消费者对运动品牌鞋业合作的品牌忠诚度和购买意向研究

IF 2 4区 管理学 Q3 BUSINESS
Yoon Heo, Zack P. Pedersen, Antonio Williams, K. Byon
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引用次数: 0

摘要

在过去十年中,运动鞋/服装制造商与时尚偶像(如设计师、音乐家、名人)之间的合作已经成为一种整合的营销实践。尽管鞋类合作的数量在整个行业不断增长,但学者们尚未评估这种营销做法的影响。本研究的主要目的是评估产品合作对熟悉运动鞋合作的运动消费者的影响。本研究以345名被试为对象,考察了自我形象一致性、品牌忠诚度、品牌感知契合度和购买意愿的影响。采用SEM和方差分析对数据进行分析,所有假设都得到了支持,结果表明自我形象一致性的总体影响以及感知品牌契合度对品牌忠诚度的部分中介作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
An Examination of Consumer’s Brand Loyalty and Purchase Intention Toward Collaborations in the Sport Brand Footwear Industry
Collaborations between sport footwear/apparel manufacturers and fashion icons (e.g., designers, musicians, celebrities) have become an integral marketing practice over the last decade. Although the number of footwear collaborations has continually grown across the industry, scholars have yet to evaluate the effects of such marketing practices. The focal aim of this study was to assess the impact of product collaborations on sport consumers who were familiar with sport shoe collaboration. A total of 345 respondents participated in an experimental study to test the effects of self-image congruence, brand loyalty, perceived brand fit, and purchase intention. Data were analyzed using SEM and ANOVA, and all hypotheses were supported, with results indicating the overarching influence of self-image congruity as well as the partial mediation of perceived brand fit between said congruity and brand loyalty.
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来源期刊
自引率
13.30%
发文量
21
期刊介绍: Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.
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