Loyal to the Crest, Not Limited by the Wallet: The Effect of Emotional Commitment to the Sports Team on the Intention to Purchase Counterfeit Club Products
DOI:
https://doi.org/10.71125/sporteconres.26Keywords:
Counterfeit product purchase intention, fanaticism, perceived income levelAbstract
This study investigated the effect of emotional commitment to the sports team on the intention to purchase counterfeit club products and examined the role of perceived income level in this relationship. A quantitative research design based on the relational survey model was employed. The sample consisted of 467 football fans residing in Erzurum, selected through the snowball sampling method. Data were collected via face-to-face questionnaires, and reliability analyses confirmed high internal consistency. After testing normality assumptions, correlation and moderation analyses were conducted using Hayes’ PROCESS Macro (Model 1) with 5000 bootstrap samples. The results showed a significant negative relationship between emotional commitment and counterfeit product purchase intention, indicating that stronger attachment to the team reduces the tendency to buy counterfeit products. However, perceived income level did not significantly moderate this relationship. These findings suggest that emotional commitment is associated with lower counterfeit purchase intention, independent of income differences. The study contributes to understanding sport-related consumer behavior and provides practical insights for sports clubs to enhance fan loyalty, promote licensed merchandise, and develop more effective anti-counterfeiting strategies.
References
Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes and behavior. Journal of Consumer Research, 31, 87-101. https://doi.org/10.1086/383426 DOI: https://doi.org/10.1086/383426
Amaral, N. B., & Loken, B. (2016). Viewing usage of counterfeit luxury goods: Social identity and social hierarchy effects on dilution and enhancement of genuine luxury brands. Journal of Consumer Psychology, 26(4), 483-495. https://doi.org/10.1016/j.jcps.2016.02.004 DOI: https://doi.org/10.1016/j.jcps.2016.02.004
Antonetti, P., Valor Martínez, C., Baghi, I., & González-Gómez, H. V. (2025). Consumer emotional ambivalence: A state-of-the-art review. Journal of Marketing Management, 1-29. https://doi.org/10.1080/0267257X.2025.2526488 DOI: https://doi.org/10.1080/0267257X.2025.2526488
Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research, 31(4), 868-882. http://dx.doi.org/10.1086/426626 DOI: https://doi.org/10.1086/426626
Avcı, İ. (2024). The effect of fanaticism, morality and sense of shame on intention to purchase licensed and counterfeit club products: A study on club fans. Dumlupinar University Journal of Social Sciences, (79), 258-275. https://doi.org/10.51290/dpusbe.1389902 DOI: https://doi.org/10.51290/dpusbe.1389902
Aydın, G., & Kurudirek, A. (2025). How fanatic? Examining the relationship between sports team evangelism and media fanaticism. Journal of Sport Sciences Research, 10(1), 29-47. https://doi.org/10.25307/jssr.1551456 DOI: https://doi.org/10.25307/jssr.1551456
Biscaia, R., Correia, A., Rosado, A. F., Ross, S. D., & Maroco, J. (2013). Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions. Journal of Sport Management, 27(4), 288-302. https://doi.org/10.1123/jsm.27.4.288 DOI: https://doi.org/10.1123/jsm.27.4.288
Byon, K. K., Zhang, J. J., & Connaughton, D. P. (2010). Dimensions of general market demand associated with professional team sports: Development of a scale. Sport Management Review, 13, 142-157. https://doi.org/10.1016/j.smr.2009.07.005 DOI: https://doi.org/10.1016/j.smr.2009.07.005
Chen, D., Qu, W., Xiang, Y., Zhao, J., & Shen, G. (2019). People of lower social status are more sensitive to hedonic product information-electrophysiological evidence from an ERP study. Frontiers in Human Neuroscience, 13, 147. https://doi.org/10.3389/fnhum.2019.00147 DOI: https://doi.org/10.3389/fnhum.2019.00147
Chen, J., Teng, L., & Liao, Y. (2018). Counterfeit luxuries: does moral reasoning strategy influence consumers’ pursuit of counterfeits?. Journal of Business Ethics, 151(1), 249-264. https://doi.org/10.1007/s10551-016-3255-y DOI: https://doi.org/10.1007/s10551-016-3255-y
Chiu, W., Lee, K. & Won, D. (2014). Consumer behavior toward counterfeit sporting goods. Social Behavior and Personality: An International Journal, 42(4), 615-624. https://doi.org/10.2224/sbp.2014.42.4.615 DOI: https://doi.org/10.2224/sbp.2014.42.4.615
Chung E, Farrelly F, Beverland MB, et al. (2018) Loyalty or liability: Resolving the consumer fanaticism paradox. Marketing Theory. 18(1): 3–30. https://doi.org/10.1177/1470593117705696 DOI: https://doi.org/10.1177/1470593117705696
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates.
