A qualitative study on specifying the customer-based brand equity in sport marketing: 9th International ÖGER Antalya Marathon (Runtalya) case<p>Spor pazarlamasında tüketici temelli marka değerini belirlemeye yönelik nitel bir araştırma: 9.Uluslararası ÖGER Antalya Maratonu (Runtalya) örneği
Keywords:
Sport marketing, brand, consumer-based brand value, Runtalya, Spor pazarlaması, marka, tüketici temelli marka değeri, Runtalya.Abstract
Customer-based brand equity explains the reactions that customer reveal to marketing activities depend on brand information. Customer-based brand equity recently has undertaken an important role in sport marketing. Consumer-Based Brand Equity's dimensions were utilized as a determinant of brand value. Consumer-Based Brand Equity has been associated with sports marketing. In this context, an investigation was conducted at Ninth International Antalya Marathon (Runtalya), this year. Therefore, firstly explained
Consumer-Based Brand Equity, later research has focused on the size. In this study, it was aimed at identifying customer-based brand equity as part of sport marketing. It was performed a qualitative research in the International ÖGER Antalya Marathon (Runtalya) intended for aim. Interview method was preferred in this study. Interviews that acquired in study was evaluated by means of MAXQDA© package programme. In assessment encodings that relative to customer-based brand equity were implemented. According to encoding; permanent purchase intention, brand awareness and positive customer attitudes were underlined.
Özet
Tüketici temelli marka değeri, tüketicinin sahip olduğu marka bilgisine bağlı olarak pazarlama faaliyetlerine tüketicinin gösterdiği tepkileri açıklamaktadır. Günümüzde spor pazarlamasında tüketici temelli marka değerinin önemli bir rol üstlenmiştir. Marka değerinin belirleyicisi olarak Tüketici Temelli Marka Denkliği (TTMD)’nin boyutlarından yararlanılmıştır. TTMD spor pazarlaması ile ilişkilendirilerek bu yıl dokuzuncusu düzenlenen Uluslararası ÖGER Antalya Maratonu (Runtalya)’nda bir araştırma gerçekleştirilmiştir. Bu nedenle ilk olarak TTMD açıklanarak, araştırmanın boyutları üzerinde durulmuştur. Bu araştırmada spor tüketicisinin spor pazarlaması kapsamında tüketici temelli marka değerini belirlemek amaçlanmıştır. Bu amaca yönelik Uluslararası ÖGER Antalya Maratonu (Runtalya)’nda nitel bir araştırma yapılmıştır. Araştırmada görüşme tekniği kullanılmıştır. Araştırmada elde edilen görüşmeler MAXQDA© paket programı ile değerlendirilmiştir. Değerlendirmede tüketici temelli marka değerine ilişkin kodlamalar yapılmıştır. Yapılan kodlamalara göre sürekli satın alma niyeti, marka bilinirliği ve olumlu tüketici tutumlarına vurgu yapıldığı sonucuna ulaşılmıştır.
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