AbstractPurpose – The purpose of th

Abstract
Purpose – The purpose of this paper is to discuss the notion of “symbolic purchase” which has long
been documented in the management and marketing literature. In particular, self-congruity theory has
been examined in various domains of consumer behavior. However, little attention has been paid to the
area of sport. In sport business, licensed-merchandise (i.e. team apparel) has become an increasingly
important revenue source and it strengthens fan identity and brand loyalty. Therefore, based on the
self-congruity theory, the aim is to investigate the effect of self-image congruence on sport

ผลลัพธ์ (อังกฤษ) 2:

Abstract
Purpose - The purpose of this Paper is to Discuss The notion of "Symbolic Purchase" which has long
been documented in The Management and marketing literature. In particular, Self-congruity theory has
been examined in Various domains of Consumer behavior. However, Little Attention has been paid to The
Area of Sport. In Sport business, Licensed-Merchandise (IE team APPAREL) has Become an increasingly
important revenue and it strengthens Fan Source Identity and Brand Loyalty. Therefore, based on The
Self-congruity theory, The AIM is to investigate The Effect of Self-Image Congruence on Sport.