Do consumers care about human brands?: A case study of using Zaltman Metaphor Elicitation Technique (ZMET) to map two athletes’ engagements in social and political advocacy

IF 3.6 2区 教育学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Yeayoung Noh, Na Young Ahn, Aaron J. Anderson
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引用次数: 1

Abstract

ABSTRACTResearch Question We aimed to explore consumers’ perceptions of two athletes and athletes’ engagements in social and political advocacy.Research Methods We conducted 24 individual in-depth, unstructured interviews and applied Zaltman Metaphor Elicitation Technique (ZMET) to reflect deeper feelings and thoughts of consumers and construct a perceptual map.Results and Findings Findings show how the actions of athletes contribute to the building and leveraging of their own brands – symbolic images and key associations of Michael Bennett and Jason Pierre-Paul. Findings reveal that lifestyle, relationship effort, and role model make a difference in creating unique brands. New categories emerged from the analysis of athlete advocacy: views toward advocacy, sport as platforms for advocacy, and ambassadors.Implications We offer unique methodological contributions to scholarship and distinctive associations of selected athletes and provide implications for both professionals and academics in sport.KEYWORDS: Athlete brandsbrand associationsZMETmetaphorathlete advocacy Disclosure statementNo potential conflict of interest was reported by the author(s).
消费者关心人类品牌吗?以Zaltman隐喻启发技术(ZMET)为例,分析两名运动员在社会和政治宣传中的参与情况
摘要:本研究旨在探讨消费者对两名运动员的看法,以及运动员参与社会和政治宣传的情况。研究方法通过24个个体深度非结构化访谈,运用Zaltman Metaphor Elicitation Technique (ZMET)来反映消费者更深层次的感受和想法,构建感知地图。研究结果显示了运动员的行为如何有助于建立和利用他们自己的品牌——迈克尔·贝内特和杰森·皮埃尔-保罗的象征性形象和关键联想。调查结果显示,生活方式、人际关系努力和榜样对创造独特品牌有影响。对运动员宣传的分析中出现了新的类别:对宣传的看法、作为宣传平台的体育和大使。我们为选定运动员的奖学金和独特协会提供独特的方法贡献,并为体育专业人士和学者提供启示。关键词:运动员品牌;品牌联想;隐喻;运动员倡导披露声明作者未发现潜在利益冲突。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
European Sport Management Quarterly
European Sport Management Quarterly HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
7.80
自引率
11.80%
发文量
51
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