Effect of Identity, Loyalty and Brand Satisfaction on Brand Enunciation in Sports Wear

The study examines the effect of identity, loyalty and brand satisfaction on brand enunciation in sports ware. The statistical population was all physical education students of public universities in the country (9335 People). 390 correct questionnaires were analyzed. Data collection tools wee Brand Identity Questionnaire of Mael and Asfrath (1992), Purchaser’s Purpose of Becerra & Korgaonkar (2011), Positive Brand Referrals of Poor (2008), Oppositional Brand Referrals of Matzler (2007) and Brand Loyalty of Sondoh (2007). The Effect of Identity, Loyalty and Brand Satisfaction on Brand Enunciation in Sports Wear were examined. The validity of the questionnaire was confirmed by using the opinions of 10 sports management professors and construct validity through SEM. All questionnaires’ reliability was obtained above 0/75 using Cronbach’s alpha. The findings revealed that brand loyalty influences purchase intentions and positive advertising. Also brand satisfaction influences positive referrals and brand loyalty. Brand identification also affects brand satisfaction, brand loyalty and purchase intentions. Therefore, the sports ware industry managers should focus on effective factors on loyalty, identity and consumer satisfaction in order to develop brand enunciation in marketing activities. Using the marketing tools is essential to create a unique identity.