The impacts of brand asset of domestic screen golf playing systems upon brand trust and brand loyalty
Abstract
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<jats:title content-type="abstract-subheading">Purpose</jats:title>
<jats:p>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.</jats:p>
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<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>
<jats:p>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.</jats:p>
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<jats:title content-type="abstract-subheading">Findings</jats:title>
<jats:p>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.</jats:p>
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<jats:title content-type="abstract-subheading">Originality/value</jats:title>
<jats:p>This paper provides useful information for developing an effective brand strategy in an oversaturated situation.</jats:p>
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