Abstract
The purpose of this study is to analyze the relationship between the brand image of a company sponsoring an amateur golf tournament, customer satisfaction, and purchase intention. A total of 230 questionnaires were collected from amateur golf tournament participants. Data were analyzed with SPSS and AMOS. Frequency analysis, CFA (confirmation factor analysis), validity test, correlation analysis, and SEM (structural equation model) analysis were performed. First, corporate brand image had a statistically significant positive (+) effect on customer satisfaction. Second, customer satisfaction had a statistically significant positive (+) effect on purchase intention. Third, corporate brand image had a statistically significant positive (+) effect on purchase intention. Fourth, customer satisfaction plays a significant mediating effect in the relationship between corporate brand image and purchase intention. Businesses should pay attention to positive brand image, customer satisfaction, and purchase intention while sponsoring amateur golf tournaments.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
