Product meanings as drivers of sport consumer behavior: evidence from the Greek sport industry

Purpose Building on existing sport licensing research from the North American market, the primary goal of this study was to explore meanings embedded in sport licensed products in the Greek sport market. The secondary goal was to examine the extent to which product meanings can predict favorable sport consumer behaviors. Design/methodology/approach Data were collected from football and basketball fans of the two biggest professional sport clubs in Greece. A total of 255 Greek fans completed the surveys. Data were analyzed using exploratory and confirmatory factor analysis and structural equation modeling. Findings The findings uncovered a 14-item solution to capture the meanings attached to sport licensed products in the Greek market, including four factors-sources: experience, socialization, aesthetics and locality. Meanings related to aesthetics and experience significantly and positively predicted customer satisfaction, word-of-mouth communication, purchase intention and willingness to pay a price premium for licensed products of one's favorite team. Practical implications From a practical standpoint, this study shows that sport licensed products need to be positioned in the market based on their aesthetic quality. Also, communication plans that associate these products with opportunities for unique experiences, relationships with other fans and a connection to one's local community can drive sales, especially in less developed sport markets such as Greece. Originality/value This research contributes to existing literature by highlighting the prominent role of the aesthetic appeal of team licensed products as well as the experience of sport consumers as sources of meaning and value for the owners of those products.