You are here

Futbol Takımlarında Tüketici Tatmini ve Marka Güveninin Marka Sadakati ile İlişkisinin Araştırılması: Bir Yapısal Eşitlik Modeli Uygulaması

Investigation of the Relationship Consumer Satisfaction and Brand Trust between Brand Loyalties on Soccer Teams: An Application of Structural Equation Modeling

Journal Name:

Publication Year:

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
The purpose of this study is investigating the relationship of the consumer satisfaction and brand trust between brand loyalties on soccer teams. Sample of the study has been constituted of 850 individuals, who supported Beşiktaş A.Ş., Fenerbahçe S.K. ve Galatasaray S.K. Items, which developed by Oliver (1980) was used to measure consumer satisfaction and items, which developed by Chaudri ve Hollbrook(2001) was used to measure brand trust and items, which adapted by Bauer, Stokburger-Sauer ve Exler (2008) from the related literature was used to measure brand loyalty. Results of the study showed that the consumer satisfaction and brand trust has a positive effect on the brand loyalty. Mediation effect of brand trust between consumer satisfaction and brand loyalty was tested but this effect couldn’t be found statistically significant.
Abstract (Original Language): 
Bu araştırmanın amacı, futbol takımlarında tüketici tatmini ve marka güveni ile marka sadakati arasındaki ilişkiyi incelemektir. Araştırmanın örneklemi, Beşiktaş A.Ş., Fenerbahçe S.K. ve Galatasaray S.K. futbol takımı taraftarı olan 850 kişiden oluşmaktadır. Tüketici tatminini ölçmek için Oliver(1980) tarafından geliştirilen tüketici tatmini maddeleri, marka güvenini ölçmek için Chaudri ve Hollbrook(2001) tarafından geliştirilen marka güveni maddeleri ve marka sadakatini ölçmek için Bauer, Stokburger-Sauer ve Exler(2008) tarafından ilgili literatürden uyarlanan marka sadakati maddeleri kullanılmıştır. Araştırma sonucunda tüketici tatmininin ve marka güveninin, marka sadakati üzerinde istatistiksel olarak anlamlı bir etkiye sahip olduğu bulunmuştur. Marka güveninin, tüketici tatmini ve marka sadakati arasındaki aracılık etkisi test edilmiş, ve bu etki istatistiksel olarak anlamlı bulunamamıştır
31-35

REFERENCES

References: 

