KAZANMANIN ÖNEMİ, NEFRET, TAKIM KİMLİĞİ VE SADAKATI: TÜRKİYE’DEKİ ANKET VERİLERİ İLE İLİŞKILERİN KEŞFEDİLMESİ

Abstract

Spor pazarlaması literatüründe kazanmanın önemi, nefret, takım kimliği, tutumsal ve davranışsal sadakat arasında önemli ilişkiler olduğu ortaya konulmuştur. Bu araştırmanın amacı kazanmanın önemi ve nefretin takım kimliği, davranışsal ve tutumsal sadakat üzerindeki etkilerinin futbol bağlamında incelenmesidir. Kazanmanın önemi ve nefretin takım kimliği, taraftar sadakati üzerindeki etkilerini araştıranilişkisel model araştırma kapsamında önerilmiştir. Araştırmanın örneklemi kolayda örnekleme yöntemi ile oluşturulmuş, araştırma verileri online ve kişisel görüşme yoluyla toplanmıştır. Araştırma kapsamında doğrulayıcı faktör analizi ve yapısal eşitlik modeli AMOS 22 programı kullanılarak analiz edilmiştir. Araştırmadan elde edilen bulgular takım kimliği, tutumsal ve davranışsal sadakat arasında güçlü ve anlamı ilişki olduğunu ortaya koymuştur. Bunun yanında, takım kimliğinin kazanmanın önemi, nefret ve taraftar sadakati arasındaki ilişkiye aracı etkisi olduğu ortaya konulmuştur. Bu araştırmadan elde sonuçlar spor pazarlaması uygulamaları için önemli öneriler içermektedir. Bunun yanında, futbol takım yöneticilerinin araştırma değişkenlerini nasıl yorumlaması gerektiğini ilişkin önemli öneriler araştırma kapsamında ortaya konulmuştur.

Keywords

• Davranışsal sadakat
• kazanmanın önemi
• nefret
• rakip takıma yönelik tutum
• tutumsal sadakat

IMPORTANCE OF WINNING, SCHADENFREUDE, TEAM IDENTIFICATION AND LOYALTY: EXPLORING RELATIONSHIPS WITH SURVEY DATA FROM TURKEY

Abstract

Sports marketing literature indicates that there are important relationships between importance of winning, schadenfreude, team identification, attitudinal and behavioral loyalty. The purpose of this study is to investigate importance of winning, schadenfreude on team identification and attitudinal and behavioral loyalty in the context of soccer. A structural model based on relationships is proposed in this study to explore the influence of importance of winning, schadenfreude on team identification and fans’ loyalty. Convenience sampling was chosen in this study and empirical data were collected among soccer fans via an online and self-administration questionnaire. The data were analyzed using confirmatory factor analysis (CFA) and structural equation model with Amos 20.0 software. Findings indicate that there were a significant and strong relationship between team identification and attitudinal and behavioral loyalty. Furthermore, this paper shows that team identification was a mediator between importance of winning and schadenfreude, and loyalty. The results of this research have significant implications for the practice of sports marketing. Having said that, the study has significant implications as to how soccer teams’ managers should be interpreting these variables or phenomenon. 

Keywords

• Attitudınal loyalty
• behavioral loyalty
• importance of winning
• schadenfreude

References

1. Ashforth, B. E., & Mael, F. (1999). Organization, Social Identity Theory and the. Academy of Management Review, 14(1), 20-39.
2. Bhattacharya, C., & Hayagreeva, R. (1995). Understanding the Bond of Identification: An Investigation of Its Correlates Among Art Museum Member. Journal of Marketing, 59(4), 46-57.
3. Ballester, E. D., & Aleman, L. M. (2001). Brand Trust in the Context of Consumer Loyalty. European Journal of Marketing, 35(11/12), 1238 – 1258.
4. Bloemer, J. M., & Kasper, H. D. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16(2), 311-329.
5. Dalakas, V., & Melancon, J. P. (2012). Fan identification, Schadenfreude toward hated rivals, and the mediating effects of Importance of Winning Index (IWIN). Journal of Services Marketing, 26(1), 51-59.
6. Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 100-110.
7. Funk, D. C., & James, J. (2001). The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual’s Psychological Connection to Sport. Sport Management Review, 4(2), 119-150.
8. Heere, B., & James, J. D. (2007). Stepping Outside the Lines: Developing a Multi-dimensional Team Identity Scale Based on Social Identity Theory. Sport Management Review, 10(1), 65-91.

