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Futbol Takimlarinda Tuketici Temelli Marka Degeri: Bir Model Onerisi

Author

Listed:
  • Yavuz YILDIZ

    (Celal Bayar Universitesi, Beden Egitimi ve Spor Yuksekokulu, Spor Yoneticiligi Bolumu)

  • Canan AY

    (Celal Bayar Universitesi, Iktisadi ve Idari Bilimler Fakultesi, Isletme Bolumu)

  • Selhan OZBEY

    (Celal Bayar Universitesi, Beden Egitimi ve Spor Yuksekokulu, Spor Yoneticiligi Bolumu)

Abstract

Bu arastirmanin amaci, futbol takimlarinda tuketici temelli marka degerini incelemek ve futbol takimlarinda tuketici temelli marka degerine yonelik bir model onerisinde bulunmaktir. Arastirmada elde edilen veriler, 850 (626 erkek, 224 kadin) Besiktas JK, Fenerbahce SK, Galatasaray SK taraftarindan toplanmistir. Arastirma sonucunda, onerilen modelin uyum degerleri, RMSEA= 0.029, SRMR= 0.049, x2/ sd = 1.69, CFI=0.97, GFI= 0.92 AGFI=0.90, NNFI= 0.96 seklinde tespit edilmistir. Ayrica urunle ilgili ozelliklerin, marka guveni (0.71) ve marka tatmini (0.49) uzerinde olumlu yonde etkiye sahip oldugu; urunle ilgili olmayan ozelliklerin, faydalar (0.18) ve marka guveni (0.14) uzerinde olumlu etkiye sahip oldugu; faydalar (0.63), marka tatmini (0.17) ve marka guveninin (0.37), tutumsal sadakat uzerinde olumlu etkiye sahip oldugu; tutumsal sadakatin (0.87), davranissal sadakat uzerinde olumlu etkiye sahip oldugu bulunmustur. BJK, FB ve GS futbol takimlarinin taraftarlarinin guven (4.24) ve tatmin (4.33) duzeyleri tutumsal (4.21) ve davranissal (3.86) sadakat duzeylerinden daha yuksek bulunmustur. Bu durumun; BJK, FB ve GS futbol takimlarinin dav ranissal sadakat boyutuna yonelik pazarlama cabalarini kapsayan arastirmalarin onemini vurguladigi gorulmektedir. Arastirma sonucunda, GS futbol takiminin Tuketici Temelli Marka Degeri (TTMD)’nin hem BJK hem de FB futbol takimlarinin TTMD’sinden daha yuksek oldugu; BJK ve FB futbol takimlarinin TTMD’si arasinda farklilik olmadigi bulunmustur

Suggested Citation

  • Yavuz YILDIZ & Canan AY & Selhan OZBEY, 2012. "Futbol Takimlarinda Tuketici Temelli Marka Degeri: Bir Model Onerisi," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 12(Special I), pages 1-10.
    • Handle: RePEc:ege:journl:v:12:y:2012:i:specialissue:p:1-10
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