THE IMPACT OF PERCIEVED SOCIAL RESPONSIBILTY ON BRAND EQUITY ON SPORTSWEAR CONSUMERS

Abstract

Author(s): Hakan NAL

In this study, it has been tried to determine the attitudes of the target group in order to investigate the effects of the perceived corporate social responsibility of the sportswear consumers who have different demographic characteristics on brand equity. The study inc luded 270 students from Mu?la Sitki Koçman University Sports Sciences Faculty. The questionnaire form consists of demographic characteristics, sports brand preferences, sports brand attitude scale and brand equity scale. Number, percentage, mean, standard deviation were used as descriptive statistical methods in the evaluation of the data. The t-test was used to compare the quantitative data between two independent groups and the One Way Anova test was used to compare the quantitative data between two independent groups. Scheffe test was used as complementary post-hoc analysis to determine the differences after the Anova test. Pearson correlation and regression analysis were applied to the continuous variables of the study. In the preferences of the sports brands of the participants, it has been observed that the global social responsibility brands of the global sports brands preferred and preferred by the global sportswear brands have positively affected the brand equity elements. It has been determined that the perceived corporate social responsibility increases brand awareness, brand association and perceived quality levels and does not affect brand loyalty level. It has been determined that attitude towards sports brand increases brand awareness, brand association level and brand loyalty level. Perceived corporate social responsibility, brand awareness, perceived quality, brand loyalty and brand association scores did not show a significant difference according to gender variable. Brand loyalty and brand association scores were found to differ significantly according to the department variable.

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