ABSTRACT

Purpose/Rationale

The primary purpose of this research was to explore whether meanings embedded in sport licensed products are culturally transferrable by surveying sport consumers in four countries.

Design/Methodology/Approach

This study tested a model that uses product meaning as a predictor of satisfaction and consumers’ intention to purchase and wear sport licensed products in the future. Study participants included 876 sport consumers from Greece, Poland, Portugal and the United States who had bought licensed products of their favorite team.

Findings

Across all four countries, consumers attributed meanings related to experience, socialization, esthetics, personal history and locality to the sport licensed products they possess. With few exceptions, those meanings predicted their post-purchase satisfaction and future purchase and wear intentions.

Practical Implications

Identifying cross-cultural similarities and differences in how team products are valued by their owners can guide licensing executives in their promotional and sales campaigns.

Research Contribution

This study adds to existing literature on product meanings by bringing to the forefront symbolic and experiential aspects of the consumption of sport merchandise.

Originality/Value

To our knowledge, this is the first study that used data from four countries to examine whether consumers’ cultural background affects the meanings they attach to their team possessions.

中文翻译：

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体育许可中产品含义的跨文化分析

摘要

目的/理由

本研究的主要目的是通过对四个国家的体育消费者进行调查，探讨体育许可产品中嵌入的含义是否可以在文化上转移。

设计/方法论/方法

这项研究测试了一个模型，该模型使用产品意义作为满意度和消费者未来购买和穿着运动许可产品意图的预测指标。研究参与者包括来自希腊、波兰、葡萄牙和美国的 876 名体育消费者，他们购买了自己喜欢的球队的许可产品。

发现

在这四个国家，消费者将与体验、社交、审美、个人历史和地域相关的含义归因于他们拥有的体育许可产品。除少数例外，这些含义预测了他们的购买后满意度以及未来的购买和佩戴意图。

实际影响

识别团队产品在所有者评价方式上的跨文化相似点和差异，可以指导授权管理人员进行促销和销售活动。

研究贡献

这项研究通过突出体育商品消费的象征性和体验性方面，丰富了有关产品意义的现有文献。

原创性/价值

据我们所知，这是第一项使用来自四个国家的数据来检验消费者的文化背景是否影响他们对其团队财产所赋予的意义的研究。