Abstract:

Individuals who practice weight training to have an aesthetic body, resort to sports nutritional supplements as products to support their body development. Research has shown that the use of these products has increased dramatically. The aim of this study is to examine the effects of multiple perceived values from sports nutritional supplements on brand attachment and purchasing intention. To achieve the goals of the study, a total of 425 athlete nutritional supplement users were reached. The empirical data obtained were analysed with a two-stage approach, namely measurement and structural, in line with the basic methodological principles of the Structural Equation Modeling (SEM). As a result of the analysis, it has been demonstrated that the multiple perceived value related to sports nutritional supplements have various effects on brand attachment and purchasing intentions. The results of the study have contributed to the discussions in the literature in the context of sports nutritional supplements by providing tips to professionals who achieved the results, which they can use in marketing activities.

Keywords: