Perception of innovation and consumption in the “Pátria de chuteiras”
AbstractThis article aims to analyse the antecedents that influence the perception of innovation in the design of football boots. For this, we analysed the relationships between classical studies in the area of marketing and the perception of innovation in football boots. In the city of Porto Alegre, Brazil, 421 questionnaires were applied to amateur soccer players. The constructs were validated using structural equation modelling. Analysis of the model reveals that the perception of innovation in boot design is influenced by six constructs: unpopular choice counter-conformity, creative choice counter-conformity, store environment, useful attributes and informational and normative influences.
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Bibliographic InfoArticle provided by Economic Publishing House in its journal Management & Marketing.
Volume (Year): 7 (2012)
Issue (Month): 4 (Winter)
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marketing innovation; consumption; innovation; football boots; Structural Equation Modelling.;
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