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DO MARKETING PROGRAMS OF TURKISH FOOTBALL TEAMS REALLY AFFECT THE CUSTOMER MINDSET?

Journal Name:

  • Pamukkale Spor Bilimleri Dergisi

Publication Year:

  • 2013

Key Words:

Keywords (Original Language):

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Abstract (2. Language): 
The present study represents an attempt to find out the impact of the marketing programs of Turkish football teams on customer mindset. Besides, the moderating influences of program multipliers and fan-identification are analyzed and tested by structural equation modeling with AMOS 6.0. A field methodology is used as a data collection method. The conceptual framework for the empirical research was based on the constructs of brand equity in the experiential services context of spectator sports. The findings revealed that the spectator-based brand equity of Turkish football teams is strong. By and large, it is built around the team venue, star players and the achievements of the team respectively. Furthermore, it can be proposed that marketing programs of Turkish football teams affect customer mindset to a certain level; the positive mindset in terms of awareness, associations, attitudes and attachment did not satisfactorily result in positive customer activity in terms of ticket and licensed merchandise purchase.
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Abstract (Original Language): 
Bu çalışmanın amacı, Türk futbol takımlarının pazarlama programlarının, müşteri zihniyeti (mindset) üzerindeki etkilerinin ortaya konmasıdır. Ayrıca, pazarlama programı çarpanlarının ve kişilerin kendilerini taraftar olarak tanımlama düzeylerinin moderator etkileri yapısal eşitlik modeli ile AMOS 6.0 yazılımı ile test edilmiştir. Çalışmada very toplama yöntemi olarak anket tekniği kullanılmıştır. Gösteri sporlarında hizmet deneyimi yaratmaya dayalı marka değerinin temelleri bu ampirik çalışmanın kavramsal çerçevesini oluşturmaktadır. Elde edilen bulgulara gore, Türk futbol takımlarının izleyici-temelli marka değeri oldukça güçlüdür. Bunun temelinde sırasıyla stadyum, yıldız oyuncular ve takımın başarıları bulunmaktadır. Ayrıca bulgular, Türk futbol takımlarının pazarlama programlarının müşteri zihniyetini belirli bir düzeye kadar etkilediğini ancak, marka farkındalığı, marka çağrışımları, marka tutumları ve marka bağlılığı kavramlarının bilet ve lisanslı ürünlerin satın alınması üzerinde olumlu bir etkisinin bulunmadığını göstermektedir.
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