Licensed merchandise buying behavior of sports fans (Gaziantep Sport Store sample)

Abstract

This study has been prepared to determine licensed team merchandise buying behavior of the fans that are coming to Gaziantep Sport Store to buy licensed merchandises. Research sample comprise of 439 people who are coming to Gaziantep Sport Store between the years of 2013-2015. Frequency, percentage, average, standard deviation have been used in evaluation; student t-test has been used for two independent groups having variables with normal distribution; ANOVA and LSD multiple comparison tests have been used for comparing more than two independent groups having variables with normal distribution. As a result of the study, the fans who are buying licensed merchandises in Gaziantep Sport Store, mostly watching the matches in the stadium; they prefer buying more licensed merchandises to identify with the team and support them; men prefer buying more licensed merchandise than women because of their loyalty and team identification while women prefer buying licensed merchandises more than men because of shopping enjoyment. When the style of watching Gaziantep Sport matches has been examined, it has been determined that there is a significantly difference between underlying dimensions of team identification, support, atmosphere, loyalty and shopping enjoyment.

Keywords

• Fan; licensed product; sport

References

1. Aksar T. Endustriyel Futbol, İstanbul: Literatur Yayınlari, 2005.
2. Argan M. Licensed Merchandise Buying Behavior: A Research On Persons Shopping in Fenerium Store, 8. SBD Uluslararasi Spor Bilimleri Kongresi, 2004.
3. Arli, Nazik H. Bilimsel Arastirmaya Giris. Ankara: Gazi Kitabevi, 2004.
4. Aytac KY. Taraftarlarin Spor Kuluplerindeki Lisansli Urun Pazarlama Faaliyetlerine İliskin Satin Alma Tutumlarinin İncelenmesi,Yuksek Lisans Tezi, Gazi Universitesi Saglik Bilimleri Enstitusu Beden Egitimi ve Spor Anabilim Dali, Ankara, 2009.
5. Barker K. Ad rules relaxed for NFL bash: Mall promotions amountto sponsor recognition, Park Services says. The Washington Post, 2003.
6. Boulding W, Karla A, Staelin R, Zeithaml VA. A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research, 1993; 30(1): 7-27.
7. Burnet J, Mennon A, Smart D. Sport marketing- a new ball game with new rules. Journal of Advertising, 1996; 33(5): 21-23.
8. Carlson B, Donovan T, Cumiskey K. Consumer brand relationships in sport: brand personality and identification. International Journal of Retail and Distribution Management, 2009; 37(4): 370-383.

