The determinants of brand loyalty on football supporters: A study on Ankaragücü and Gençlerbirliği supporters

It is well known that creating loyal customers is crucial for the future and recognition of businesses. The same holds true for football clubs. While some clubs invest in transfers and social projects to become more successful and enhance their visibility, others enter the stock market. However, fans, who play a significant role in representing and popularizing clubs, are often overlooked. Just as cultivating loyal customers is vital for a business, fans are equally important in the recognition and representation of a football club. This thesis is a study conducted on Ankaragücü and Gençlerbirliği fans in Ankara to identify the factors influencing the support of football clubs and to determine how these factors lead to behavioral differences between the two groups of fans.