The Role of Personality in Consumer Attitudes Toward Cause-Related Sport Marketing

2021 ◽  
Vol 15 (3) ◽  
pp. 23-45
Author(s):  
Jaedeock Lee ◽  
Minkyo Lee
Keyword(s):  
Consumer Attitudes ◽  
Sport Marketing

Promoting authenticity through celebrity brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amanda Kennedy ◽  
Stacey M. Baxter ◽  
Alicia Kulczynski
Keyword(s):  
Design Methodology ◽  
Consumer Attitudes ◽  
Purchase Intentions ◽  
Consumer Perceptions ◽  
Positive Outcomes ◽  
Content Type ◽  
Monetary Compensation ◽  
High Level ◽  
Practical Implications

Purpose This paper aims to examine the importance of celebrity brands in influencing consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and intentions. In addition, the notion of low-celebrity investment is investigated as a factor that diminishes the positive outcomes associated with celebrity brands. Design/methodology/approach Study 1 examines the effect of brand situation (endorsement versus celebrity brand) on consumer attitudes and intentions. Studies 2 and 3 investigate the role of celebrity authenticity in explaining the effects observed in Study 1. Study 4 examines celebrity investment as a bound of the phenomenon. Findings Study 1 demonstrates that consumers report heightened attitudes and intentions towards celebrity brands when compared to endorsements. Studies 2 and 3 provide evidence that authenticity explains the effects observed in Study 1. Results of Study 4 show that when consumers are aware of low-celebrity investment, the celebrity is viewed as inauthentic regardless of brand situation. Research limitations/implications This research is limited as it focuses only on known celebrity endorsers who were matched with products that had a high level of fit. In addition, purchase intentions were measured as opposed to the study of actual purchase behaviour. Practical implications This research has important implications for the development of endorsements and celebrity brands by demonstrating that consumers view celebrities as authentic when they are involved with brands for reasons other than monetary compensation. Originality/value This research shows that consumers have heightened attitudes and intentions towards celebrity brands compared to endorsements. This research identifies celebrity authenticity as the process underlying the observed phenomenon. However, celebrity investment is identified as a boundary condition demonstrating that knowledge of low investment results in a celebrity being viewed as inauthentic.

Internet Trust as a Specific Form of Technology Trust and its Influence on Online Banking Adoption

2010 ◽  
pp. 174-192
Author(s):  
Sonja Grabner-Kräuter ◽  
Rita Faullant
Keyword(s):  
Empirical Study ◽  
Interpersonal Relationships ◽  
Consumer Attitudes ◽  
Internet Banking ◽  
Specific Form ◽  
Online Banking ◽  
Technological Systems ◽  
Propensity To Trust ◽  
The Impact

The construct of trust is important for online banking, because it underlines what is conducive to an enabling online banking environment. This chapter reports on an empirical study of 381 bank customers in Austria that investigates the role of Internet trust as a specific form of technology trust in the context of Internet banking. Furthermore the impact of propensity to trust as a facet of personality on Internet trust is investigated. The findings stress the importance of Internet trust as a determinant of consumer attitudes toward Internet banking and its adoption. In addition, the results show that propensity to trust is a determinant not only for trust in interpersonal relationships but also for trust in technological systems.

scholarly journals NIAT KONSUMEN LANSIA MENGONSUMSI SUPLEMEN MULTIVITAMIN YANG DIMODERASI MOTIF UNTUK SEHAT

2018 ◽  
pp. 309
Author(s):  
Anak Agung Gede Satrya Anggara Putra ◽  
Ni Wayan Sri Suprapti ◽  
Ni Nyoman Kerti Yasa
Keyword(s):  
Regression Analysis ◽  
Sampling Method ◽  
Behavioral Control ◽  
Consumer Attitudes ◽  
The Elderly ◽  
Behavior Control ◽  
Multivitamin Supplement ◽  
Analysis Technique ◽  
Multivitamin Supplements

The purpose of this study is to explain the influence of consumer attitudes, normative aspects, aspects of information, and perception of behavioral control on intentions of taking multivitamin supplements, as well as the role of motive for healthy as a moderating variable. The population in this study were the elderly who had the intention of taking multivitamin supplements. The technique of determining the sample was done by using purposive sampling method with 133 elderly people and domiciled in Denpasar as respondent. Questionnaire as research instrument and the moderated regression analysis as analysis technique in this research. The results showed that consumer attitudes and normative aspects had a negative and significant effect on intention of multivitamin supplement, while the information aspect and perception of behavior control had positive and significant effect on intention of multivitamin supplement. Motives for healthy are able to moderate the influence of consumer attitudes, normative aspects, aspects of information, and perceptions of behavioral control against intention to consume multivitamin supplements.

Sports and urban development: an introduction

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Geoff Dickson ◽  
James Jianhui Zhang
Keyword(s):  
Urban Development ◽  
Urban Design ◽  
Urban Governance ◽  
Smart Cities ◽  
Sport Marketing ◽  
Review Of Literature ◽  
Special Issue ◽  
Content Type ◽  
Introductory Article

PurposeAlthough both sports and cities have transformed over the last century, research on the intersection of sports and urban development remains scarce. This special issue was designed to advance a research agenda in relation to sports and urban development. The sports and urban development special issue of International Journal of Sport Marketing and Sponsorship brings together a collection of conceptual, empirical and commentary papers from four continents. Themes explored in this special issue include legacy, governance, image, climate change and sustainability. We encourage collaborative approaches between sport researchers and those with a focus on urban development, urban design and urban governance. Understanding the role of sports in the development of smart cities is an excellent opportunity for these collaborations to occur.Design/methodology/approachA comprehensive review of literature was undertaken to assess the literature related to sports and urban development.FindingsIn addition to this introductory article, there are ten manuscripts selected for this special issue investigating sports and urban development.Originality/valueThis special issue seeks to promote more research on sports and urban development, ultimately ultimately advancing theories and providing solutions.

