Consumer Based Brand Equity on Soccer Teams: A Model Suggestion

Year 2012, Volume: 12 Özel Sayı, 1 - 10, 01.11.2012

Yavuz Yıldız , Canan Ay Selhan Özbey

Abstract

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

Keywords

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

Futbol Takımlarında Tüketici Temelli Marka Değeri: Bir Model Önerisi

Abstract

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.

Keywords

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

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