التفاصيل البيبلوغرافية
| العنوان: |
The relationship between perceived brand equity, satisfaction and behavioral intention in football fans: Futbol seyircilerinde algılanan marka değeri, tatmin ve davranışsal niyet arasındaki ilişki |
| المؤلفون: |
Çeliksoy, Mehmet Ali, Yetim , Ahmet Azmi |
| المصدر: |
Uluslararası İnsan Bilimleri Dergisi; Cilt 19 Sayı 3 (2022); 367-384 ; Journal of Human Sciences; Vol. 19 No. 3 (2022); 367-384 ; 2458-9489 ; 1303-5134 |
| بيانات النشر: |
Sakarya University |
| سنة النشر: |
2022 |
| المجموعة: |
International Journal of Human Sciences / Uluslararası İnsan Bilimleri Dergisi (E-Journal |
| مصطلحات موضوعية: |
Football, Brand Equity, Satisfaction, Behavioral Intention, Marka Değeri, Tatmin, Davranışsal Niyet, Futbol |
| الوصف: |
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 ... |
| نوع الوثيقة: |
article in journal/newspaper |
| وصف الملف: |
application/pdf |
| اللغة: |
English |
| Relation: |
https://www.j-humansciences.com/ojs/index.php/IJHS/article/view/6303/3524; https://www.j-humansciences.com/ojs/index.php/IJHS/article/view/6303 |
| الاتاحة: |
https://www.j-humansciences.com/ojs/index.php/IJHS/article/view/6303 |
| Rights: |
Copyright (c) 2022 Journal of Human Sciences ; https://creativecommons.org/licenses/by-nc-sa/4.0 |
| رقم الانضمام: |
edsbas.3728E37A |
| قاعدة البيانات: |
BASE |