Antecedents of Fan Purchase Intention for Team Color Products

Purpose: This study sought to identify the influence of satisfaction, loyalty, subjective norms, and team image on fans’ purchase intention for products in colors.Methods: A survey was conducted with 301 soccer fans, results were analyzed PLS.Findings: The suggest that more satisfied a fan is team, greater opinion third parties them their loyalty hence team’s colors. Regarding relationship between intention, although significant, sign negative, indicating an opposite trend relationship. In addition, team's did not fan's loyalty.Managerial Contributions: Colored product companies do necessarily need license products, but instead focus sales efforts colors when they recognize preferences fans.Originality: novelty this linked its consideration Another justification possibility clarifying antecedents from constructs image, behavioral loyalty.