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Vodafone’s Brand Personality: A Research Related to Perception Differences between Besiktas Fans, Rival Teams’ Fans and Nonsupporters

Year 2016, Volume: 16 Issue: 1, 65 - 78, 01.02.2016

Yener Girişken Caner Giray

Abstract

Sponsorship is one of the main income sources for sports teams, sports organizations and sportspeople as individuals. On the other hand, companies expect to improve their brand image to create brand awareness and to influence consumer preferences by sponsorship. Sport sponsorship is one of the common ways to enhance the bond between club fans and companies. At this point, brand personality perception is one of the keys to explain the potential bond. The main purpose of this study is to assess the differences between Besiktas fans; the fans of other teams and people who support no sports teams, in perceiving Vodafone’s brand personality. In this research 902 participants were interviewed face to face to assess Vodafone’s brand perception. After statistical comparisons, it is observed that the brand personality perception of Besiktas fans is more positive than other groups’

Keywords

Sponsorship Brand Personality Sports Marketing GSM Vodafone

References

  • Aaker, J. (1997). “Dimensions of Brand Personality”, Journal of Marketing Research, 34(3): 347–356.
  • Aaker, J., Fournier, S. ve Brasel, S.A. (2004). “When Good Brands Do Bad”, Journal of Consumer Research, 31: 1-16.
  • Aiken, K.D., Campell, R.M. ve Koch, E.C. (2013). “Exploring the Relationship Between Team (As Brand) Personality and Geographic Personality: Linking Consumer Perceptions Of Sports Teams And Cities”, International Journal of Sports Marketing & Sponsorship, October, 7-19.
  • Aksoy, L. ve Özsomer, A. (2007). “Türkiye’de Marka Kişliğini Oluşturan Boyutlar”, 12. Ulusal Pazarlama Kongresi Bildiri Kitabı, 1-11.
  • Akyıldız, M. ve Marangoz, M. (2008). “Sporda Sponsorluğun Tüketicilerin Satın Alma Niyetine Yansıması”, Ege Akademik Bakış, 8(1):153-166.
  • Akyürek, R. (2005). Kurumsal İletişim Yönetimi, Anadolu Üniversitesi Yayınları, Eskişehir.
  • Altuna, O. ve Arslan. M. (2014). “Popüler Türk Dizilerindeki Başrol Erkek Oyuncuların Marka Denkliği Boyutlarının Karşılaştırılması Ve Tüketicinin Satın Alma Niyetine Etkileri: Üniversite Öğrencileri Üzerine Bir Çalışma”, Marmara Üniversitesi İİBF Dergisi, 36(1):187-213.
  • Avis, M., Forbes, S. ve Ferguson, S. (2014). “The Brand Personality of Rocks: A Critical Evaluation of A Brand Personality Scale”, Marketing Theory, 14(4): 451–475.
  • Baloglu, S., Henthorne, T.L. ve Sahin, S. (2014). “Destination Image and Brand Personality of Jamaica: A Model of Tourist Behavior”, Journal of Travel and Tourism Marketing, 31(8):1057-1070.
  • Baş, M. (2008). “Spor Sponsorluğu Ve Spor Federasyonlarının Sponsorluğa Bakışı Üzerine Bir Araştırma”, Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 10(3): 111-124.
  • Bozkurt, H. ve Kartal, R. (2008). “Spor Pazarlamasında Halkla İlişkiler Ve Sponsorluk İlişkisi”, Niğde Üniversitesi Beden Eğitimi ve Spor Bilimleri Dergisi, 2(1): 23-33.
  • Brohman, B. (2009). “Gender Dimensions of Brand Personality”, Journal of Marketing Research, XLVI (February): 105–119.
  • Carlson, B.D., Donavan, D.T., ve Cumiskey, K.J. (2009). “Consumer-Brand Relationships in Sport: Brand Personality and Identification”. International Journal of Retail and Distribution Management, 37(4): 370–384.
  • Carlson, B.D. ve Donavan, D.T. (2013). “Human Brands in Sport: Athlete Brand Personality and Identification”, Journal of Sport Management, 27: 193- 206.
  • Caslovova, E. ve Petrackova, J. (2011). “The Brand Personality of Large Sport Events”, Kinesiology, 43(1): 91-106.
