Abstract:

Developments in sport economy cause a new perspective on marketing based on consumers’ preferences and a significant importance on marketing. The marketing based on consumers’ preferences in the sport markets causes an increase in competition at these markets. This competition forces companies to make a classification in marketing and to identify brands in accordance with the target marketing. After this identification, the brand position is started to be important for companies in that after this positioning and the brand strategy applications, brand alliances are created at target people. This research is aimed to identify and to measure the sources of brand values based on consumers’ preferences regarding sport brands in clothing sector. To this aim, 250 university students who were at engineering faculties and were taking physical training and sport modules as selective courses at public universities in Istanbul were taken into account. The reason of selecting public universities is the distribution of incomes is heterogenic and the reason of selection these students at engineering faculties is the right perceptions of the subject and variables. Considering the research results, it can be said that famous people performing at publicities attract people in order to watch them, and so these brands can be seen and known by several people. However, there is not any significant relationship between these publicities and consuming these brands. Also, there is not any increase depending on these publicities.

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