Mind, body, or spirit? An exploration of customer motivations to purchase university licensed merchandise.

Purpose – The purpose of this paper is to explore the relationship between consumers’ purchase motivations to show support for university programs and the influence of merchandise quality cues on their purchase decision, and examine how one's affiliation with a university (official or non-official) moderates this relationship. Design/methodology/approach – This research utilized a mail survey of university bookstore customers from the USA and Canada. The university, located in the USA, has an international reputation for its academic programs, its athletic teams, and its religious affiliation. Findings – Our findings demonstrate the significance of athletic programs over academic programs and religious values in motivating purchases of licensed university merchandise. Research limitations/implications – These findings have significant implications for several stakeholders in the business of retailing licensed merchandise. In particular, university licensors and their bookstore retailers may consider managing their inventory of licensed products to reflect the greater relative importance athletic teams have in the purchase decision process. Originality/value – This paper adds to our understanding of customer motivations to purchase university licensed merchandise, and the conditions when merchandise quality is a key decision driver. [ABSTRACT FROM AUTHOR]