Make It Sporty: Conceptualization, Measurement and Consumer- and Brand -Related Effects of Perceived Sportivity

Through six qualitative and quantitative studies, we refine the concept and develop a measure of perceived sportivity. Results show that perceived sportivity is a reflexive second order construct composed of three dimensions – physicality, commerciality, and equipment– that has broad effects on consumer engagement and behaviour.


Reynald Brion, Renaud Lunardo, and Jean-Francois Trinquecoste (2021) ,"Make It Sporty: Conceptualization, Measurement and Consumer- and Brand -Related Effects of Perceived Sportivity", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 925-925.


Reynald Brion, Kedge Business School
Renaud Lunardo, Kedge Business School
Jean-Francois Trinquecoste, Université de Bordeaux


NA - Advances in Consumer Research Volume 49 | 2021

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