Licensed team merchandise buying behavior: A study on Turkish fans


Innovative Marketing, vol.2, no.4, pp.117-130, 2006 (Scopus) identifier

  • Publication Type: Article / Article
  • Volume: 2 Issue: 4
  • Publication Date: 2006
  • Journal Name: Innovative Marketing
  • Journal Indexes: Scopus
  • Page Numbers: pp.117-130
  • Keywords: Licensed sport team merchandise, Licensing, Sports marketing
  • Anadolu University Affiliated: Yes


© Alper Özer, Metin Argan, 2006.Merchandising the licensed sport team merchandises in sport industry is one of the most common and developing issues. Amount for merchandising licensed sport merchandises is explained with billions of dollars recently. Thus, this makes licensing is an effective way to create incentives for consumers to buy a product. Soccer clubs in Turkey have also been aware of this issue and established actual and virtual licensed team merchandise stores. In this study, determinant factors influencing the purchasing decision of sport teams licensed merchandise are analyzed. Demographic and behavioral variables are considered. To examine the tendencies of the fans in purchasing licensed merchandise, an exploratory investigation was conducted. A questionnaire was conducted in Fenerium Stores that is established by one of the biggest soccer team in Turkey, in order to explain buying behavior of customers. Exploratory factor analysis was used to examine the underlying dimensions of purchase behaviors of the sports fan. To analyze hypothesis between five buying factors and demographics, T-test and One-Way ANOVA were used. Results indicated that among five main factors (sport team identification-support, store atmosphere, friend group, loyalty and shopping enjoyment), fans purchase with their identifications that are affected from being a part of a group. Even though the fans are somewhat similar particularly because of their identity that is influenced by the emotions to the team, there are still differences raised by the demographic variables.