Abstract
The purpose of this study was to examine the influence of sport brand company’s marketing mix activities upon relation capital and loyalty.BR For this study, the samples were collected from participants of the event which held(by ‘R’ brand) on 18th and 19th October 2014 by using convenience sampling method. 23(694.4%) questionnaires were finally used for data analysis. The data was analyzed by using SPSS 18.0. and AMOS 19.0.BR The results were as follows;BR Firstly, Promotion has an effect on relation capital, but place and price do not have an effect.BR Secondly, relation capital has an positive effect on loyalty.
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