The influence of brand experience on satisfaction, uncertainty and brand loyalty: a focus on the golf club industry

Purpose: Understanding the advantages of brand experience is important for brand managers to more effectively grow satisfied and loyal customers. To date, little research has examined the relationship between brand experience and customer satisfaction, uncertainty, and brand loyalty with sport products. Therefore, this study examined these relationships with golf club products in the golf industry. Design/methodology/approach: Data were collected from golf players in South Korea (n = 386) through online surveys. Structural equation modeling (SEM) was utilized to examine the relationship between the variables. Findings: The results revealed that brand experience influences golfers' uncertainty toward other brands. In other words, doubts about the brand will decrease when consumers experience sensory, affective, behavioral, and intellectual interactions with a brand. Interestingly, brand experience does not influence golfers' satisfaction as indicated by previous studies. Also, findings showed that just having experience with a brand does not lead to golfers' loyalty. Originality/value: This study helps to understand how consumers' direct experiences influence brand beliefs and attitudes. Moreover, this study is significant for sport marketing practitioners since it explores an alternative marketing approach to brand differentiation, which has the potential to attract and retain more customers.