Özet:

Abstract In this research, it is aimed to examine the relationship between perceived brand value, satisfaction, and behavioral intention in football from the perspective of football spectators in Turkey. The “Brand Equity Scale” used in their research by Tsordia, Papadimitriou, and Parganas (2018), the “Satisfaction Scale” used by Argan, Özgen, and Koç (2018) in their research, and the "Behavioral Scale" adapted by Katlav and Öney (2018) are suitable for the determined purpose. The brand equity structure used in the research consists of four (4) dimensions (brand awareness, perceived quality, brand association, brand loyalty) and a total of nineteen (19) statements. Four (4) statements were used to measure the structure of satisfaction, and four (4) statements were used to measure the structure of behavioral intention. While using the descriptive research model to reveal these relationships; the relational research model was used to test the hypotheses and reveal the relationships between the variables.

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