广告
品牌忠诚度
服装
营销
品牌形象
业务
忠诚
体育营销
调解
产品(数学)
品牌管理
心理学
市场营销管理
社会学
关系营销
政治学
数学
社会科学
几何学
法学
作者
Yoon Heo,Zack P. Pedersen,Antonio S. Williams,Kevin K. Byon
标识
DOI:10.32731/smq.324.122023.04
摘要
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.
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