Ni, YL, Kuo, CC, Chang, WH et al. (2 more authors) (2023) How advertising claims affect sports consumers' purchase intention of badminton rackets? The role of regulatory fit. International Journal of Sports Marketing and Sponsorship, 24 (4). pp. 623-637. ISSN 1464-6668
Abstract
Purpose
Regulatory focus theory suggests that regulatory fit influences individuals' decisions. However, little is known regarding the effect of regulatory fit on sports consumers' purchase intention. Accordingly, the authors extend the concept of regulatory fit to the sports context to understand how advertising claims affect amateur badminton players' purchase intention of badminton rackets.
Design/methodology/approach
A total of 200 amateur badminton players participated in this study. These participants were randomly assigned to the promotion-prime advertising claim or prevention-prime advertising claim condition.
Findings
Authors’ findings demonstrate that the experience fit between personal regulatory focus in the sports context and advertising claims induces higher purchase intention. This finding corresponds with expectations based on regulatory focus theory.
Originality/value
The present study extends and strengthens knowledge of personal regulatory focus in the sports context and thus shows marketers how to communicate with target customers to precisely sell sports products using the regulatory fit strategy.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2023, Emerald Publishing Limited. This is an author produced version of a article published in International Journal of Sports Marketing and Sponsorship. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Sports product; Regulatory focus; Sports consumer behavior; Advertising |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Management Division (LUBS) (Leeds) > Management Division Organizational Behaviour (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 02 Sep 2022 15:00 |
Last Modified: | 21 May 2024 13:55 |
Status: | Published |
Publisher: | Emerald |
Identification Number: | 10.1108/IJSMS-02-2022-0052 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:190463 |