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首页> 外文期刊>Journal of Product & Brand Management >Licensing a sports brand: effects of team brand cue, identification, and performance priming on multidimensional values and purchase intentions
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Licensing a sports brand: effects of team brand cue, identification, and performance priming on multidimensional values and purchase intentions

机译：许可运动品牌：团队品牌提示，识别和性能启动对多维价值和购买意愿的影响

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Purpose - The purpose of this paper is to gain insight into how consumers value sports team-branded merchandise. Two experiments are conducted to examine the effects of rivalry and team identification on evaluations of licensed product (Study 1). Study 2 examined the effects of team brand cue, team performance priming and product category on licensed product evaluations. Design/methodology/approach - Study 1 (N = 104) examined the effects of team rivalry and team identification on multidimensional product values and purchase intent. In Study 2, a 3 (performance priming: positiveegativeeutral) × 2 (team brand cue: present/absent) × 2 (product category: symbolic/utilitarian) between-subjects design (N = 285) was utilized. Samples were recruited from students and alumni at a large Midwestern university in the USA. A series of multivariate analysis of covariance was conducted to test the proposed hypotheses. Findings - Fans view a product licensed with a rival team's logo to have significantly less functional, emotional and social value than a product licensed with their favorite team's logo. Highly identified fans showed greater bias in evaluating the product than less identified fans. Team performance priming also moderated the effect of team brand cues on purchase intentions toward the licensed product. Research limitations/implications - Team identification level accentuates bias in valuations of a licensed product. In addition, better performance of a team further motivates purchase decisions. Use of a collegiate brand in this study limits generalizability of the findings. Practical implications - Practitioners should realize that simple heuristic cues can change consumers' perceptions of licensed merchandise product values. Originality/value - The current study extends previous research on licensed product valuation by using multidimensional value propositions and a variety of product-related cues.
机译：目的-本文的目的是深入了解消费者如何评价运动队品牌的商品。进行了两个实验，以检验竞争和团队认同对许可产品评估的影响（研究1）。研究2研究了团队品牌提示，团队绩效启动和产品类别对许可产品评估的影响。设计/方法/方法-研究1（N = 104）研究了团队竞争和团队认同对多维产品价值和购买意愿的影响。在研究2中，受试者之间的设计使用了3（表现引发：积极/消极/中立）×2（团队品牌提示：存在/不存在）×2（产品类别：象征/功利主义）（N = 285）。样本是从美国中西部一所大型大学的学生和校友那里招募的。进行了一系列的协方差多元分析来检验提出的假设。调查结果-球迷认为带有竞争对手团队徽标的产品比具有自己喜欢团队徽标的产品的功能，情感和社会价值要低得多。知名度高的粉丝比知名度低的粉丝表现出更大的偏见。团队绩效启动还缓解了团队品牌提示对购买授权产品的意图的影响。研究局限性/含义-团队识别级别会加剧许可产品估值的偏向。此外，团队绩效的提高进一步激励了购买决策。在本研究中使用大学品牌限制了研究结果的推广性。实际意义-从业人员应该意识到，简单的启发式提示可以改变消费者对许可商品价值的看法。原创性/价值-当前的研究通过使用多维价值主张和各种与产品相关的线索扩展了对许可产品评估的先前研究。

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