DO MARKETING PROGRAMS OF TURKISH FOOTBALL TEAMS REALLY AFFECT THE CUSTOMER MINDSET?

Abstract

The present study represents an attempt to find out the impact of the marketing programs of Turkish football teams on customer mindset. Besides, the moderating influences of program multipliers and fan-identification are analyzed and tested by structural equation modeling. A field methodology is used as a data collection method. The conceptual framework for the empirical research was based on the constructs of brand equity in the experiential services context of spectator sports. The findings revealed that the spectator-based brand equity of Turkish football teams is strong. By and large, it is built around the team venue, star players and the achievements of the team respectively. Furthermore, it can be proposed that marketing programs of Turkish football teams affect customer mindset to a certain level; the positive mindset in terms of awareness, associations, attitudes and attachment did not satisfactorily result in positive customer activity in terms of ticket and licensed merchandise purchase.

 

Keywords

• spectator-based brand equity, customer mindset, program multipliers, fan-identification

-

Abstract

Bu çalışmanın amacı, Türk futbol takımlarının pazarlama programlarının, müşteri zihniyeti (mindset)üzerindeki etkilerinin ortaya konmasıdır. Ayrıca, pazarlama programı çarpanlarının ve kişilerin kendilerini taraftarolarak tanımlama düzeylerinin moderator etkileri yapısal eşitlik modeli ile AMOS 6.0 yazılımı ile test edilmiştir.Çalışmada very toplama yöntemi olarak anket tekniği kullanılmıştır. Gösteri sporlarında hizmet deneyimi yaratmayadayalı marka değerinin temelleri bu ampirik çalışmanın kavramsal çerçevesini oluşturmaktadır. Elde edilen bulgularagore, Türk futbol takımlarının izleyici-temelli marka değeri oldukça güçlüdür. Bunun temelinde sırasıyla stadyum,yıldız oyuncular ve takımın başarıları bulunmaktadır. Ayrıca bulgular, Türk futbol takımlarının pazarlamaprogramlarının müşteri zihniyetini belirli bir düzeye kadar etkilediğini ancak, marka farkındalığı, marka çağrışımları,marka tutumları ve marka bağlılığı kavramlarının bilet ve lisanslı ürünlerin satın alınması üzerinde olumlu bir etkisininbulunmadığını göstermektedir

Keywords

• İzleyici temelli marka değeri, müşteri zihniyeti, pazarlama program çarpanları

References

1. Aaker, D. (1991). Managing Brand Equity. New York: Free Press.
2. Aaker, D. A. (1996). Building Strong Brands. New York: Free Press.
3. Askegaard, S. (2006). Brands As A Global Ideoscape, in Brand Culture, Jonathan E.Schroeder and Miriam Salzer-Mörling (eds.). New York: Routledge.
4. Berument, H. and Yucel, E. M. (2005). Long live Fenerbahce: The Production Boosting Effects of Football. Journal of Economic Psychology, 26 (6): 842-861. doi:10.1016/j.joep.2005.04.002
5. Boyle, A. B. and Magnusson, P (2007). Social Identity and Brand Equity Formation: A Comparative Study of Collegiate Sports Fans. Journal of Sport Management, 21: 497-520.
6. Bradbury, T. and Catley, B. (2007). Committing Regicide: Rebranding The Football Kingz. International Journal of Sports Marketing & Sponsorship, October: 11-22.
7. Erdem, T., Swait, J., and Valenzuela, A. (2006). Brands As Signals: A Cross-Country Validation Study. Journal of Marketing, 70 (January): 34-49.
8. Fullerton, S. and Merz, G. R. (2008). The Four Domains of Sports Marketing: A Conceptual Framework. Sport Marketing Quarterly, 17: 90-108.

