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Amid the worldwide pandemic, an growing variety of folks turned to golf for a socially distanced out of doors exercise.
With new shoppers becoming a member of the celebration, rising a loyal buyer base largely depends on model managers understanding model expertise. Mi Ryoung Chung, assistant instructing professor in FIU’s Department of Counseling, Recreation, and School Psychology and Jon Welty Peachey from the University of Illinois at Urbana-Champaign led a examine inspecting the connection between model expertise and buyer satisfaction for golf membership merchandise.
“Brand expertise has been checked out lots, however not a lot in sports activities,” mentioned Chung, a former pro-South Korean golfer who factors out this is likely one of the first model research of its sort for sports activities merchandise. “People who play sports activities, it impacts them in a different way.”
The researchers collected responses by way of on-line surveys from 386 golf gamers. The outcomes revealed that experiencing one model can affect a golfer’s uncertainty towards different manufacturers. However, that doesn’t translate into satisfaction or loyalty to the model they skilled. Previous analysis suggests model expertise ought to affect satisfaction and loyalty, however on the subject of golf merchandise, the researchers say golfers appear to buck that development.
The findings are important for sports activities advertising practitioners because the examine explores another advertising method for model differentiation that has the potential to draw and retain extra clients. In the case of golf merchandise, whereas model expertise could not improve satisfaction, it may possibly alleviate or eradicate uncertainty.
“The much less uncertainty you will have towards a model, you’ll are usually extra inclined to purchase that model over time,” Chung mentioned. “It was fascinating to seek out that even in case you strive a product, it would not result in satisfaction.”
There is a necessity for extra analysis on sports activities merchandise, in response to Chung. Future analysis ought to be carried out to grasp the results of brand name expertise within the sports activities context.
This examine was revealed in Sport, Business and Management.
Why shoppers conceal and in contrast to manufacturers on Facebook
More data:
Mi Ryoung Chung et al, The affect of brand name expertise on satisfaction, uncertainty and model loyalty: a give attention to the golf membership business, Sport, Business and Management: An International Journal (2021). DOI: 10.1108/SBM-11-2020-0115
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Florida International University
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New method could assist corporations retain sports activities model shoppers (2022, August 11)
retrieved 11 August 2022
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