Yıl 2013, Cilt 4, Sayı 1, Sayfalar 16 - 35 2013-01-17

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

Keti Ventura [1] , Ayla Dedeoglu [2]

159 297

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. 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.

 

Bu çalışmanın amacı, Türk futbol takımlarının pazarlama programlarının, müşteri zihniyeti (mindset)üzerindeki etkilerinin ortaya konmasıdır. Ayrıca, pazarlama programı çarpanlarının ve kişilerin kendilerini taraftarolarak 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 yaratmayadayalı marka değerinin temelleri bu ampirik çalışmanın kavramsal çerçevesini oluşturmaktadır. Elde edilen bulgularagore, Türk futbol takımlarının izleyici-temelli marka değeri oldukça güçlüdür. Bunun temelinde sırasıyla stadyum,yıldız oyuncular ve takımın başarıları bulunmaktadır. Ayrıca bulgular, Türk futbol takımlarının pazarlamaprogramlarının 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 etkisininbulunmadığını göstermektedir
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Birincil Dil en
Konular
Dergi Bölümü SPORT MANAGEMENT
Yazarlar

Yazar: Keti Ventura

Yazar: Ayla Dedeoglu

Bibtex @ { psbd219271, journal = {Pamukkale Spor Bilimleri Dergisi}, issn = {}, eissn = {1309-0356}, address = {Pamukkale Üniversitesi}, year = {2013}, volume = {4}, pages = {16 - 35}, doi = {}, title = {DO MARKETING PROGRAMS OF TURKISH FOOTBALL TEAMS REALLY AFFECT THE CUSTOMER MINDSET?}, key = {cite}, author = {Ventura, Keti and Dedeoglu, Ayla} }
APA Ventura, K , Dedeoglu, A . (2013). DO MARKETING PROGRAMS OF TURKISH FOOTBALL TEAMS REALLY AFFECT THE CUSTOMER MINDSET?. Pamukkale Spor Bilimleri Dergisi, 4 (1), 16-35. Retrieved from http://dergipark.gov.tr/psbd/issue/20579/219271
MLA Ventura, K , Dedeoglu, A . "DO MARKETING PROGRAMS OF TURKISH FOOTBALL TEAMS REALLY AFFECT THE CUSTOMER MINDSET?". Pamukkale Spor Bilimleri Dergisi 4 (2013): 16-35 <http://dergipark.gov.tr/psbd/issue/20579/219271>
Chicago Ventura, K , Dedeoglu, A . "DO MARKETING PROGRAMS OF TURKISH FOOTBALL TEAMS REALLY AFFECT THE CUSTOMER MINDSET?". Pamukkale Spor Bilimleri Dergisi 4 (2013): 16-35
RIS TY - JOUR T1 - DO MARKETING PROGRAMS OF TURKISH FOOTBALL TEAMS REALLY AFFECT THE CUSTOMER MINDSET? AU - Keti Ventura , Ayla Dedeoglu Y1 - 2013 PY - 2013 N1 - DO - T2 - Pamukkale Spor Bilimleri Dergisi JF - Journal JO - JOR SP - 16 EP - 35 VL - 4 IS - 1 SN - -1309-0356 M3 - UR - Y2 - 2018 ER -
EndNote %0 Pamukkale Spor Bilimleri Dergisi DO MARKETING PROGRAMS OF TURKISH FOOTBALL TEAMS REALLY AFFECT THE CUSTOMER MINDSET? %A Keti Ventura , Ayla Dedeoglu %T DO MARKETING PROGRAMS OF TURKISH FOOTBALL TEAMS REALLY AFFECT THE CUSTOMER MINDSET? %D 2013 %J Pamukkale Spor Bilimleri Dergisi %P -1309-0356 %V 4 %N 1 %R %U
ISNAD Ventura, Keti , Dedeoglu, Ayla . "DO MARKETING PROGRAMS OF TURKISH FOOTBALL TEAMS REALLY AFFECT THE CUSTOMER MINDSET?". Pamukkale Spor Bilimleri Dergisi 4 / 1 (Ocak 2013): 16-35.