‘확장된 자아’로서의 스포츠 팀 라이선스 제품 : 팀 라이선스 제품의 자아 확장성, 팀 동일시, 팀 라이선스 제품 관련 에반젤리즘 간의 구조적 관계를 중심으로

The purpose of this study was to explore the relationships among the extended self of team licensed merchandise, team identification and team licensed merchandise-related evangelism. To achieve this purpose, structural equation modeling was performed with a total of 277 KBO baseball fans. The results of the study are as follows. First, the extended self of team licensed merchandise had a positive effect on team identification. Second, the extended self of team licensed merchandise had a positive effect on team licensed merchandise-related evangelism. Third, team identification did not have any effect on team licensed merchandise-related evangelism. Therefore, there was no mediating effect of team identification between the extended self of team licensed merchandise and team licensed merchandise-related evangelism. The findings provide insight into how sport teams develop their licensed merchandise as the extended self of a sport fan that fosters team identification and team licensed merchandise-related evangelism.