The theory of planned behaviour and intention of purchase sport team licensed merchandise |
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The current study sought to identify the effect of team identification on brand attitude and
purchase intention in terms of team logo changes. Doubly Multivariate Analysis of repeated …

Purpose Despite its growth, there has been a lack of investigation on how sport rebranding
influences fans and their behaviors. This study sought to examine how a critical aspect of …

The purpose of this study was to examine the role of multidimensional consumer values in
the relationship between team identification, purchase attitude, and purchase intention in the …

Purpose This study was conducted to examine the effect of co-branding, a brand partnership
tactic involving two or more brands, on consumer behavior within the sport industry. As such …

Extant literature on ingredient branding is directed at tangible products but does not account
for the role of services as ingredients. For B2B suppliers, however, service is emerging as …

The primary purpose of this study was to examine the moderating role of team identification
in the relationship between product meanings and the consumption of team licensed items …

This study examined the motives driving the purchase of team licensed merchandise and
the meanings embedded in those products. Data from 135 attendees at two National …

This is an exploratory study of the meanings and functions of one aspect of Olympic
consumption, the purchase of Olympic licensed products. More specifically, the present …

The current two-part study investigated the meanings embedded in sport licensed products
and aimed to develop and test the psychometric properties of an instrument designed to …