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fbtwitterlinkedinvimeoflicker grey 14rssslideshare1
Choi, June Kyu
Languages: English
Types: Doctoral thesis
Subjects: HF
The way consumers perceive professional sport brands and form their loyalty\ud towards the brands has been one of the central interests of researchers and\ud practitioners. Despite growing importance of overseas markets for the brands, those\ud studies have been limited in domestic market context, and the issue has been underresearched\ud in overseas consumer context. This research investigates loyalty\ud formation process towards the brands in both domestic and overseas consumer\ud contexts, particularly focusing on the attitudinal aspect of brand loyalty, and\ud compares the two groups of consumers. It argues that these two types of consumers\ud are likely to be different in the psychological process of forming loyalty towards the\ud brands.\ud A conceptual model which consists of the hypothesised relationships amongst the\ud types of brand associations and brand loyalty is proposed and tested empirically.\ud Data for the empirical test is collected from 537 fans of a professional sport brand\ud (Arsenal FC). Exploratory factor analysis is conducted in order to validate the\ud measurement scale in the two market contexts and the professional sport (football)\ud setting. Confirmatory factor analysis is administered for checking the fit of\ud measurement models and structural equation modelling is used to test the proposed\ud hypotheses empirically.\ud The results show that, at the level of attitudinally loyal fans, domestic consumers and\ud overseas consumers have not only dissimilarity but also similarity in the loyalty\ud formation. The two types of consumers display dissimilarity in terms of the\ud relevance of attributes to their perception of benefits. However, those two types of\ud consumers exhibit similarity in terms of the needs they seek to satisfy in the brand\ud consumption. This research provides useful implications to marketers of the brands\ud by suggesting an insight on consumers with high attitudinal loyalty in the overseas\ud markets. The research also provides limitations of the study and suggestions for\ud future research.
  • The results below are discovered through our pilot algorithms. Let us know how we are doing!

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