The Impact of Sustainable Management Strategies of Sports Apparel Brands on Brand Reliability and Purchase Intention through Single Person Media during COVID-19 Pandemic: A Path Analysis

Taerin Chung, Kwang-Yong Lee and Uk Kim
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Taerin Chung: Department of Life Sports, Dankook University, Cheonan 31116, Korea
Kwang-Yong Lee: Department of Sports Science, Kyonggi University, Suwon 16227, Korea
Uk Kim: Department of Life Sports, Dankook University, Cheonan 31116, Korea

Sustainability, 2022, vol. 14, issue 12, 1-12

Abstract: Recently, a variety of efforts have been taken to convey sustainable management strategies of sports apparel brands through single-person media. However, there is a lack of theoretical information on the path that leads these corporate marketing activities to brand reliability and purchase intention of consumers. Therefore, this study aims to analyze the path through which the sustainable management strategy established by a sports apparel brand affects the brand awareness and reliability, as well as the purchase intention of consumers when experiencing this strategy through single-person media. The results are summarized as follows: Firstly, the sustainable management strategies of a sports apparel brand carried out through single-person media had statistically significant positive impacts on the benevolence reliability perceived by single-person media viewers. Secondly, benevolence also had a statistically significant positive impact on the consumers’ purchase intention. It is expected that the results of this study will serve as an important resource for the methods of utilizing sustainable management strategies among sports apparel brands in the future.

Keywords: path analysis; sustainable management strategy; sports apparel brands; brand reliability; purchase intention; single person media (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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