{"title":"穿着别人的鞋行走：运动鞋和运动鞋品牌的粉丝群体行为与竞争","authors":"C. Havard, L. Reams, Michael Hutchinson","doi":"10.1515/roms-2022-0089","DOIUrl":null,"url":null,"abstract":"Abstract The current study investigated how sport fans and those of popular athletic footwear brands Nike and Adidas perceived and behaved toward their favorite and relevant rival brands. First, sport fans were compared with fans of athletic footwear brands to determine if differences were present in their favorite and rival brand perceptions. Sport fans reported higher identity toward their favorite brand, and more derogation toward a rival team than fans of the Nike and Adidas athletic footwear brands. Analysis also revealed that identifying as a fan of both sport and athletic footwear was associated with more positive attitudes directed at the favored footwear brand, while fans of Nike and Adidas did not differ in how they viewed their favorite and rival athletic footwear brands. Discussion and implications for researchers and marketing professionals is included, along with avenues for future research.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2022-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Walk in Someone Else’s Shoes: Fan Group Behavior and Rivalry in Sport and Athletic Footwear Brands\",\"authors\":\"C. Havard, L. Reams, Michael Hutchinson\",\"doi\":\"10.1515/roms-2022-0089\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Abstract The current study investigated how sport fans and those of popular athletic footwear brands Nike and Adidas perceived and behaved toward their favorite and relevant rival brands. First, sport fans were compared with fans of athletic footwear brands to determine if differences were present in their favorite and rival brand perceptions. Sport fans reported higher identity toward their favorite brand, and more derogation toward a rival team than fans of the Nike and Adidas athletic footwear brands. Analysis also revealed that identifying as a fan of both sport and athletic footwear was associated with more positive attitudes directed at the favored footwear brand, while fans of Nike and Adidas did not differ in how they viewed their favorite and rival athletic footwear brands. Discussion and implications for researchers and marketing professionals is included, along with avenues for future research.\",\"PeriodicalId\":35829,\"journal\":{\"name\":\"Review of Marketing Science\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-12-06\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Review of Marketing Science\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1515/roms-2022-0089\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"Business, Management and Accounting\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Review of Marketing Science","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1515/roms-2022-0089","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
Walk in Someone Else’s Shoes: Fan Group Behavior and Rivalry in Sport and Athletic Footwear Brands
Abstract The current study investigated how sport fans and those of popular athletic footwear brands Nike and Adidas perceived and behaved toward their favorite and relevant rival brands. First, sport fans were compared with fans of athletic footwear brands to determine if differences were present in their favorite and rival brand perceptions. Sport fans reported higher identity toward their favorite brand, and more derogation toward a rival team than fans of the Nike and Adidas athletic footwear brands. Analysis also revealed that identifying as a fan of both sport and athletic footwear was associated with more positive attitudes directed at the favored footwear brand, while fans of Nike and Adidas did not differ in how they viewed their favorite and rival athletic footwear brands. Discussion and implications for researchers and marketing professionals is included, along with avenues for future research.
期刊介绍：
The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.
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