Clothes make the fan: The effect of team merchandise unsage on team identification, fan satisfaction and team loyalty

Ströbel, Tim; Woratschek, Herbert; Durchholz, Christian (2019). Clothes make the fan: The effect of team merchandise unsage on team identification, fan satisfaction and team loyalty. Journal of global sport management, pp. 1-18. Taylor & Francis 10.1080/24704067.2018.1531354

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Why do sport managers invest in merchandising activities and how do those activities affect sport fans’ behavior? In this article, we analyze the relevance of team merchandise usage to fan behavior determinants. We survey fans of the top basketball league in Germany to investigate the effect of merchandise usage on their team identification, fan satisfaction and team loyalty. The results show that, freely adapted from Mark Twain, clothes make the fan. Team merchandise can be a catalyst for team identification and loyalty. This research is the first to analyze the effect of team merchandise usage on fan behavior. It helps to understand better the potential of team merchandise and, therefore, makes a substantial contribution to sport management research. Moreover, sport managers get a deeper understanding of merchandising as tool to influence team identification, fan satisfaction as well as team loyalty.

Item Type:

Journal Article (Original Article)

Division/Institute:

07 Faculty of Human Sciences > Institute of Sport Science (ISPW)
07 Faculty of Human Sciences > Institute of Sport Science (ISPW) > Sport Science III

UniBE Contributor:

Ströbel, Tim

Subjects:

300 Social sciences, sociology & anthropology > 330 Economics
700 Arts > 790 Sports, games & entertainment

ISSN:

2470-4067

Publisher:

Taylor & Francis

Language:

English

Submitter:

Tim Ströbel

Date Deposited:

27 Mar 2019 11:31

Last Modified:

09 May 2019 01:32

Publisher DOI:

10.1080/24704067.2018.1531354

URI:

https://boris.unibe.ch/id/eprint/129295

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