Vodafone's Brand Personality: A Research Related to Perception Differences between Besiktas Fans, Rival Teams' Fans and Nonsupporters
Küçük Resim Yok
Tarih
2016
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Ege Univ, Fac Economics & Admin Sciences
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Sponsorship is one of the main income sources for sports teams, sports organizations and sportspeople as individuals. On the other hand, companies expect to improve their brand image to create brand awareness and to influence consumer preferences by sponsorship. Sport sponsorship is one of the common ways to enhance the bond between club fans and companies. At this point, brand personality perception is one of the keys to explain the potential bond. The main purpose of this study is to assess the differences between Besiktas fans; the fans of other teams and people who support no sports teams, in perceiving Vodafone's brand personality. In this research 902 participants were interviewed face to face to assess Vodafone's brand perception. After statistical comparisons, it is observed that the brand personality perception of Besiktas fans is more positive than other groups'.
Açıklama
Anahtar Kelimeler
Sponsorship, Brand Personality, Sports Marketing, Gsm, Vodafone, Sport Sponsorship, Identification, Dimensions, Context, Equity, Scale
Kaynak
Ege Academic Review
WoS Q Değeri
N/A
Scopus Q Değeri
Cilt
16
Sayı
1
