Article2009

The mediating effect of perceived quality between extrinsic cues and perceived value in ski products

15 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Market Behavior and Pricing

Abstract

The purpose of the study was to confirm the mediating effect of perceived quality in the relationship between two extrinsic cues (brand name and country of origin)and perceived value previously tested by Teas and Agarwal (2000) using more rigorous statistical techniques - regression analysis and structural equation modelling (SEM) - in a sports consumption context. Data were collected from 194 members of the Korea University Ski Team Association. Based on the results, the partially mediated model was selected as the best fitting model. From a marketing perspective, ski marketers need to understand that the two extrinsic cues had direct and indirect influences through perceived quality on perceived value of the ski product.

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References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1988Structural equation modeling in practice: A review and recommended two-step approach.1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1999A review and meta-analysis of country-of-origin research 1998The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions 1980Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis 1995A Meta-Analysis of Country-of-Origin Effects

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