%0 Journal Article
%T Fans Purchase Intention of Licensed Products of Sports Clubs in Turkey an Investigation from the Theory of Planned Behavior
%A Tolga Katlav
%J -
%D 2018
%X The aim of the present study is to investigate the purchase intention of licensed products of sport clubs of fans in Turkey, using the theory of planned behavior. Specifically we examine how behavior oriented attitude, subjective norms, and perceived behavioral control influence fans buying intentions. The sample of the study consisted of 310 randomly selected people living nearby the city center of Istanbul city in Turkey. The Statistical Package for Social Sciences (SPSS) was used for the analysis of the data obtained from self-administered questionnaires. A multiple regression analysis was used as the main analytical tool to test our research hypotheses. The results evidenced that attitude toward behavior, subjective norms, and perceived behavioral control positively influenced the fans buying intentions. The effect of perceived behavioral control on purchase intention was found stronger than the first two predictors. Although perceived control appeared to have a relatively strong effect on purchase intentions of fans, it can change over the time and thus, affect the future purchase intentions. In this manner, it is of prime importance for sports clubs to integrate that into their sales strategies, because they rely heavily on the sale of their licensed products. Other implications and limitations are further discussed
%K Taraftar
%K Spor Kul¨¹plerindeki Lisansl£¿ ¨¹r¨¹nler
%K Sat£¿n Alma Niyeti
%K Planlanm£¿£¿ Davran£¿£¿ Teorisi
%K £¿oklu Regresyon Analizi
%U http://dergipark.org.tr/intjcss/issue/38906/454655