透视图(图形)
业务
广告
营销
心理学
计算机科学
人工智能
作者
Sahil Gupta,Komal Kapoor,Geeti Sharma,Nishtha Malik
出处
期刊:Applied Marketing Analytics
日期:2023-08-01
摘要
This study has focused on analysing the factors influencing the shopping motivation of teenagers in relation to their intention to purchase licensed sports merchandise. It has particularly focused on understanding the impact of shopping motivation, brand image, sports celebrity, personal values and team identification on the purchasing intentions of teenagers. After building upon the theoretical framework of the various constructs, the relationship has been analysed through structured equation modelling that has helped to reveal the influence of these factors on buying intention. The results show a positive relationship between the variables and purchase intentions for sports merchandise. The results would provide meaningful and relevant input for developing marketing and branding strategies to attract teenage consumers to buy sports merchandise associated with various teams in a sporting event. As the variables are interconnected, a better marketing strategy with effective communication would help in delivering the right outcomes for young consumers.
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