A structural model for investigating the role of relationship marketing and brand equity in the development of the business performance of private sport clubs

Mahmoudabadi, Mohammad Zarei; Razavi, Seyed Mohammad Javad; Abdolmaleki, Hossein

doi:10.30819/iss.41-1.05

Cited by 1 publication

(2 citation statements)

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“…Tariq and Iqbal [42] also found a positive relationship between the need for uniqueness and the cobranding of foreign sportswear. Srivastava and Balaji [43] stated that globalization and the need to be unique determine the attitude of consumers in emerging markets towards common global brands. However, Knight and Kim [37] stated that the need to be unique prevents similar purchases from other people and stimulates creative and unconventional purchases.…”

Section: Need To Be Uniquementioning

confidence: 99%

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To Buy or Not to Buy: How Behavioral Habits Affect the Repurchase Intention of Cobranded Wearable Fitness Technology

et al. 2021

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Luxury sports products and brands in general have seen a significant increase in their sales, highlighting the high consumption of smart sports watches. The purpose of this study is to investigate the mediating role of cobranding, self-presentation, self-expression, and symbolic values in the relationship between the consumer’s need for uniqueness and the intention to repurchase luxury smart sports watches. The sample consisted of a total of 217 users of smart sports watches. An online questionnaire was used for data collection (24 items from 6 scales) and Smart PLS-SEM software was used for confirmatory factor analysis and to test a structural equation model. The findings provide an insight into the importance of cobranding on self-expression, self-presentation, and symbolic value. Specifically, in the case of intention to repurchase, the results show that symbolic value is the variable with the highest predictive value. This study provides an important advance in the academic literature related to luxury products in the sports sector, and the results facilitate a better understanding of the consumer’s intention to repurchase.

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Section: Need To Be Uniquementioning

confidence: 99%

“…Therefore, the ostentatious attitude towards luxury sports brands can be defined as a context for displaying a social image using luxury sports brands. However, it can also be defined as an orientation to show individual identity and underlying values using luxury sports brands and to share core beliefs with an individual [43].…”

Section: Self-presentationmentioning

confidence: 99%