J. for Global Business Advancement   »   2017 Vol.10, No.5



Title: Consumer-perceived value toward team-licensed merchandise


Author: Hafedh Ibrahim


Address: High Institute of Computer Science and Management, University of Kairouan, Rue Khemaies Elouini, 3100 Kairouan, Tunisia


Abstract: Value creation is the key for a company to achieve a long-term success. Even so, the theoretical foundation of consumer-perceived value is obviously under development, and value research is still a nascent area. Using a three-dimensional consumer-perceived value model - hedonic value, utilitarian value, and social value - this study empirically assessed the consumer-perceived value of team-licensed merchandise in a market of an emerging country. The examination is founded on the theory of consumption values and uses SEM method. Analysis of surveyed data from 610 consumers reveals that value dimensions directly influence consumer preference and indirectly influence loyalty towards team-licensed merchandise. The results show that consumer judgements of hedonic value and social value are more strongly connected to preference towards the team-licensed merchandise than are consumer judgements of utilitarian value. As well, the findings demonstrate that consumer judgements of social value are more strongly related to preference towards the team-licensed product than consumer judgements of hedonic value.


Keywords: theory of consumption values; utilitarian value; hedonic value; social value; preference; loyalty; team-licensed merchandise.


DOI: 10.1504/JGBA.2017.10009886


J. for Global Business Advancement, 2017 Vol.10, No.5, pp.567 - 588


Available online: 21 Dec 2017



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