Brand attitude and purchasing situations in sports investigation in terms of different variables

This study aims to examine the brand attitude levels of athletes in Batman province. In the study, the relational scanning model, which is a quantitative research method used to find differences between two or more variables and to find the existence and degree of change in the data (Karasar, 2015), was preferred. The population of our study consists of individuals who do amateur and professional sports in Batman province. Our sample consists of 376 sports consumers who participate in our study and participate in sports both amateur and professional. The purpose of this research is to examine brand attitudes and purchasing situations in sports in terms of different variables, to investigate the feelings that athletes' brand attitudes and fondness for the brand give them, and their behavior and attitudes depending on this feeling, and to examine the satisfaction of people after their brand attitudes. This study aims to determine how much impact sports marketing has on consumers and its impact on consumer behavior. The data obtained in the research were analyzed by transferring them to the SPSS 22.0 package program. Frequency and percentage analysis of personal information was performed. In the analysis of the data, it was tested whether the data exhibited normal distribution or not by looking at the skewness and kurtosis values. Since the Skewness and kurtisos values of the data obtained were between -2 and +2, it was assumed that the variables showed normal distribution (George and Mallery, 2010). Thanks to this result, frequency and percentage analysis, independent variable t test, ANOVA analysis, and Gabriel test, one of the Post Hoc tests, were used in the study. The statistical significance level was determined as 0.05. As a result of this study, there are statistically significant differences between the score averages of the brand attitude scale brand and advertising, identification with the brand, caring about the brand and brand origin sub-dimensions according to the gender variable of brand attitude and purchasing situations in sports. Male athletes' brand and advertising, identification with the brand, caring about the brand and brand origin levels are higher than female athletes. No statistically significant difference was detected between the mean scores of the brand preference and brand and social relations sub-dimensions.