Abstract
The purpose of the present study is to investigate if there ar ethe moderating effects of susceptibility to global consumer culture in the relationships among sports brand globalness perceived by consumers, perceived values including functional, emotional, social, altruistic values, and customer loyalty. In order to achieve the study purpose, the researcher and three well-trained interivewers visited six A Markets (category killers) located in Kyounggi and Seoul areas from May to June in 2018. We distributed and collected a total of 400 questionnaires after the study participants filled out a survey by utilizing a self-administrated method. After 3 questionnaires with more than three questions unanswered or at least 10 consecutive questions indicated by the same scale number were excluded, a total of 397 (99.0%) qusetionnaires were included in the present study for the final data analysis. Several statistical analyses including a descriptive analysis to figure out the demographic characteristics of the study participants, a confirmatory factor analysis examining the appropriateness of the study model based on the results of prior studies and the reliability and the validity of the question items, and Structural Equation Model (SMO) analysis by using statistical analysis software programs, such as SPSSWIN Ver. 18.0 and AMOS 8.0. Results showed that the brand globalness perceived by sports consumers had positive impacts on functional value (=t 4.287, p.001), emotional value (t=5.362, p.001), social value (t=2.497, p.05) and customer loyalty (t=2.846, p.01). In addition, functional value (t=4.003, p.001) and emotional value (t=7.506, p.001) had positive effects on customer loyalty. Lastly, sport consumers’ susceptibility to global consumer culture including social prestige (△χ²=4.642χ²SUB.5/SUB(1)=3.84) and quality perception (△χ²=11.626χ²SUB.5/SUB(1)=3.84) had important moderating effects in the relationship between brand globalness and brand loyalty.
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