidence based brand value, advantage based brand value) in determining the decision-making process of a golf product. A quantitative questionnaire survey method was adopted, and a total of 300 questionnaires were distributed, with a total of 298 effective questionnaires. The research also provides an argument for the presence of perceive brand value in a golf setting to explain that constructs of advantage based brand value is the most important aspect in building a strong association with purchase intension. Finally, the research findings suggest that the overall brand value of an equipment brand value will eventually affect consumers’ purchase intension. Some suggestions for the golf industry were recommended as a reference for guidelines for planning consumer–brand relationship development.

Keywords: Brand Value, Purchase Intention, Golf Equipment, Quantitative Approach 

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