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Team image can be briefly defined as the impression created by a team on its fans. It is thought that the positive of the team image by the fans is a factor that may affect the licensed product purchasing behavior of the fans. Therefore, the purpose of this study is to examine the relationship between club image and licensed product purchasing behavior of football fans. In addition to 7 demographic questions, the Club Image Scale and Licensed Product Purchase Behavior Scale were used to collect data. Within the scope of the research, 795 football fans were reached by the convenience sampling method. The SPSS package program was used for data analysis. Since it was determined that the data were not normally distributed, non-parametric tests were used in the analysis. As a result of the research, it was seen that there is a positive and moderate relationship between the club image scale and the licensed product purchase behaviour scale (r=,527). In addition, a positive and moderate relationship was found between the club image scale and the price (r=,612) sub-dimension of the licensed product purchase behaviour scale. A high positive relationship was found between the club image scale and the support (r=,908), environment-store (r=,861), and quality (r=,785) sub-dimensions of the licensed product purchasing behaviour scale. On the other hand, in the gender variable, in the environment, store and quality sub-dimensions of the licensed product purchasing behaviour scale, in the age variable, in all subdimensions of the licensed product purchasing behaviour scale and club image scale, in the sector of employment variable, in the support and environment and store sub-dimensions of the licensed product purchasing behaviour scale and club image scale, in the perceived income level variable, in the support and quality sub-dimensions of the licensed product purchasing behaviour scale and club image scale. A significant difference was found in the support, environment and store, quality sub-dimensions of the licensed product purchasing behaviour scale and the club image scale in the variable of the team that the team is a fan of, in all sub-dimensions of the licensed product purchasing behaviour scale and the club image scale in the variable of the place where the team follows the matches of the team, in all sub-dimensions of the licensed product purchasing behaviour scale and the club image scale in the variable of the team that the team is a fan of, in all sub-dimensions of the licensed product purchasing behaviour scale and the club image scale.
Cite this article as: Çakmak, G., & Okyay, E. (2025). Futbol taraftarlarının kulüp İmajı algıları ile lisanslı Ürün satın alma davranışları arasındaki İlişkinin İncelenmesi. Research in Sports Science, 2025, 15, 0013, doi:10.5152/rss.2025.25013.