ear Ege Academic Review 1303-099X Ege University Consumer Based Brand Equity on Soccer Teams: A Model Suggestion Futbol Takımlarında Tüketici Temelli Marka Değeri: Bir Model Önerisi Yıldız Yavuz Yrd. Doç. Dr., Celal Bayar Üniversitesi, Beden Eğitimi ve Spor Yüksekokulu, Spor Yöneticiliği Bölümü, Ay Canan Prof. Dr., Celal Bayar Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü, Özbey Selhan Yrd. Doç. Dr., Celal Bayar Üniversitesi, Beden Eğitimi ve Spor Yüksekokulu, Spor Yöneticiliği Bölümü, 11 01 2012 12 1 10 11 01 2012 Copyright © 2000, Ege Academic Review 2000 Ege Academic Review

The purpose of this study is to investigate the consumer-based brand equity on soccer teams and propose a model for the consumer-based brand equity on soccer teams. Participants, are 850 (626 male, 224 female) fans of Beşiktaş JK, Fenerbahçe SK, Galatasaray SK teams In the results of the study, fit criterias of the proposed model were found as RMSEA= 0.029, SRMR= 0.049, x2 / df = 1.69, CFI=0.97, GFI= 0.92 AGFI=0.90, NNFI= 0.96. In addition, it found that product-related attributes has a positive affect on brand trust (0.71) and brand satisfaction (0.49); non-productrelated attributes has a positive affect on benefits (0.18) and brand trust (0.14); benefits (0.63), brand satisfaction (0.17) and brand trust (0.37) have seperately positive affects on attitudinal loyalty; attitudinal loyalty (0.87) has a positive affect on behaivoral loyalty. It found that the level of fan’s trust (4.24) and satisfaction (4.33) is greater than fan’s attitudinal (4.21) and behaivoral loyalty (3.86). This result show that the researchs, which cover marketing activities based-on behaivoral loyalty of BJK, FB and GS soccer teams, are important. In the results of this study, found that consumer-based brand equity (CBBE) of GS is greater than CBBE of BJK and FB and the level of CBBE between BJK and FB is statistically undifferent

Bu araştırmanın amacı, futbol takımlarında tüketici temelli marka değerini incelemek ve futbol takımlarında tüketici temelli marka değerine yönelik bir model önerisinde bulunmaktır. Araştırmada elde edilen veriler, 850 (626 erkek, 224 kadın) Beşiktaş JK, Fenerbahçe SK, Galatasaray SK taraftarından toplanmıştır.Araştırma sonucunda, önerilen modelin uyum değerleri, RMSEA= 0.029, SRMR= 0.049, x2 / sd = 1.69, CFI=0.97, GFI= 0.92 AGFI=0.90, NNFI= 0.96 şeklinde tespit edilmiştir. Ayrıca ürünle ilgili özelliklerin, marka güveni (0.71) ve marka tatmini (0.49) üzerinde olumlu yönde etkiye sahip olduğu; ürünle ilgili olmayan özelliklerin, faydalar (0.18) ve marka güveni (0.14) üzerinde olumlu etkiye sahip olduğu; faydalar (0.63), marka tatmini (0.17) ve marka güveninin (0.37), tutumsal sadakat üzerinde olumlu etkiye sahip olduğu; tutumsal sadakatin (0.87), davranışsal sadakat üzerinde olumlu etkiye sahip olduğu bulunmuştur. BJK, FB ve GS futbol takımları- nın taraftarlarının güven (4.24) ve tatmin (4.33) düzeyleri tutumsal (4.21) ve davranışsal (3.86) sadakat düzeylerinden daha yüksek bulunmuştur. Bu durumun; BJK, FB ve GS futbol takımlarının davranışsal sadakat boyutuna yönelik pazarlama çabalarını kapsayan araştırmaların önemini vurguladığı görülmektedir. Araştırma sonucunda, GS futbol takımının Tüketici Temelli Marka Değeri (TTMD)’nin hem BJK hem de FB futbol takımlarının TTMD’sinden daha yüksek olduğu; BJK ve FB futbol takımlarının TTMD’si arasında farklılık olmadığı bulunmuştur.

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