Understanding consumer attitudes in cause-brand alliances in sports: the role of sport entity attitudes

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Soyoung Joo ◽  
Jakeun Koo ◽  
Bridget Satinover Nichols
Keyword(s):  
Structural Equation ◽  
Consumer Attitudes ◽  
Equation Modeling ◽  
Brand Alliances ◽  
Content Type ◽  
High Profile ◽  
Brand Alliance ◽  
Program Success ◽  
Before And After

PurposeThis study examines the effects of congruence and reliability on cause-brand alliance (CBA) program attitudes—exploring how CBA program attitudes and sport entity attitudes affect attitudes toward a sport-related and sport-unrelated brand in a single CBA.Design/methodology/approachAbout 240 survey participants answered questions before and after being exposed to information about the NFL Play 60 program. Consistent partial least squares structural equation modeling is utilized to test the hypotheses.FindingsResults suggest both congruence and reliability positively influence CBA program success; and both sport-related and sport-unrelated brands positively affect consumer attitudes when they participate in a CBA with a high-profile sport entity. This occurs directly through CBA program attitudes for a sport-unrelated brand and indirectly through sport entity attitudes for a sport-related brand.Originality/valueThis study extends the CBA literature in sports by showing (1) the role of reliability on CBA program attitudes, (2) the role of sport entity attitudes on other cause partner attitudes and (3) different paths for sport-related versus sport-unrelated brands that are partnered with a premium sport entity to achieve CBA program brand enhancements.

EXPRESS: The Concept of Authenticity: What it Means to Consumers

2021 ◽  
pp. 002224292199666
Author(s):  
Joseph C. Nunes ◽  
Andrea Ordanini ◽  
Gaia Giambastiani
Keyword(s):  
Consumer Attitudes ◽  
Qualitative Approach ◽  
Reconstruction Process ◽  
Different Types ◽  
Consumer Data ◽  
Quantitative Analyses ◽  
Nationally Representative ◽  
Consumer Assessment ◽  
Depth Interviews

The literature is filled with numerous idiosyncratic definitions of what it means for consumption to be authentic. The authors address the resulting conceptual ambiguity by re-conceptualizing authenticity, defining it as a holistic consumer assessment determined by six component judgements (accuracy, connectedness, integrity, legitimacy, originality, and proficiency) whereby the role of each component can change based on the consumption context. This definition emerges from a two-stage, multi-method concept reconstruction process leveraging data from more than 3,000 consumers across no less than 17 different types of consumption experiences. In stage one, they take a qualitative approach employing both in-depth interviews and surveys (one conducted on a nationally representative sample) to identify authenticity’s six constituent components. The final components are based on themes emerging from consumer data that were integrated and reconciled with existing definitions in the literature. In stage two, quantitative analyses empirically estimate the six components and support the composite formative nature of the construct. While the authors document how certain components contribute to assessments of authenticity differently across contexts, they also show authenticity has consumer-relevant downstream consequences while being conceptually distinct from consumer attitudes. Their findings offer practitioners direction regarding what to emphasize in order to convey authenticity to consumers.

Two- or one-dimensional view of arousal?

2015 ◽  
Vol 49 (9/10) ◽  
pp. 1417-1435 ◽  
Author(s):  
Xiaomeng Fan ◽  
En-Chung Chang ◽  
Duane Theodore Wegener
Keyword(s):  
Online Survey ◽  
Consumer Attitudes ◽  
Product Evaluations ◽  
Complete Understanding ◽  
Content Type ◽  
One Dimensional ◽  
Single Dimension ◽  
Mediated Effects ◽  
Product Features

Purpose – The purpose of this paper is to test whether separate tense and energetic forms of arousal impact consumer attitudes and provide a more complete understanding of the role of arousal in product evaluations. Past consumer research has treated arousal as a single dimension and found mixed results of the relation of arousal to consumer attitudes. Design/methodology/approach – Study 1 was an online survey of consumers’ experiences with interactive products. The study tested whether the two hypothesized types of arousal were associated with different product features and related to attitudes in different (opposite) patterns. Study 2 was an experiment in which the type of arousal used to describe a vacation location was manipulated. The study tested the role of the two types of arousal in determining the effectiveness of the advertisements for people with different arousal-related orientations. Findings – In Study 1, tense arousal mediated effects on the ergonomic qualities of the product on attitudes, whereas energetic arousal mediated effects on the hedonic qualities on attitudes. In Study 2, effects of advertisements were primarily driven by the tense arousal dimension for more telic-oriented (i.e. planning ahead) people and by the energetic arousal dimension for more paratelic-oriented (i.e. spontaneous) people. In both studies, treating arousal as a single dimension would have led to misleading conclusions. Originality/value – This research demonstrates that separating arousal into a two- rather than one-dimensional construct can provide greater insights to the affective mechanisms underlying consumer attitudes.

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