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Motivations for purchasing and satisfaction from sports team merchandise among young fans: a case study of Real Sporting de Gijón

Author

Listed:
  • María Fernanda García Zamarreño
  • Santiago González Hernando

Abstract

Esta investigación explora las motivaciones para comprar merchandising deportivo de los fans del deporte jóvenes y su consecuente satisfacción, enfocándose en el caso del Real Sporting de Gijón. Para su realización, se implementó una encuesta basada en el Athletic Team Merchandise Model de Lee y Trail (2012) en la que participaron 178 fans del equipo de fútbol. Los resultados revelan un perfil de fan e identifican un conjunto de motivaciones para comprar merchandising: Imagen de Marca, Ser Fan, Orientación por Resultados, Calidad de Producto, y Conservadurismo. A través de un análisis causal, se puede concluir que el Ser Fan, la Imagen de Marca y la Orientación a Resultados son las variables más importantes para explicar su intención de compra y, sin embargo, en lo que respecta a la satisfacción con los productos comprados, tan sólo la Imagen de Marca es un factor relevante, teniendo implicaciones para los equipos en cuanto a sus estrategias en el retail de su merchandising.

Suggested Citation

  • María Fernanda García Zamarreño & Santiago González Hernando, 2024. "Motivations for purchasing and satisfaction from sports team merchandise among young fans: a case study of Real Sporting de Gijón," DOCFRADIS Working Papers 2402, Catedra Fundación Ramón Areces de Distribución Comercial, revised Mar 2024.
    • Handle: RePEc:ovr:docfra:2402
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    File URL: http://catedrafundacionarecesdcuniovi.es/docs_trabajo/e59p7_DOCFRADIS_2024_2403.pdf
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    More about this item

    Keywords

    Fans del deporte; motivaciones del consumidor; compra de merchandising; intención de compra; satisfacción;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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