Youngbum Kwon
Dae Hee Kwak

The purpose of this study was to examine the role of multidimensional consumer values in the relationship between team identification, purchase attitude, and purchase intention in the team-licensed merchandise context. The study also tested the moderating effects of product category (utilitarian/hedonic) and performance priming (positive/negative). Fans of two college sport teams (N = 203) participated in the study. Both multidimensional consumer values (i.e., functional, emotional, and social) and team identification were shown to influence purchase attitude. In turn, the attitude toward...Read more