Musa PINAR, SİNAN NARDALI, Sanem ALKİBAY, Tülay GİRARD

TÜRKİYE SÜPER LİGİ’NİN MARKA DEĞERİNİ ETKİLEYEN FAKTÖRLERİN ÖNEMİNİN VE PERFORMANSININ DEĞERLENDİRİLMESİ

Günümüzün küresel rekabet pazarında, spor liglerinin ve takımlarının da markalaşması kaçınılmaz olmuştur. Bu çalışma kapsamında Türkiye Süper Ligi'nin marka değerini etkileyen faktörlerin önemi (beklenti) ve performans algısı, taraftar bakış açısıyla belirlenmiş ve bu doğrultuda çeşitli öneriler geliştirilmiştir. Bu amaç doğrultusunda literatür taramasından elde edilen bilgilere dayanılarak, ligin marka değerini etkileyen faktörlerin önemini ve performans algısını ölçebilmek için anket formu geliştirilmiştir. Anket formunda yer alan ifadeler taraftarın algıladığı önem ve performansı değerlendirmek için iki ayrı set olarak düzenlenmiş, böylece araştırmanın, önem (beklenti) ve algılanan performans farkını anlamaya yardımcı olması amaçlanmıştır. Araştırma sonucunda ankete katılanların %52 si hem ligin ve hem de takımların birlikte güçlü markalar olması gerektiğini düşünmektedir. Ayrıca bulgular, Süper Lig'in marka değerini etkileyen tüm faktör performansının taraftarların beklentisinin altında kaldığını göstermektedir. Bu durumda Süper Lig'in marka değerini etkileyen faktörlerin beklentileri karşılaması ve böylece Süper Lig'in ve takımların birlikte güçlü marka olması, hem Süper Lig takımları hem de çıkar/destek grupları için kazan/kazan (Win/Win) stratejisi olma niteliğindedir

EXAMINING THE IMPORTANCE AND PERCEPTIONS OF THE FACTORS INFLUENCING TURKISH SOCCER LEAGUE BRAND EQUITY

Because of the increasing competitiveness of the current global markets, it has also become inevitable for sports teams and leagues to develop strong brands. Therefore, this study is aimed to examine the perceptions of fans regarding the importance (expectations) and performance of the factors related to fan-based brand equity of the Turkish Soccer League and offer some suggestions based on the findings. In order to accomplish the study objectives, a survey instrument was developed from the relevant literature to measure the fans’ perceptions of importance and performance of the factors that are expected to impact a soccer league’s brand equity. Two separate surveys were used in order to compare the difference between the importance and performance of the brand equity factors and to identify any GAPs. The results of the survey indicate that 52% of respondents believed that both league brand and team brand must be strong simultaneously. Also, the findings show that all the factors perceived important for creating a strong Turkish soccer league fell below the fans’ expectations. Therefore, it is suggested that the performance of these factors must meet the expectations of the soccer fans in order for both Turkish Super League and its teams to become strong brands, which could be a win/win strategy for both the league’s stakeholders and the teams in the league

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