FROM THE PITCH TO THE PAVEMENT: THE IMPACT OF FOOTBALL CLUB COLLABORATIONS ON STREETWEAR BUYER BEHAVIOUR, BRAND LOYALTY, AND PURCHASE INTENTION

ABSTRACT This study rigorously validates the measurement framework designed to investigate the complex interplay between football club branding, streetwear culture, and consumer outcomes. Leveraging a quantitative surveybased approach, data were collected from N=450 consumers engaged in both markets. The study’s core objective was to establish the psychometric properties—realisability (reliability) and construct validity—of seven key scales: Fan Identity (FI), Brand Positioning (BP), Merchandising (MER), Social Media Engagement (SME), Perceived Brand Attributes (PBA), Brand Love (BL), and Purchase Intention (PI). Analysis confirmed high to excellent realisability across all constructs, with Cronbach’s Alpha (α) values ranging from 0.801 to 0.966. Exploratory Factor Analysis (EFA) on the 15-item PBA scale established robust construct validity by revealing a strong, unified unidimensional structure, accounting for nearly 68% of the variance. This suggests consumers process the various product attributes (quality, authenticity, prestige) as a singular, integrated perception. These validated scales provide a trustworthy foundation for academic and practical research into the cultural and commercial synergy between professional sports and the global streetwear market.