골프 대회 참가자의 기억에 남는 브랜드 경험, 웰빙 인지도, 브랜드 애착, 재방문 의도 간의 영향 관계 연구 : 관여도의 조절 역할을 중심으로

The purpose of this study is to examine the antecedents and consequences of well-being perception, focusing on golf tournament spectators. The literature review suggested that memorable brand experience has an important influence on well-being perception, brand attachment, and revisit intention. Also, several studies indicated that well-being perception plays an important role in enhancing brand attachment and revisit intention. Finally, it was suggested that golf involvement plays the moderating role in this process. To validate the research model derived from the causal relationship between the concepts, this study used data collected from a total of 234 golf spectators. The results indicated that memorable brand experience had a statistically significant effect on well-being perception, brand attachment, and revisit intention. Also, well-being perception positively influenced brand attachment. However, there was no statistically significant relationship between well-being perception and revisit intention. Lastly, golf involvement played the moderating role in the relationship between memorable brand experience and well-being perception. From the results, theoretical implications for the causal relationship between the concepts and managerial implications for the golf tournament management were discussed in the last part of the paper.