Spor tüketicileri olarak kabul edilen spor seyircileri tarafından takip edilen lig markalarıyla ilgili algılanan marka çağrışımlarının bilinçli yönetimi, başta marka sadakati olmak üzere liglerin marka sermayesine önemli katkılar sağlamaktadır. Bu güne kadar Türkiye'de spor liglerinin marka çağrışımlarına yönelik bir çalışma yapılmamıştır. Dolayısıyla, bu çalışmanın amacı spor lig marka çağrışımlarını incelemek ve lig marka çağrışımlarını futbol ve basketbol lig izleyicilerine göre farklı olup olmadığını test etmektir. Çalışmaya 176 futbol ligi izleyicisi, 184 basketbol ligi izleyicisi olmak üzere toplam 360 lig izleyicisi gönüllü olarak katılmıştır. Lig marka çağrışımlarını ölçmek için, literatürden uyarlanan marka çağrışım boyutları kullanılmıştır. Tek örneklem ttesti sonucuna göre kaçış, logo, stadyum atmosferi, nostalji, rekabet, gelenek, ürün sunumu, rekabetçi denge, sosyalleşme, yıldız oyuncu, oyunun temsili, özel takım ilgisi ve eğitim lig izleyicileri için önemli olabilecek çağrışımlar olarak bulunmuştur. Bağımsız örneklemler t-testi sonucuna göre, futbol ligi izleyicilerinin rekabetçi denge, oyunun temsili, özel takım ilgisi, rekabet, gelenek, lig özdeşleşmesi, yıldız oyuncu çağrışımlarını değerlendirme düzeyleri, basketbol ligi izleyicilerinin değerlendirme düzeylerinden daha büyük bulunurken; futbol ligi izleyicilerinin lig yönetimi çağrışımını değerlendirme düzeyleri, basketbol ligi izleyicilerinin değerlendirme düzeylerinden daha düşük bulunmuştur.
The aim of this research is to examine the level of task and ego orientations, challenge and threat experiences of student cross-country runners as well as investigate their dispositional differences in goal orientations, challenge and threat levels according to demographic variables, and the link between ego orientations and challenge and threat experiences. 118 student-athletes voluntarily participated in this research. Since the data were not normally distributed, the Kruskal-Wallis test was used for group comparisons, and the Mann-Whitney U test was used for pairwise comparisons from nonparametric test methods. Results showed no significant differences in the task and ego orientations, challenge and threat levels of the participants in terms of their gender and whether they had a club license (p > 0.05). Significant differences, however, were found in the participants’ task and ego orientation levels (p < 0.05), while there were no significant differences in challenge and threat levels (p > 0.05) in terms of the department studied. There were significant differences in the participants’ task and ego orientations and challenge levels in terms of duration to be an athlete (p < 0.05) but there was no significant difference found in the participants’ threat level (p > 0.05). Overall, the results of this research provided valuable information to sports psychologists, managers, and coaches at universities to guide efforts to improve student athletes’ performance.
Background. During the COVID-19 pandemic, it is paramount to investigate how to influence professional sport team consumers’ behaviours towards media consumption, which is an indirect consumption of sports products with importance raised by the lockdown. The effect of brand superiority, one of the essential consumer judgments about the brands, on some behavioural intentions of sport team consumers was examined before; however, the role of brand superiority and overall brand equity on media consumption behaviours in pandemic conditions lacked empirical investigation. Therefore, this study aims to examine the relationship between brand superiority, overall brand equity and media consumption behaviours among professional sports teams’ consumers during the COVID-19 pandemic. Methods. The participants of this quantitative study were 232 volunteer football (soccer) consumers who support a team in the Turkish Super Football League. The data was collected in 3 weeks using the online convenience sampling method. Confirmatory factor analysis (CFA) and structural equation modelling (SEM) were used in data analyses, and direct and indirect paths tested by the bootstrapping method. Results. The results of the study showed that brand superiority did not have a direct effect on media consumption behaviours of sport team consumers. Besides, overall brand equity had a direct effect on media consumption behaviours and mediated the relationship between brand superiority and media consumption behaviours. Conclusions. The evidence in this study indicates sport managers that the cognitive judgement of sport consumers, generally related to the more functional aspect of a sports product alone not an efficient way to directly influence sport team consumers toward media consumption behaviours even in COVID-19 pandemic. Brand equity, however, found to be an effective tool to address for directing sport team consumers’ behaviours toward media consumption in the extraordinary circumstance currently exist. Keywords: branding, sports industry, spectator sports, professional sports teams, sports consumers.
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