Antecedents of fan purchase intention for team color products
DOI:
https://doi.org/10.51359/2526-7884.2022.253923Keywords:
fan behavior, team image, purchase intention, products with the team’s color, fan behavioral loyalty.Abstract
Purpose: This study sought to identify the influence of satisfaction, loyalty, subjective norms, and team image on fans’ purchase intention for products in the team colors.
Methods: A survey was conducted with 301 soccer fans, and the results were analyzed with PLS.
Findings: The results suggest that the more satisfied a fan is with the team, the greater the influence of the opinion of third parties on them and the greater their loyalty to the team, and hence a greater intention to purchase products in the team’s colors. Regarding the relationship between team image and purchase intention, although the relationship was significant, the sign was negative, indicating an opposite trend in the relationship. In addition, the team's image did not influence the fan's loyalty.
Managerial Contributions: Colored product companies do not necessarily need to license team products, but instead focus their sales efforts on products with the team's colors when they recognize the preferences of soccer fans.
Originality: The novelty of this study is linked to its consideration of fan purchase intention for the team colors. Another justification is the possibility of clarifying the antecedents of fan purchase intention for products in the team’s colors from the constructs of team image, satisfaction, and behavioral loyalty.
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