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Bu araştırmada, üniversite öğrencilerinin spor ürünlerine yönelik ilişkisel pazarlama çerçevesinde marka sadakatlerinin incelenmesi amaçlanmıştır. Tarama modeli ile yapılandırılan bu araştırmadaki çalışma grubu bir üniversitede öğrenim gören, 108’i erkek 99’u kadın olmak üzere toplam 207 öğrencinin gönüllü katılımıyla oluşmuştur. Araştırmada veri toplama aracı olarak kişisel bilgi formu ile Özdemir ve Koçak (2012) tarafından geliştirilen 5 alt boyuttan oluşan Marka Sadakati Ölçeği (MSÖ) kullanılmıştır. Verilerin analizinde bağımsız ikili karşılaştırmalar için Independent sample t test, bağımsız çoklu karşılaştırmalar için tek yönlü varyans analizi (ANOVA) kullanılmıştır. Katılımcıların yaş, aylık kişisel harcama ve ailenin aylık geliri, değişkenleri ile MSÖ alt boyutları arasında Pearson Korelasyon Analizi kullanılmıştır. Yapılan analizler sonucunda kadınların marka duygusu düzeyinin anlamlı olarak erkeklerden daha yüksek olduğu belirlenmiştir. Hayatının önemli bir kısmını şehirlerde geçiren öğrencilerin marka tatmini, marka güveni, marka duygusu ve davranışsal marka sadakati düzeylerinin kasaba ve köylerde yaşayanlara göre anlamlı olarak daha yüksek olduğu tespit edilmiştir. Ayrıca bireyin kişisel harcama düzeyi ile marka sadakati alt boyutları arasında anlamlı ilişki bulunmazken ailenin aylık gelir düzeyine ile marka tatmini, davranışsal marka sadakati ve tutumsal marka sadakati değişkenleri arasında zayıf anlamlı ilişkilerin olduğu ortaya konmuştur. Sonuç olarak üniversite öğrencilerinin spor ekipmanları markalarına yönelik algılarının farklı değişkenler çerçevesinde etkilenebildiği ve değişebildiği söylenebilir.
This study aims to study the brand loyalty of university students in the framework of the relative marketing to sports products. The study group, structured by the screening model, consisted of a volunteer participation of a total of 207 students, including 108 men and 99 women, who studied at a university. The research has used the brand loyalty scale (MSÖ) consisting of 5 subdimensions developed by Özdemir and Koçak (2012) as a personal information form as a data collection tool. In the analysis of data, the Independent sample t test for independent binary comparisons, the one-way variance analysis (ANOVA) for independent multiple comparisons, has been used. The Pearson Correlation Analysis has been used between the age of the participants, the monthly personal spending and the family’s monthly income, variables and subdimensions. The results of the analysis have found that women’s brand emotions are significantly higher than men. It has been found that students who spend a significant part of their lives in cities have a significant higher level of brand satisfaction, brand confidence, brand sense and behavioral brand loyalty than those who live in cities and villages. In addition, there is no meaningful relationship between the individual’s personal spending level and the lower dimensions of brand loyalty; there is a weak meaningful relationship between the family’s monthly income level and the brand satisfaction, the behavioral brand loyalty and the emotional brand loyalty variables. As a result, it can be said that university students’ perceptions of sports equipment brands can be influenced and changed in the framework of different variables.
This study aimed to analyze empirically the brand loyalty of the students in the relationship marketing framework related to the sports products. The sampling group of the study, which is structured with descriptive survey model, consists of a total of 207 participants -108 male and 99 female participants- who are selected with availability sampling method under the condition that they participate willingly. As the data collection tool, personal information form and Brand Loyalty Scale (MSÖ - BLS) developed by Özdemir and Koçak (2012), which has five sub-dimensions were used. In the analysis of the data, Independent sample t test was used in order to perform independent dual comparisons; and one-way variance analysis (ANOVA) was used in order to perform independent multiple comparisons. Pearson Correlation Analysis was used in order to determine the correlation between the variables of age, monthly personal expense and the monthly family income of the participants and sub-dimensions of BLS. As a result of the analyses made, it is determined that the sense related to brand in women is significantly higher than men. It is also found that brand satisfaction, brand trust, sense of brand and behavioral brand loyalty levels of the students who have spent a significant part of their lives in large cities and cities are significantly higher than the ones who have spent their lives in towns and villages. Also, whereas there isn’t any significant correlation between the level of personal expense of an individual and sub-dimensions of brand loyalty, it is revealed that there are weak significant correlations between monthly family income level and the variables of brand satisfaction, behavioral brand loyalty and attitudinal brand loyalty. As a result, it can be said that the perception of the university students related to sports equipments brands can be affected and changed in the frame of different variables.
Field : Spor Bilimleri
Journal Type : Ulusal
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