Licensed Sports Merchandise Perceived Value Components and Their Relationship with Purchase Intention: Investigation of Top Three Soccer Clubs of Turkey
Makaleler > Tam Makale · 2016
Yazarlar: KAZANÇOĞLU, İpek, BAYBARS, Miray
DoÄŸuÅŸ University Journal; Cilt 17, Sayı 1 (2016): Ocak; 51-66, Uluslararası, 2016
Özet
Licensed products provide clubs with regular income source and opportunity of developing emotional ties with their fans. Purpose of this research is to examine the relationships between team identification and perceived value components of licensed club merchandise, and explore the effects of these factors on purchase intention. An online questionnaire was applied to 953 soccer fans. The results revealed that there is no direct relationship between levels of team identification and purchase intentions of team licensed merchandise; team identification affects purchase intentions of team licensed merchandise through perceived value components. Analyses carried out to ascertain differences on team basis revealed that ratings of the perceived value components differ among teams.