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Examining the meanings and consumption of sport licensed products through team identification

Author

Listed:
  • Artemisia Apostolopoulou

    (Robert Morris University)

  • Dimitra Papadimitriou

    (University of Patras)

Abstract

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. Past research has established causal relationships between the meanings embedded in team licensed merchandise and favorable consumer behaviors. The current study adds to existing literature by showing that team identification moderates the relationship between product meanings and consumers’ word-of-mouth communications as well as consumers’ intentions to purchase team licensed items in the future. Of particular importance are meanings tied to aesthetics, suggesting that sport marketers could benefit from a considerable investment in the design, features and overall appeal of their licensed products. Meanings related to socialization and experience were also significant predictors of word-of-mouth communications for those with low and high levels of team identification, respectively.

Suggested Citation

  • Artemisia Apostolopoulou & Dimitra Papadimitriou, 2018. "Examining the meanings and consumption of sport licensed products through team identification," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 536-548, November.
    • Handle: RePEc:pal:jobman:v:25:y:2018:i:6:d:10.1057_s41262-018-0102-8
    DOI: 10.1057/s41262-018-0102-8
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    References listed on IDEAS

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    Cited by:

    1. Tapas Ranjan Moharana & Debashree Roy & Garima Saxena, 2023. "Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 432-448, September.
    2. Josef Welzmueller & Sascha L. Schmidt, 2024. "Consumer identification: an interdisciplinary review of the marketing and sport management literature and future research agenda," Management Review Quarterly, Springer, vol. 74(1), pages 439-485, February.
    3. Shaun M. Powell, 2018. "Journal of Brand Management: year end review 2018," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 494-499, November.

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