Sports have always been a symbol of unity, and within the realm of sports, fans play an indispensable role. Fans have a deep emotional attachment to the teams they support, remaining steadfastly loyal to their favorite players.
Team merchandise is an integral part of the team’s identity. It not only provides fans with a way to support their favorite teams but also serves as a tool for expressing a sense of belonging to the team. Team merchandise, including jerseys, hats, and other items, is not only a symbol of fandom but also a significant source of revenue for the team.
The value of team merchandise is not solely in its economic benefits; it can also influence team identification, fan satisfaction, and team loyalty. Fans of certain teams may develop a stronger sense of identification with the team by owning these merchandise items, which can, in turn, enhance their loyalty.
This study employs a questionnaire survey method targeting PL
fans during the 2023-2024 season, using convenience sampling. The research aims to explore the impact of purchasing team merchandise on PLG fans.
