Recently, many luxury brands have begun to launch limited edition (LE) products. When this happens, advertisers implement two typical types of scarcity messages for LE products: limited‐time scarcity (LTS) versus limited‐quantity scarcity (LQS) messages (Cialdini, 2008). Prior research offered empirical evidence that these scarcity messages make consumers feel that LE products are more special, unique, and valuable, and thus, positively influence their evaluation of the product (Aggarwal, Jun, & Huh, 2011). The current study examined the differential effects of LTS and LQS messages on different types of LE products by focusing on consumers’ need for uniqueness.
is an associate professor in the Department of Tourism, Recreation and Sport Management. Dr Ko conducts research in the area of (a) sport consumption decision, (b) quality and value perception, and (c) sport branding and sponsorship. He has published over 60 refereed journal articles. Many of his studies have been published in sport management journals (for example, Journal of Sport Management and European Sport Management Quarterly) and the relevant premier journals (for example, Nonprofit and Voluntary Sector Quarterly, Managing Service Quality and Journal of Marketing Management).ABSTRACT The primary purpose of this empirical research was to develop and validate the brand leadership scale (BLS). In this study, brand leadership is defined as consumers' perception about the relatively distinctive ability of a brand to continually achieve excellence through sufficient combinations of trendsetting and brand positioning within an industry segment. The BLS, comprising perceived quality, value, innovativeness and popularity, provides a unique methodological and conceptual approach for measuring products' brand leadership in market dynamics. The measurement scale helps develop a clear understanding of competitive relationships among leading and trailing brands from a strategic perspective based on consumers' perceptions. Theoretical and practical implications are discussed.
Through this study, attempts were made to (a) define the concept of implicit team identification (iTeam ID), (b) examine the effects the interactions between iTeam ID and emotions exert on flow, and (c) examine the behavioral consequences of flow in the context of spectator sports. The opponent process and implicit memory theories served as the study’s main theoretical frameworks. An experiment was conducted in which we developed the team identification implicit association test (Team ID IAT) as a measure of iTeam ID and manipulated spectators’ emotions based on their retrospective spectating experiences. We conclude from the findings that anger, fear, and sadness paradoxically enhanced flow experiences and subsequent consumption behaviors for spectators with stronger iTeam ID, whereas happiness was universally appealing regardless of the level of iTeam ID. A recommendation is to strategically create experiences that elicit both positive and negative emotions in spectators to encourage flow.
The present study was conducted to explore the influence of personality and needs of sport consumers on their sport consumption behavior. The proposed hierarchical model of sport consumption hypothesizes that individuals’ personality, need traits, and involvement interact through hierarchical stages and ultimately influence sport participation and spectatorship. The results of the structural model test using 471 sport consumers indicate that conscientiousness, openness, and extraversion were positively related to achievement need, whereas extraversion and neuroticism were significantly related to affiliation need. Conscientiousness was found to be positively related to arousal need. Needs for arousal and affiliation were significantly related to sport spectatorship involvement, whereas need for affiliation was related to sport participation involvement. Interestingly, sport spectating and participation are significantly related to each other in both involvement and behavioral intention levels. The results can offer valuable insights in understanding sport consumption behavior and developing effective segmentation strategies.
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