A cross-cultural analysis of product meanings in sport licensing

Abstract

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.