AN APPLICATION ABOUT THE RELATIONSHIPS BETWEEN TEAM IDENTIFICATION, AFFECTIVE BRAND LOYALTY AND PURCHASE INTENSION CONSTRUCTS IN CONTEXT OF TEAM LICENSED MERCHANDISE

Öz

The team licensed merchandises in sport industry is one of the most developing issues in the word. Sales amount for licensed sport merchandises is explained with billions of dollars recently. Therefore in this study is consumer behavior in context of team licensed merchandise investigated. The purpose of this study was to investigate the relationship among the team identification, affective brand loyalty and purchase intension. Correlation analysis was used to explore the relationships among this constructs. The results show that there are positive relationships among team identification, affective brand loyalty and purchase intension. 

Anahtar Kelimeler

• Team Licensed Merchandises
• Team Identification
• Affective Brand Loyalty
• Purchase Intension

TAKIMLARIN LİSANSLI ÜRÜNLERİ BAĞLAMINDA, TAKIMLA ÖZDEŞLEŞME, DUYGUSAL MARKA BAĞLILIĞI VE SATIN ALMA NİYETİ OLGULARI ARASINDAKİ İLİŞKİLERİ İNCELEMEYE YÖNELİK BİR UYGULAMA

Öz

Spor endüstrisi içinde takım lisanslı ürünler konusu en hızlı gelişen konulardan biridir. Takım lisanslı ürünler pazarı milyonlarca dolarlık satış oranlarıyla ifade edilmektedir. Bu nedenle bu çalışmada takım lisansı ürünler bağlamında tüketici davranışları incelenmiştir. Çalışmanın amacı takımla özdeşleşme, duygusal bağlılık ve satın alma niyeti olguları arasındaki ilişkiyi incelemektir. Yapılar arasındaki ilişkinin incelenmesi için korelasyon analizinden yararlanılmıştır. Elde edilen sonuçlar takımla özdeşleşme, duygusal marka bağlılığı ve satı alma niyeti olguları arasında olumlu ilişkinin olduğunu göstermektedir. 

Anahtar Kelimeler

• Takım Lisanslı Ürün
• Takımla Özdeşleşme
• Duygusal Marka Bağlılığı
• Satın Alma Niyeti

Kaynakça

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