SPOR GİYİM ENDÜSTRİSİNDE MATERYALİZM, MARKA SADAKATİ VE MARKA-BENLİK UYUMU ARASINDAKİ İLİŞKİNİN BELİRLENMESİNE YÖNELİK BİR ARAŞTIRMA.

This study aims to identify the relationship between materialism, brand loyalty and self-brand congruity. In this context, effects of materialism on brand loyalty and self-brand congruity will be examined in the research. The data of the study were collected face to face from a total of 313 people through a structured questionnaire. The surveys were applied to university students due to their high consumption trends. The obtained data were analyzed and reported with SPSS 20 package programs. According to the results of the study, it was observed that there is a significant relationship between materialism and brand loyalty, between materialism and self-brand congruity, and between brand loyalty and self-brand congruity. The study has two main limitations. First, the research was carried out in Konya. Second, it was carried out in the context of the sportswear industry. Materialism and brand loyalty have been investigated in different studies with different variables. This study aims to contribute literature by analyzing two variables with brand-self congruity. [ABSTRACT FROM AUTHOR]