Dwyer, B., LeCrom, C., & Greenhalgh, G. P. (2018). Exploring and measuring spectator sport fanaticism. Communication & Sport, 6(1), 58-85. https://doi.org/10.1177/2167479516679411 DOI: https://doi.org/10.1177/2167479516679411
Eisend, M. (2019). Morality effects and consumer responses to counterfeit and pirated products: A meta-analysis. Journal of Business Ethics, 154(2), 301-323. https://doi.org/10.1007/s10551-016-3406-1 DOI: https://doi.org/10.1007/s10551-016-3406-1
Elsantil, Y., & Bedair, K. (2022). Intention to purchase counterfeit products: The impact of unethical beliefs, social status and perceived risk. Information Sciences Letters, 11(2), 601-611. http://dx.doi.org/10.18576/isl/110228 DOI: https://doi.org/10.18576/isl/110228
Gani, M. O., Alam, M. I., Chowdhury, S. A., & Faruq, M. O. (2019). Factors affecting consumers’ purchase intention for counterfeit luxury goods in Bangladesh. Innovative Marketing, 15(4), 27. http://dx.doi.org/10.21511/im.15(4).2019.03 DOI: https://doi.org/10.21511/im.15(4).2019.03
Güler, C. (2020). Investigation of fanaticity and licensed product purchase levels of football fans. OPUS International Journal of Society Researches, 16(32), 4784-4808.https://doi.org/10.26466/opus.726872 DOI: https://doi.org/10.26466/opus.726872
Harun, A., Mahmud, M., Othman, B., Ali, R., & Ismael, D. (2020). Understanding experienced consumers towards repeat purchase of counterfeit products: The mediating effect of attitude. Management Science Letters, 10(1), 13-28. https://doi.org/10.5267/j.msl.2019.8.019 DOI: https://doi.org/10.5267/j.msl.2019.8.019
Hill, R. P., & Robinson, H. (1991). Fanatic consumer behavior: Athletics as a consumption experience. Psychology & Marketing, 8(2), 79-99. https://doi.org/10.1002/mar.4220080202 DOI: https://doi.org/10.1002/mar.4220080202
Jiang, L., & Shan, J. (2016). Counterfeits or Shanzhai? The role of face and brand consciousness in luxury copycat consumption. Psychological Reports, 119(1), 181-199. https://doi.org/10.1177/0033294116659316 DOI: https://doi.org/10.1177/0033294116659316
Kunkel, T., Doyle, J. P., Funk, D. C., Du, J., & McDonald, H. (2016). The development and change of brand associations and their influence on team loyalty over time. Journal of Sport Management, 30(2), 117-134. https://doi.org/10.1123/jsm.2015-0129 DOI: https://doi.org/10.1123/jsm.2015-0129
Kwon, H. H., Trail, G., & James, J. D. (2007). The mediating role of perceived value: Team identification and purchase intention of team-licensed apparel. Journal of Sport Management, 21(4), 540-554. https://doi.org/10.1123/jsm.21.4.540 DOI: https://doi.org/10.1123/jsm.21.4.540
Kwon, H., Pyun, D. Y., & Lim, S. H. (2022). Relationship between team identification and consumption behaviors: Using a meta-analysis. Frontiers in Psychology, 13, 869275. https://doi.org/10.3389/fpsyg.2022.869275 DOI: https://doi.org/10.3389/fpsyg.2022.869275
Kwon, Y., & Kwak, D. H. (2014). Revisiting the team identification-value-purchase relationship in the team-licensed merchandise consumption context: A multidimensional consumer value approach. Sport Marketing Quarterly, 23(2), 100-114. https://doi.org/10.1177/106169341402300206 DOI: https://doi.org/10.1177/106169341402300206
Lee, D., & Trail, G. (2011). A theoretical model of team-licensed merchandise purchasing (TLMP). ICHPER-SD Journal of Research, 6(1), 62-67.
Lee, J. K. (2021). The effects of team identification on consumer purchase intention in sports influencer marketing: The mediation effect of ad content value moderated by sports influencer credibility. Cogent Business & Management, 8(1), 1957073. https://doi.org/10.1080/23311975.2021.1957073 DOI: https://doi.org/10.1080/23311975.2021.1957073
Mahony, D. F., Madrigal, R., & Howard, D. (2000). Using the psychological commitment to team (PCT) scale to segment sport consumers based on loyalty. Sport Marketing Quarterly, 9(1), 15-25. https://doi.org/10.1177/106169340000900103 DOI: https://doi.org/10.1177/106169340000900103
Penz, E., & Stöttinger, B. (2012). A comparison of the emotional and motivational aspects in the purchase of luxury products versus counterfeits. Journal of Brand Management, 19(7), 581-594. http://dx.doi.org/10.1057/bm.2012.7 DOI: https://doi.org/10.1057/bm.2012.7
Perez, M. E., Castaño, R., & Quintanilla, C. (2010). Constructing identity through the consumption of counterfeit luxury goods. Qualitative Market Research: An International Journal, 13(3), 219-235. https://doi.org/10.1108/13522751011053608 DOI: https://doi.org/10.1108/13522751011053608
Quoquab, F., Pahlevan, S., Mohammad, J., & Thurasamy, R. (2017). Factors affecting consumers’ intention to purchase counterfeit product: Empirical study in the Malaysian market. Asia Pacific Journal of Marketing and Logistics, 29(4), 837-853. https://doi.org/10.1108/APJML-09-2016-0169 DOI: https://doi.org/10.1108/APJML-09-2016-0169
Redden, J., & Steiner, C. J. (2000). Fanatical consumers: Towards a framework for research. Journal of Consumer Marketing, 17(4), 322-337.