  • Cho, S. ve Kang, J.H. (2012). “Psychometric Comparability of Brand Personality Scale: Assessing Brand Personality Matching Between Sports and Corporate Sponsors By Using The Congenerity Test”, International Journal of Sports Marketing & Sponsorship, July, 295-312.
  • Clemenz, J., Brettel, M. ve Moeller, T. (2012). “How the Personality of A Brand İmpacts The Perception of Different Dimensions of Quality”, Journal of Brand Management, 20(1): 52–64.
  • Cornwell, T. B., Humphreys, M.S., Maguire, A. M., Weeks, C. S. ve Tellegen, C.L. (2006). “Sponsorship‐ Linked Marketing: The Role of Articulation in Memory”, Journal of Consumer Research, 33(3): 312-321.
  • Cornwell, T.B, Weeks, C. S. ve Roy, D. P. (2005). “Sponsorship-Linked Marketing: Opening The Black Box”, Journal of Advertising, 34(2): 21-42.
  • Cornwell, T.B. ve Maignan, I. (1998). “An International Review of Sponsorship Research”, Journal of Advertising, 27(1): 1-21.
  • Çoban, S. (2003). “Kurumsal İmaj Oluşturma Aracı Olarak Sponsorluk ve İnternet Uygulamaları”, Süleyman Demirel Üniversitesi İİBF Dergisi, 8(2): 213- 229.
  • D’Astous, A ve Bitz, P. (1995). “Consumer Evaluations of Sponsorship Programmes”, European Journal of Marketing, 29(12): 6-22.
  • Das, G. (2015). “Does Brand Personality Vary Across Retail Brands and Gender? An Empirical Check”, Journal of Strategic Marketing, 23(1):19-32.
  • Das, G., Guin, K.K. ve Datta, B. (2013). “Impact of Store Personality Antecedents on Store Personality Dimensions: An Empirical Study of Department Retail Brands”, Global Business Review, 14(3):471-486.
  • Dees, W., Bennett, G. ve Ferreira, M. (2010). “Personality Fit in NASCAR: An Evaluation of Driver- Sponsor Congruence and Its Impact on Sponsorship Effectiveness Outcomes”, Sport Marketing Quarterly, 19(1): 25-35.
  • Ferrandi, J., Valette-Florence P. ve Fine-Falcy S. (2000). “Aaker’s Brand Personality Scale in A French Context: A Replication and Preliminary Test of Its Validity”, Developments in Marketing Science, 23: 7–13.
  • Gegez, A. E. (2007). Pazarlama Araştırmaları, Beta Basım Yayın Dağıtım, İstanbul.
  • Gençlik ve Spor Genel Müdürlüğü Sponsorluk Yönetmeliği, http://www.sponsorluk.gov.tr/Home/ Content/38#5. Erişim tarihi: 06.05.2015
  • Girişken, Y. (2010), “Türkiye’deki Siyasi Partilerin ve Liderlerin Marka Kişiliğine Dair Bir Pilot Araştırma, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü Yayınlanmamış Doktora Tezi.
  • Global Sponsorship Spending, http://www. statista.com/statistics/196864/global-sponsorship- spending-since-2007/. Erişim Tarihi: 06.05.2015
  • Gwinner, K. ve Bennett, G. (2008). “The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in A Sponsorship Context”, Journal of Sport Management, 22(4): 410-426.
  • Ha, H.-Y. ve Janda, S. (2014). Brand Personality and Its Outcomes in the Chinese Automobile Industry, Asia Pacific Business Review, 20(2): 216-230.
  • Hair, J., Anderson, R., Tatham, R., Black C. (1998). Multivariate Data Analysis, 5th Ed., Upper Saddle River, NJ: Prentice Hall.
  • International Event Group. (2000). “Year One of IRL Title Builds Traffic, Awareness For Northern Light”, IEG Sponsorship Report, 19(23): 1–3.
  • Kalender, A. ve Fidan, M. (2008). Halkla İlişkiler, Tablet Yayınları, Konya
  • Karademir, T., Devecioğlu, S., Çoban, B., Açak, M. ve Kafkas, M.E. (2009). “Spor Sponsorluğunda Sektörel Yaklaşımlar”, SPORMETRE Beden Eğitimi ve Spor Bilimleri Dergisi, VII (4): 151-157.
  • Karadeniz, M. (2009). “Pazarlama İletişimi Kapsamında Sponsorluk Faaliyetlerinin Önemi”, Journal of Naval Science and Engineering, 5(1): 62-75.
  • Karataş, Ö., Hacıcaferoğlu, B., Selçuk, M.H. ve Hacıcaferoğlu, S. (2013). “Vergi Rekortmenlerinin Spor Sponsorluğu İle İlgili Görüşlerinin İncelenmesi (Malatya İli Örneği)”, Spor Yönetimi Ve Bilgi Teknolojileri Dergisi, 8(1): 35-46.
