Author/Authors
Ventura, Keti Ege Üniversitesi, Turkey , Dedeoğlu, Ayla Ege University, Turkey
Title Of Article
DO MARKETING PROGRAMS OF TURKISH FOOTBALL TEAMS REALLY AFFECT THE CUSTOMER MINDSET?
شماره ركورد
24520
Abstract
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 with AMOS 6.0. 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.
From Page
16
NaturalLanguageKeyword
Spectator , based brand equity , customer mindset , program multipliers , fan , identification
JournalTitle
Pamukkale Journal Of Sport Sciences
To Page
35
JournalTitle
Pamukkale Journal Of Sport Sciences
Link To Document