Interactions among brand credibility, brand affect and brand behavioural intentions in professional sports teams: the moderation role of brand affect and live stadium attendance

Brands with stronger image, credibility, and greater customer satisfaction engender favourable behavioural intentions, which serves as an essential competitive weapon in a market. The impact of brand image, credibility, and satisfaction on behavioural intentions are well-documented in the literature. There is, however, little or no research on the influence of credibility and image on behavioural intentions through the intervening role of satisfaction in the traditional medicine market. As a result, the research aimed to assess the intervening role of customer satisfaction in the effect of brand image and credibility on behavioural intentions in the traditional medicine market. Data were distributed to a sample of 265 customers via a systematic sampling strategy. The hypotheses formulated were tested by using covariance-based structural equation modelling. The research confirmed that satisfaction perfectly mediated the effect of credibility on customers’ behavioural intentions in the traditional medicine market. However, no mediational relationship between the brand image and behavioural intentions was established. Consequently, this study contributes to the brand theory by displaying the mediated role of customer satisfaction in the impact of brand credibility on the customers’ behavioural intentions, particularly in the traditional medicine market. As an emerging industry, this paper also advances the practitioners’ knowledge about how to build and manage credibility, satisfaction, and image to strengthen the customers’ behavioural intentions in the traditional medicine market.

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The role of brand credibility in predicting consumers' behavioural intentions in luxury restaurants

Anatolia ◽

10.1080/13032917.2014.969284 ◽

2014 ◽

Vol 26 (3) ◽

pp. 384-396 ◽

Cited By ~ 3

Author(s):

Naehyun (Paul) Jin ◽

Seungwon (Shawn) Lee ◽

Ji-Hyun Jun

Keyword(s):

Behavioural Intentions ◽

Brand Credibility

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Confronting the Problems of Professional Sports: A Public Policy Response to Franchise Relocation and Stadium Subsidization

Vanderbilt Undergraduate Research Journal ◽

10.15695/vurj.v1i0.2723 ◽

2005 ◽

Vol 1 ◽

Cited By ~ 1

Author(s):

Taylor F Brinkman

Keyword(s):

Local Community ◽

Professional Sports ◽

The United States ◽

Direct Result ◽

Sports Organizations ◽

Sports Leagues ◽

Sports Finance ◽

Sports Venues ◽

Benefits And Costs

During the past decade, forty-six professional sports venues were constructed in the United States, while only 16 expansion teams were created by the major sports leagues. Nearly two thirds of these newly built stadiums and arenas were funded with public tax revenues, despite substantial evidence showing no positive economic impact of new sports stadium construction on local communities. In reviewing the economic literature, this article investigates the role of professional sports organizations in the construction and public subsidization of new sports venues. Franchise relocation and public stadium subsidization is a direct result of the monopoly power of professional sports leagues, whose franchise owners extract large subsidies from their host communities by threatening to relocate to viable alternative locations. After explaining how the most common methods of stadium subsidization project a disproportionate allocation of the benefits and costs of hosting a professional team to local community interests, this article outlines several considerations for local policymakers who seek to reinvigorate public discussion of equity concerns in professional sports finance.

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The Impact of Salesperson Look-Brand Personality Congruence on Brand Affect : The Moderating Role of Social Anxiety

ASIA MARKETING JOURNAL ◽

10.15830/amj.2018.20.3.17 ◽

2018 ◽

Vol 20 (3) ◽

pp. 17-38

Author(s):

Heekyung Lee ◽

Youjae Yi

Keyword(s):

Social Anxiety ◽

Brand Personality ◽

Brand Personality Congruence ◽

Brand Affect ◽

The Impact ◽

Moderating Role

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The Role of Late-Night Infotainment Comedy in Communicating Climate Change Consensus

10.31234/osf.io/ufg9r ◽

2019 ◽

Author(s):

Edward John Roy Clarke ◽

Anna Klas ◽

Joshua Stevenson ◽

Emily Jane Kothe

Keyword(s):

Climate Change ◽

Policy Support ◽

Mitigation Policy ◽

Behavioural Intentions ◽

Late Night ◽

Mitigation And Adaptation ◽

Climate Action ◽

Adaptation Policies ◽

Diverse Audience

Climate change is a politically-polarised issue, with conservatives less likely than liberals to perceive it as human-caused and consequential. Furthermore, they are less likely to support mitigation and adaptation policies needed to reduce its impacts. This study aimed to examine whether John Oliver’s “A Mathematically Representative Climate Change Debate” clip on his program Last Week Tonight polarised or depolarised a politically-diverse audience on climate policy support and behavioural intentions. One hundred and fifty-nine participants, recruited via Amazon MTurk (94 female, 64 male, one gender unspecified, Mage = 51.07, SDage = 16.35), were presented with either John Oliver’s climate change consensus clip, or a humorous video unrelated to climate change. Although the climate change consensus clip did not reduce polarisation (or increase it) relative to a control on mitigation policy support, it resulted in hyperpolarisation on support for adaptation policies and increased climate action intentions among liberals but not conservatives.

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Role of Trade Show Event Experiences on Participants’ Happiness and Their Behavioural Intentions

SSRN Electronic Journal ◽

10.2139/ssrn.3754207 ◽

2020 ◽

Author(s):

Shivam Rai

Keyword(s):

Behavioural Intentions ◽

Trade Show

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Problematizing Olympic Nationality

AJIL Unbound ◽

10.1017/aju.2020.73 ◽

2020 ◽

Vol 114 ◽

pp. 374-379

Author(s):

Peter J. Spiro

Keyword(s):

Twentieth Century ◽

National Identity ◽

Focal Point ◽

Professional Sports ◽

Sports Teams ◽

Olympic Athletes ◽

Nation States ◽

International Solidarity

One can hope that the convening of the Tokyo Olympics will be a cause for global celebration. Tokyo could prove a focal point for international solidarity, a moment of relief and release after all of humanity faced down an insidious, invisible, and largely indiscriminate attacker. Unified as we otherwise may be, athletes will still come to the Games as representatives of nation-states. That may be an unavoidable organizing principle. Less justifiable will be the requirement that athletes be nationals of the states they play for. Under the Olympic Charter and the rules of particular sporting federations, athletes are subject to a non-state nationality regime that restricts the capacity of individuals to compete for countries for whose delegations they would otherwise qualify. This regime looks to maintain the putative integrity of Olympic competition by maintaining the unity of sporting and sociological national identity. But that legacy of the twentieth century no longer works in the twenty first. Nationality and associated criteria for participant eligibility undermine the autonomy of athletes and the quality of participation. The rules can no longer guarantee any affective tie between athlete and nation, instead arbitrarily enabling some, but not all, to compete on the basis of citizenship decoupled from identity. We don't require that athletes playing for our professional sports teams hale from the cities they represent. There's no reason why we need to require more of our Olympic athletes.

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