了解消费者在体育事业品牌联盟中的态度:体育实体态度的作用

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
Soyoung Joo, Jakeun Koo, B. Nichols
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引用次数: 0

摘要

目的本研究考察了一致性和可靠性对原因-品牌联盟(CBA)项目态度的影响——探讨CBA项目态度和体育实体态度如何在单一CBA中影响对体育相关和体育无关品牌的态度。设计/方法/方法约240名调查参与者在接触NFL信息前后回答了问题播放60节目。使用一致偏最小二乘结构方程模型来检验假设。结果表明,一致性和可靠性对CBA项目的成功有积极影响;当与知名体育实体一起参加CBA时,与体育相关和与体育无关的品牌都会积极影响消费者的态度。这直接通过CBA项目对体育无关品牌的态度发生,间接通过体育实体对体育相关品牌的态度产生。原创性/价值本研究扩展了CBA在体育领域的文献,显示了(1)可靠性对CBA项目态度的作用,(2)体育实体态度对其他原因伙伴态度的作用以及(3)与优质体育实体合作的体育相关品牌与体育无关品牌实现CBA项目品牌提升的不同途径。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Understanding consumer attitudes in cause-brand alliances in sports: the role of sport entity attitudes
PurposeThis study examines the effects of congruence and reliability on cause-brand alliance (CBA) program attitudes—exploring how CBA program attitudes and sport entity attitudes affect attitudes toward a sport-related and sport-unrelated brand in a single CBA.Design/methodology/approachAbout 240 survey participants answered questions before and after being exposed to information about the NFL Play 60 program. Consistent partial least squares structural equation modeling is utilized to test the hypotheses.FindingsResults suggest both congruence and reliability positively influence CBA program success; and both sport-related and sport-unrelated brands positively affect consumer attitudes when they participate in a CBA with a high-profile sport entity. This occurs directly through CBA program attitudes for a sport-unrelated brand and indirectly through sport entity attitudes for a sport-related brand.Originality/valueThis study extends the CBA literature in sports by showing (1) the role of reliability on CBA program attitudes, (2) the role of sport entity attitudes on other cause partner attitudes and (3) different paths for sport-related versus sport-unrelated brands that are partnered with a premium sport entity to achieve CBA program brand enhancements.
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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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