Journal
SPORT MANAGEMENT REVIEW
Volume 21, Issue 4, Pages 403-415Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.smr.2017.09.001
Keywords
Activewear; Female; Brand association; Marketing
Categories
Funding
- Australian Sporting Goods Association
Ask authors/readers for more resources
While the female activewear market is growing rapidly, research on activewear consumption and female consumers is lagging. Existing researchers have failed to produce an in-depth understanding of female consumers' perceptions of activewear, thereby providing limited insights for the activewear industry. Drawing upon brand association theory and the functional, expressive, and aesthetic model, the authors identify important attributes of activewear brands and how attributes lead to benefits pursued by female activewear consumers. Focus groups were conducted with 72 female activewear consumers in Australia. Findings reveal three product-related attributes (functional design, colour, and size and fit) and two non-product-related attributes (price and model imagery) influence the fulfillment of four benefits (mood enhancement, exercise facilitation, healthy and active lifestyle, and physical fit body image). This research contributes theoretical and empirical knowledge about activewear consumption and the vertical structure of brand associations. Findings of this research can help activewear brands deliver benefits to female consumers through improved product designs and marketing strategies. Crown Copyright (C) 2017 Published by Elsevier Ltd on behalf of Sport Management Association of Australia and New Zealand. All rights reserved.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available