The effect of brand loyalty on the purchase preference of licensed sports in fantom

Licensed sports products that sports clubs offer to fans through marketing provide significant income to the clubs. In addition to generating revenue, licensed sports products also provide the opportunity to develop emotional ties between the team and the fans. Brand loyalty is the most important indicator of sports consumers' commitment to the product and the business and is an important factor for sports operators and marketers to gain an advantage over competitors. In this study, it is aimed to determine the effect of brand loyalty on licensed sports product purchase preference. The sample of the study consists of individuals residing in Turkey who are fans of any sport branch. The data used within the scope of the study were obtained by the questionnaire method from 494 sports fans, who were determined by the convenience sampling method, which is not based on probability. The limitations of the study were the impossibility of reaching the entire population and the time and cost factors. In this study, SPSS package program was used for descriptive statistics, explanatory factor and reliability analyses, and SmartPLS 4 program was used for confirmatory factor analysis and structural modeling. According to the findings obtained in this context, it is seen that brand loyalty in fandom has a positive effect on the desire to purchase licensed products and the frequency of licensed product purchases and the research hypotheses are supported. It is thought that the results obtained from the study will contribute to the determination of marketing strategies for sports clubs and businesses producing licensed sports products.