HOW CONSUMER ATTITUDES SHAPE BRAND EQUITY?: A COMPARISON OF BAYERN MUNICH AND BARCELONA FOOTBALL CLUBS' FANS

Yıl 2023, Cilt: 3 Sayı: 1, 1 - 21, 02.03.2023

Tamerlan Mashadihasanli

Öz

In recent years, developments in the sports industry have made it possible for professional football clubs to be accepted as brands and to be managed from this perspective. The main purpose underlying the brand management efforts of club managers is to create “brand equity”. The creation of brand equity in professional football clubs and the importance of fan attitude in creating brand equity attracts great attention from both academics and practitioners in many countries. In the research, some evaluations are provided in terms of fan attitudes and brand equity to improve inadequate strategies such as the increase in competition in the field of sports, the weak connections between the fan and the club, the emergence of club debts, and the inadequate brand strategies. In this respect, an investigation of the effect of fan attitude on brand equity in terms of professional football clubs constitutes the basis of the research. In the research, a comparison was formulated based on F.C. Bayern Munich and F.C. Barcelona. The findings state that consumer attitude had a positive effect on the brand equity of the club. It is an important effect for the literature to reveal how consumer attitudes affect brand equity in such a big market rather than general consumer goods.

Anahtar Kelimeler

Consumer attitude, Sports consumers, Brand equity

Kaynakça

• Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press.
• Aaker, D. A. (1996). Building Strong Brands, New York: The Free Press.
• Alonso-Dos-Santos M, Moreno FC, Rios FM, & Alguacil M. (2017). Online Sport Event Consumers: Attitude, E-quality and E-satisfaction, Journal of Theoretical and Applied Electronic Commerce Research, Vol. 12, No. 2, pp.54–70.
• Assael. H. (2003). Consumer Behavior: A Strategic Approach, New York: Houghton Mifflin.
• Atilgan, E., Akinci, S., Aksoy, S., & Kaynak, E. (2009). Customer-Based Brand Equity for Global Brands: A Multinational Approach, Journal of Euromarketing, Vol. 18, pp.115–132.
• Atilgan, E., Aksoy, S., & Akinci, S. (2005). Determinants of The Brand Equity. A Verification Approach in The Beverage İndustry in Turkey, Marketing Intelligence & Planning, Vol. 23, No. 3, pp.237-248.
• Baldinger, A. L., & Rubinson, J. (1996). Brand loyalty: the link between attitude and behavior, Journal of Advertising Research, Vol. 36, No. 6, pp.22+.
• Bauer, H. H., Sauer, N. E. & Exler. S. (2005). The Loyalty of German Soccer Fans: Does a Team’s Brand Image Matter?, International Journal of Sports Marketing & Sponsorship, Vol. 7, No. 1, pp.8–16.
• Bauer, H.H., Stokburger-Sauer, N.E. & Exler, S. (2008). Brand Image and Fan Loyalty in Professional Team Sport: A Refined Model and Empirical Assessment, Journal of Sport Management Vol. 22, No. 2, pp.205-226.
• Biscaia, R., Correia, A., Rosado, A.F., Ross, S.D. & Marôco, J. (2013). Sport Sponsorship: The Relationship between Team Loyalty, Sponsorship Awareness, Attitude toward the Sponsor, and Purchase Intentions, Journal of Sport Management, Vol. 27, No. 4, pp.288-302.
• Brown, S.W., Gummesson, E., Edvardsson, B. & Gustavsson, B. (1991). Service Quality: Multi disciplinary and Multinational Perspectives, New York: Lexington Books.
• Faircloth, J. B., Capella, L. M. & Alford, B. L. (2001). The Effect of Brand Attitude and Brand Image on Brand Equity, Journal of Marketing Theory and Practice, Vol. 9, No. 3, pp.61-75.
• Santoso, J. F. (2014). Pengaruh perceived quality terhadap attitude toward brand pada pengguna smartphone samsung di surabaya, Jurnal Strategi Pemasaran, 2(1), 1-7.
• Funk, D. C. & Pastore, D. (2000). Equating Attitudes to Allegiance: The Usefulness of Selected Attitudinal Information in Segmenting Loyalty to Professional Sports Teams, Sport Marketing Quarterly, Vol. 9, No. 4, pp.175–184.
• Funk, D. C. & Pastore, D. L. (2000). Equating Attitudes to Allegiance: The Usefulness of Selected Attitudinal Information in Segmenting Loyalty to Professional Sports Teams, Sport Marketing Quarterly, Vol. 9, pp.175-184.
• Gladden, J. M. & Funk, D. C. (2002). Developing an Understanding of Brand Associations in Team Sport: Empirical Evidence from Consumers of Professional Sport, Journal of Sport Management, Vol. 16, No. 1, pp.54–81.
• Gladden, J. M., & Funk, D. C. (2002). Developing an Understanding of Brand Associations in The Team Sport: Empirical Evidence from Consumers of Professional Sport, Journal of Sport Management, Vol. 16, No. 1, pp.54-81.
• Hill, B. & Green, B. C. (2000). Repeat Attendance as a Function of Involvement, Loyalty, and the Sportscape Across Three Football Contexts, Sport Management Review, Vol. 3, No. 2, pp.145–162.
• James, D. (2005). Guilty Through Association: Brand Association Transfer to Brand AlLiances, Journal of Consumer Marketing, Vol. 22, No. 1, pp.14-24.
