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Abstract
The current two-part study investigated the meanings embedded in sport licensed products and aimed to develop and test the psychometric properties of an instrument designed to capture those meanings. Data analysis resulted in the development of the five-factor 17-item Meanings of Sport Licensed Products (MSLP) scale that was found to be a reliable and valid instrument. It is suggested that sport licensed items present value through their aesthetic appeal and their contribution to sport consumers’ experience, socialization, personal history, and sense of locality. Regression analysis showed that the MSLP are a significant predictor of future behavior, specifically sport consumers’ willingness to recommend these products to others and their intention to buy them again in the future. Understanding how consumers choose certain products and why those products become important to them could lead to more effective strategies for the development, promotion, and sale of sport licensed items.
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