The Role of Intergenerational Communication on Brand Loyalty: A Research on Fan Support of Sport Team

The aim of the study is to determine the effect of intergenerational communication on brand loyalty. In the study, brand related variables are embraced in terms of the team favor which is held as a brand. In this context, the effect of the communication of the young people with their fathers on team trust, perceived quality and loyalty was examined. Data were collected 370 university students by convenience sampling. Questionnaire technique was used for data collection. Data were analyzed with explanatory factor analysis and structural equation model. Intergenerational conversation has a significant effect on the perceived quality and trust of young people to their teams. Intergenerational advice significantly affects team trust. The perceived quality has a strong effect on fan loyalty. The results show that perceived quality and trust are significantly explained by intergenerational advice and intergenerational conversation. On the other hand, fan loyalty is explained by a limited level of trust and perceived quality