一种创新的运动产品引入法国健身市场后,品牌归属的影响

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Sports Marketing & Sponsorship Pub Date : 2023-10-31 DOI:10.1108/ijsms-04-2023-0074
Sarah Mischler, Lilian Pichot
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引用次数: 0

摘要

本研究旨在探讨品牌归因对消费者行为的影响。作者感兴趣的是,消费者是否更有可能购买一个品牌的新运动产品。作者感兴趣的是,在推出新产品的情况下,品牌是否会对消费者对产品的欣赏产生积极影响。设计/方法/方法作者完成了一项对320名熟悉健美概念的人的定量调查,他们的年龄在20到45岁之间。调查问卷在法国的六个大城市进行了面对面的调查。主要结果显示,对产品有效性的信任与购买意愿呈正相关。但是,将产品归属于品牌并不能保证相信产品的有效性,也不能保证购买意愿。品牌信誉对产品有效性的信念有正向影响。此外,暴露在广告中可以使产品归于品牌。然而,它对产品有效性的信念或购买意愿没有影响。虽然研究消费者行为并不新鲜,但分析消费者对创新产品的看法以及这些看法与产品品牌的关系,可以为消费者行为研究和品牌的实际角度提供有趣的启示。事实上,这篇论文显示了产品广告的重要性,但这还不足以诱导其购买。这是品牌在产品类别中的可信度以及对产品有效性的信念,可以导致消费者购买。
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The impact of brand attribution for an innovative sports product introduced on the fitness market in France
Purpose The aim of this study is to examine the effect of brand attribution on consumer behaviour. The authorsare interested in finding out if consumers are more likely to purchase a new sports product when it is attributed to a brand. The authors are interested in finding out if the brand positively influences the consumer's appreciation of the product in the case of the launch of a new product. Design/methodology/approach The authors completed a quantitative survey with 320 people who are familiar with the toning concept, aged between 20 and 45 years old. The questionnaire was conducted face to face in six large cities in France. Findings Main results show that belief in the effectiveness of the product is positively correlated with purchase intention. However, the attribution of the product to the brand does not guarantee belief in the effectiveness of the product nor does it guarantee purchase intention. Brand credibility has a positive impact on belief in the effectiveness of the product. Furthermore, exposure to advertising allows the product to be attributed to the brand. Yet, it does not have an impact on belief in the product's effectiveness or purchase intention. Originality/value Whereas studying consumer behaviour is not new, analysing consumer perceptions of innovative products and how these perceptions relate to the product brand can provide interesting implications both for consumer behaviour research and from a practical perspective for brands. Indeed, this paper shows the importance of exposure to advertising for a product to be attributed to a brand but this is not enough to induce its purchase. It is the credibility of the brand in the product category as well as the belief in the effectiveness of the product that can lead consumers to buy it.
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
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).
期刊最新文献
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