A strategy for the development of the private country club: focusing on brand prestige

摘要

Purpose - The purpose of this study was to examine the antecedents and consequences of brand prestige in the private country club industry. More specifically, it was proposed that five attributes of a private country club form brand prestige: golf course conditions, service quality during a round, food and beverage cart service, golf shop and clubhouse food and beverage service. In addition, it was also hypothesized that brand prestige can result in three managerial outcomes: social value, brand attachment and brand loyalty. During the theory-building process, it was proposed that brand consciousness moderates the relationship between brand prestige and its outcome variables.