Title: Consumer evaluation of brand fit, attitude, and purchase intention of athletic team merchandise

Authors: Donghun Lee; Charles Kroncke; James E. Johnson

Addresses: School of Physical Education, Sport, and Exercise Science, Ball State University, Muncie, IN 47306, USA. ' College of Mount St. Joseph, 5701 Delhi Road, Cincinnati, OH 45233-1670, USA. ' School of Physical Education, Sport, and Exercise Science, Ball State University, Muncie, IN 47306, USA

Abstract: The concept of brand fit indicates that consumers' perceived fit between different brands is likely to affect purchase intention. Empirical results of the theoretical model indicate that when there is weak fit between brands that are not competing brands but brands that are cobranded under a partnership/licensing agreement, consumers will less likely to purchase products under that brand. One hundred seventy six team merchandise purchasers participated in the survey, and the data were analysed with confirmatory factor analysis and structural equation modelling techniques. The finding that the three first-order constructs (i.e., brand image fit, brand quality fit, and brand functionality fit) well represented the second order construct, perceived brand fit, is noteworthy to explain specific examples of brand attributes in the context of cobranding. Sport marketers may benefit from understanding the purchase intention of ATM that is influenced by perceived brand fit and attitude toward cobranding. In addition, better comprehension of the co-branding relationship may help teams identify a manufacturing cobrand.

Keywords: perceived brand fit; PBFIT; attitude; athletic team merchandise; consumer evaluation; purchase intention; co-branding; sport marketing; confirmatory factor analysis; structural equation modelling; brand image fit; brand quality fit; brand functionality fit.

DOI: 10.1504/IJSMM.2012.047134

International Journal of Sport Management and Marketing, 2012 Vol.11 No.3/4, pp.158 - 171

Available online: 28 May 2012 *

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