Factors affecting consumer repurchase of university sports team merchandise
by Michelle Childs; Robin Hardin; Win Koo
International Journal of Sport Management and Marketing (IJSMM), Vol. 19, No. 5/6, 2019

Abstract: Licensed university merchandise is a large and growing market within the USA. This research investigates the impact of consumer-related drivers and attitudes on repurchase intentions of university sports team merchandise to understand what drives repurchase behaviour in this sector. Results show that team identification influences consumers' identification through apparel and both variables directly impact consumers' repurchase intentions behaviours. Further, results indicate that consumers' attitude towards the manufacturer's brand impacts repurchase intentions and also moderates the relationship between team identification through apparel and repurchase intentions. These findings can assist product developers, retailers, and brand managers in developing more effective strategies to increase customer purchase loyalty behaviours towards licensed university merchandise.

Online publication date: Fri, 20-Dec-2019

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