Author/Authors
TORLAK, Ömer KTO Karatay Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey , ÖZKARA, Behçet Yalın Eskişehir Osmangazi Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey , DOĞAN, Volkan Eskişehir Osmangazi Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey
Title Of Article
The Effect of Spectators’ Level of Identification with Their Favorite Sports Teams on Their Perceived Quality and Purchase Intentions of Team-Licensed Products
شماره ركورد
44416
Abstract
The aim of this study is to determine the effect of fans’ level of identification with their favorite sports teams on their perceived quality and purchase intentions of team-licensed products. The research data were obtained from Eskisehir Osmangazi University students and Anadolu University students by using convenience sampling method. A total of 314 data obtained in this study, were analyzed by means of AMOS 16.0 with structural equation modeling. The results showed that fans’ level of identification with their favorite sports teams had a significant positive impact on both their purchase intentions and perceived quality of their favorite sports teams’ licensed products. On the other hand, the results revealed that fans’ level of identification with their favorite sports teams had more effect on their purchase intentions of their favorite sports teams’ products than their perceived quality of team-licensed products.
From Page
73
NaturalLanguageKeyword
Spectator identification level , perceived quality , purchase intention.
JournalTitle
Ege Academic Review (EAR)
To Page
81
JournalTitle
Ege Academic Review (EAR)
Link To Document