https://doi.org/10.1108/07363760010335349 DOI: https://doi.org/10.1108/07363760010335349
Riquelme, H. E., Mahdi Sayed Abbas, E., & Rios, R. E. (2012). Intention to purchase fake products in an Islamic country. Education, Business and Society: Contemporary Middle Eastern Issues, 5(1), 6-22. https://doi.org/10.1108/17537981211225835 DOI: https://doi.org/10.1108/17537981211225835
Romani, S., Sadeh, H., & Dalli, D. (2009). When the brand is bad, i'm mad! an exploration of negative emotions to brands. Advances in Consumer Research, 36, 494-501.
Samaddar, K., & Menon, P. (2025). Non-deceptive counterfeit products: A morphological analysis of literature and future research agenda. Journal of Strategic Marketing, 33(1), 93-116. https://doi.org/10.1080/0965254X.2020.1772348 DOI: https://doi.org/10.1080/0965254X.2020.1772348
Shapiro, S. L., Reams, L., & So, K. K. F. (2019). Is it worth the price? The role of perceived financial risk, identification, and perceived value in purchasing pay-per-view broadcasts of combat sports. Sport Management Review, 22(2), 235-246. https://doi.org/10.1016/j.smr.2018.03.002 DOI: https://doi.org/10.1016/j.smr.2018.03.002
Singh, A., Patel, A. K., & Parayitam, S. (2022). The relationship between functional theory of attitudes and purchase intention of counterfeit luxury sunglasses: A moderated moderated-mediation conditional model. Journal of Global Fashion Marketing, 13(4), 304-327. https://doi.org/10.1080/20932685.2022.2061554 DOI: https://doi.org/10.1080/20932685.2022.2061554
Smith, S., Fisher, D., & Cole, S. J. (2007). The lived meanings of fanaticism: Understanding the complex role of labels and categories in defining the self in consumer culture. Consumption Markets & Culture, 10(2), 77-94. https://doi.org/10.1080/10253860701256125 DOI: https://doi.org/10.1080/10253860701256125
Tajfel, H., & Turner, J. C. (2004). The social identity theory of intergroup behavior. In Political Psychology (pp. 276-293). Psychology Press. DOI: https://doi.org/10.4324/9780203505984-16
Tajfel, H., Turner, J., Austin, W. G., & Worchel, S. (2001). An integrative theory of intergroup conflict. Intergroup Relations: Essential Readings, 94-109.
Ting, M. S., Goh, Y. N., & Isa, S. M. (2016). Determining consumer purchase intentions toward counterfeit luxury goods in Malaysia. Asia Pacific Management Review, 21(4), 219-230. https://doi.org/10.1016/j.apmrv.2016.07.003 DOI: https://doi.org/10.1016/j.apmrv.2016.07.003
Wang, Y., Stoner, J. L., & John, D. R. (2019). Counterfeit luxury consumption in a social context: The effects on females’ moral disengagement and behavior. Journal of Consumer Psychology, 29(2), 207-225. https://doi.org/10.1002/jcpy.1071 DOI: https://doi.org/10.1002/jcpy.1071
Wilcox, K., Kim, H. M., & Sen, S. (2009). Why do consumers buy counterfeit luxury brands?. Journal of Marketing Research, 46(2), 247-259. https://doi.org/10.1509/jmkr.46.2.247 DOI: https://doi.org/10.1509/jmkr.46.2.247
Wu, Q., & Zhao, S. (2021). Determinants of consumers’ willingness to buy counterfeit luxury products: An empirical test of linear and inverted u-shaped relationship. Sustainability, 13(3), 1194. https://doi.org/10.3390/su13031194 DOI: https://doi.org/10.3390/su13031194
Yıldırım, A. & Şimşek, H. (2021). Qualitative research methods in social sciences. Seçkin Publishing.
Yoshida, M., Gordon, B., Nakazawa, M., & Biscaia, R. (2014). Conceptualization and measurement of fan engagement: Empirical evidence from a professional sport context. Journal of Sport Management, 28(4), 399-417. https://doi.org/10.1123/jsm.2013-0199 DOI: https://doi.org/10.1123/jsm.2013-0199
Zahari, A. R., Esa, E., Danial, N. A. A., (2016). Factors that influence university students to purchase intentions or not to purchase intentions of counterfeit products. International Journal of Business, 1(2), 23-45.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Gökçer Aydın, Gökhan Aydın
This work is licensed under a Creative Commons Attribution 4.0 International License.