1. Argan M. Katırcı H. Spor Pazarlaması. 1. Baskı,
Ankara: Nobel Yayınları, 2002: 121.
2. Ayyıldız H, Cengiz H. Pazarlama modellerinin
testinde kullanılabilecek yapısal eşitlik
modeli(YEM) üzerine kavramsal bir inceleme.
Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler
Fakültesi Dergisi, 2006, 11(1): 63–84.
3. Bauer HH, Stokburger-Sauer NE, Exler S. Brand
image and fan loyalty in professional team sport: a
refined model and empirical assessment. Journal of
Sport Management, 2008, 22: 205–226.
4. Bodet G. Customer satisfaction and loyalty in
service: Two concepts, four constructs, several relationships. Journal of Retailing and Consumer
Services. 2008. 15: 156–162.
5. Chaudhuri A, Holbrook MB. The chain of effects
from brand trust and brand affect to brand
performance: the role of brand loyalty. The Journal
of Marketing, 2001, 65(2): 81–93.
6. Cheng EWL. SEM being more effective than
multiple regression in parsimonious model testing
for management devolopment research. Journal of
Management Development, 2001, 20(7): 650–667.
7. Chiaoa YC, Chiub YK, Guanc JL. Does the
length of a customer–provider relationship really
matter? The Service Industries Journal, 2008, 28(5):
649–667.
8. Chiou JS, Droge C. Service quality, trust, specific
asset investment, and expertise: direct and
indirect effects in a satisfaction-loyalty
framework. Journal of the Academy of Marketing
Science, 2006, 34(4): 613–627.
9. Cialdini RB, Borden RJ, Thornes A, Walker MR,
Freeman S, Sloan IR. Basking in reflected glory:
three (football) field studies, Journal of Personality
and Social Psychology,1976, 34: 366–375.
10. Colgate M, Stewart K. The challenge of
relationships in services: a New Zealand study.
International Journal of Service Industry Management,
1998, 9(5): 454–468.
11. Delgado E, Munuera JL, Yagüe MJ. Development
and validation of a brand trust scale. International
Journal of Market Research, 2003, 45(1):35–54.
12. FATF. Report Money Laundering through the Football
Sector. Paris. 2009.
13. Fink JS, Trail GT, Anderson DF. Environmental
factors associated with spectator attendance and
sport consumption behavior: Gender and team
differences. Sport Marketing Quarterly, 2003, 11: 8–
19.
14. Flavián C, Guinalíu M, Gurrea R. The role played
by perceived usability, satisfaction and consumer
trust on website loyalty. Information & Management,
2006, 43: 1–14.
15. Garbarino E, Johnson MS. The different roles of
satisfaction, trust, and commitment in customer
relationships. The Journal of Marketing, 1999, 63(2):
70-87.
16. Gladden JM, Funk DC. Understanding brand
loyalty in professional sport: Examining the link
between brand association and brand loyalty.
International Journal of Sports Marketing &
Sponsorship, 2001, 3: 67 – 94.
17. Gladden JM, Milne GR, Sutton WA. A
conceptual framework for assessing brand equity
in Division I college athletics. Journal of Sport
Management, 1998, 12: 1–19.
18. Ha HY, Perks H. Effects of consumer
perceptions of brand experience on the web:
brand familiarity, satisfaction and brand trust.
Journal of Consumer Behaviour, 2005, 4(6): 438–452.
19. Homburg C, Giering A. Personal characteristics
as moderators of the relationship between
customer satisfaction and loyalty—an empirical
analysis Psychology & Marketing, 2001, 18(1):43–66.
20. Javadein SRS, Khanlari A, Estiri M, Customer
loyalty in the sport services industry: the role of
service quality, customer satisfaction,
commitment and trust. International Journal of
Human Science, 2008, 5(2): 1-19.
21. Kim J, Morris JD, Swait J. Antecedents of true
brand loyalty. Journal of Advertising, 2008 37(2): 99–
117.
22. Kuenzell S, Halliday SV. Investigating antecedents
and consequences of brand identification. Journal
of Product & Brand Management, 2008, 17(5), 293–
304.
23. Kwon HH, Trail GT. A reexamination of the
construct and concurrent validity of the
psychological commitment to team scale. Sport
Marketing Quarterly, 2003, 12(2): 88-93.
24. Mahony DF, Madrigal R, Howard D. Using the
psychological commitment to team(PCT) scale to
segment sport consumers based on loyalty. Sport
Marketing Quarterly, 2000, 9: 15-25.
25. Oliver RL. A cognitive model of the antecedents
and consequences of satisfaction decisions. Journal
of Marketing Research, 1980, 17(4): 460-469.
26. Oliver RL. Whence consumer loyalty? Journal of
Marketing, 1999, 63: 33-44.
27. Patterson PG, Spreng RA. Modeling the
relationship between perceived value, satisfaction
and repurchase intentions in a business-tobusiness,
service context: an empirical
examination. International Journal of Service Industry
Management, 1997, 8(5): 414–434.
28. Reast JD. Brand trust and brand extension
acceptance: the relationship. The Journal of Product
and Brand Management, 2005, 14(1): 4-13.
29. Schermelleh-Engel K, Moosbrugger H.
Evaluating the fit of Structural Equation Models:
tests of significance and descriptive goodness-offit
measures. Methods of Psychological Research Online,
2003, 8(2): 23–74.
30. Schwartz PJ. The World's Top Sports Brands.
FORBES. 2010
31. Slattery H, Shaw RN. Brand value in the context
of Australian Football League Clubs. ANZMAC
Conference Proceedings Adelaide, 2003: 1-3.
32. Smith ACT. Introduction of Sport Marketing.
Hungary: Elsevier Ltd. 2008: 14
33. Şenel T. Şirketleşme. Euroasia Sportsnews, Mayıs,
2008: 6–10.
34. Şimşek ÖF. Yapısal Eşitlik Modellemesine Giriş:
Temel İlkeler ve LISREL Uygulamaları. Ankara:
Ekinoks. 2007: 5, 47-48.
35. Yoon Y, Gürsoy D, Chen JS. Validating a tourism
development theory with structural equation
modeling. Tourism Management, 2001, 22: 363-372.
36. Yoshida T, Milgrom P, Mori Y, Nakai Y, Kaji M,
Shimono T, Donaldson ANA. Reliability and
cross-cultural validity of a Japanese version of the
dental fear survey. BMC Oral Health, 2009: 9-17.
37. Yu C, Zhao P, Wang H. An empirical evalation of
a customer-based brand equity model and its
managerial implications. Frontiers of Business
Research in China, 2008, 2(4): 553–570.

Thank you for copying data from http://www.arastirmax.com