Does Brand Loyalty and Brand Love Lead to Brand Hate? The Case of Fenerbahçe-Galatasaray Brand Competition

Öz

This study seeks to investigate the impact of brand loyalty on brand love, the impact of brand loyalty and brand love on brand hate towards rival brands, and the potential mediating function of brand love in the relationship between brand loyalty and brand hate towards rival brands. To accomplish this objective, a survey was administered to the supporters of Fenerbahçe and Galatasaray, the two preeminent sports organizations in Turkey. The data collected from the questionnaire, which was administered to a total of 310 individuals evenly distributed between the two sports clubs, underwent difference tests and hypothesis testing using structural equation modeling. The analysis was conducted using the SPSS 22.0 and SmartPLS 3.0 software packages. Based on the acquired data, it was discovered that the participants affiliated with Galatasaray exhibited greater loyalty and affection towards their team, whilst the participants associated with Fenerbahce harbored stronger animosity against the rival team. Furthermore, the data revealed that the intensity of this animosity was greater among male individuals affiliated with Fenerbahce, particularly among those aged 25-34, who exhibited a stronger devotion towards their team. The data also demonstrated that male individuals affiliated with Galatasaray exhibited a greater degree of team loyalty and harbored stronger animosity against the opponent side. The hypothesis tests done using structural equation modeling revealed that brand love and brand loyalty have an impact on brand hate towards the rival team, while brand loyalty also influences brand love. Furthermore, the analytical results revealed that brand love fully mediates the impact of brand loyalty on brand hate towards the competitor team. The study is subject to certain restrictions, including constraints related to time, sample size, and variables. The report also presents significant recommendations for future research and practitioners.

Anahtar Kelimeler

• Brand Loyalty
• Brand Love
• Brand Hate
• Fenerbahce
• Galatasaray

Marka Sadakati Ve Marka Aşkı, Marka Nefretine Yol Açar Mı? Fenerbahçe-Galatasaray Marka Rekabeti Örneği

Öz

Bu çalışma, marka sadakatinin marka aşkına etkisini, marka sadakatinin ve marka aşkının rakip markada marka nefretine etkisini ve marka sadakatinin rakip markada marka nefretine etkisinde marka aşkının aracı rolünün varlığını ortaya koymayı amaçlamaktadır. Bu amaca ulaşmak için Türkiye’nin en önemli iki spor kulübü olan Fenerbahçe ve Galatasaray takımlarının taraftarlarına anket uygulanmıştır. Her iki spor kulübünden eşit katılımcı olmak üzere toplamda 310 örnekleme uygulanan anket ile elde edilen veriler, farklılık testlerine ve yapısal eşitlik modellemesi ile hipotez testlerine tabi tutulmuştur. Analizleri gerçekleştirebilmek için SPSS 22.0 VE SmartPLS 3.0 paket programları kullanılmıştır. Elde edilen verilere göre Galatasaraylı katılımcıların takımlarına daha sadık ve aşık olduğu, Fenerbahçeli katılımcıların ise rakip takımdan daha fazla nefret ettiği ortaya çıkmıştır. Bu nefretin Fenerbahçeli erkek katılımcılarda daha yüksek olduğu ve 25-34 yaş arası Fenerbahçeli erkeklerin takımlarına daha fazla aşık olduğu da yapılan analizler sonucunda elde edilmiştir. Galatasaraylı katılımcılar açısından da erkek katılımcıların takımlarına daha fazla aşık olduğu ve rakip takımdan nefret düzeylerinin daha yüksek olduğu, analiz sonuçlarında ortaya çıkmıştır. Yapısal eşitklik modellemesi ile gerçekleştirilen hipotez testlerinde de Marka aşkı ve marka sadakatinin rakip takımda marka nefretini etkilediği ve marka sadakatinin marka aşkını etkilediği sonuçları ortaya çıkmıştır. Ayrıca marka sadakatinin rakip takımda marka nefretine etkisinde marka aşkının tam aracı rolünün olduğu da yine analiz sonuçlarında elde edilmiştir. Çalışmada bazı zaman, örneklem, değişkenler gibi bazı kısıtlılıklar da mavcuttur. Çalışmada gelecek çalışmalara ve uygulayıcılara yönelik önemli çözüm önerileri de sunulmuştur.

Anahtar Kelimeler

• Marka Sadakati
• Marka Aşkı
• Marka Nefreti
• Fenerbahçe
• Galatasaray

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