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Rapid transformations in higher education in recent years have made deeper researches about student-university relationship mandatory. Regarding the subject, Anderson, Sullivan, and Swidler (1993) stated that students who are the consumers of universities will have very important benefits for higher education institutions in determining the factors related to education satisfaction. So, the aim of this research is designed to determine the relationships between university students’ satisfaction with education, the emotional value they perceive, school identity, city attachment and positive WOM behavior. For the relevant purpose, 366 university students were reached online. The empirical data obtained were analyzed with a two-step approach (measurement and structural) in line with the basic methodological principles of SEM. Acceptance of all hypotheses created within the scope of the structural model proved empirical relationships between the related structures. The research has provided new perspectives to the ongoing discussions in the related literature by proving the direct or indirect effects of structures such as city attachment, emotional value, and school identity on university satisfaction. The results provided tips for professionals in the field to create educational satisfaction.

Researches have revealed that most of the university age male individuals are not satisfied with their body image and prefer a more muscular body. This has revealed the accepted phenomena in mental illness classifications such as exercise dependence and eating disorder. In line with this information, the main purpose of the research is to examine the mediating effect of the use of sports supplements on the relationship between exercise addiction and eating disorder. 372 male university students participated in the research. Validity and reliability analyze were applied to the obtained data within the scope of the measurement model. The steps expressed by Baron and Kenny (1986) were followed in order to determine the mediation effect. As a result of the analysis, it has been empirically proved that the use of sports supplements mediates the relationship between exercise addiction and eating disorder. The results of the research have contributed significantly to the ongoing discussions as one of the leading researches in the literature. In addition, it provided clues to the researchers and practitioners who obtained the results in the detection and treatment of such important mental disorders.

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A very important parts of TV commercials are the messages and how they convinced people. In addition, the information given in commercials may contain messages that seem like a fact however, they may not be true. To understand these commercials it is more beneficial to observe how they say instead of what they say. In many studies (Ferreira, et al. 2006;Muratović, et al., 2014; Pyun, et al., 2012) it is stated that consumers positive attitudes are developed to products which are in the commercial that use sports image. In this context, the purpose of this study is to criticize the TV commercials that's use sports image by using semiotics-analyzing method. Clear Men, Türkiye Finans (Turkish Finance Bank ) and TEB economy commercials that are broadcasted on television channels in Turkey were chosen by using purposive sampling. Selected commercials are analyzed by semiotics-analyzing method. The result of this study indicated that these companies are using sports image effectively in TV commercials with various advertising strategies to achieve their marketing objectives. Using sports image in TV commercials does not only contribute the companies but also contribute sports image and popularity of the athletes. This relationship between sports and commercials has a crucial effect on development of each other. In light of this information, it can be state that researches on sports related commercials are so useful for sports managers and advertisers.

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Sports marketing literature indicates that there are important relationships between importance of winning, schadenfreude, team identification, attitudinal and behavioral loyalty. The purpose of this study is to investigate importance of winning, schadenfreude on team identification and attitudinal and behavioral loyalty in the context of soccer. A structural model based on relationships is proposed in this study to explore the influence of importance of winning, schadenfreude on team identification and fans' loyalty. Convenience sampling was chosen in this study and empirical data were collected among soccer fans via an online and self-administration questionnaire. The data were analyzed using confirmatory factor analysis (CFA) and structural equation model with Amos 20.0 software. Findings indicate that there were a significant and strong relationship between team identification and attitudinal and behavioral loyalty. Furthermore, this paper shows that team identification was a mediator between importance of winning and schadenfreude, and loyalty. The results of this research have significant implications for the practice of sports marketing. Having said that, the study has significant implications as to how soccer teams' managers should be interpreting these variables or phenomenon.