9. Creswell JW. Educational research: Planning, conducting and evaluating quantitative and qualitative research. Upper Saddle River, NJ: Pearson Prentice Hall, 2005.
10. Crosby P. Quality is Free: The Art of Making Quality Certain, New York, McGraw Hill Custom Publishing, 1979.
11. Caglayan SH. Futbol Seyircisinin Sosyo-ekonomik- Kulturel Yapisinin Sidet Egilimindeki Rolu Konyaspor Ornegi). Selcuk Universitesi Saglik Bilileri Enstitusu Spor Yoneticiligi Anabilim Dali, Konya, 2003.
12. Daniel SM. What is the sports product and who buys it the marketing of professional sports leagues. European Journal of Marketing, 1999; 33(3): 402-419.
13. Eser O. Lisanslı Ürün Satın Alma Davranışı: Eses Store’dan alışveriş yapan tüketiciler üzerine bir araştırma. Yuksek Lisans Tezi, Osmangazi Universitesi Sosyal Bilimler Enstitusu, Eskisehir, 2014.
14. Garvin D. Quality on The Line, Harvard Business Review, 1983; 61: 65-73.
15. Gau LS, James JD, Kim JC. Effects of team identification on motives, behavior outcomes, and perceived service quality. Asian Journal of Management and Humanity Science, 2009: 4(3); 76-90.
16. Giulianotti R, Robertson R. The globalization of football: a study in the glocalization of the 'serious life. The British Journal of Sociology, 2004: 55(4): 545-568.
17. Gullu M, Guclu M. Ortaöğretim öğrencilerinin taraftarı oldukları spor takımları ile özdeşleşmelerinin incelenmesi. 9. Uluslararası Spor Bilimleri Kongresi Bildiriler Kitabı, 2006: pp. 686-689.
18. Han H, Kim Y, Kim E. Cognitive, affective, conative, and action loyalty: testing the impact of inertia. International Journal of Hospitality Management, 2011; 30: 1008-1019.
19. Hong IB, Cho H. The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: intermediary trust vs. seller trust. International Journal of Information Management, 2011; 31: 469–479.
20. Jacoby JR, Olson JC. Perceived quality, Lexington, MA: Lexington Books, 1985.
21. Joseph FH, William C, Black BJ, Babin RE. Multivariate Data Analysis, 7th Ed., New Jersey, Prentice Hall, 2009: 164-165.
22. Kolah A. Maximizing Revenue from Licensing and Merchandising, Sport Business Group, London, 2005.
23. Kaptan S. Bilimsel Araştırma ve İstatistik Teknikleri. Ankara: Bilim Yayınları, 1995.
24. Karasar N. Sosyal Bilimlerde Araştırma Yöntemleri. Ankara: Seckin Yayınları, 1998.
25. Kwak DK, Kang J. Symbolic Purchase in Sport: the roles of self-image congruence and perceived quality. Management Decision, 2009; 47(1): 85-99.
26. Kwon HH, Armstrong KL. Factors influencing impulse buying of sport team licensed merchandise. Sport Marketing Quarterly, 2002; 11(3): 151-163.
27. Kurtic N. Futbol Seyircisini Saldırganlığa iten psiko-sosyal nedenler (Sakarya İl örneği). Sakarya Universitesi Sosyal bilimler Enstitusu, Beden Egitimi ve Spor Ogretmenligi, Yuksek Lisans Tezi, Sakarya, 2006.
28. Lee D, Trail GT. Confirmatory analysis of the athletic team merchandise model. Measurement in Physical Education and Exercise Science, 2012; 16(2): 101-118.
29. Lee S, Shin H, Park J, Kwon O. A brand loyalty model utilitizing team identification and customer satisfaction in the licensed sports product industry. ICHPER-SD Journal of Research, 2010; 5(1): 60-67.
30. MHinckley S. Team apparel contracts: licensing can help maximize benefits. Athletic Administration, 2004: 39,57.
31. Mitra D, Golder PN. How does objective quality affect perceived qualityi short-term effects, long-term effects and asymmetries. Marketing Science, 2006; 25: 230-47.
32. Parasuraman A, Zeithaml V, Berry L. The behavioral consequences of service quality. Journal of Marketing, 1996; 60: 31-46.
33. Quick S. Contemporary sport consumers: Some implications of linking fan typology with key spectator variables. Sport Marketing Quarterly, 2000; 9(3): 149-156.
34. Spears N, Singh SN. Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 2004; 26(2): 53-66.
35. Trail GT, James JD. The motivation scale for sport consumption: assessments of the scales psychometric properties. Journal of Sport Behavior, 2001; 24(1): 108-127.
36. Tsiotsou R. The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 2006; 30: 207-217.
37. Turksoy A, Cicek M, Bayansaldur M. Uç büyük kulüp futbol taraftarının sosyal kimlikleri ve şiddete bakış açıları. Istanbul Universitesi Spor Bilimleri Dergisi, 2003; 11(3): 94-99.
38. Wann DL, Branscombe NR. Sports fans: measuring degree of identification with their team. International Journal of Sport Psychology, 1993: 24(1): 17.
39. Yavas O. Sporun Ekonomi içerisindeki yeri ve spor pazarlama: üç büyük spor kulübünde uygulamalı bir araştırma. Yüksek Lisans Tezi, Trakya Universitesi Sosyal Bilimler Enstitusü, Edirne, 2005.