Investigation of the impact of club image on the purchase behavior of licensed products

The aim of this study is to investigate the effect of club image on licensed product buying behavior. The research population consists of randomly selected fans with previous licensed product purchasing experience. The convenience sampling method, one of the non-probabilistic sampling methods, was used in the study, and the data were collected from individuals residing in Düzce by face-to-face interview method. However, a total of 500 questionnaires were distributed, taking into account the questionnaires that could not be evaluated. When the wrong and incomplete surveys were removed from the distributed questionnaires, 445 of them were evaluated. Frequency, factor, correlation, multiple linear regression, fit analysis, t-test and one-way ANOVA analyzes were performed on the obtained data. The analysis of the data was made using the SPSS package program. Looking at the explanatory factor analysis results, two dimensions emerged in terms of club image. These dimensions are determined as applications based on off-site performance and applications based on on-site performance. In the explanatory factor analysis results applied for licensed product purchasing behavior, a business-oriented and customer-oriented dimension emerged. According to the results of the correlation analysis, it was concluded that there were high and moderately significant positive relationships between the sub-dimensions of club image (off-field performance-based practices, in-field performance-based practices) and sub-dimensions of licensed product purchasing behavior (club-oriented, fan-focused). As a result of the multiple linear regression analysis, it was determined that the dimensions of the club image have a significant effect on the dimensions of licensed product purchasing behavior. In the t-test and one-way ANOVA analyzes applied to the data, it was determined that there were significant differences between the participants' demographic characteristics except for their marital status, occupation and average income, and their perceptions of the dimensions of club image and licensed product purchasing behavior. As a result of the adaptation analysis, the sports branches that the participants are interested in were examined according to the team they are fans of. Among these, it was concluded that sports branches other than E-sports, sailing and rowing were clustered by at least one sports club and close values were reached. As a result of the compliance analysis conducted on the licensed products purchased by the participants according to the teams they support, closely related values were found among all licensed products. Finally, a frequency analysis was carried out on the sports branch of interest and licensed products purchased with the team that the team is a fan of. As a result of this analysis, football, basketball and volleyball were listed as the sports branch that fan groups were most interested in. The ranking for licensed products preferred by the participants to purchase; formed in the form of jersey, scarf, beret, bandana and accessory products.