{"title":"曾几何时:用品牌故事来推销签名运动鞋","authors":"Antonio Williams, Yoon Heo","doi":"10.1108/ijsms-03-2022-0082","DOIUrl":null,"url":null,"abstract":"Purpose Storytelling has long been a popular strategy in marketing. Despite its ubiquity, the influence of storytelling in the sport marketing literature has not been investigated, especially on consumers' perspective. Thus, the purpose of this study is to (a) examine 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 vs. product-based story) × 2 (product involvement: low vs. high) between-subjects experimental design were conducted. Findings The main finding illustrates that both the athlete-based story and the product-based story had a stronger influence on a consumer's purchase intention than the information that was given in a bullet-point condition. This study provides a theoretical implication of storytelling strategy for sport marketing literature. From a managerial perspective, the authors heavily recommend the use of storytelling in sport product advertisements. Originality/value Previous literature has highlighted the effect of storytelling in sports organization such as professional sports team or utilization in social media. However, limited studies could be found in the sports product industry and consumer behavior sector. Thus, the current study has a significant value of understanding the storytelling strategy in the perspective of sports consumers as well as brand marketers.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":3.0000,"publicationDate":"2023-09-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Once upon a time: using brand stories to sell signature sneakers\",\"authors\":\"Antonio Williams, Yoon Heo\",\"doi\":\"10.1108/ijsms-03-2022-0082\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Purpose Storytelling has long been a popular strategy in marketing. Despite its ubiquity, the influence of storytelling in the sport marketing literature has not been investigated, especially on consumers' perspective. Thus, the purpose of this study is to (a) examine 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 vs. product-based story) × 2 (product involvement: low vs. high) between-subjects experimental design were conducted. Findings The main finding illustrates that both the athlete-based story and the product-based story had a stronger influence on a consumer's purchase intention than the information that was given in a bullet-point condition. This study provides a theoretical implication of storytelling strategy for sport marketing literature. From a managerial perspective, the authors heavily recommend the use of storytelling in sport product advertisements. Originality/value Previous literature has highlighted the effect of storytelling in sports organization such as professional sports team or utilization in social media. However, limited studies could be found in the sports product industry and consumer behavior sector. Thus, the current study has a significant value of understanding the storytelling strategy in the perspective of sports consumers as well as brand marketers.\",\"PeriodicalId\":47102,\"journal\":{\"name\":\"International Journal of Sports Marketing & Sponsorship\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.0000,\"publicationDate\":\"2023-09-18\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Sports Marketing & Sponsorship\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/ijsms-03-2022-0082\",\"RegionNum\":4,\"RegionCategory\":\"教育学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Sports Marketing & Sponsorship","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/ijsms-03-2022-0082","RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
Once upon a time: using brand stories to sell signature sneakers
Purpose Storytelling has long been a popular strategy in marketing. Despite its ubiquity, the influence of storytelling in the sport marketing literature has not been investigated, especially on consumers' perspective. Thus, the purpose of this study is to (a) examine 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 vs. product-based story) × 2 (product involvement: low vs. high) between-subjects experimental design were conducted. Findings The main finding illustrates that both the athlete-based story and the product-based story had a stronger influence on a consumer's purchase intention than the information that was given in a bullet-point condition. This study provides a theoretical implication of storytelling strategy for sport marketing literature. From a managerial perspective, the authors heavily recommend the use of storytelling in sport product advertisements. Originality/value Previous literature has highlighted the effect of storytelling in sports organization such as professional sports team or utilization in social media. However, limited studies could be found in the sports product industry and consumer behavior sector. Thus, the current study has a significant value of understanding the storytelling strategy in the perspective of sports consumers as well as brand marketers.
期刊介绍:
The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).