BRAND AWARENESS AND LOYALTY IN SPORTS MARKETING: AN IMPLEMENTATION IN AKSARAY UNIVERSITY FACULTY OF SPORTS SCIENCES

Abstract

Branded products are consumed by all segments of society in almost every sector in today’s world. Consumers prefer brands that are known and familiar to them so to increase customer loyalty, businesses should offer quality products and services to customers constantly. Since the consumer evaluates according to the quality of the product s/he buys, sports businesses should be able to market their products effectively. Being able to compete with other sports businesses can only be achieved by becoming a brand. This research aims to determine the brand awareness and loyalty of students studying at Aksaray University Faculty of Sports Sciences to sports brand products. For this purpose, a questionnaire form was applied and the data obtained from the questionnaires were analyzed in the SPSS 25.0 statistical program.