• James, D. (2005). Guilty through Association: Brand Association Transfer to Brand Alliances, Journal of Consumer Marketing, Vol. 22, No. 1, pp.14-24.
• Jensen R. W., & Limbu Y. B. (2016). Spectators’ Awareness, Attitudes and Behaviors towards a Stadium’s Social Media Campaign, International Journal of Marketing Studies, Vol. 8, No. 4, pp.44-51.
• Keller, K. L., & Aaker, D. A. (1992). The Effects of Sequential Introduction of Brand Extensions, Journal of Marketing Research, Vol. 29, No. 1, pp.35-50.
• Keller, Kevin Lane. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, Vol. 57, pp.1-22.
• Kerr, A. K. & Gladden, J. M. (2008). Extending the Understanding of Professional Team Brand Equity to the Global Marketplace, International Journal of Management and Marketing, Vol. 3, No. 1/2, pp.58–77.
• Khan, Ahmed & Hussain. (2018). Impact of Perceived Quality on Consumer Attitude in Food Industry of Pakistan, Turkish Journal of Marketing Vol.3, No:3, pp.181-198.
• Kline, R. (2011). Principles And Practise Of Structural Equation Modelling, The Guilford Press New York.
• Kumar, P. (2005). Brand Counterextensions: The Impact of Brand Extension Success versus Failure, Journal of Marketing Research, Vol. 42, No. 2, pp.183-194.
• Kumar, P. (2005). The Impact of Cobranding on Customer Evaluation of Brand Counterextensions, Journal of Marketing, Vol. 69, No. 3, pp.1-18.
• Kwun D. J. W. & Oh H. (2007). Consumers’ evaluation of brand portfolios, International Journal of Hospitality Management, Vol. 12, No. 1, pp.81-97.
• MacKenzie. S. B., Lutz. R. J., & Belch. G. E. (1986), The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations, Journal of Marketing Research, Vol. 23, No. 2, pp.130-143.
• Maderer, D., Holtbruegge, D., & Woodland, R. (2016). The Impact of Brand Associations on Brand Loyalty in the Football Industry: A Comparison of Fans from Developed and Emerging Football Markets, Sport, Business and Management: An International Journal, Vol. 6, No. 5, p.499-519.
• Mahony, D.F., Madrigal, R., & Hovk'ard, D. (2000). Using the Psychological Commitment to Team (PCT) Scale to Segment Sport Consumers Based on Loyalty, Sport Marketing Quarterly, Vol. 9, No. 1, pp.15-25.
• Market research website: www.statista.com
• Martin, C. A. (2013). Investigating National Football League (NFL) Fan Loyalty, Journal of Marketing Development and Competitiveness, Vol. 7, No. 1, pp.42–53.
• Nguyen, T. D., Barrett, N. J. & Miller, K. E. (2011). Brand loyalty in emerging markets, Marketing Intelligence & Planning, Vol. 29, No. 3, pp.222-232.
• Papadimitriou, D., Kaplanidou, K., & Papacharalampous, N. (2016). Sport Event-Sponsor Fit and Its Effects on Sponsor Purchase Intentions: A Non-consumer Perspective among Athletes, Volunteers and Spectators, Journal of Business and Industrial Marketing, Vol. 31, pp.247–259.
• Pappu, R., Quester, S. G., & Cooksey, R. W. (2005). Consumer-based Brand Equity: Improving The Measurement – Empirical Evidence, Journal of Product & Brand Management, Vol. 14, No. 3, pp.143-154.
• Praxmarer, S. & Gierl, H. (2009), The effects of positive and negative ad‐evoked associations on brand attitude, Asia Pacific Journal of Marketing and Logistics, Vol. 21, No. 4, pp.507-520.
• Rohit, D. & Panda, R. (2018). Cause-Brand Association and Consumer Attitude: A Review, Indian Journal of Commerce & Management Studies, Vol. IX, No. 1, pp.61-71.
• Schivinski, B., & Dabrowski, D. (2014). The Consumer-Based Brand Equity İnventory: Scale Construct and Validation, Gdansk University of Technology, Faculty of Management and Economics, Department of Marketing.
• Seval, H. F. & Kodaman, T. (2016). Sporun Uluslararasi Politikadaki Etkisi, Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Vol. 2, No. 4, pp.52-64.
• Shamdasani. P.N., & Balakrishnan A. A. (2000), Determinants of Relationship Quality and Loyalty in Personalized Services, Asia Pacific Journal of Management, Vol. 17, pp.399-422.
• Shin, N., Kim, H., Lim, S. & Kim, S. (2014). The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition, SHS Web of Conferences, Vol. 12, pp.1-7.
• Taylor, V. A., & Bearden, W. O. (2002). The Effects of Price on Brand Extension Evaluations: The Moderating Role of Extension Similarity, Journal of the Academy of Marketing Science, Vol. 30, No. 2, pp.131-140.
• Tosun N. B. (2010). İletişim Temelli Marka Yönetimi, Beta Yayınevi, İstanbul.
• Uzkesici, D. (2018). Ekonomi ve Taraftar Ekseninde 2018 FIFA Dünya Kupası.
• W. B. Na, R. Marshall, & K. L. Keller (1999). Measuring Brand Power: Validating a Model for Optimizing Brand Equity, JOPABM, 8, 170-184.
• Yücel, N., & Gülter, E. (2015). Spor Pazarlamasında Marka Değeri ve Taraftar Sadakatinin İncelenmesi: Fırat Üniversitesi Öğrencileri Üzerine Bir Uygulama, Fırat Üniversitesi Sosyal Bilimler Dergisi, Vol. 25, No. 1, pp.145-161.
• Zafar, S., & Khan, M. M. (2011). Examining the Attitude Towards Social Network Advertising: A Study of Young Pakistani Consumers, International Journal of Academic Research, Part II, Vol. 3, No. 5, pp.299-302.