دانلود رایگان مقاله لاتین آنالیز تطبیقی لباس ورزشی لوکس از سایت الزویر
عنوان فارسی مقاله:
عوامل موثر بر رفتار خرید لباس ورزشی: تجزیه و تحلیل تطبیقی لباس ورزشی لوکس
عنوان انگلیسی مقاله:
Factors affecting sportswear buying behavior: A comparative analysis of luxury sportswear
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Literature review
2.1. Two branding strategies in luxury sportswear brands The market for luxury goods and that for sportswear were once considered two separate markets; however, in recent years, these two markets are converging to generate a new market for luxury sportswear. The luxury sportswear market has grown from two directions: one from the conventional (non-sports) luxury brands, and the other from the traditional sportswear brands. First, the conventional luxury brands have expanded into the luxury sportswear market by creating “sports lines” of their existing luxury brands. Such a strategy is considered brand extension, because the original luxury brand uses the same brand name in an adjacent product category (Aaker & Keller, 1993). For instance, world-renowned luxury brands, including Prada and Zegna, among several others, have been successful in capturing significant market share in the sportswear market with their sport lines such as “Prada Sport” and “Zegna Sport.” For the sports line of the luxury brand market, maintaining consistent design concepts with classic lines, and the application of high technologies (e.g., Tecnico Carta, and CoolMax), have been prevailing marketing strategies to be successful (Fashionbiz, 1999; Jung, 2006). Compared to the classic or original line of the luxury brands, such a sports line of luxury brands targets a more accessible luxury segment of consumers by appealing to a more diverse spectrum of consumer preferences (Zheng, Shen, Chow, & Chiu, 2013). Second, the conventional sports brands have expanded into the luxury fashion market by creating “luxury lines” of their products. The expansions, typically are through a co-branding process whereby the non-luxury sportswear brands are strategically aligned with a wellknown, and highly reputable fashion designer. Such expansions support a premium brand image for entry into the luxury fashion market. Such a strategy has roots in the belief that the integral element of luxury brands is iconic product designers, as brands are intertwined with the personality and lifestyle of their creator (Hines & Bruce, 2007). For instance, the well-known sports brand Adidas has teamed up with a famous fashion designer, Stella McCartney, to launch a luxury line of sportswear, Adidas Stella McCartney. Compared to the original line of sportswear, such a luxury line of sports brands targets a less accessible, but more luxury segment with higher price premium (Hines & Bruce, 2007). The strategy of co-branding with fashion designers of sportswear brands is noteworthy, because the two parts traditionally pursue opposite brand images and different target segments (Wu & Chalip, 2013). Further, the co-branded sportswear goes beyond functional sportswear, and has also embraced town sport look wear and street sportswear (Jung, 2006). As a result, the traditional luxury brands' sport line and the recent co-branded sportswear brands' luxury product line overlap considerably in terms of their brand image and target market. However, still little is known about how consumers respond to the emerging luxury sportswear market (Reddy, Terblanche, Pitt, & Parent, 2009). Table 1 summarizes characteristics associated with the two branding strategies of the luxury sportswear market.
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کلمات کلیدی:
FACTORS AFFECTING SPORTSWEAR BUYING BEHAVIOR: A ... https://www.researchgate.net/.../278304574_FACTORS_AFFECTING_SPORTSWEAR_... FACTORS AFFECTING SPORTSWEAR BUYING BEHAVIOR: A COMPARATIVE ANALYSIS OF LUXURY VS REGULAR BRANDS OF SPORTSWEAR on ... [PDF]4. Factors Influencing Buying Behavior of a Selected Apparel ... www.scmspune.ac.in/chapter26/4.pdf by GHS Prasad - 2014 - Related articles Factors Influencing Buying Behavior of a Selected Apparel Retailer's. Customers. G. Hari Shankar Prasad*. E–mail: ghsprasad@gmail.com. ABSTRACT. Factors affecting sportswear buying behavior: A ... - DeepDyve https://www.deepdyve.com/.../factors-affecting-sportswear-buying-behavior-a-compa... Read "Factors affecting sportswear buying behavior: A comparative analysis of luxury sportswear, Journal of Business Research" on DeepDyve, the largest ... Factors influencing consumers' purchase intention of green sportswear link.springer.com/article/10.1186/s40691-017-0091-3 Factors influencing consumers' purchase intention of green sportswear ... norm, perceived behavior control, and attitude on purchasing green sportswear. Factors affecting sportswear buying behavior: A ... - SocioRePEc https://sociorepec.org/publication.xml?h=repec:eee:jbrese:v:69:y:2016:i:12... Factors affecting sportswear buying behavior: A comparative analysis of luxury ... As to the comparison within the luxury sportswear brands, the impacts of ... a study on the factors affecting the consumer buying behaviour ... https://www.scribd.com/.../A-STUDY-ON-THE-FACTORS-AFFECTING-THE-CONS... In addition, consumer attributes (i.e., apparel involvement, self-esteem, reference ..... To study the factors which influence the buying behaviour for branded ... [PDF]Factor Affecting Consumer Purchase Intention toward Multinational ... https://www.textroad.com/.../J.%20Basic.%20Appl.%20Sci.%20Res.,%205(6)1-6,%20... Results also show that multination apparel brands should focus on all of these ... receives form internal or external environment will minimize the search behavior and ... This study focuses to the factors affecting consumer purchase intention ... [PDF]Research on sportswear buying behavior of university students https://www.shs-conferences.org/articles/shsconf/pdf/.../shsconf_erpa2016_01113.pdf by Z Öndoğan - 2016 - Related articles important factor affecting buying decision. Buying decision of Physical. Education and Sports School students is expected to be positively affected if they are ...
