Title: Consumer-perceived value toward team-licensed merchandise

Authors: Hafedh Ibrahim

Addresses: 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.2017.088891

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

Accepted: 21 Jun 2015
Published online: 02 Jan 2018 *

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