  • Keller, K.L. (1993). “Conceptualizing Measuring and Managing Customer Based Equity”, Journal of Marketing, 57(1):1-22.
  • Kim, J.W., Lee, F. ve Suh, Y.G. (2015). “Satisfaction and Loyalty From Shopping Mall Experience and Brand Personality”, Services Marketing Quarterly, 36(1): 62-76.
  • Kim, Y.D., Magnusen, M. ve Kim, Y. (2012). “Revisiting Sport Brand Personality: Scale Development and Validation”, Journal of Multidisciplinary Research, 4(3): 65-80.
  • Ko, Y.J. ve Kim, Y.K. (2014). “Determinants of Consumers’ Attitudes Toward a Sport Sponsorship: A Tale from College Athletics”, Journal of Nonprofit & Public Sector Marketing, 26(3): 185-207.
  • Kurtulus, K. (2004). Pazarlama Araştırmaları, Genişletilmis Yedinci Basım, Istanbul, Literatür Yayınları.
  • Kurtulus, S.D. (2008). “Ülkelerin Marka Kişiliği Üzerine Bir Araştırma, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 22(2): 285- 301.
  • Lada, S., Sidin, S.M. ve Cheng, K.T.G. (2014). “Moderating Role of Product Involvement on the Relationship Between Brand Personality and Brand Loyalty”, Journal of Internet Banking and Commerce, 19(2): 1-16.
  • Li, X., Yen, C.-L.A. ve Uysal, M. (2014). “Differentiating with Brand Personality in Economy Hotel Segment, Journal of Vacation Marketing, 20(4): 323-333.
  • Lin, L.Y. (2010). “The Relationship of Consumer Personality Trait, Brand Personality and Brand Loyalty: An Empirical Study of Toys and Video Games Buyers”, Journal of Product & Brand Management, 19(1): 4–17.
  • Liu, H., Kim, K.H., Choi, Y.K., Kim, S.J. ve Peng, S. (2015). “Sports Sponsorship Effects on Customer Equity: an Asian Market Application”, International Journal of Advertising: The Review of Marketing Communications, 34(2): 307-326.
  • Meenaghan, J.A. (1983). “Commercial Sponsorship”, European Journal of Marketing, 17(7): 5-73.
  • Nunnally, C. ve Bernstein, H. (1994). Psychometric Theory, New York, McGraw-Hill
  • Aksoy, L., Özsomer, A. (2007). “Türkiye’de marka kişiliğini oluşturan boyutlar”, 12. Ulusal Pazarlama Kongresi Bildiri Kitabı, Sakarya Üniversitesi 1-11.
  • Şahin, Ç. (2006). “Tüketicilerin Markalı Ürünlere Yönelik Olumlu Tutum Ve Davranış Geliştirmelerinde Marka Kişiliğinin Rolüne İlişKin Bir Araştırma”, Yayınlanmamıs Doktora Tezi Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü, Trabzon.
  • Schade, M., Piehler, R. ve Burmann, C. (2014). “Sport Club Brand Personality Scale (SCBPS): A New Brand Personality Scale for Sport Clubs”, Journal of Brand Management, 21:650-663.
  • Scremin, G. (2007). “Political Parties as Brands: Developing and Testing a Conceptual Framework for Understanding Party Equity”, Dissertation, University of Texas, Austin.
  • Shehu, E., Becker, J.U., Langmaack, A-C. ve Clement, M. (2015). “The Brand Personality of Nonprofit Organizations and the Influence of Monetary Incentives”, Journal of Business Ethics, March.
  • Sung, J., Choi, S. M., Ahn, H. ve Song, Y-A. (2015). “Dimensions of Luxury Brand Personality: Scale Development and Validation”, Psychology and Marketing, 32(1): 121–132.
  • Tsiotsou, R.H., Alexandris, K. ve Cornwell, T.B. (2014). “Using Evaluative Conditioning to Explain Corporate Co-Branding in the Context of Sport Sponsorship”, International Journal of Advertising: The Review of Marketing Communications, 33(2): 295-327.
  • Wee, T. (2004). “Extending Human Personality to Brands: The Stability Factor”, Journal of Brand Management, 11(4): 317-330.
  • Yılmaz, R. A. (2007). “Marka Farkındalığı Oluşturmada Sponsorluk ve Rolü: Eskişehir Sinema Günleri’ne Yönelik Bir Değerlendirme”, Anadolu Üniversitesi Sosyal Bilimler Dergisi, 1: 507-607.
  • Yongjun, S. ve Thinkham, S. (2005). Brand Personality Structures in the United States and Korea: Common and Culture Specific Factors, Journal of Consumer Psychology, 15(4): 334-350.

