曾几何时:用品牌故事来推销签名运动鞋

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
Antonio Williams, Yoon Heo
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引用次数: 0

摘要

长期以来,讲故事一直是一种流行的营销策略。尽管讲故事在体育营销文献中无处不在,但它的影响还没有被调查过,尤其是从消费者的角度来看。因此,本研究的目的是(a)检验讲故事对体育消费者的影响,(b)探索产品参与对讲故事与签名运动鞋购买意愿关系的调节作用。设计/方法/方法进行了两项实验,采用3(讲故事:要点型vs.运动员型vs.产品型)x2(产品参与:低vs.高)的受试者间实验设计。本研究的主要发现表明,运动员故事和产品故事对消费者购买意愿的影响都要大于要点信息。本研究为体育营销文献的讲故事策略提供了理论启示。从管理的角度来看,作者强烈建议在体育产品广告中使用讲故事的方法。先前的文献强调了讲故事在体育组织中的作用,如专业运动队或在社交媒体中的利用。然而,在体育用品行业和消费者行为领域的研究有限。因此,本研究对于从体育消费者和品牌营销者的角度理解讲故事策略具有重要的价值。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Once upon a time: using brand stories to sell signature sneakers
Purpose Storytelling has long been a popular strategy in marketing. Despite its ubiquity, the influence of storytelling in the sport marketing literature has not been investigated, especially on consumers' perspective. Thus, the purpose of this study is to (a) examine the effect of storytelling on sport consumers, and (b) explore the moderation effect of product involvement on the relationship between storytelling and purchase intention of a signature sneaker. Design/methodology/approach Two experiments using 3 (storytelling: bullet-point type vs. athlete-based story vs. product-based story) × 2 (product involvement: low vs. high) between-subjects experimental design were conducted. Findings The main finding illustrates that both the athlete-based story and the product-based story had a stronger influence on a consumer's purchase intention than the information that was given in a bullet-point condition. This study provides a theoretical implication of storytelling strategy for sport marketing literature. From a managerial perspective, the authors heavily recommend the use of storytelling in sport product advertisements. Originality/value Previous literature has highlighted the effect of storytelling in sports organization such as professional sports team or utilization in social media. However, limited studies could be found in the sports product industry and consumer behavior sector. Thus, the current study has a significant value of understanding the storytelling strategy in the perspective of sports consumers as well as brand marketers.
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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