Abstract:

Recently, the changes in marketing activities and increasingly difficult competition conditions force companies to find new strategies. Against this situation, companies that want to increase their sales and keep their competitive advantages find the solution in the development of the brand love, which is a strong relationship between the brand and the consumer. Consumers can buy the brands they love without thinking rationally and recommend this brand to their environment. In this context, the main purpose of the study is to examine the relationships between brand love, impulse buying and positive word of mouth marketing on students in the context of sportswear. In line with this basic purpose, a questionnaire was carried out on students of the Faculty of Sport Sciences at Selcuk University. As a result of the study, the relationship between brand love's impulse buying and positive word of mouth marketing was evaluated with the structural equation model. After the evaluation, the brand's love is on impulse buying and positive word of mouth marketing; positive word of mouth marketing had a positive effect on impulse buying.

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