9. Gladden, J. M. and Milne, G. (1999). Examining The Importance of Brand Equity In Professional Sports. Sport Marketing Quarterly, 8: 21-29.
10. Gladden, J. M. and Funk, D. C. (2002). Developing An Understanding of Brand Associations In Team Sport: Empirical Evidence From Consumers of Professional Sport. Journal of Sport Management, 16 (1): 54–81.
11. Gladden, J. M., Irwin., R. L., and Sutton, W. A. (2001). Managing North American Major Professional Sport Team in The New Millenium: A Focus on Building Brand Associations Equity. Journal of Sport Management, 15: 297-317.
12. Graham, S., Goldblatt, J. J., and Neirotti, L. D. (2001). Ultimate Guide to Sports Marketing, 2nd Edition, Blacklick, OH. USA: McGraw-Hill.
13. Gürel, E. (2000). Relation Between Football, Communication and Marketing, International Sports and Media Symposium. Conference Proceedings.
14. Katırcı, H. (2011). Central Figures of Sports Market In Turkey: Three Biggest and Their Marketing Operations. Pamukkale Journal of Sport Sciences, 2 (2): 28-40.
15. Keller, K. K. (2003). Brand Synthesis: The Multidimensionality of Brand Knowledge. Journal Of Consumer Research, 29 (March 2003): 595-600.
16. Keller, K. L. and Lehmann D. R. (2006). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6): 740–759. doi: 10.1287/mksc.1050.0153
17. Keller, K. L. and Lehmann, D. R. (2003). How do brands create value?. Marketing Management, 12(3): 26.
18. Keller, K. L. (2003). Strategic Brand Management: Building, Measuring and Managing Brand Equity. USA: Pearson International Edition.
19. Keller, K. L. and Don Lehmann, D. R. (2003). How Do Brands Create Value. Marketing Management, (May/June): 27-31.
20. Kim, Y. K. and Trail, G. (2011). A Conceptual Framework for Understanding Relationships Between Sport Consumers and Sport Organizations: A Relationship Quality Approach. Journal of Sport Management, 25(1): 57-69.
21. Kotler, P. (2000). Marketing Management Analysis, Planning, Implementation and Control. USA: Prentice Hall International Edition.
22. Özer, A. and Argan, M. (2006). Licensed Team Merchandise Buying Behavior: A Study on Turkish Fans. Innovative Marketing, 2(4): 117-130.
23. Kotler, P. and Keller, K. L. (2006). Marketing Management, 12th Edition, New Jersey: Prentice Hall.
24. Punj, G. N. and Hillyer, C. L. (2004). A Cognitive Model of Customer-Based Brand Equity for Frequently Purchased Products: Conceptual Framework and Empirical Results. Journal 10.1207/s15327663jcp1401&2_14 Psychology, 14 (1&2): 124–131. doi:
25. Rein, I., Kotler, P. and Shields, B. E. (2006) The Elusive Fan: Reinventing Sports in a Crowded Marketplace. USA: McGraw – Hill.
26. Ross, S. D., Keith C. Russell, K. C. and Bang, H. (2008). An Empirical Assessment of Spectator-Based Brand Equity. Journal of Sport Management, 22: 322-337.
27. Ross, S. D. (2006). A Conceptual Framework for Understanding Spectator-Based Brand Equity. Journal of Sport Management, 20: 22-38.
28. Schiffman, L. and Kanuk L. L. (2000). Consumer Behaviour, 7th Edition, New Jersey: Prentice Hall.
29. Schmitt, B. H. (1999). Experiential Marketing: How to Get Customers to Sense Feel, Think, Act and Relate to Your Company and Brands. New York: Free Press.
30. Solomon, M. R. (2011). Consumer Behavior, Buying, Having and Being, 9th Edition, USA: Prentice Hall.
31. Strebinger, A., Schweiger, G., and Otter, T. (1998). Brand Equity and Consumer Information Processing: A Proposed Model, AMA’s Marketing Exchange Colloquium, Vienna.
32. Thompson, C. J., Aric Rindfleisch, A., and Arsel, Z. (2006). Emotional Branding and The Strategic Value of the Doppelgänger Brand Image. Journal of Marketing, (January), 70: 50–64.
33. Thomson, M., MacInnis, D. J., and Park C. W. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal Of Consumer Psychology, 15 (1): 77–91. doi: 10.1207/s15327663jcp1501_10
34. Tolba, A. H. and. Hassan, S. S. (2009). Linking Customer-Based Brand Equity With Brand Market Performance: A Managerial Approach. Journal of Product & Brand Management, 18(5): 356–366. doi: 10.1108/10610420910981837
35. Yoo, B. and Donthu, N. (2001). Developing and Validating A Multidimensional Consumer- Based Brand Equity Scale. Journal of Business Research, 52 (1): 1-14. doi: 10.1016/S0148-2963(99)00098-3
36. Yoshida, M. and James J. D. (2010). Customer Satisfaction With Game and Service Experiences: Antecedents and Consequences. Journal of Sport Management, 24: 338-361.