Catedra Fundación Ramón Areces de Distribución Comercial
Catedra Fundación Ramón Areces de Distribución Comercial
Universidad de Oviedo
Catedra Fundacion Ramon Areces de Distribucion Comercial

(DOCFRADIS 2403) Motivations for purchasing and satisfaction from sports team merchandise among young fans: a case study of Real Sporting de Gijón

by María Fernanda García Zamarreño , Santiago González Hernando

Abstract:

This research explores the motivations of young sports fans to purchase merchandise and the subsequent satisfaction, focusing on the case of Real Sporting de Gijón. The study implemented a survey based on the Athletic Team Merchandise Model by Lee and Trail (2012), in which 178 fans of the football team participated. The results reveal a fan profile and identify a set of motivations for purchasing merchandising: Brand Image, Fan Factor, Results Orientation, Product Quality, and Conservatism. By means of a causal analysis, it can be concluded that the Fan Factor, Brand Image and Results Orientation are the most important variables to explain purchase intention and, however, concerning satisfaction with the products purchased, only Brand Image is a relevant factor. This bears interesting implications both in terms of the management of clubs’ fan bases and specifically to retail their merchandising.

Keywords: Sports fandom, consumer motivations, merchandise purchase, purchase intention, satisfaction

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