This study examines the effect of university identification on consumer responses and intention to use multichannels for purchasing university-licensed apparel. Two theories, social identity theory and theory of reasoned action, serve as a framework for this study to best explain purchasing behavior for university-licensed apparel by university employees, students, and alumni. A total of 243 undergraduate students in two large midwestern universities from different collegiate conferences (Big 10 and Big 12) participated in this study. Findings provide evidence of causal relationships among university identification, prestige, social acceptance, attitude toward university-licensed apparel, and purchase intention via multichannels.
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