Two experiments investigated the effects of phonetic symbolism on brand name preference. Participants indicated preference for fictitious brand names for particular products (or for products with particular attributes) from word pairs that differed only on vowel sound (e.g., front vs. back vowels, or vowel sounds associated with positive vs. negative concepts). Participants preferred brand name...

In 1979, Canada’s federal government published a national policy on amateur sport. The policy document was ambiguously titled: Partners in the Pursuit of Excellence. In 2005, the federal government committed $55 million to an externally managed program titled Own the Podium. Unlike the policy document from 1979, there is nothing ambiguous about Own the Podium. It makes a definitive statement ab...

Background. Considering that a person's physical and psychological possibilities are not limitless, the technical means used by athletes are of great importance. In order to achieve high results in the kayak sprint competition, users-athletes orient to the highest quality products; therefore, a significant task falls to their manufacturers to analyze the competitors' products, evaluate users' n...

Drawing upon the technology acceptance model, aim of this study was to describe effects innovations in Formula 1 (F1) on fans’ satisfaction and commitment consumption F1 as a TV product, controlling for identification with specific teams drivers. We surveyed fans (N = 449) contacted via web-based forums. Results structural equation modeling showed that positive perceptions innovation lead which...

This study investigates the time-varying effects of celebrity endorsements on consumer purchase attitudes toward promoted products using a novel dynamic hierarchical multi-attribute attitude forecast model. The induced direct and indirect effects via constructs of product attributes and net product value are then incorporated into the proposed conceptual model, which is formulated with a discre...

The purpose of this study was to test a structural model to determine which psychosocial constructs affected the purchase intention of athletic team merchandise (ATM). Results from the analyses indicated that the twelve-factor ATM model fit the data from collegiate athletic events well, explaining the various impact factors that lead to purchase intention of athletic team merchandise among spor...