Abstract
The purpose of this study was to find out the influence of pro-sports fan-team relationship quality on fan loyalty and purchase intentions of licensed products. A total of 429 responses from 7 different universities located in 4 different cities were collected and analyzed. The statistical methods such as frequency analysis, exploratory factor analysis, independent samples t-test, one-way ANOVA and regression analysis were used for this research to examine the collected data. The findings of this study were as follows. First, there were statistically significant differences in fan-team relationship quality, fan loyalty, and purchase intentions of licensed product between different gender. Second, statistical differences were found in fan-team relationship quality, fan loyalty, and purchase intentions of licensed product between the people with different types of companion. Third, fan-team relationship quality was found to affect fan loyalty. Fourth, fan-team relationship quality also found to affect the purchase intentions of licensed products. Lastly, fan loyalty was found to affect the purchase intentions of licensed products.
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