Relationship Between Brand Awareness Levels, Brand Loyalty Behaviors, Brand Function Perceptions, Factors Influencing Brand Loyalty, and Preferred Criteria in Product Purchasing Among Secondary School Students Engaged in Sports

Abstract

This research was conducted to determine whether there is a significant relationship between brand awareness levels, brand loyalty behaviors, brand function perceptions, factors affecting brand loyalty and preference criteria in product purchase in a sample of secondary school students engaged in sports. In the research, a relational survey method was employed. The study group consisted of a total of 250 students [n(male=185), n(female=65)] who were enrolled in high schools affiliated with the Konya Provincial Directorate of National Education during the first half of the 2019-2020 academic year and represented different sports branches (such as football, volleyball, basketball, handball, folk dancing, taekwondo, kickboxing, badminton, fitness, wrestling, fencing) at their schools or participated in competitions. The average age of the students participating in the research is 16.48±1.16. Brand Awareness Scale consisting of 5 statements and a single dimension, Brand Loyalty Scale consisting of 6 statements and a single dimension, Brand Functions Scale consisting of 14 statements and 3 sub-dimensions, Factors Affecting Brand Loyalty Scale consisting of 13 statements and 4 sub-dimensions and Preference Criteria in Product Purchase Scale consisting of 23 statements and 4 sub-dimensions were used as data collection tools. Relational survey model and convenience sampling method were used in the study. As a result of the research, it was determined that there are positive, medium and low-level significant relationships between the brand awareness levels, brand loyalty behaviors, brand function perceptions, factors affecting brand loyalty and preference criteria in product purchase of secondary school students engaged in sports.Keywords: Brand Awareness, Brand Function, Brand Loyalty, Secondary School Students, Sports Marketing