9. Hornsey, M. J., & Jetten, J. (2004). The Individual Within the Group: Balancing the Need to Belong With the Need to Be Different. Personality and Social Psychology Review, 8(3), 248-264.
10. Lee, J. S., & Kang, J.-H. (2015). Effects of Sport Event Satisfaction on Team Identification and Revisit Intent. Sport Marketing Quarterly, 24(4), 225-234.
11. Katz, M., & Heere, B. (2013). Leaders and Followers: An Exploration of the Notion of Scale-Free Networks Within a New Brand Community. Journal of Sport Management, 27(4), 271-287.
12. Kilduff, G. J., Elfenbein, H. A., & Staw, B. M. (2010). The Psychology of Rivalry: A Relationally Dependent Analysis of Competition. Academy of Management Journal, 53(5), 943-969.
13. Kwon, H. H., Trail, G. T., & Anderson, D. S. (2005). Are Multiple Points of Attachment Necessary to Predict Cognitive, Affective, Conative, or Behavioral Loyalty? Sport Management Review, 8(3), 255-270.
14. Madrigal, R. (2000). The Influence of Social Alliances with Sports Teams on Intentions to Purchase Corporate Sponsors' Products. Journal of Advertising, 29(4), 14-24.
15. Mahony, D. F., & Howard, D. A. (1998). The impact of attitudes on the behavioral intentions of sport spectators. International Sports Journal, 2(2), 96-110.
16. Mahony, D. F., Madrigal, R., & Howard, D. (2000). Using the Psychological Commitment to Team (PCT) Scale to Segment Sport Consumers Based on Loyalty. Sport Marketing Quarterly, 9(1), 15-25.
17. Murrell, A. J., & Dietz, B. (1992). Fan Support of Sport Teams:The Effect of a Common Group Identity. Journal of Sports & Exercise Psychology, 14(1), 28-39.
18. Phua, J. (2012). Use of Social Networking Sites by Sports Fans. Journal of Sports Media, 7(1), 109-132.
19. Richardson, B., & O'Dwye, E. (2003). Football Supporters and Football Team Brands: a Study in Consumer Brand Loyalty. Irish Marketing Review, 16(1), 43-53.
20. Sutton, W. A., McDonald, M. A., Mime, G. R., & Cimperman, J. (1997). Creating and Fostering Fan Identification in Professional Sports. Sport Marketing Quarterly, 6(1), 8-15.
21. Tajfel, H. (1981). Human groups and social categories. CUP Archive.
22. Tajfel, H., & Turner, J. C. (1979). An integrative theory of intergroup conflict. The social psychology of intergroup relations, 33(47), 74.
23. Tapp, A. (2004). The loyalty of football fans - We’ll support you evermore? Database Marketing & Customer Strategy Management, 11(3), 203–215.
24. Tsiotsou, R. H. (2013). Sport Team Loyalty: Integrating Relationship Marketing and a Hierarchy of Effects. Journal of Services Marketing, 27(6), 458-471.
25. Trail, G. T., Anderson, D. F., & Fink, J. S. (2005). Consumer Satisfaction and Identity Theory: A Model of Sport Spectator Conative Loyalty. Sport MarHetIng Quarterly, 14(2), 98-111.
26. Underwood, R., Bond, E., & Baer, R. (2001). Building Service Brands Via Social İdentity: Lesso From The Sports Marketplace. Journal of Marketing Theory & Practice, 9(1), 1-13.
27. Wann, D. L., & Pierce, S. (2003). Measuring Sport Team Identification and Commitment: An Empirical Comparison of the Sport Spectator Identification Scale and the Psychological Commitment to Team Scale. North American Journal of Psychology, 5(3), 365-372.
28. Wenger, J. L., & Brown, R. O. (2014). Investigating the Impact of Conference Realignment on Rivalry in Intercollegiate Athletics. Sport Marketing Quarterly, 114(2), 224-234.
29. Yoshida, M., Heere, B., & Gordon, B. (2015). Predicting Behavioral Loyalty Through Community: Why Other Fans Are More Important Than Our Own Intentions, Our Satisfaction, and the Team Itself. Journal of Sport Management, 29, 318-333.