Vodafone’un Marka Kişiliği: Beşiktaş Taraftarı, Rakip Takım Taraftarları ve Takım Tutmayanların Algılarındaki Fark Üzerine Bir Araştırma

Year 2016, Volume: 16 Issue: 1, 65 - 78, 01.02.2016

Yener Girişken Caner Giray

Abstract

Spor takımları, spor organizasyonları ve bireysel sporcular için önemli gelir kaynaklarından birisi sponsorluktur. Firmalar sponsorluk sayesinde imaj, marka farkındalığı ve tüketici tercihleri açısından olumlu sonuçlar elde etmektedirler. Bunların yanı sıra, firmalar spor sponsorluğu sayesinde taraftarla kulüp arasındaki bağı kullanarak da olumlu sonuçlar elde edebilirler. Bu noktada aradaki bağı açıklamakta önemli göstergelerden biri de tüketicilerin markalara ilişkin kişilik algısıdır. Bu çalışmanın amacı, Türkiye’nin önde gelen kulüplerinden Beşiktaş Jimnastik Kulübü (BJK) taraftarlarının, diğer takımları tutan taraftarların ve takım tutmayan kişilerin BJK’nın sponsoru olan Vodafone ile aralarında marka kişiliği algısı açısından bir farkın olup olmadığının belirlenmesidir. Araştırmada kolayda örnekleme yöntemiyle 902 kişiyle yüz yüze anket çalışması yapılarak Vodafone’un marka kişiliği araştırılmıştır. Yapılan analizler sonucunda, BJK taraftarlarının Vodafone markasını diğer gruplarla karşılaştırıldığında daha olumlu algıladığı tespit edilmiştir

