Türkiye Süper Ligi’nin Marka Değerini Etkileyen Faktörlerin Öneminin ve Performasının Değerlendirilmesi

Abstract

Günümüzün küresel rekabet pazarında, spor liglerinin ve takımlarının da markalaşması kaçınılmaz olmuştur. Bu çalışma kapsamında Türkiye Süper Ligi’nin marka değerini etkileyen faktörlerin önemi beklenti ve performans algısı, taraftar bakış açısıyla belirlenmiş ve bu doğrultuda çeşitli öneriler geliştirilmiştir. Bu amaç doğrultusunda literatür taramasından elde edilen bilgilere dayanılarak, ligin marka değerini etkileyen faktörlerin önemini ve performans algısını ölçebilmek için anket formu geliştirilmiştir. Anket formunda yer alan ifadeler taraftarın algıladığı önem ve performansı değerlendirmek için iki ayrı set olarak düzenlenmiş, böylece araştırmanın, önem beklenti ve algılanan performans farkını anlamaya yardımcı olması amaçlanmıştır. Araştırma sonucunda ankete katılanların %52 si hem ligin ve hem de takımların birlikte güçlü markalar olması gerektiğini düşünmektedir. Ayrıca bulgular, Süper Lig’in marka değerini etkileyen tüm faktör performansının taraftarların beklentisinin altında kaldığını göstermektedir. Bu durumda Süper Lig’in marka değerini etkileyen faktörlerin beklentileri karşılaması ve böylece Süper Lig’in ve takımların birlikte güçlü marka olması, hem Süper Lig takımları hem de çıkar/destek grupları için kazan/kazan Win/Win stratejisi olma niteliğindedir

Keywords

• Türkiye Süper Ligi,marka değeri,markayı etkileyen faktörler

EXAMINING THE IMPORTANCE AND PERCEPTIONS OF THE FACTORS INFLUENCING TURKISH SOCCER LEAGUE BRAND EQUITY

Abstract

Because of the increasing competitiveness of the current global markets, it has also become inevitable for sports teams and leagues to develop strong brands. Therefore, this study is aimed to examine the perceptions of fans regarding the importance expectations and performance of the factors related to fan-based brand equity of the Turkish Soccer League and offer some suggestions based on the findings. In order to accomplish the study objectives, a survey instrument was developed from the relevant literature to measure the fans’ perceptions of importance and performance of the factors that are expected to impact a soccer league’s brand equity. Two separate surveys were used in order to compare the difference between the importance and performance of the brand equity factors and to identify any GAPs. The results of the survey indicate that 52% of respondents believed that both league brand and team brand must be strong simultaneously. Also, the findings show that all the factors perceived important for creating a strong Turkish soccer league fell below the fans’ expectations. Therefore, it is suggested that the performance of these factors must meet the expectations of the soccer fans in order for both Turkish Super League and its teams to become strong brands, which could be a win/win strategy for both the league’s stakeholders and the teams in the league

Keywords

• Turkey Super League,brand equity,factors influencing brand

References

1. Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34 (3), 347-356.
2. Aaker, D. A. (1991). Managing Brand Equity. New York, NY: Free Press.
3. Aaker, D. A. (1996). Building Strong Brands. New York, NY: Free Press.
4. Ball, D. A., W. H. McCulloch, Jr., P. L. Frantz, J. M. Geringer ve Minor, M.S. (2002). International Business: The Challenge of Global Competition, NY, McGraw-Hill.
5. Bauer, H. H., Sauer, N.E. ve Schmitt, P. (2005). Consumer-Based Brand Equity in the Team Sport Industry: Operationalization and Impact on the Economic Success of Sport Teams. European Journal of Marketing, 39 (5/6): 496-513.
6. Bauer, H.H., Stokburger-Sauer, N.E., & Exler, S. (2008). Brand Image and Fan Loyalty on Professional Sport: A Refined Model and Empirical Assessment. Journal of Sport Management, 22 (2): 205-226.
7. Biscaia, R., Correia, A., Ross, S. Rosado, A. ve Maroco, J. (2013). Spectator- Based Brand Equity in Professional Soccer. Sport Management Quarterly, 22 (1): 20-32.
8. Brand Finance Football 50 Annual Report on the World’s Most Valuable Football Brands 2014, Brand Finance. Retrieved, Jan 23, 2014. http://brandfinance. com/images/upload/brandfinance_football_50_2014_web.pdf

