Yoon Heo, Zack P. Pedersen, Antonio Williams, K. Byon
{"title":"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","authors":"Yoon Heo, Zack P. Pedersen, Antonio Williams, K. Byon","doi":"10.32731/smq.324.122023.04","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":2.0000,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"An Examination of Consumer’s Brand Loyalty and Purchase Intention Toward Collaborations in the Sport Brand Footwear Industry\",\"authors\":\"Yoon Heo, Zack P. Pedersen, Antonio Williams, K. Byon\",\"doi\":\"10.32731/smq.324.122023.04\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"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.\",\"PeriodicalId\":47293,\"journal\":{\"name\":\"Sport Marketing Quarterly\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":2.0000,\"publicationDate\":\"2023-12-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Sport Marketing Quarterly\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.32731/smq.324.122023.04\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Sport Marketing Quarterly","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.32731/smq.324.122023.04","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.