Consumer Based Brand Equity on Soccer Teams: A Model Suggestion

Öz

The purpose of this study is to investigate the consumer-based brand equity on soccer teams and propose a model for the consumer-based brand equity on soccer teams. Participants, are 850 (626 male, 224 female) fans of Beşiktaş JK, Fenerbahçe SK, Galatasaray SK teams In the results of the study, fit criterias of the proposed model were found as RMSEA= 0.029, SRMR= 0.049, x2 / df = 1.69, CFI=0.97, GFI= 0.92 AGFI=0.90, NNFI= 0.96. In addition, it found that product-related attributes has a positive affect on brand trust (0.71) and brand satisfaction (0.49); non-productrelated attributes has a positive affect on benefits (0.18) and brand trust (0.14); benefits (0.63), brand satisfaction (0.17) and brand trust (0.37) have seperately positive affects on attitudinal loyalty; attitudinal loyalty (0.87) has a positive affect on behaivoral loyalty. It found that the level of fan’s trust (4.24) and satisfaction (4.33) is greater than fan’s attitudinal (4.21) and behaivoral loyalty (3.86). This result show that the researchs, which cover marketing activities based-on behaivoral loyalty of BJK, FB and GS soccer teams, are important. In the results of this study, found that consumer-based brand equity (CBBE) of GS is greater than CBBE of BJK and FB and the level of CBBE between BJK and FB is statistically undifferent

Anahtar Kelimeler

• Brand equity, football (soccer) teams, brand satisfaction, brand trust, brand loyalty

Futbol Takımlarında Tüketici Temelli Marka Değeri: Bir Model Önerisi

Öz

Bu araştırmanın amacı, futbol takımlarında tüketici temelli marka değerini incelemek ve futbol takımlarında tüketici temelli marka değerine yönelik bir model önerisinde bulunmaktır. Araştırmada elde edilen veriler, 850 (626 erkek, 224 kadın) Beşiktaş JK, Fenerbahçe SK, Galatasaray SK taraftarından toplanmıştır.Araştırma sonucunda, önerilen modelin uyum değerleri, RMSEA= 0.029, SRMR= 0.049, x2 / sd = 1.69, CFI=0.97, GFI= 0.92 AGFI=0.90, NNFI= 0.96 şeklinde tespit edilmiştir. Ayrıca ürünle ilgili özelliklerin, marka güveni (0.71) ve marka tatmini (0.49) üzerinde olumlu yönde etkiye sahip olduğu; ürünle ilgili olmayan özelliklerin, faydalar (0.18) ve marka güveni (0.14) üzerinde olumlu etkiye sahip olduğu; faydalar (0.63), marka tatmini (0.17) ve marka güveninin (0.37), tutumsal sadakat üzerinde olumlu etkiye sahip olduğu; tutumsal sadakatin (0.87), davranışsal sadakat üzerinde olumlu etkiye sahip olduğu bulunmuştur. BJK, FB ve GS futbol takımları- nın taraftarlarının güven (4.24) ve tatmin (4.33) düzeyleri tutumsal (4.21) ve davranışsal (3.86) sadakat düzeylerinden daha yüksek bulunmuştur. Bu durumun; BJK, FB ve GS futbol takımlarının davranışsal sadakat boyutuna yönelik pazarlama çabalarını kapsayan araştırmaların önemini vurguladığı görülmektedir. Araştırma sonucunda, GS futbol takımının Tüketici Temelli Marka Değeri (TTMD)’nin hem BJK hem de FB futbol takımlarının TTMD’sinden daha yüksek olduğu; BJK ve FB futbol takımlarının TTMD’si arasında farklılık olmadığı bulunmuştur.

Anahtar Kelimeler

• Marka değeri, futbol takımları, marka tatmini, marka güveni, marka sadakati

Kaynakça

1. Aaker D.A. (1991) “Managing Brand Equity (Marka Değeri Yönetimi). Çev. Ender Orfanlı, İstanbul, Mediacat Kitapları.
2. Ailawadi, K.L., Lehmann, D.R. ve Neslin, S.A. (2003) “Revenue Premium as an Outcome Measure of Brand Equity” Journal of Marketing, 67: 1-17.
3. Anderson J.C ve Gerbing D.W. (1988) “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach” Psychological Bulletin, 103(3):411-423.
4. Bauer, H.H, Stokburger-Sauer, N.E. ve Exler, S. (2008) “Brand Image and Fan Loyalty in Professional Team Sport: A Refined Model and Empirical Assessment” Journal of Sport Management, 22:205-226.
5. Bauer, H.H, Sauer, N.E. ve Exler, S. (2005) “The Loyalty of German Soccer Fans: Does a Team’s Brand Image Matter?” International Journal of Sports Marketing & Sponsorship, l:14-22.
6. Bauer, H.H., Sauer, N.E. ve Schmitt, P. (2004) “The Importance of Customer-Based Brand Equity in The Team Sport Industry” SAM/IFSAM, No: 244.
7. Blackstone, M. (1992) “Observations: Building Brand Equity by Managing. The Brands Relationships” Journal of Advertising Research, 32:76-88.
8. Bodet, G. (2008) “Customer Satisfaction and Loyalty in Service: Two Concepts, Four Constructs, Several Relationships” Journal of Retailing and Consumer Services, 15: 156-162.

