Brand concept and attitudes of athletes towards brand

The purpose of this study was to determine the attitudes of athletes towards the general brand, and investigate the effects of demographic characteristics of subjects on subdimensions of brand attitudes (Brand and Advertisement, Brand and Socializition, Brand Preference, Brand Origin, Identification with Brand, Brand Caring). A scale developed by the researcher called as ?Brand Attitudes Scale? (BAS) was used as data collection instrument. The BAS was divided in to two parts. As the first part of BAS includes the questions for examining the demographic characteristics of the participants, the second part contains 20 items related with brand attitudes. 353 sacales were accepted from the 430 scales filled by the athletes participated to this study. The results of statistical analysis demonstrated that, there is significant differences in subdimensions of Brand Attitudes Scale among the athletes according to gender differences, marital status, education levels, kinds of people lived with, sport branches, type of sports, being participated in national team or not, sport age and brand loyalty levels. Key Words: Brand Concept, Brand Attitudes, Athletes