Consumer-brand relationships in sports products and repurchase intention: An application of the investment model
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 August 2016
Abstract
Purpose
The purpose of this paper is to examine the key determinants of brand commitment in sports products based on the investment model and seeks to predict consumers’ repurchase intention.
Design/methodology/approach
Data from a survey questionnaire (n = 247) were analysed primarily using structural equation modelling techniques.
Findings
The results support the investment model’s hypothesis that brand commitment is weakened by the quality of alternative options but strengthened by consumers’ satisfaction with and investment in the brand. Moreover, brand commitment had a positive influence on consumers’ repurchase intention.
Originality/value
Using the investment model of commitment processes, the study provides useful information on consumer-brand relationships and repurchase intention.
Keywords
Citation
Chiu, W. and Won, D. (2016), "Consumer-brand relationships in sports products and repurchase intention: An application of the investment model", International Journal of Sports Marketing and Sponsorship, Vol. 17 No. 3, pp. 243-259. https://doi.org/10.1108/IJSMS-08-2016-013
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited