Küçük Ölçekli Spor Etkinlikleri Marka Kişiliği Ölçeğinin Türk Kültürüne Uyarlanması

Öz

Spor etkinlik kişiliği, ayırt edicilik, uygun ve doğru sponsor bulma, memnun ve sadık katılımcı profili yaratma gibi birçok değişkeni etkilediği bilindiğinden; etkinlik düzenleyiciler için son derece kritiktir. Bu doğrultuda çalışmanın amacı, küçük ölçekli spor etkinlikleri için geliştirilen marka kişiliği ölçeğinin Türk kültürüne uygunluğunun sınanmasıdır. Uygulama açısından araştırmanın bulguları spor yöneticilerine ve etkinlik sorumlularına etkinliklerinin kişiliğini değerlendirmede ve rekabette farklılık yaratacak konumlandırma stratejileri geliştirmede yardımcı olabilir. Araştırmaya İzmir’in Çeşme ilçesinde gerçekleşen “VeloTürk Gran Fondo” etkinliğinde mücadele eden bisiklet sporcuları katılmıştır. Araştırmada, olasılıksız örnekleme yöntemlerinden biri olan amaçlı örnekleme içinde yer alan ölçüt örnekleme tekniği tercih edilmiştir. Etkinliğine kayıt olmak, yarışma parkurlarından en az birini tamamlamak ve 18 yaşından büyük olmak araştırmaya alınma ölçütüdür. Bu ölçütleri sağlayan ve araştırmaya katılmayı kabul eden 239 gönüllü bisiklet sporcusu araştırmanın örneklemi olmuştur. Kesitsel araştırma tasarımıyla veriler kağıt-kalem ile anket doldurma şeklinde toplanmıştır. Ölçeğin yapı geçerliği için Doğrulayıcı Faktör Analizi (DFA) yapılmış, yakınsak ve ayrışım geçerliğini sınamak için CR, AVE değerleri ve güvenirliği için ise iç tutarlılık katsayısı olan Cronbach Alpha değerlerine bakılmıştır. İlave olarak yapılan ölçüt geçerliği için çoklu regresyon analizi yapılmıştır. Bulgular, bu çalışmayla uyarlanmış olan “Küçük Ölçekli Spor Etkinlikleri Marka Kişiliği Ölçeği” (KÖSEMKÖ)'nin, özgün ölçekteki psikometrik özelliklerini koruduğunu göstermiştir. Ölçek, yeterli DFA uyum indekslerine ve yüksek düzeyde iç tutarlılık katsayılarına sahiptir. Ayrıca yapılan testler ölçeğin yakınsak, ayrışım ve ölçüt geçerliğini de sağladığını ortaya koymuştur. Sonuç olarak KÖSEMKÖ; Türkiye'de düzenlenen küçük ölçekli spor etkinliklerinin marka kişiliği hakkında anlamlı yorumlar yapabilmek için, Türk halkı üzerinde yapılacak çalışmalarda kullanılabilecek geçerli ve güvenilir bir araç olarak kabul edilebilir.

Anahtar Kelimeler

• Spor etkinlikleri
• spor etkinlikleri marka kişiliği
• spor etkinlik kişiliği
• geçerlik güvenirlik

Etik Beyan

Çalışmanın etik uygunluğu için İstanbul Medeniyet Üniversitesi Sosyal ve Beşeri Bilimler Etik Kurulu'ndan etik kurul onayı (Protokol No: 2025/09), uyarlanan ölçeğin kullanılabilmesi için geliştiricilerinden yazılı onay, ayrıca araştırmanın yürütüldüğü etkinliğin sorumlularından de yazılı izin temin edilmiştir.

Adaptation of Small Scale Sport Events Brand Personality Scale to Turkish Culture

Öz

Since sports event personality is known to influence many variables (such as distinctiveness, finding suitable and appropriate sponsors, and creating a profile of satisfied and loyal participants) it is extremely critical for event organizers. Accordingly, the purpose of this study is to test the suitability of the brand personality scale developed for small-scale sports events within the context of Turkish culture. In terms of practical application, the study’s findings can assist sports managers and event organizers in evaluating the personality of their events and developing positioning strategies that will set them apart from the competition. The study included cyclists competing in the “VeloTürk Gran Fondo” event held in the Çeşme district of Izmir. In the study, the criterion sampling technique was employed. The inclusion criteria were registering for the event, completing at least one of the race courses, and being 18 years of age or older. A total of 239 volunteer cyclists who met these criteria and agreed to participate in the study formed the sample. Data were collected using a cross-sectional study design via paper based questionnaires. CFA was conducted to assess the construct validity of the scale; Cronbach’s Alpha was examined for reliability, while CR and AVE values were analyzed to test convergent and discriminant validity. In addition, a multiple regression analysis was conducted to assess criterion validity. The findings showed that the “Small-Scale Sports Events Brand Personality Scale”, adapted in this study, retained the psychometric properties of the original scale. The scale exhibits adequate CFA fit indices and high internal consistency coefficients. Furthermore, the tests conducted revealed that the scale also meets the criteria for convergent, discriminant, and criterion validity. As a result, adapted scale can be considered a valid and reliable tool that can be used in research on the Turkish population to make meaningful comments about the personality of sport events organized in Türkiye.

Anahtar Kelimeler

• Sport events
• sport events brand personality
• sport events personality
• validity and reliability

Etik Beyan

Ethical approval for the study was obtained from the Ethics Committee of Social and Human Sciences at Istanbul Medeniyet University (Protocol No: 2025/09). Written approval was obtained from the developers for the use of the adapted scale, and written permission was also obtained from the organizers of the event where the research was conducted.

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