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Caroline Alexandra Päffgen the Determinants of Consumer Affection

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Caroline Alexandra Päffgen the Determinants of Consumer Affection Caroline Alexandra Päffgen The determinants of consumer affection towards sports and athletes – a cross-cultural study Dissertation for obtaining the degree of Doctor of Business and Economics (Doctor rerum politicarum - Dr. rer. pol.) at WHU – Otto Beisheim School of Management 15 March 2019 First Advisor: Prof. Dr. Sascha L. Schmidt Second Advisor: Prof. Dr. Jochen Menges Acknowledgements This dissertation is the result of my work as a doctoral student at the Center for Sports and Management (CSM) at WHU - Otto Beisheim School of Management. This work would not have been possible without the support of several people to whom I would like to express my highest gratitude: • To my first supervisor, Prof. Dr. Sascha L. Schmidt for your continuous support and trust that allowed me to pursue my career goals even beyond the scope of my dissertation. I am lucky to continue working with you on new avenues. • To Prof. Dr. Jochen Menges for undertaking the role of second supervisor for my dissertation and for reminding me that research should be fun. • To Jun.-Prof. Dr. Dominik Schreyer for your invaluable and constructive feedback during the entire time of the doctoral period from survey creation over methodological considerations to the structuring of papers. • To my doctoral colleagues at the CSM. Your support and spirit pushed me through the ups- and downs of the dissertation process. Finally, I would like to express my deepest gratitude to my family for providing me with the mental support throughout the entire length of the doctoral period. Caroline Päffgen Table of contents Overview List of tables ................................................................................................ V List of figures ........................................................................................... VII List of abbreviations ............................................................................. VIII List of symbols ............................................................................................ X 1. Introduction ........................................................................................... 1 2. [Article 1] Motivational profiles of global sport consumers ......... 10 3. [Article 2] The effect of fan and athlete similarity on personal identification ...................................................................................... 40 4. [Article 3] Athlete brand image in global markets ........................ 78 5. Conclusion ......................................................................................... 104 6. References .......................................................................................... 109 7. Appendix ............................................................................................ 132 8. Statutory Declaration ....................................................................... 141 I Table of contents Table of contents List of tables ................................................................................................ V List of figures ........................................................................................... VII List of abbreviations ............................................................................. VIII List of symbols ............................................................................................ X 1. Introduction ........................................................................................... 1 Background and motivation ............................................................................... 1 Research questions and theoretical relevance .................................................... 3 Data set and research approach .......................................................................... 5 Outline and abstracts .......................................................................................... 7 1.4.1 Article 1: Motivational profiles of global sport consumers ........................ 8 1.4.2 Article 2: The effect of fan and athlete similarity on personal .................... identification ............................................................................................... 8 1.4.3 Article 3: Athlete brand image in global markets ....................................... 9 2. [Article 1] Motivational profiles of global sport consumers ......... 10 Introduction ...................................................................................................... 10 Theoretical background .................................................................................... 12 2.2.1 Sport consumption motives ...................................................................... 12 2.2.2 Sport consumption motives across countries and cultures ....................... 13 The current investigation .................................................................................. 18 Data and methodology ..................................................................................... 19 2.4.1 Sample and procedure ............................................................................... 19 Measurements .................................................................................................. 22 2.5.1 Sport consumption motives ...................................................................... 22 Data analysis .................................................................................................... 24 Results .............................................................................................................. 25 II Table of contents 2.7.1 Measure validity and reliability ................................................................ 25 2.7.2 Measurement invariance across countries ................................................ 28 2.7.3 Motivational profiles across different sports and countries ...................... 31 Discussion ........................................................................................................ 35 2.8.1 Practical implications ................................................................................ 38 2.8.2 Limitations and future research scope ...................................................... 39 3. [Article 2] The effect of fan and athlete similarity on personal identification .......................................................................................... 40 Introduction ...................................................................................................... 40 Theoretical background and hypotheses .......................................................... 42 3.2.1 Consumer identification ............................................................................ 42 3.2.2 Similarity measures ................................................................................... 45 3.2.3 Cultural robustness of relationship between similarity attributes and identification ............................................................................................. 49 Data and methods ............................................................................................. 51 3.3.1 Sample and data collection ....................................................................... 51 3.3.2 Measures ................................................................................................... 56 3.3.3 Methods .................................................................................................... 59 Results .............................................................................................................. 62 3.4.1 Bivariate results ........................................................................................ 62 3.4.2 Multivariate results ................................................................................... 69 3.4.3 Robustness analyses .................................................................................. 71 Discussion ........................................................................................................ 71 3.5.1 Interpretation of empirical results ............................................................. 71 3.5.2 Practical implications ................................................................................ 75 3.5.3 Limitations and future research directions ................................................ 76 Conclusion........................................................................................................ 77 4. [Article 3] Athlete brand image in global markets ........................ 78 Introduction ...................................................................................................... 78 Theoretical background and hypotheses .......................................................... 80 4.2.1 Athletes as human brands ......................................................................... 80 4.2.2 Brand equity and brand image .................................................................. 81 III Table of contents 4.2.3 Athlete brand image .................................................................................. 82 4.2.4 Culture as antecedent to athlete brand image ........................................... 85 Data and methodology ..................................................................................... 87 4.3.1 Sample ...................................................................................................... 87 4.3.2 Measurement ............................................................................................
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