9. Financial Times (2015), Show Them the Money, (Şubat 14/15), s. 5.
10. Gladden J. M. ve Funk, D. C. (2002). Developing an Understanding of Brand Associations in Team Sport: Empirical Evidences from Consumers of Professional Sport. Journal of Sport Management, 16: 54-81.
11. Gladden J. M., Milne, G. R. ve Sutton W. A., (1998). A Conceptual Framework for Assessing Brand Equity on Division I College Athletics. Journal of Sport Management, 12: 1-19.
12. Hair, J. F. Jr., W. C. Black, B. J. Babin ve R. E. Anderson (2010), Multivariate Data Analysis with Readings, Prentice-Hall, Upper Saddle River, NJ.
13. http://www.brandfinance.com/knowledge_centre/reports/brandfinance- football-50-2014.
14. Kaynak, E., Salman C. C. ve Tatoglu, E. (2008). An Integrative Framework Linking Brand Associations and Brand Loyalty in Professional Sports. Journal of Brand Management, 15 (5): 336-357.
15. Keller, K. L. (1993). Conceptualizing, Measuring and Managing Customer-based Brand Equity. Journal of Marketing, 57 (1): 1-22.
16. Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th ed., Pearson, Boston, MA.
17. King, B. (2009). Confident, Yes, But Can New League Survive? Sport Business Journal, (March 2): 1-4.
18. Kunkel, T., Funk, D. ve Hill, B. (2013). Brand Architecture and Drivers of Consumer Involvement with Professional Sport Leagues and Teams, Journal of Sport Management. 27(3): 177-192.
19. Kunkel T., Funk, D. ve King C. (2014). Developing a Conceptual Understanding of Consumer-based League Brand Associations. Journal of Sport Management, 28 (1): 49-67.
20. Liao, N. N. H. ve Wu, T. C. (2009). The Pivotal Role of Trust in Customer Loyalty: Empirical Research on the System Integration Market in Taiwan. The Business Review, 12 (2): 277-282.
21. Luarn, P. ve Hui Lin, H. (2003). A Customer Loyalty Model for e- Service Context, Journal of Electronic Research, 4 (4): 1-12.
22. Richelieu, A., Pawlowski, T. ve Breuer, C. (2011). Football Brand Management: Minor League Versus Champions League, Journal of Sponsorship, 4(2): 178- 189.
23. Rosenbaum-Elliott, R., Percy, L. ve Pervan S. (2011). Strategic Brand Management (2nd ed.). Oxford: Oxford University Press.
24. Ross, D. S., James, J. D. ve Vargas, P. (2006). Development of a Scale to Measure Team Brand Associations in Professional Sport. Journal of Sport Management, 20: 260-279.
25. Ross, S. D. (2006). A Conceptual Framework for Understanding Spectator-Based Brand Equity, Journal of Sport Management, 20, 22-38.
26. Ross, S. D., Russell K. C. ve Bang, H. (2008). An Empirical Assessment of Spectator-Based Brand Equity. Journal of Sport Management, 22: 322-337.
27. Southall, R. M., Nagel, M. S. ve LeGrande, D. J. (2005). Built It and They Will Come? The Women’s United Soccer Association: A Collision of Exchange Theory and Strategic Philanthropy. Sport Marketing Quarterly, 14(3): 158- 167.
28. Thilo K., D. Funk ve C. King. (2014). Developing a Conceptual Understanding of Consumer-based League Brand Associations. Journal of Sport Management 28 (1): 49-67.
29. Tong, X. ve Hawley, J. M. (2009). Measuring Customer-Based Brand Equity: Empirical Evidence from the Sportswear Market in China. Journal of Product & Brand Management, 18 (4): 262-271.
30. Uhrich, S. ve Koenigstorfer, J. (2009). Effects of Atmosphere at Major Sports Events: A Perspectives from Environmental Psychology. International Journal of Sport Marketing and Sponsorship, 10(4): 325-344.
31. Underwood, R., Bond, E. ve Baer, R. (2001). Building Service Brands via Social Identity: Lessons from the Sports Marketplace, Journal of Marketing Theory and Practice, 9: 1-23.
32. Yoo, B. ve Donthu, N. (2001). Developing and Validating a Multidimensional Consumer-Based Brand Equity. Journal of Business Research 52 (1): 1-14.
33. Yoo, B., Donthu, N. ve Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28 (2): 195-211.