Keywords

Sponsorluk Marka Kişiliği Spor Pazarlaması GSM Vodafone

References

  • Aaker, J. (1997). “Dimensions of Brand Personality”, Journal of Marketing Research, 34(3): 347–356.
  • Aaker, J., Fournier, S. ve Brasel, S.A. (2004). “When Good Brands Do Bad”, Journal of Consumer Research, 31: 1-16.
  • Aiken, K.D., Campell, R.M. ve Koch, E.C. (2013). “Exploring the Relationship Between Team (As Brand) Personality and Geographic Personality: Linking Consumer Perceptions Of Sports Teams And Cities”, International Journal of Sports Marketing & Sponsorship, October, 7-19.
  • Aksoy, L. ve Özsomer, A. (2007). “Türkiye’de Marka Kişliğini Oluşturan Boyutlar”, 12. Ulusal Pazarlama Kongresi Bildiri Kitabı, 1-11.
  • Akyıldız, M. ve Marangoz, M. (2008). “Sporda Sponsorluğun Tüketicilerin Satın Alma Niyetine Yansıması”, Ege Akademik Bakış, 8(1):153-166.
  • Akyürek, R. (2005). Kurumsal İletişim Yönetimi, Anadolu Üniversitesi Yayınları, Eskişehir.
  • Altuna, O. ve Arslan. M. (2014). “Popüler Türk Dizilerindeki Başrol Erkek Oyuncuların Marka Denkliği Boyutlarının Karşılaştırılması Ve Tüketicinin Satın Alma Niyetine Etkileri: Üniversite Öğrencileri Üzerine Bir Çalışma”, Marmara Üniversitesi İİBF Dergisi, 36(1):187-213.
  • Avis, M., Forbes, S. ve Ferguson, S. (2014). “The Brand Personality of Rocks: A Critical Evaluation of A Brand Personality Scale”, Marketing Theory, 14(4): 451–475.
  • Baloglu, S., Henthorne, T.L. ve Sahin, S. (2014). “Destination Image and Brand Personality of Jamaica: A Model of Tourist Behavior”, Journal of Travel and Tourism Marketing, 31(8):1057-1070.
  • Baş, M. (2008). “Spor Sponsorluğu Ve Spor Federasyonlarının Sponsorluğa Bakışı Üzerine Bir Araştırma”, Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 10(3): 111-124.
  • Bozkurt, H. ve Kartal, R. (2008). “Spor Pazarlamasında Halkla İlişkiler Ve Sponsorluk İlişkisi”, Niğde Üniversitesi Beden Eğitimi ve Spor Bilimleri Dergisi, 2(1): 23-33.
  • Brohman, B. (2009). “Gender Dimensions of Brand Personality”, Journal of Marketing Research, XLVI (February): 105–119.
  • Carlson, B.D., Donavan, D.T., ve Cumiskey, K.J. (2009). “Consumer-Brand Relationships in Sport: Brand Personality and Identification”. International Journal of Retail and Distribution Management, 37(4): 370–384.
  • Carlson, B.D. ve Donavan, D.T. (2013). “Human Brands in Sport: Athlete Brand Personality and Identification”, Journal of Sport Management, 27: 193- 206.
  • Caslovova, E. ve Petrackova, J. (2011). “The Brand Personality of Large Sport Events”, Kinesiology, 43(1): 91-106.
  • Cho, S. ve Kang, J.H. (2012). “Psychometric Comparability of Brand Personality Scale: Assessing Brand Personality Matching Between Sports and Corporate Sponsors By Using The Congenerity Test”, International Journal of Sports Marketing & Sponsorship, July, 295-312.
  • Clemenz, J., Brettel, M. ve Moeller, T. (2012). “How the Personality of A Brand İmpacts The Perception of Different Dimensions of Quality”, Journal of Brand Management, 20(1): 52–64.
  • Cornwell, T. B., Humphreys, M.S., Maguire, A. M., Weeks, C. S. ve Tellegen, C.L. (2006). “Sponsorship‐ Linked Marketing: The Role of Articulation in Memory”, Journal of Consumer Research, 33(3): 312-321.
  • Cornwell, T.B, Weeks, C. S. ve Roy, D. P. (2005). “Sponsorship-Linked Marketing: Opening The Black Box”, Journal of Advertising, 34(2): 21-42.
  • Cornwell, T.B. ve Maignan, I. (1998). “An International Review of Sponsorship Research”, Journal of Advertising, 27(1): 1-21.
  • Çoban, S. (2003). “Kurumsal İmaj Oluşturma Aracı Olarak Sponsorluk ve İnternet Uygulamaları”, Süleyman Demirel Üniversitesi İİBF Dergisi, 8(2): 213- 229.
  • D’Astous, A ve Bitz, P. (1995). “Consumer Evaluations of Sponsorship Programmes”, European Journal of Marketing, 29(12): 6-22.
  • Das, G. (2015). “Does Brand Personality Vary Across Retail Brands and Gender? An Empirical Check”, Journal of Strategic Marketing, 23(1):19-32.
  • Das, G., Guin, K.K. ve Datta, B. (2013). “Impact of Store Personality Antecedents on Store Personality Dimensions: An Empirical Study of Department Retail Brands”, Global Business Review, 14(3):471-486.
  • Dees, W., Bennett, G. ve Ferreira, M. (2010). “Personality Fit in NASCAR: An Evaluation of Driver- Sponsor Congruence and Its Impact on Sponsorship Effectiveness Outcomes”, Sport Marketing Quarterly, 19(1): 25-35.
  • Ferrandi, J., Valette-Florence P. ve Fine-Falcy S. (2000). “Aaker’s Brand Personality Scale in A French Context: A Replication and Preliminary Test of Its Validity”, Developments in Marketing Science, 23: 7–13.
  • Gegez, A. E. (2007). Pazarlama Araştırmaları, Beta Basım Yayın Dağıtım, İstanbul.
  • Gençlik ve Spor Genel Müdürlüğü Sponsorluk Yönetmeliği, http://www.sponsorluk.gov.tr/Home/ Content/38#5. Erişim tarihi: 06.05.2015
  • Girişken, Y. (2010), “Türkiye’deki Siyasi Partilerin ve Liderlerin Marka Kişiliğine Dair Bir Pilot Araştırma, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü Yayınlanmamış Doktora Tezi.
  • Global Sponsorship Spending, http://www. statista.com/statistics/196864/global-sponsorship- spending-since-2007/. Erişim Tarihi: 06.05.2015
