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Factors Determining the Purchase Likelihood of Soccer Team Licensed Merchandise in Ecuador

Author

Listed:
  • Washington Macías

    (Escuela Superior Politécnica del Litoral, ESPOL, Facultad de Ciencias Sociales y Humanísticas)

  • Katia Rodríguez

    (Escuela Superior Politécnica del Litoral, ESPOL, Facultad de Ciencias Sociales y Humanísticas)

  • Flavio Arosemena-Burbano

    (Universidad Espiritu Santo, Graduate School of Law)

Abstract

Soccer is among the most popular sports worldwide, with substantial commercial revenues generated by top leagues and teams. This study examines factors influencing the purchase likelihood of sports team licensed merchandise (STLM) in Ecuador, a country with a strong soccer culture. The research integrates fan identification, sport involvement, fan-based brand equity (awareness, image, loyalty), and purchase drivers (price, income, quality, ease of finding a store) within a structural model tested through PLS-SEM. The analysis, which drew on data from 222 soccer fans, revealed that loyalty, fan identification, and price evaluation emerged as significant predictors of STLM purchase likelihood. In contrast, soccer involvement, brand awareness, and brand image were found to be non-significant factors in this regard. The findings underscore the significance of fostering fan loyalty and identification through engagement initiatives and customized pricing strategies. This study makes a significant contribution to the extant literature by addressing gaps in brand equity and fan behavior research in the Latin American context.

Suggested Citation

  • Washington Macías & Katia Rodríguez & Flavio Arosemena-Burbano, 2025. "Factors Determining the Purchase Likelihood of Soccer Team Licensed Merchandise in Ecuador," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-94487-1_38
    DOI: 10.1007/978-3-031-94487-1_38
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