Browsing by Subject "sports marketing"

Now showing 1 - 2 of 2
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    A Brand Loyalty Model Utilitizing Team Identification and Customer Satisfaction in the Licensed Sports Product Industry
    (2010) Lee, Soonhwan; Shin, Hongbum; Park, Jung-Jun; Kwon, Oh-Ryun
    The purpose of this study was to investigate the relationship among the attitudinal brand loyalty variables (i.e., cognitive, affective, and conative components), team identification, and customer satisfaction by developing a structural equation model, based on Oliver's (1997) attitudinal brand loyalty model. The results of this study confirmed the study of brand loyalty stages by Oliver (1997) involving development of a brand loyalty process. Results supported the finding that consumers' strong beliefs about brand quality have increased the degree of "liking". In turn, results indicate a positive intention or commitment to repurchase a particular item. Therefore, this study emphasizes the importance of measuring attitudinal brand loyalty to identify attitudinal brand loyal customers and better understand their repurchasing intentions in the sports licensed product industry. Furthermore, this study showed the significant mediating effect of cognitive and affective brand loyalty in the relationship between customer satisfaction and conative brand loyalty.
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    Consumer Decision-Making Styles for Singaporean College Consumers: An Exploratory Study
    (2010) Bae, Sungwon; Pyun, Do Young; Lee, Soonhwan
    The purpose of this study was to investigate Singaporean consumers' decision-making styles (shopping styles) for sports products. This study used a scale of the Purchaser Style Inventory for Sport Products (PSISP) to identify if the scale was reliable. An instrument, consisting of 42 items under 9 dimensions, was administrated to 234 college students in Singapore. This study computed data factor analysis and alpha coefficients for scale reliability. The results indicated the generality of some consumer decision-making styles. Some similarities and differences as well as managerial implications for marketing research will be discussed.