  • Gwinner, K. ve Bennett, G. (2008). “The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in A Sponsorship Context”, Journal of Sport Management, 22(4): 410-426.
  • Ha, H.-Y. ve Janda, S. (2014). Brand Personality and Its Outcomes in the Chinese Automobile Industry, Asia Pacific Business Review, 20(2): 216-230.
  • Hair, J., Anderson, R., Tatham, R., Black C. (1998). Multivariate Data Analysis, 5th Ed., Upper Saddle River, NJ: Prentice Hall.
  • International Event Group. (2000). “Year One of IRL Title Builds Traffic, Awareness For Northern Light”, IEG Sponsorship Report, 19(23): 1–3.
  • Kalender, A. ve Fidan, M. (2008). Halkla İlişkiler, Tablet Yayınları, Konya
  • Karademir, T., Devecioğlu, S., Çoban, B., Açak, M. ve Kafkas, M.E. (2009). “Spor Sponsorluğunda Sektörel Yaklaşımlar”, SPORMETRE Beden Eğitimi ve Spor Bilimleri Dergisi, VII (4): 151-157.
  • Karadeniz, M. (2009). “Pazarlama İletişimi Kapsamında Sponsorluk Faaliyetlerinin Önemi”, Journal of Naval Science and Engineering, 5(1): 62-75.
  • Karataş, Ö., Hacıcaferoğlu, B., Selçuk, M.H. ve Hacıcaferoğlu, S. (2013). “Vergi Rekortmenlerinin Spor Sponsorluğu İle İlgili Görüşlerinin İncelenmesi (Malatya İli Örneği)”, Spor Yönetimi Ve Bilgi Teknolojileri Dergisi, 8(1): 35-46.
  • Keller, K.L. (1993). “Conceptualizing Measuring and Managing Customer Based Equity”, Journal of Marketing, 57(1):1-22.
  • Kim, J.W., Lee, F. ve Suh, Y.G. (2015). “Satisfaction and Loyalty From Shopping Mall Experience and Brand Personality”, Services Marketing Quarterly, 36(1): 62-76.
  • Kim, Y.D., Magnusen, M. ve Kim, Y. (2012). “Revisiting Sport Brand Personality: Scale Development and Validation”, Journal of Multidisciplinary Research, 4(3): 65-80.
  • Ko, Y.J. ve Kim, Y.K. (2014). “Determinants of Consumers’ Attitudes Toward a Sport Sponsorship: A Tale from College Athletics”, Journal of Nonprofit & Public Sector Marketing, 26(3): 185-207.
  • Kurtulus, K. (2004). Pazarlama Araştırmaları, Genişletilmis Yedinci Basım, Istanbul, Literatür Yayınları.
  • Kurtulus, S.D. (2008). “Ülkelerin Marka Kişiliği Üzerine Bir Araştırma, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 22(2): 285- 301.
  • Lada, S., Sidin, S.M. ve Cheng, K.T.G. (2014). “Moderating Role of Product Involvement on the Relationship Between Brand Personality and Brand Loyalty”, Journal of Internet Banking and Commerce, 19(2): 1-16.
  • Li, X., Yen, C.-L.A. ve Uysal, M. (2014). “Differentiating with Brand Personality in Economy Hotel Segment, Journal of Vacation Marketing, 20(4): 323-333.
  • Lin, L.Y. (2010). “The Relationship of Consumer Personality Trait, Brand Personality and Brand Loyalty: An Empirical Study of Toys and Video Games Buyers”, Journal of Product & Brand Management, 19(1): 4–17.
  • Liu, H., Kim, K.H., Choi, Y.K., Kim, S.J. ve Peng, S. (2015). “Sports Sponsorship Effects on Customer Equity: an Asian Market Application”, International Journal of Advertising: The Review of Marketing Communications, 34(2): 307-326.
  • Meenaghan, J.A. (1983). “Commercial Sponsorship”, European Journal of Marketing, 17(7): 5-73.
  • Nunnally, C. ve Bernstein, H. (1994). Psychometric Theory, New York, McGraw-Hill
  • Aksoy, L., Özsomer, A. (2007). “Türkiye’de marka kişiliğini oluşturan boyutlar”, 12. Ulusal Pazarlama Kongresi Bildiri Kitabı, Sakarya Üniversitesi 1-11.
  • Şahin, Ç. (2006). “Tüketicilerin Markalı Ürünlere Yönelik Olumlu Tutum Ve Davranış Geliştirmelerinde Marka Kişiliğinin Rolüne İlişKin Bir Araştırma”, Yayınlanmamıs Doktora Tezi Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü, Trabzon.
  • Schade, M., Piehler, R. ve Burmann, C. (2014). “Sport Club Brand Personality Scale (SCBPS): A New Brand Personality Scale for Sport Clubs”, Journal of Brand Management, 21:650-663.
  • Scremin, G. (2007). “Political Parties as Brands: Developing and Testing a Conceptual Framework for Understanding Party Equity”, Dissertation, University of Texas, Austin.
  • Shehu, E., Becker, J.U., Langmaack, A-C. ve Clement, M. (2015). “The Brand Personality of Nonprofit Organizations and the Influence of Monetary Incentives”, Journal of Business Ethics, March.
  • Sung, J., Choi, S. M., Ahn, H. ve Song, Y-A. (2015). “Dimensions of Luxury Brand Personality: Scale Development and Validation”, Psychology and Marketing, 32(1): 121–132.
  • Tsiotsou, R.H., Alexandris, K. ve Cornwell, T.B. (2014). “Using Evaluative Conditioning to Explain Corporate Co-Branding in the Context of Sport Sponsorship”, International Journal of Advertising: The Review of Marketing Communications, 33(2): 295-327.
  • Wee, T. (2004). “Extending Human Personality to Brands: The Stability Factor”, Journal of Brand Management, 11(4): 317-330.
  • Yılmaz, R. A. (2007). “Marka Farkındalığı Oluşturmada Sponsorluk ve Rolü: Eskişehir Sinema Günleri’ne Yönelik Bir Değerlendirme”, Anadolu Üniversitesi Sosyal Bilimler Dergisi, 1: 507-607.
  • Yongjun, S. ve Thinkham, S. (2005). Brand Personality Structures in the United States and Korea: Common and Culture Specific Factors, Journal of Consumer Psychology, 15(4): 334-350.
There are 60 citations in total.

