Investigating Factors that Influence Word of Mouth Behaviours Among Athletic Apparel Consumers: The Moderating Role of Brand Loyalty

Participation in athletic activities (e.g., outdoor sports, road running races, yoga) has seen substantial growth over the two decades. Many active participants are involved with group-based activities and can be influenced... [ view full abstract ]

Participation in athletic activities (e.g., outdoor sports, road running races, yoga) has seen substantial growth over the two decades. Many active participants are involved with group-based activities and can be influenced by peer suggestions related to athletic brands. As such, it is important to understand factors that influence word-of-mouth behaviours for this type of apparel. The current study gains an understanding of athletic apparel consumers by collecting data from actual active consumers. Specifically, this study has two major purposes: 1) to examine factors that influence athletic consumers word-of-mouth behaviours and 2) understand the moderating role of brand loyalty. The results demonstrate that perceived athleticism, athletic brand involvement and athletic brand attitudes all significantly influence word-of-mouth behaviours. Secondly, results showed that the relationships of perceived athleticism, brand involvement, and brand attitudes were all moderated by brand loyalty. By collecting data from actual athletic consumers, the results of this study theoretically contribute to an understanding of factors that influence word of mouth behaviours. This understanding has important implications for brand managers who may emphasize these factors as part of their promotional messages.