Consumer Based Brand Equity on Soccer Teams: A Model Suggestion

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The purpose of this study is to investigate the consumer-based brand equity on soccer teams and propose a model for the consumer-based brand equity on soccer teams. Participants, are 850 (626 male, 224 female) fans of Beşiktaş JK, Fenerbahçe SK, Galatasaray SK teams.In the results of the study, fit criterias of the proposed model were found as RMSEA= 0.029, SRMR= 0.049, x2 / df = 1.69, CFI=0.97, GFI= 0.92 AGFI=0.90, NNFI= 0.96. In addition, it found that product-related attributes has a positive affect on brand trust (0.71) and brand satisfaction (0.49); non-product-related attributes has a positive affect on benefits (0.18) and brand trust (0.14); benefits (0.63), brand satisfaction (0.17) and brand trust (0.37) have seperately positive affects on attitudinal loyalty; attitudinal loyalty (0.87) has a positive affect on behaivoral loyalty. It found that the level of fan’s trust (4.24) and satisfaction (4.33) is greater than fan’s attitudinal (4.21) and behaivoral loyalty (3.86). This result show that the researchs, which cover marketing activities based-on behaivoral loyalty of BJK, FB and GS soccer teams, are important. In the results of this study, found that consumer-based brand equity (CBBE) of GS is greater than CBBE of BJK and FB and the level of CBBE between BJK and FB is statistically undifferent.

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Brand equity , football (soccer) teams , brand satisfaction , brand trust , brand loyalty.

Ege Academic Review (EAR)

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Ege Academic Review (EAR)