Factors Affecting Purchase Intention of University-Licensed Apparel.

This study explores the factors that influence consumer's perceived value and purchase intentions toward university-licensed apparel among college students. Four factors were identified through the initial focus groups and literature review. Based on the value-intention framework, this study developed and empirically examined a structural model to investigate the effects of these factors upon consumers' perceived value and purchase intentions of university-licensed apparel. A convenience sample of 255 undergraduate students from a large university in the southeast were the source of data. The findings provide evidence of a causal relationship among school identification, peer influence, apparel product attributes, perceived value, and purchase intention. The findings contribute to an understanding of college students' behavior toward university-licensed merchandise. The findings suggest marketing directions for manufacturers, retailers, and university authorities. [ABSTRACT FROM AUTHOR]