Vodafone's Brand Personality: A Research Related to Perception Differences between Besiktas Fans, Rival Teams' Fans and Nonsupporters

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dc.contributor.authorGirisken, Yener
dc.contributor.authorGiray, Caner
dc.date.accessioned2024-07-18T20:49:11Z
dc.date.available2024-07-18T20:49:11Z
dc.date.issued2016
dc.departmentİstanbul Bilgi Üniversitesien_US
dc.description.abstractSponsorship 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'.en_US
dc.identifier.doi10.21121/eab.2016119954
dc.identifier.endpage78en_US
dc.identifier.issn1303-099X
dc.identifier.issue1en_US
dc.identifier.startpage65en_US
dc.identifier.urihttps://doi.org/10.21121/eab.2016119954
dc.identifier.urihttps://hdl.handle.net/11411/8119
dc.identifier.volume16en_US
dc.identifier.wosWOS:000410792600005en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.language.isotren_US
dc.publisherEge Univ, Fac Economics & Admin Sciencesen_US
dc.relation.ispartofEge Academic Reviewen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectSponsorshipen_US
dc.subjectBrand Personalityen_US
dc.subjectSports Marketingen_US
dc.subjectGsmen_US
dc.subjectVodafoneen_US
dc.subjectSport Sponsorshipen_US
dc.subjectIdentificationen_US
dc.subjectDimensionsen_US
dc.subjectContexten_US
dc.subjectEquityen_US
dc.subjectScaleen_US
dc.titleVodafone's Brand Personality: A Research Related to Perception Differences between Besiktas Fans, Rival Teams' Fans and Nonsupportersen_US
dc.typeArticleen_US

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