Purpose

Building on existing sport licensing research from the North American market, the primary goal of this study was to explore meanings embedded in sport licensed products in the Greek sport market. The secondary goal was to examine the extent to which product meanings can predict favorable sport consumer behaviors.

Design/methodology/approach

Data were collected from football and basketball fans of the two biggest professional sport clubs in Greece. A total of 255 Greek fans completed the surveys. Data were analyzed using exploratory and confirmatory factor analysis and structural equation modeling.

Findings

The findings uncovered a 14-item solution to capture the meanings attached to sport licensed products in the Greek market, including four factors-sources: experience, socialization, aesthetics and locality. Meanings related to aesthetics and experience significantly and positively predicted customer satisfaction, word-of-mouth communication, purchase intention and willingness to pay a price premium for licensed products of one's favorite team.

Practical implications

From a practical standpoint, this study shows that sport licensed products need to be positioned in the market based on their aesthetic quality. Also, communication plans that associate these products with opportunities for unique experiences, relationships with other fans and a connection to one's local community can drive sales, especially in less developed sport markets such as Greece.

Originality/value

This research contributes to existing literature by highlighting the prominent role of the aesthetic appeal of team licensed products as well as the experience of sport consumers as sources of meaning and value for the owners of those products.

中文翻译：

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作为体育消费者行为驱动因素的产品意义：来自希腊体育产业的证据

目的

基于北美市场现有的体育授权研究，本研究的主要目标是探索希腊体育市场体育授权产品的含义。第二个目标是检查产品含义在多大程度上可以预测有利的体育消费者行为。

设计/方法/方法

数据来自希腊两大职业体育俱乐部的足球和篮球迷。共有 255 名希腊球迷完成了调查。使用探索性和验证性因素分析以及结构方程模型对数据进行分析。

发现

调查结果揭示了一个包含 14 项的解决方案，以捕捉希腊市场上体育许可产品的含义，包括四个因素——来源：经验、社会化、美学和地域性。与美学和体验相关的含义显着且积极地预测了客户满意度、口碑传播、购买意愿以及为自己喜欢的团队的授权产品支付溢价的意愿。

实际影响

从实用的角度来看，这项研究表明，运动许可产品需要根据其美学质量在市场上进行定位。此外，将这些产品与独特体验机会、与其他球迷的关系以及与当地社区的联系联系起来的沟通计划可以推动销售，尤其是在希腊等欠发达的体育市场。

原创性/价值

这项研究通过强调团队许可产品的审美吸引力以及体育消费者的体验作为这些产品所有者的意义和价值来源的突出作用，对现有文献做出了贡献。