Evaluating the of trust and loyalty levels of basketball fans, which they feel to their team (Sample of Pınar Karşıyaka)

The objective of this survey is to analyze and evaluate the determination on trust and loyalty level of basketball fans to their team and to help forming strategic sales plan considering the trust and loyalty level of Pınar Karşıyaka Basketball fans to their team. The data from the survey are generated from 283 fans ranging in age from 13 to 71 (205 male, 78 female) who came to see Pınar Karşıyaka matches. For the survey, in order to evaluate the brand trust of the basketball fans, "Brand Trust Scale" developed by "Chaudri and Hollbrok (2001) was referenced while the studies of Bauer, Stokburger – Sauer and Exler (2008), Mahony, Madrigal and Howard (2000), Fink, Trail and Anderson (2002) were referenced to evaluate the loyalty in their team. This scales were adopted to Turkish by Yıldız (2010). As a result of the research, considering the brand trust, statistically significant differences among Pınar Karşıyaka Basketball fans were determined in variables such as regular exercise, education status and going to the stadium for the match. No significant difference was found in other demographic variables in terms of brand trust. It was found that the behavioral loyalty levels of secondary school graduates (high school and before) were higher than those of master and university education graduates. According to the results of correlation analysis, that has been found that there is a positive and strong relationship between brand trust and attitudional loyalty, behavioral loyalty, same as attitudional loyalty and behavioral loyalty.