THE EFFECT OF REGULARLY PARTICIPATING IN SPORTIVE RECREATION ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND PURCHASE INTENTION
Abstract
ABSTRACT
This study was carried out in order to reveal the effect of regularly participating in sportive recreation activities on brand awareness, brand image and purchase intention. The study was carried out within the scope of a global brand that produces sports products. The population of this study is the province of Istanbul. The sample group of the study consisted of a total of 709 individuals, including 309 individuals who regularly participate in recreational activities and 397 individuals who do not regularly participate in recreational activities.In this study it was determined that the brand awareness, brand image and purchase intention differed statistically significantly according to the the state of doing sportive recreation. In addition, the brand awareness of the 31-40 age group was found to be higher than the 41-60 age group in those who regularly participate in sportive recreation activities. In the brand image of those who regularly participate in sportive recreation activities; the 21-30 age group was found to be higher than the 41-60 age group, and the secondary education group was higher than the undergraduate group. Purchasing intention of those who regularly participate in sportive recreation activities; women were found higher than men, 21-30 age group was found higher than 41-60 age group, secondary education group was found higher than undergraduate group, those with 2301-3500 income were found higher than the group with 5001-6500 income. Brand awareness in those who do not regularly participate in sportive recreation activities; women were found to be higher than men. The 21-30 age group was found to be higher than the 41-60 age group, and the undergraduate and graduate education group was higher than the secondary education group. Brand image of those who do not regularly participate in sportive recreation activities; the 21-30 age group was found to be higher than the 41-60 age group, and the undergraduate group was higher than the secondary education group. Purchasing intention of those who do not regularly participate in sportive recreation activities; the 21-30 age group was found to be higher than the 41-60 group, and the undergraduate group was found to be higher than the secondary education group.
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