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

• Autorzy: Kakitek A.

Warianty tytułu

EN

Identification with professional athletes and its impact on consumer behaviour in individual sports

RU

Otozhdestvlenie individov so sportsmenami-professionalami i ego vlijanie na potrebitel'skoe povedenie v sportivnykh disciplinakh lichnogo zacheta

• Języki publikacji: PL

Abstrakty

PL

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.

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.

RU

Продукты, продвигаемые спортсменами-знаменитостями, такими как Roger Federer или Tiger Woods, порождают высокую прибыль от продаж. Несмотря на это, связь между спортсменами-профессионалами, занимающимися спортивными дисциплинами в личном зачете, и расходами на «околоспортивные» продукты спонсора спортсмена все еще изучена в недостаточной степени. Следовательно, цель статьи - создать теоретическую модель, показывающую связь между потребителем и брендом в индивидуальных спортдисциплинах. На основе обширного обзора профессиональной литературы и научных исследований в области теории общественного тождества, потребительского поведения, а также маркетинга и спортивного управления, в статье представили модель, которая указывает отношение между отождествлением себя со спортсменом, отношением к бренду спонсора, количеством наблюдаемых соревнований, интенсивностью занятия спортом, расходами на продукты спонсора спортсмена, равно как факторами, которые наряду с отождествлением могут влиять на расходы.

• Wydawca: -
• Czasopismo: Handel Wewnętrzny
• Rocznik: 2018
• Tom: 64
• Numer: 6 t.1
• Opis fizyczny: s.262-272,rys.,bibliogr.

Twórcy

autor

Kakitek A.

• Instytut Międzynarodowego Zarządzania i Marketingu, Kolegium Gospodarki Światowej, Szkoła Główna Handlowa w Warszawie, Al.Niepodległości 162, 02-554 Warszawa

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