Factors Affecting Purchase Intention of University Licensed Apparel
University-manufacturer partnerships, through trademark licensing, bring significant benefits to a university. The retail market for university/college-licensed merchandise was 4.3 billion US dollars in 2008, and among all university-licensed merchandise, apparel is the biggest seller accounting for 60% of the market (Reuters, 2009). Current university trademark licensing literature is limited, and very few studies have been done exploring consumer motivation to purchase university-licensed merchandise, resulting in a lack of knowledge in developing key marketing strategies to increase purchases. Therefore, this study attempted to fill the void in the literature by exploring the factors that may influence the purchase intention of university-licensed apparel among college students.