SCIENTIFIC RESEARCH STUDY
Investigating the Formation of Sport Brand Perceptions
My study will explore the effects of Pro-Social and Pro-Self behaviour of a brand and how this can affect potential consumers’/athletes’ perceptions of the brands, consumers/athletes purchasing intentions, and consumers’/athletes’ attachment to the brand. It is a general understanding that brands who are more Pro-socially active in communities, are more likeable.
My aim is to experimentally/empirically prove that this is the case and, and if so, how pro- sociality or pro-self, impacts potential consumers and their intentions to buy a sports brands product. Therefore, I presented participants with a fictitious brand that had one of three different characteristics: “Highly Pro-Social”, “Expected Pro-Social”, and “Pro-Self”.
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