Consumer-brand relationships in sports products and repurchase intention: An application of the investment model

Abstract

Purpose

The purpose of this paper is to examine the key determinants of brand commitment in sports products based on the investment model and seeks to predict consumers’ repurchase intention.

Design/methodology/approach

Data from a survey questionnaire (n = 247) were analysed primarily using structural equation modelling techniques.

Findings

The results support the investment model’s hypothesis that brand commitment is weakened by the quality of alternative options but strengthened by consumers’ satisfaction with and investment in the brand. Moreover, brand commitment had a positive influence on consumers’ repurchase intention.

Originality/value

Using the investment model of commitment processes, the study provides useful information on consumer-brand relationships and repurchase intention.

Citation

Chiu, W. and Won, D. (2016), "Consumer-brand relationships in sports products and repurchase intention: An application of the investment model", International Journal of Sports Marketing and Sponsorship, Vol. 17 No. 3, pp. 243-259. https://doi.org/10.1108/IJSMS-08-2016-013