Exploring the impact of country-of-origin fit and team identification in sports brand evaluation
Deutscher übersetzter Titel: | Eine Untersuchung des Fits des Erzeugerlands und der Identifikation mit der Mannschaft als Einflussfaktoren bei der Bewertung von Sportmarken |
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Autor: | Lee, Jin Kyun; Ahn, Taesoo; Lee, Ki-Young |
Erschienen in: | European sport management quarterly |
Veröffentlicht: | 16 (2016), 4, S. 413-432, Lit. |
Format: | Literatur (SPOLIT) |
Publikationstyp: | Zeitschriftenartikel |
Medienart: | Elektronische Ressource (online) Gedruckte Ressource |
Sprache: | Englisch |
ISSN: | 1618-4742, 1746-031X |
DOI: | 10.1080/16184742.2016.1167100 |
Schlagworte: | |
Online Zugang: | |
Erfassungsnummer: | PU201610007528 |
Quelle: | BISp |
Abstract des Autors
Research question: This study sought to identify the effects of perceived quality of products associated with country-of-origin (COO) images and its interplay with team identification on overall consumer brand evaluation. Research methods: In order to test the proposed hypotheses, an experimental study using a series of 2 (COO images: incongruent vs. congruent) × 2 (team identification: low vs. high) mixed factorial designs was conducted. One hundred thirty-six college student subjects from a northeastern university in the US participated in the main experiment. Results and findings: Subjects in the congruent COO image condition showed significantly greater positive post-alliance evaluation changes toward the host brand than those in the incongruent COO image condition. Meanwhile, subjects in the incongruent COO image condition showed significantly greater positive post-alliance evaluation changes toward the partner brand than those in the congruent COO image condition. Implications: This study implies that the COO images and consumer team identification jointly affect the product evaluation in a cross-border strategic brand alliance context. In order to target lowly identified consumers, the host brand should collaborate with a partner brand with a favorable country image. By contrast, for highly identified consumers, the partner brand need to ally with a well-known host brand with a favorable COO image so that the partner brand can leverage off the favorable COO image of the host brand.