The Role of Brand Equity in Building Fan Loyalty: an Application on Football Fans

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dc.contributor.authorOzlu, Metin
dc.contributor.authorErdogdu, Murat
dc.contributor.authorCinar, Kevser
dc.contributor.authorSirin, Erkan Faruk
dc.date.accessioned2024-02-23T14:41:31Z
dc.date.available2024-02-23T14:41:31Z
dc.date.issued2021
dc.departmentNEÜen_US
dc.description.abstractAim: The concepts of branding and sport marketing have begun to gain importance along with the current developments in sport industry. The fans have great importance on teams' branding in the world, especially in our country. As the importance of fans increases on teams' branding, the number of studies carried out on these subject increases, as well Methodology: These research studies are especially carried out within the framework of the Fan-Based Brand Equity model. This study investigates the impact of the brand equity dimensions (brand awareness, brand associations and perceived quality) on fan loyalty in football teams. Structural Equation Modelling (SEM) was used to reveal the relationship between the factors affecting fan loyalty and to evaluate the fit of model. This research was administered to 502 volunteer fans of Atiker Konyaspor Club, one of the leading clubs of Turkey Sport Toto Super League, in the 2018-2019 season of Lefler Kucukandonyadis in Turkey. Results and Conclusion: As a result, it was observed that while two of the brand equity dimensions, brand associations and perceived quality, had positive effects on fan loyalty, the third dimension, brand awareness, had no effect on the model, concerning fan loyalty. Upgrading sports clubs' attributes and giving importance to the brand association had statistically significant influence on fan loyalty.en_US
dc.identifier.doi10.53350/pjmhs2115102961
dc.identifier.endpage2970en_US
dc.identifier.issn1996-7195
dc.identifier.issue10en_US
dc.identifier.startpage2961en_US
dc.identifier.urihttps://doi.org/10.53350/pjmhs2115102961
dc.identifier.urihttps://hdl.handle.net/20.500.12452/16868
dc.identifier.volume15en_US
dc.identifier.wosWOS:000730429300048en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.language.isoenen_US
dc.publisherLahore Medical & Dental Collen_US
dc.relation.ispartofPakistan Journal Of Medical & Health Sciencesen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectBrand Equityen_US
dc.subjectFan Loyaltyen_US
dc.subjectFootball Clubsen_US
dc.subjectSports Marketingen_US
dc.subjectStructural Equation Modellingen_US
dc.titleThe Role of Brand Equity in Building Fan Loyalty: an Application on Football Fansen_US
dc.typeArticleen_US

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