The Role of Product Importance Type on Brand And Product Level Responses

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Author(s)
Funk, Daniel
Pritchard, Mark
Griffith University Author(s)
Year published
2005
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This research empirically examined product importance, its sources and role in explaining behaviour within an experiential consumption context of spectator sport. Product perceptions represent a psychological phenomenon evoked by a personal interaction with a given stimuli in a particular situation. Perceptions of sport product type would be drawn from the desired benefits and meaning individuals' derive from their symbolic association with the experience. A theoretical model developed by Bloch and Richins (1983) was used to explain how sources of stimuli (i.e. Situational Effects and Personal Characteristics) impact ...
View more >This research empirically examined product importance, its sources and role in explaining behaviour within an experiential consumption context of spectator sport. Product perceptions represent a psychological phenomenon evoked by a personal interaction with a given stimuli in a particular situation. Perceptions of sport product type would be drawn from the desired benefits and meaning individuals' derive from their symbolic association with the experience. A theoretical model developed by Bloch and Richins (1983) was used to explain how sources of stimuli (i.e. Situational Effects and Personal Characteristics) impact on perceptions of the product's importance, and how this in turn leads to certain psychological and behavioral responses.
View less >
View more >This research empirically examined product importance, its sources and role in explaining behaviour within an experiential consumption context of spectator sport. Product perceptions represent a psychological phenomenon evoked by a personal interaction with a given stimuli in a particular situation. Perceptions of sport product type would be drawn from the desired benefits and meaning individuals' derive from their symbolic association with the experience. A theoretical model developed by Bloch and Richins (1983) was used to explain how sources of stimuli (i.e. Situational Effects and Personal Characteristics) impact on perceptions of the product's importance, and how this in turn leads to certain psychological and behavioral responses.
View less >
Conference Title
ANZMAC 2005 Conference Proceedings
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© The Author(s) 2005. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.