How transfer behavior impacts consumer perceptions and intentions toward college athletes who pursue name, image, and/or likeness activities
Matthews, A. Lynn Pelkowski, Jodi E.
Matthews, A. Lynn
Pelkowski, Jodi E.
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2024
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Article
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Keywords
Athlete brand,Marketing,Purchase intent
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Citation
Matthews, A.L., Pelkowski, J. How transfer behavior impacts consumer perceptions and intentions toward college athletes who pursue name, image, and/or likeness activities. (2024). Journal of Sport Management, 38 (5), pp. 365-376. DOI: 10.1123/jsm.2023-0151
Abstract
Recent changes to the National Collegiate Athletic Association policy on name, image, and/or likeness and transfer policies have transformed how college athletes may market themselves as human brands. Above all, branding success depends on consumer perceptions. Using a national survey of U.S. consumers and an experiment, we test how transfer behavior impacts consumer purchase intentions for a collegiate athlete's brand. We find that transferring to a National Collegiate Athletic Association Division I or Division II school decreases purchase intentions by lowering consumer identification with the athlete through perceived profit motive or perceived athlete quality, respectively. These findings contribute to branding theory and provide insight to players and schools, as they navigate the changing landscape of college athletics. © 2024 Human Kinetics, Inc.
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Human Kinetics Publishers Inc.
Journal
Journal of Sport Management
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0888-4773