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Czasopismo
2018 | nr 6 tom 1 | 262--272
Tytuł artykułu

Identyfikacja ze sportowcami profesjonalnymi i jej wpływ na zachowania konsumenckie w sportach indywidualnych

Autorzy
Warianty tytułu
Identification with Professional Athletes and Its Impact on Consumer Behaviour in Individual Sports
Języki publikacji
PL
Abstrakty
Produkty promowane przez sportowców celebrytów, takich jak Roger Federer czy Tiger Woods, generują wysokie zyski ze sprzedaży. Mimo to związek między profesjonalnymi sportowcami sportów indywidualnych a wydatkami na produkty "okołosportowe" sponsora sportowca nie jest wciąż wystarczająco zbadany. Celem artykułu jest zatem stworzenie modelu teoretycznego pokazującego związek konsument-marka w sportach indywidualnych. Na podstawie szerokiego przeglądu literatury fachowej i badań naukowych z dziedziny teorii tożsamości społecznej, zachowań konsumenckich oraz marketingu i zarządzania sportowego, w artykule przedstawiono model, który ukazuje relację między identyfikacją ze sportowcem, postawą wobec marki sponsora, liczbą oglądanych zawodów, intensywnością uprawiania sportu, wydatkami na produkty sponsora sportowca, jak i czynnikami, które obok identyfikacji mogą wpływać na wydatki. (abstrakt oryginalny)
EN
Products promoted by celebrity athletes such as Roger Federer and Tiger Woods enhance retail sales. However, the relationship between spending on sports products and accessories and the sponsored professional athletes in individual sports is widely under-researched. The purpose of this article is, therefore, to create a theoretical model showing the consumer-brand relationship in individual sports. Based on a comprehensive review of literature and research in the field of social identity theory, consumer behaviour, and sports marketing and management, the paper discuses the model that shows the relationship between identification with a professional athlete, attitudes towards the sponsor's brand, the number of competitions watched, intensity of sport activities, spending on the sponsor's products as well as purchase factors that influence this spending apart from identification. (original abstract)
Czasopismo
Rocznik
Numer
Strony
262--272
Opis fizyczny
Twórcy
  • Szkoła Główna Handlowa w Warszawie
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171574120

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