...Marcelo Curth; Ítalo Dantas; Vera Pedragosa; Alan Carvalho Dias Ferreira Purpose This study investigates how functional and symbolic utilities at both product and brand levels influence perceived quality, price sensitivity, and purchase intention in sports footwear consumption among lower-middle...

... presidential authenticity and perceived sponsor-club fit shape pride of belonging, team identification, attitudes toward the sponsor, and purchase intention in FC Barcelona. Design/methodology/approach Data were collected from 902 FC Barcelona members who voted in the 2021 presidential election. Using...

...Jia Shen; Haijiao Li; Paak Phantumabamrung; Yuxin Qiu; Weiliang Sun; Shengyu Xiong; Yan Wang Purpose This study aims to explore the influence of perceived value on consumers’ purchase intention for smart wearable fitness devices ( SWDs ) users, emphasizing the mediating role of brand...

... and how these attitudes influence purchase intention for sports drinks. Design/methodology/approach A 2 × 2 × 2 experimental design was conducted with 293 participants from the United States and South Korea. Findings Based on source credibility and construal level theories, the results show...

... that most contributed to explaining the purchase intention. It was also found that perceived ease of use, trust in fan tokens and brand engagement positively influence the intention to buy fan tokens. Furthermore, findings demonstrate that purchase intention positively drives e-WOM, highlighting that fans...

... communication and fan purchase intentions. Fan identity demonstrated a significant positive influence on fan token acceptance and purchase intention. Moreover, fan token acceptance was found to mediate the relationship between fan identity and behavioural intentions, indicating that fans with strong...

... with both the desire for conspicuous consumption and purchase intention towards athleisure products among Millennials. Perceived emotional and social value of athleisure-related products was positively associated with their purchasing intention via the desire for conspicuous consumption. Originality...

.../methodology/approach A Qualtrics survey panel was used to collect the survey data. Structural equation modeling was used to analyze the relationships between sponsor congruence, brand equity and purchase intention. Findings Sponsor congruence plays a significant role in consumers' perceived quality...

... the effect of storytelling on sport consumers, and (b) explore the moderation effect of product involvement on the relationship between storytelling and purchase intention of a signature sneaker. Design/methodology/approach Two experiments using 3 (storytelling: bullet-point type vs. athlete-based story...

... provider Purchase intention We developed a set of digitized trainer promotion profiles that provoke the different performance attributions (i.e. effort vs talent) but control for the intervention of potential confounding variables, such as physical attractiveness. In so doing, we tried to create...

... registration intention, or consumers' willingness to register for a personal training session. We defined the latter by extending the concept of purchase intention in the marketing literature (Bagozzi et al., 2016). Past studies corroborated the causal relationship between competence perception...

...Shaofeng Yuan; Ying Gao Purpose This study investigated the potential negative effects of a sponsored team's losing performance on audiences' trust and purchase intention toward the sponsoring brand. Shedding light on the moderating role of sponsoring brand familiarity among audiences and audience...

... and intent to purchase merchandise bearing the rebranded logo. More specifically, we aim to investigate the influence of varying degrees of logo change and fan identification in relation to brand attitude and purchase intention. Design/methodology/approach An experimental design, 4 (degrees of logo...

...Aaron von Felbert; Christoph Breuer Purpose As the superiority of sports celebrities' endorsements has been questioned, the purpose of this study is to identify various types of endorsers' direct and indirect effects on consumers' purchase intentions. Design/methodology/approach Empirical data...

..., 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...

..., as well as fans' attitude toward the sponsor and their purchase intention toward products from the sponsoring company are analyzed. Design/methodology/approach A sample of 2,647 football fans who support two well-known Portuguese professional football teams completed a questionnaire. Structural...

.... The first experiment sought to examine the effect of social influence; while the second experiment examined the effect of image quality on the perception of quality and purchase intention. Findings The first experiment showed that social influence did not affect perceived quality or purchase intention...

... no significant moderating effect of celebrity endorser-product fit and purchase intention, whereas athlete endorser-product fit enhanced consumers’ purchase intentions in low product involvement scenarios. In high product involvement scenarios, a moderating relationship between endorser-product fit and purchase...

...Minjung Sung; Woo-Young Lee Purpose – The purpose of this paper is to explain the benefits of charitable sport events and examines how consumer involvement in the cause, attitude toward the event, and event-sponsor fit influence corporate image (CI) and corresponding purchase intention (PI...

...Taesoo Ahn; Young Ik Suh; Jin Kyun Lee; Paul M Pedersen The purpose of this study was to examine purchasing intentions in online sports ticketing websites. Based on previous research related to business-to-consumer (B2C) e-commerce, this study developed a conceptual model to test the effect...