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Understanding the Sports Product Col...

Heo, Yoon.

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Understanding the Sports Product Collaboration: The Effect of Self-Image Congruence and Brand Loyalty on Attitude Toward Collaboration.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Understanding the Sports Product Collaboration: The Effect of Self-Image Congruence and Brand Loyalty on Attitude Toward Collaboration./
Author:	Heo, Yoon.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2023,
Description:	163 p.
Notes:	Source: Dissertations Abstracts International, Volume: 85-02, Section: B.
Contained By:	Dissertations Abstracts International85-02B.
Subject:	Sports management. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30571586
ISBN:	9798380041942

Understanding the Sports Product Collaboration: The Effect of Self-Image Congruence and Brand Loyalty on Attitude Toward Collaboration.
Heo, Yoon.

Understanding the Sports Product Collaboration: The Effect of Self-Image Congruence and Brand Loyalty on Attitude Toward Collaboration. - Ann Arbor : ProQuest Dissertations & Theses, 2023 - 163 p.

Source: Dissertations Abstracts International, Volume: 85-02, Section: B.

Thesis (Ph.D.)--Indiana University, 2023.

Collaboration, which is a cooperative marketing strategy that involves multiple brands' key attributes and human elements (e.g., design, creativity), has become a mega trend in the sporting goods industry. Especially, the most common collaborations are between sportswear brands and fashion brands. Thus, this study explored the collaboration phenomena in two separate studies using experimental design: 1) collaboration products as limited edition, and 2) collaboration products as luxury products. The target population of this study was consumers who were familiar with sports product collaboration in the industry.Study 1 aimed to explore the relationship among self-image congruence, limited edition characteristics, attitude toward collaboration, and need for uniqueness. Limited edition characteristics (i.e., uniqueness, self-expression, and investment) is a focal concept in Study 1 which has not been investigated in the sport marketing academia. Three experiments were conducted using authentic sportswear brands (e.g., Nike) and fashion designers (e.g., Virgil Abloh). The overall results indicated that self-image congruence had no direct influence on attitude toward collaboration. However, actual self-image congruence had a stronger positive influence on limited edition characteristics compared to ideal self-image congruence.Study 2 aimed to investigate the influence of brand loyalties (i.e., sportswear brand loyalty and fashion brand loyalty) on attitude toward collaboration and purchase intention and examine the moderation effect of need for uniqueness. In addition, different levels of fashion{A0}brands (i.e., luxury, streetwear, and fast) were chosen to examine the different impact of fashion brand loyalties on collaboration products. Two experiments were utilized with authentic sportswear (e.g., Adidas) and fashion brands (e.g., Louis Vuitton). The results showed that fashion brand loyalty, attitude toward collaboration, and purchase intention had positive relationships. Meanwhile, there were no moderation effect existed as the researcher intended.The current study has theoretical contributions to sport marketing academia by extending the sports product content to collaboration setting and examining the influence of self-image congruence and brand loyalty on attitude toward collaboration. Also, this study provides useful insights for practitioners regarding sports consumers' attitude toward product collaboration.

ISBN: 9798380041942Subjects--Topical Terms:

3423935
Sports management.
Subjects--Index Terms:

Marketing strategy

Understanding the Sports Product Collaboration: The Effect of Self-Image Congruence and Brand Loyalty on Attitude Toward Collaboration.
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