The Effect of Team Identification Affective Brand Loyalty and Customer Satisfaction on Purchase Intension
Main Article Content
Abstract
The licensed product market is becoming a growing area in the world and in our country. Billions of dollars’ worth of sales is made in this area in the world. This situation provides great benefits to both companies and sports clubs. In this study, in the context of licensed products, the effects of team identification, affective brand loyalty and customer satisfaction on purchase intention are examined. Survey method was used as a data collection method in the study. The relationship between the events discussed in the study was examined by structural equation modeling. The results show that team identification, affective loyalty and customer satisfaction have a positive effect on purchase intension. In addition, the team identification event effects affective brand loyalty and customer satisfaction directly and positively.
Article Details

This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.