9. Brislin R.W. (1990) “Applied Cross-Cultural Psychology” Newbury Park, Sage Publication Inc.
10. Buil, I., de Chernatony, L. ve Martinez, E. (2008) “A Cross-National Validation of the Consumer-Based Brand Equity Scale” Journal of Product & Brand Management, 17(6):384-392.
11. Burman, C., Jost-Benz, M. ve Riley N. (2009) “Towards an Identity-Based Brand Equity Model” Journal of Business Research, 62: 390-397.
12. Chaudhuri, A. ve Holbrook, M.B. (2001) “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty” The Journal of Marketing, 65(2):81-93.
13. Deloitte. (2009) Lost in Translation Football Money League, Manchester, February, Sports Business Group.
14. Farquhar P.H. (1989) “Managing Brand Equity, Marketing Research, 1:24-33.
15. FATF (2009) “FATF Report Money Laundering through the Football Sector” July, Paris.
16. Filo, K., Funk, D.C. ve Alexandris, K. (2008) “Exploring the Role of Brand Trust on the Relationship between Brand Associations and Brand Loyalty in Sport and Fitness” International Journal of Sport Marketing and Management, 3:39-57.
17. Fornell C. ve Larcker D.F. (1981) “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error” Journal of Marketing Research, 18: 39-50.
18. Garbarino, E. ve Johnson, M.S. (1999) “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships” The Journal of Marketing, 63(2):70-87.
19. Gladden, J.M. ve 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: 54-81.
20. Gladden, J.M., Milne, G.R. ve Sutton, W.A. (1998) “A Conceptual Framework for Assessing Brand Equity in Division I College Athletics” Journal of Sport Management, 12:1-19.
21. Hair J.F., Anderson R.E, Tatham R.L. ve Black W.C. (1998) “Multivariate Data Analysis” 5th Edition, Englewood Cliffs, NJ Prentice-Hall.
22. Hatcher L. (1994) “A Step-by-Step Approach to Using the SAS® System for Factor Analysis and Structural Equation Modeling” Cary, NC SAS Institute Inc.
23. Hu L. ve Bentler P.M. (1999) “Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives” Structural Equation Modeling, 6(1):1-55.
24. Hutcheson G. ve Sofroniou N. (1999) “The Multivariate Social Scientist: Introductory Statistics Using Generalized Linear Models” Thousand Oaks, CA Sage Publications. 10 Equity Scale” Journal of Business Research, 52: 1-14. Decisions” Journal of Marketing Research, 17(4):460-469.
25. Oliver, R.L. (1999) “Whence Consumer Loyalty?” Journal of Marketing, 63:33-44.
26. Pappu, R., Quester, P.G. ve Cooksey, R.W. (2005) and Brand Management, 14(2/3):143-154.
27. Rein, I., Kotler, P. ve Shields, B. (2007) The Elusive Fan, Çev: Umut Esra Kaplan. İstanbul, MediaCat Kitapları.
28. Ross S. D. (2006) “A Conceptual Framework for Understanding Spectator-Based Brand Equity” Journal of Sport Management, 20:22-38.
29. Ross, S.D., James, J.D. ve Vargas, P. (2006) 20:260-279.
30. Schermelleh-Engel K. ve Moosbrugger H. (2003) “Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures” Methods of Psychological Research Online, 8(2): 23-74.
31. Schumacker R.E. ve Lomax R.G. (2004) “A Beginner’s Guide to Structural Equation Modeling”, 2nd Edition, Mahwah, NJ Lawrence Erlbaum Associates Inc.
32. Slattery, H. ve Shaw, R.N. (2003) “Brand Value in the Context of Australian Football League Clubs” ANZMAC Conference Proceeding, Adelaide.
33. Srinivasan, V. (1979) “Network Models for Estimating Brand-Specific Effects in Multi-Attribute Marketing Models” Management Science, 25(1):11-21.
34. Şenel, T. (2008) “Şirketleşme” Euroasia Sportsnews, 6-10.
35. UEFA Club Licensing Benchmarking Report Financial Year 2008.
36. Wood, L. (2000) “Brands and Brand Equity:
37. Yoo, B. ve Donthu, N. (2001) “Developing and
38. Yoo, B., Donthu, N. ve Lee, S. (2000) “An Examination of Selected Marketing Mix Elements and Brand Equity” Academy of Marketing Science, 28(2): 195-211.