Online consumer reviews of a sport product: an alternative path to understanding brand associations
Sport, Business and Management
ISSN: 2042-678X
Article publication date: 27 July 2023
Issue publication date: 15 September 2023
Abstract
Purpose
This study aims to explore the use of consumer-generated online product reviews as a source of brand associations in a sport setting.
Design/methodology/approach
A total of 800 reviews were collected and categorized into 13 brand association dimensions derived from previous literature. Reviews were further categorized into three valence types (i.e. positive, negative and neutral) via a correspondence analysis.
Findings
A correspondence analysis revealed that positive product reviews were highly linked to performance and product-related attributes, while negative reviews were related to conformance associations. Additionally, the results showed that product-related (90.8%) attributes, experiential benefits (89.1%) and functional benefits (86.6%) were the most frequently communicated brand associations. The findings of this study underline the credibility of assessing brand associations from the consumers’ experience, through online consumer reviews.
Originality/value
The findings of the current investigation contribute to existing knowledge by examining consumer-based brand equity (CBBE) in an online setting. Previous, CBBE literature suggests that brand associations are held in the minds of the brand's consumers. To date, however, few studies have examined brand associations generated by consumers and instead have relied upon brand association dimensions developed by the researcher as opposed to the consumer (Ross et al., 2006). This, study however, utilized online sport product reviews as a source of consumer derived brand associations, and, therefore, will further the knowledge as to how brand associations are identified and measured.
Keywords
Acknowledgements
Since acceptance of this article, the following authors have updated the affiliations: Yoon Heo is at the Francis J. Noonan School of Business, Loras College, Dubuque, Iowa, USA and Zack P. Pedersen is at the Department of Kinesiology and Sport Management, Texas Tech University, Lubbock, Texas, USA.
Citation
Williams, A.S., Heo, Y., Choi, J.W., Pedersen, Z.P. and Byon, K.K. (2023), "Online consumer reviews of a sport product: an alternative path to understanding brand associations", Sport, Business and Management, Vol. 13 No. 5, pp. 530-547. https://doi.org/10.1108/SBM-07-2022-0063
Publisher
:Emerald Publishing Limited
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