The Relationship Between Sports Consumers' Brand Satisfaction and Brand Loyalty: Brand Trust, Brand Affect and the Mediation Effect of Brand Image

Many companies, especially in the sportswear sector, conduct various researches to ensure the satisfaction of their current consumers, to increase their customer potential and to ensure brand loyalty by creating a brand image. The aim of this study is to examine the effect of sports consumers' brand satisfaction on sports products on brand loyalty by examining them through brand trust, brand affect and brand image. The research group of this study consists of 275 physical education and sports teachers. A questionnaire consisting of three parts was used as a data collection tool in the study. The personal information form was used in the first part, the brand image scale in the second part and the brand loyalty scale in the third part. Structural equation modeling was carried out in order to test the hypotheses of the model presented within the scope of the research. In addition, convergent validity, discriminant validity and Cronbach's Alpha coefficients were examined for scale validity and reliability. As a result, it has been revealed that brand satisfaction does not have a direct effect on brand loyalty, but does affect brand trust, brand affect and brand image. While it was observed that brand satisfaction did not affect behavioral and attitudinal brand loyalty through brand trust and brand image, it was found that it affected both behavioral and attitudinal brand loyalty through brand affect.