Özet:

Many companies, in the sports clothing industry, are doing a variety of research to ensure the satisfaction of the existing consumers, to increase the customer potential and to ensure the brand loyalty by creating a brand image. The purpose of this research is to reveal the impact of sports consumers on sports products by examining the brand satisfaction, the brand confidence, the brand sense and the brand image through the brand loyalty. The research group of this study consisted of 275 body training and sports teachers. The survey was used as a data collection tool, consisting of three sections. The first part uses the personal information form, the second part uses the scale of the brand image and the third part uses the scale of the brand loyalty. For the purpose of testing the hypotheses of the model found in the study, a structural equality modeling was made. The scale validity and reliability have also been studied by Cronbach Alpha ratings with close validity, distinctive validity. As a result, it is found that brand satisfaction has no direct impact on brand loyalty, but it affects brand confidence, brand sense and brand image. It is found that brand satisfaction does not affect the behavioral and emotional brand loyalty through brand confidence and brand image, while it is found that through brand feeling it affects both behavioral and emotional brand loyalty.

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