The influences of country and gender on adolescent soccer players' brand perceptions and purchase intentions Online publication date: Thu, 06-Jun-2024
by Jennifer Mak; N. David Pifer; Susmit S. Gulavani; Thomas E. Henry
International Journal of Sport Management and Marketing (IJSMM), Vol. 24, No. 3/4, 2024
Abstract: The link between brand perceptions and purchase intentions in adolescent consumers still needs to be explored in the current branding literature. Studies examining the influences of gender and geography on the branding efforts of sporting goods manufacturers remain in relatively short supply. The present study used multiple regression models with interaction terms to analyse popular soccer brands' perceptions and purchase intentions among nearly 200 adolescent male and female soccer players in the USA and Sweden. Guided by the purposes of discovering whether brand perceptions had significant effects on purchase intentions and whether these relationships were moderated by cultural factors related to country and/or gender, the results revealed a series of significant main and interaction effects. The findings of this study support previous calls to investigate socio-cultural factors that influence adolescent consumers' brand perceptions and purchase decisions.
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