Executive summary of “Licensing a sports brand: effects of team brand cue, identification, and performance priming on multidimensional values and purchase intentions”

2015 ◽  
Vol 24 (3) ◽  
Keyword(s):  
Purchase Intentions ◽  
Executive Summary ◽  
And Performance ◽  
Multidimensional Values ◽  
Team Brand ◽  
Brand Effects

Licensing a sports brand: effects of team brand cue, identification, and performance priming on multidimensional values and purchase intentions

2015 ◽  
Vol 24 (3) ◽  
pp. 198-210 ◽  
Author(s):  
Dae Hee Kwak ◽  
Youngbum Kwon ◽  
Choonghoon Lim
Keyword(s):  
Team Performance ◽  
Product Category ◽  
Purchase Intentions ◽  
Analysis Of Covariance ◽  
Team Identification ◽  
Content Type ◽  
Value Propositions ◽  
The Usa ◽  
Multidimensional Values ◽  
Team Brand

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: positive/negative/neutral) × 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.

scholarly journals Executive summary and conclusions from the European Hydration Institute expert conference on human hydration, health, and performance

2015 ◽  
Vol 73 (suppl 2) ◽  
pp. 148-150 ◽  
Author(s):  
D. Benton ◽  
H. Braun ◽  
J.C. Cobo ◽  
C. Edmonds ◽  
I. Elmadfa ◽  
...  
Keyword(s):  
Executive Summary ◽  
And Performance

scholarly journals Local Market Economics: Brand Analysis in the Market

2016 ◽  
Vol I (I) ◽  
pp. 36-46
Author(s):  
Syed Raza Abbas ◽  
Muhammad Zia-ur Rehman ◽  
Salma Khan
Keyword(s):  
Purchase Intentions ◽  
Local Market ◽  
Brand Name ◽  
Product Evaluations ◽  
Quality Design ◽  
And Performance ◽  
Marketing Position ◽  
Extrinsic Product Cues ◽  
Apparel Product ◽  
Market Economics

The purpose of the study was to provide an overview of the present situation of the Colgate toothpaste brand in comparison with other brands on the market such as Forhans, Macleans, and others. The trust for the brand in the market provides an opportunity to examine different theoretical and practical propositions. In this research Customers segmental differences in the use of intrinsic and extrinsic product cues (physical quality, design, brand name, and price) on consumers evaluations and purchase intentions for an apparel product in Karachi market are investigated. Our findings revealed that design, brand, taste, flavor, performance, promotion were product attributes that impact product evaluations and marketing position. However, design, brand name, and performance were the main factors in attracting the customers.

scholarly journals Employee Resilience and OCB: Mediating Effects of Organizational Commitment

2016 ◽  
Vol 41 (4) ◽  
pp. 308-324 ◽  
Author(s):  
Happy Paul ◽  
Umesh Kumar Bamel ◽  
Pooja Garg
Keyword(s):  
Organizational Commitment ◽  
Organizational Performance ◽  
Underlying Mechanism ◽  
Employee Attitudes ◽  
Mediating Effect ◽  
Mediating Effects ◽  
Employee Outcomes ◽  
Executive Summary ◽  
And Performance ◽  
The Relationship

Executive Summary With increased popularity of positive psychology, there is a greater emphasis on exploring positive human resource strengths to address the workplace challenges and augment organizational performance. Previous research suggests that resilience positively relates to desired employee attitudes, behaviours, and performance such as organizational citizenship behaviour (OCB). However, it would be intriguing to understand the underlying mechanism of resilience-OCB relationship. Towards this, the study examines the mediating role of organizational commitment. In the light of identified research gaps, the study explores the mechanism of the relationship between resilience and OCB in the context of Indian organizations. The study sample comprised employees (N = 345) working in the manufacturing industries of Uttarakhand and Himachal Pradesh in India. Data were collected with the help of self-administered questionnaires through systematic random sampling. A model was developed and tested in which the effects of resilience on OCB were hypothesized to be mediated by organizational commitment. The hypotheses testing was done using hierarchical multiple regression and for testing the mediating effects, bootstrapping in SPSS was used. The results provide empirical evidence for the positive relationship between resilience and OCB. Also, the results emphasize that resilience influence organizational commitment as well. As hypothesized, results have also supported the mediating effect of organizational commitment in the relationship between resilience and OCB, explaining the underlying mechanism of resilience-OCB relationship. The mediation is partial which means that resilience influences OCB directly as well as indirectly through organizational commitment. The study offers significant advancements for both resilience and OCB research. The results also offer direction to organizations which desire to stimulate and maintain employee outcomes in their organizations for competitive advantage. Employee outcomes in organizations can be improved by developing resilience among its employees. Implications of promoting resilience at workplace are discussed.

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