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Download full textLee, Donghun; Trail, Galen – ICHPER-SD Journal of Research, 2011
Although it is evident that sales of team licensed merchandise (TLM) contribute to the overall consumption of sport, research efforts that comprehensively describe what triggers the consumption of TLM is lacking (Lee, Trail, Kwon, & Anderson, 2011). Therefore, based on multiple theories (i.e., values theory, identity theory, attitude theory, and…
Descriptors: Theory Practice Relationship, Intention, Values, Models
