The relationship between perceived brand equity, satisfaction and behavioral intention in football fans: Futbol seyircilerinde algılanan marka değeri, tatmin ve davranışsal niyet arasındaki ilişki

Mehmet Ali Çeliksoy; Ahmet Azmi  Yetim

doi:10.14687/jhs.v19i3.6303

Authors

Mehmet Ali Çeliksoy Eskişehir Technical University
Ahmet Azmi Yetim Gazi University https://orcid.org/0000-0003-0375-8637

DOI:

https://doi.org/10.14687/jhs.v19i3.6303

Keywords:

Football, Brand Equity, Satisfaction, Behavioral Intention, Marka Değeri, Tatmin, Davranışsal Niyet

Abstract

In this research, it is aimed to examine the relationship between perceived brand value, satisfaction, and behavioral intention in football from the perspective of football spectators in Turkey. The “Brand Equity Scale” used in their research by Tsordia, Papadimitriou, and Parganas (2018), the “Satisfaction Scale” used by Argan, Özgen, and Koç (2018) in their research, and the "Behavioral Scale" adapted by Katlav and Öney (2018) are suitable for the determined purpose. The brand equity structure used in the research consists of four (4) dimensions (brand awareness, perceived quality, brand association, brand loyalty) and a total of nineteen (19) statements. Four (4) statements were used to measure the structure of satisfaction, and four (4) statements were used to measure the structure of behavioral intention. While using the descriptive research model to reveal these relationships; the relational research model was used to test the hypotheses and reveal the relationships between the variables.

The sample of the research consists of 308 people who are interested in football between the years 2020-2021, selected by convenient sampling method.

In line with the purpose of the research, the Structural Equation Model was used to evaluate the relationship between structures. The data were analyzed with a two-stage approach. In the first stage, the measurement model was tested, and in the second stage, the relationship between the structures was tested. As a result of the analysis, it was determined that the measurement model produced valid and reliable results. As a result of the structural model analysis, three hypotheses developed on the theoretical basis were accepted. Accordingly, it has been observed that the effect of brand equity on satisfaction and behavioral intention, and the effect of satisfaction on behavioral intention, are significant. Based on these findings, it can be said that the perceived brand value in football has an effect on both the satisfaction of the audience and the formation of behavioral intention.

Extended English summary is in the end of Full Text PDF (TURKISH) file.

Özet

Bu araştırmada, Türkiye’de futbol seyircilerinin bakış açısından futbolda algılanan marka değeri, tatmin ve davranışsal niyet arasındaki ilişkinin incelenmesi amaçlanmıştır. Belirlenen amaca uygun Tsordia, Papadimitriou ve Parganas’ın (2018) araştırmalarında kullandıkları “Marka Değeri Ölçeği”, Argan, Özgen ve Koç’un (2018) araştırmalarında kullandıkları “Tatmin Ölçeği” ve Katlav ve Öney’in (2018) uyarlamasını yaptıkları “Davranışsal Niyet Ölçeği” kullanılmıştır. Araştırmada kullanılan marka değeri yapısı dört (4) boyut (marka farkındalığı, algılanan kalite, marka çağrışımı, marka bağlılığı) ve toplam ondokuz (19) ifadeden oluşmaktadır. Tatminin yapısının ölçülmesinde dört (4) ifade ve davranışsal niyetin yapısının ölçülmesinde de dört (4) ifadeden yararlanılmıştır. Bu ilişkileri ortaya çıkarmak için betimsel araştırma modelinden yararlanılırken; Hipotezleri test etmek ve değişkenler arasındaki ilişkileri ortaya çıkarmak için ilişkisel araştırma modeli kullanılmıştır. Araştırmanın örneklemini, 2020-2021 yılları arasında futbolla ilgilenen uygun örnekleme yöntemi ile seçilmiş 308 kişi oluşturmaktadır.

Araştırmanın amacı doğrultusunda yapılar arası ilişkiyi değerlendirmek için Yapısal Eşitlik Modelinden yararlanılmıştır. Verilerin iki aşamalı yaklaşımla analiz edilmiştir. Birinci aşamada ölçüm modeli, ikinci aşamada yapılar arası ilişki test edilmiştir. Analiz sonucunda ölçüm modelinin geçer ve güvenilir sonuçlar ortaya koyduğu tespit edilmiştir. Yapısal model analizi sonucunda kuramsal temele dayalı geliştirilen üç hipotez de kabul edilmiştir. Buna göre, marka değerinin tatminin ve davranışsal niyet üzerindeki, tatminin ise davranışsal niyet üzerindeki etkisinin anlamlı olduğu gözlemlenmiştir. Bu bulgular temelinde, futbolda algılanan marka değerinin, hem seyircilerin tatminin yaşanmasına, hem de davranışsal niyet oluşumuna etkisi olduğu söylenebilir.

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Author Biographies

Mehmet Ali Çeliksoy, Eskişehir Technical University

Instructor, Eskişehir Technical University, Department of Physical Education and Sports Teacher, Faculty of Sports Science

Ahmet Azmi Yetim , Gazi University

Prof. Dr., Gazi University, Sport Sciences Faculty, Department of Sport Management

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