Profesyonel Spor Kulüplerinin Taraftar İlişkileri Yoluyla Marka Değeri Yaratmaları Üzerine Bir Araştırma

Bu araştırmanın amacı, profesyonel spor klüplerinin marka değerine tüketicilerin verdikleri katkı düzeyini belirlemektir. Bu amaçla, profesyonel spor klüplerinin tüketicisi konumunda olan taraftarlar, farklı kriterlere göre analiz edilmiştir. Araştırmada Ankara’da taraftar olan 1179 üniversite öğrencisine anket uygulanmıştır. Ulaşılan sonuçlara göre, taraftarlar profesyonel spor kulüplerinin marka olabilecekleri görüşündedirler. Ancak bu görüşlerini tuttukları kulübe destek verme adına satın alma davranış-larına yansıtamadıkları dikkati çekmektedir.

A Study on Brand Equity Establishment of Professional Sport Clubs by Fan Relations

The aim of this study is to determine the support level of consumers to brand equity of professional sport clubs. For this purpose fans of sport clubs were analysed according to different criteria, regarding them as the consumers of sport clubs. 1179 university students who are fans of sport clubs were analysed with questionnaries. Results showed that fans assume sport clubs as a brand but this was not reflected to their consumer behaviour proportionally.

PDF

___

Aaker, D.A. (1991) Managing Brand Equity: Capitalizing on The Value of a Brand Name, New York: The Free Press.
Aaker, D.A. (1996) Building Strong Brands, New York: The Free Press. Badenhausen, K., S. Decarlo, and W. Sicheri (1998) "Methodology", Forbes, 134.
Badenhausen, K. and W. Sicheri (1999) "Baseball", Forbes, May 31, 112-117.
Barwise, P. (1992) "Brand Equity: Snark of Boojum?", International Journal of Reseach in Marketing, 10, 93-104.
Boone, L.E., C. M Kochunny and D. Wilkins (1995) "Applying The Brand Equity Concept to Major League Baseball", Sport Marketing Quarterly, 4,(3), 33-42.
Brooks, C. M. (1994) Sport Marketing: Competitive Business Strategises For Sports, Englewood Cliffs: Prentice Hall.
Dortch, S. (1996) "The Future of Baseball", American Demographics, 57, 22-28.
Ekotimes (2002) "Maçlar Artık Borsada", Mart ,12-13.
Farquhar, P. (1989) "Managing Brand Equity" Marketing Research, (September^, 24-33.
Fisher, D. and Ozanian, M. (1999) "Cowboy Capitalism", Forbes, 170-177.
Fournier, S, (1998) "Consumers and their Brands: Developing Relationship Theory in Consumer Research", Journal of Consumer Research, 24 (4)^-343-363.
Gladden, J.M. and G.R. Milne (1999) "Examining the Importance of Brand Equity in Professional Sports", Sport Marketing Quarterly, 8(1), 21-29.
Gladden, J. M., R.L. Irwin and W.A. Sutton (2001) "Managing North American Major Professional Spor Team in the Millenium: A Focus on Building Brand Equity", Journal of Sport Management, 15, 297-317.
Gladden, -J., G. Milne, and W.A Sutton (1998) "A Conceptual Framework For Assessing Brand Equity in Division I Collage Athletics", Journal of Sport Management, 12(1), 1-19.
Güneren, E. (2004) Müşteri Sadakati Oluşum Sürecine İlişkin Alternatif Bir Model,Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü, Yayınlanmamış Doktora Tezi, Ankara.
Hanan, M. and Karp. (1989) Costumer Satisfaction: How to Maximize Measure and Market Your Company's "Ultimete Product, New York: American Management Association.
Kapferer, J.N. (1992) Strategic Brand Management: New Approaches To Creating and Evaluating Brand Equity, New York: The Free Press.
Karpat, I. (2000) Marka Yönetim Süreci ve Tanıtımın Rolü, Ege Üniversitesi, Sosyal Bilimler Enstitüsü, Yayınlanmamış Doktora Tezi, İzmir.
Keller, K.L. (1993) "Conceptualizing, Measuring and Managing Customer-Based Brand Equity", Journal of Marketing, 57, 1-22.
Keller, K.L. (1998) Strategic Brand Management: Building Measuring and Managing Brand Equity Upper Saddle River, N.J.: Prentice Hall.
Krishnan, H.S. (1996) "Characteristics of Memory Associations: Aconsumer-Based Brand Equity Perspective", International Journal of Research in Marketing, 13, 389-405.
Malony, R. (1999) "Adelphia Steps Up Fan Loyalty Stakes, Offers Incentives to Costomers", Street& Smith's Sport Business Journal, 2, 46.
Meenaghann, T. and O'Sullivan, P. (1999) "Playpower-Sports Meets Marketing", Europea Journal of Marketing, 3(33), 241-249.
Mullen,L. (1999) "NBA Teams Storm Gates For Fan Cards", Street & Smith's Sports Business Journal, 2, 45.
Mullin, B., S. Hardy and W.A. (2000) Sport Marketing (2nd ed.) Champaing, 111.: Human Kinetics.
Odabaşı, Y. (1995) Pazarlama İletişimi, Eskişehir: Anadolu Üniversitesi, İşletme Fakültesi.
Owen, S. (1993) "The Landor Image Pover Survey: A Global Assesment Of Brand Stregth" in D. Aaker and A. Biel (eds.), Brand Equity And Advertising: Adwetising's Role in Building Strong Brands, Hillsdale, N.J.: Lawrence Erlbaum Associates, 11-30.
Ozanian, M. K. (1999) "Selective Accounting", Forbes, 20-25.
Öztuğ, F.-(1997) "Marka Değeri: Kavram ve Yöntemi", Pazarlama Dünyası Dergisi, 11(61), 19.
Pride, W. and O. C. Ferrel, (1997) Marketing Concept and Strategies, (10th ed.) Richard D. Irwin Inc.
Rozanski, H.D., A.G. Baum and B.T. Wolfsen (1999) "Brand Zealots: Realizing The Full Value of Emotional Loyalty" Stregy & Business, 17, 21-62.
Shocker, A.D., R.K. Srivastava and R.W. Ruekert (1994) "Challenges and Opportunities Facing Brand Manegement: An Introduction to the Special Issue", Journal of Marketing Research, 31, 149-158.
Tek, Ö.B., (1997) Pazarlama İlkeleri Global Yönetimsel Yaklaşım Türkiye Uygulamaları, (7. Baskı), Cem Ofset Matbaacılık Sanayi A.Ş.
Wagg, S. ve Goldberg, A. (eds.) (1991) British Football ve Social Change, Leicester: University Press, 239-253.