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Keywords: Price premium
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Journal Articles
How do marketing practices impact price premium of co-branded sportswear? The moderating effect of product category fit and partner brand name
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International Journal of Sports Marketing and Sponsorship (2025) 26 (5): 885–905.
Published: 11 March 2025
... POIZON, a Chinese second-hand trading platform known for sportswear. These data were organized into 5,421 entries and analyzed by multiple regression. Findings The findings indicate that partner brand popularity negatively affects the price premium of co-branded sportswear (PPCS), with product...
Journal Articles
Product meanings as drivers of sport consumer behavior: evidence from the Greek sport industry
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International Journal of Sports Marketing and Sponsorship (2021) 22 (3): 529–549.
Published: 22 September 2020
..., aesthetics and locality. Meanings related to aesthetics and experience significantly and positively predicted customer satisfaction, word-of-mouth communication, purchase intention and willingness to pay a price premium for licensed products of one's favorite team. Practical implications From a practical...
