FACTORS AFFECTING BRAND LOYALTY IN FOOTBALL: AN APPLICATION ON “THE BIG FOUR” FOOTBALL CLUBS IN TURKISH SUPER LEAGUE
The research aims to investigate the factors affecting brand loyalty in football industry. To achieve this aim, the loyalty of the supporters of Beşiktaş, Fenerbahçe, Galatasaray, and Trabzonspor called as “The Big Four” as they have the highest brand value in Turkish Super League were investigated. By using quota sampling method, 662 supporter students enrolling at the faculty of economics and administrative sciences of Bulent Ecevit University in 2013-2014 spring period were reached and questionaire technique was applied to the sample. In the research, the variables were tested via Multiple Linear Regression Analysis. As a result of the research, benefits variable from brand connotations and identification variable were found to be the most effective variables on psychological commitment towards the football clubs, as psychological commitment variable and benefits variable from brand connotations were found to be the most effective variables on behavioral loyalty towards the football clubs.