The investigation of brand value and supporter loyality in sport marketing: An application on Fırat University students

In recent years, the importance of sport marketing concept has increased with the developments in the sport industry. So, the researches made on that scope has also shown an increase. The aim of this study is to analyze the loyalty of team supporters according to the survey results applied to a group of Fırat University students. The effect of independant variables of the study which are marketing mix elements (product, price, place, promotion) and brand value elements (brand awareness, brand association, and perceived quality) on the supporter loyalty which is the dependant variable of the study is tried to be measured through Chaid analysis procedure. As a result, it is concluded that these variables have positive effect on supporter lolalty. Key words: Brand, Supporter Loyalty, Sport Marketing, Chaid Analysis