The Why of Buying Nike – Findings of a Causal Analytical Study

Robert Morgan, Stephanie Magin, Frank Huber, Andreas Herrmann

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review


The purpose of this paper is twofold. First, the authors developed a structural equation model based on a modification of the theory of reasoned action (TORA) in order to explore the integrated effect of the personal norm, personal values, attitudes and reference groups on brand purchasing behavior. Second, the postulated relationships are empirically tested with help of a survey of 241 adolescent consumers providing data for analysis. Nike and Adidas athletics shoes functioned as the concrete objects of the empirical study, whereby the study focused in particular on explaining brand purchasing behavior as this related to Nike. Hence, Nike serves as the referent brand. In contrast to this, Adidas was used to register the influence of a competing brand on the relevant components of the model.
Original languageEnglish
Title of host publicationCreating and Delivering Value in Marketing : Proceedings of the 2003 Academy of Marketing Science (AMS) Annual Conference
EditorsHarlan E. Spotts
Number of pages1
Place of PublicationCham
Publication date2015
ISBN (Print)9783319118475
ISBN (Electronic) 9783319118482
Publication statusPublished - 2015
Externally publishedYes
Event2003 AMS Annual Conference - Washington DC, United States
Duration: 28 May 200331 May 2003
Conference number: 32


Conference2003 AMS Annual Conference
Country/TerritoryUnited States
CityWashington DC
Internet address
SeriesDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science

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