Walk in Someone Else’s Shoes: Fan Group Behavior and Rivalry in Sport and Athletic Footwear Brands

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2022-12-06 DOI:10.1515/roms-2022-0089

C. Havard, L. Reams, Michael Hutchinson

引用次数: 0

Abstract

Abstract The current study investigated how sport fans and those of popular athletic footwear brands Nike and Adidas perceived and behaved toward their favorite and relevant rival brands. First, sport fans were compared with fans of athletic footwear brands to determine if differences were present in their favorite and rival brand perceptions. Sport fans reported higher identity toward their favorite brand, and more derogation toward a rival team than fans of the Nike and Adidas athletic footwear brands. Analysis also revealed that identifying as a fan of both sport and athletic footwear was associated with more positive attitudes directed at the favored footwear brand, while fans of Nike and Adidas did not differ in how they viewed their favorite and rival athletic footwear brands. Discussion and implications for researchers and marketing professionals is included, along with avenues for future research.

查看原文本刊更多论文

穿着别人的鞋行走：运动鞋和运动鞋品牌的粉丝群体行为与竞争

摘要当前的研究调查了体育迷以及流行运动鞋品牌耐克和阿迪达斯的粉丝如何看待和行为他们最喜欢的和相关的竞争对手品牌。首先，将运动迷与运动鞋品牌的粉丝进行比较，以确定他们最喜欢的品牌和竞争对手的品牌认知是否存在差异。据报道，与耐克和阿迪达斯运动鞋品牌的粉丝相比，体育迷对他们喜爱的品牌的认同度更高，对对手球队的贬损程度更高。分析还显示，认同运动鞋和运动鞋的粉丝与对受欢迎的鞋类品牌持更积极的态度有关，而耐克和阿迪达斯的粉丝在如何看待他们最喜欢的和竞争对手的运动鞋品牌方面没有差异。包括对研究人员和营销专业人员的讨论和影响，以及未来研究的途径。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.