Details

Other ID JA46JU23VP
Journal Section Research Article
Authors

Yener Girişken This is me

Caner Giray This is me

Publication Date February 1, 2016
Published in Issue Year 2016 Volume: 16 Issue: 1

Cite

APA Girişken, Y., & Giray, C. (2016). Vodafone’s Brand Personality: A Research Related to Perception Differences between Besiktas Fans, Rival Teams’ Fans and Nonsupporters. Ege Academic Review, 16(1), 65-78.
AMA Girişken Y, Giray C. Vodafone’s Brand Personality: A Research Related to Perception Differences between Besiktas Fans, Rival Teams’ Fans and Nonsupporters. ear. February 2016;16(1):65-78.
Chicago Girişken, Yener, and Caner Giray. “Vodafone’s Brand Personality: A Research Related to Perception Differences Between Besiktas Fans, Rival Teams’ Fans and Nonsupporters”. Ege Academic Review 16, no. 1 (February 2016): 65-78.
EndNote Girişken Y, Giray C (February 1, 2016) Vodafone’s Brand Personality: A Research Related to Perception Differences between Besiktas Fans, Rival Teams’ Fans and Nonsupporters. Ege Academic Review 16 1 65–78.
IEEE Y. Girişken and C. Giray, “Vodafone’s Brand Personality: A Research Related to Perception Differences between Besiktas Fans, Rival Teams’ Fans and Nonsupporters”, ear, vol. 16, no. 1, pp. 65–78, 2016.
ISNAD Girişken, Yener - Giray, Caner. “Vodafone’s Brand Personality: A Research Related to Perception Differences Between Besiktas Fans, Rival Teams’ Fans and Nonsupporters”. Ege Academic Review 16/1 (February 2016), 65-78.
JAMA Girişken Y, Giray C. Vodafone’s Brand Personality: A Research Related to Perception Differences between Besiktas Fans, Rival Teams’ Fans and Nonsupporters. ear. 2016;16:65–78.
MLA Girişken, Yener and Caner Giray. “Vodafone’s Brand Personality: A Research Related to Perception Differences Between Besiktas Fans, Rival Teams’ Fans and Nonsupporters”. Ege Academic Review, vol. 16, no. 1, 2016, pp. 65-78.
Vancouver Girişken Y, Giray C. Vodafone’s Brand Personality: A Research Related to Perception Differences between Besiktas Fans, Rival Teams’ Fans and Nonsupporters. ear. 2016;16(1):65-78.
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