Despite increased sales of sports team licensed merchandise, there is a lack of research examining the effect of the manufacturer brand on the sales of such products. This study examined whether manufacturers’ brand influenced sport consumers’ attitudes toward and purchase intentions of licensed apparel. Using information integration theory and classical conditioning, four different hypotheses were developed. The data were collected from 299 students (men = 201; women = 98). The questionnaire included attitude toward a manufacturer, attitude toward school athletic teams, attitude toward co...Read more
