The effect of brand management and brand image on consumer preferences: The case of the three major clubs

The aim of this study is to examine the effects of brand management and brand image on consumer preferences based on the supporters of Galatasaray, Fenerbahçe, and Beşiktaş sports clubs. Another objective of the study is to investigate whether the effects of brand management and brand image on consumer preferences differ according to supporters' gender, age, marital status, educational level, monthly income, supported team, season ticket ownership, engagement in supporting their team on social media, and level of fan identification. The study was designed within a quantitative research framework and employed a descriptive and relational survey model aimed at identifying the current situation. The population of the study consisted of supporters attending the home matches of Galatasaray, Fenerbahçe, and Beşiktaş clubs in Istanbul. The sample comprised 1,439 participants (n = 1439). Data were collected using a Demographic Information Form, the Brand Management Scale, the Brand Image Scale, and the Consumer Styles Inventory. The collected data were analyzed using SPSS 25.0 and RStudio software packages. Statistical analyses included independent samples t-tests, xv one-way analysis of variance (ANOVA), Tukey post-hoc tests, Pearson correlation analysis, and simple linear regression analysis. The significance level was set at p < .05. The findings indicate that football supporters' perceptions of brand management and brand image are positively and significantly related to football fan consumer behavior. In particular, the total scores of brand management and brand image were found to strongly predict consumer behavior. Among the brand management sub-dimensions, social interaction, team history, and perceptions of the head coach showed significant relationships with consumer behavior, whereas team success demonstrated a weak but negative relationship. In terms of demographic variables, gender, age, and marital status did not lead to significant differences in brand perceptions or consumer behavior, while limited differences were observed across education and income levels. Overall, the results reveal that football fan consumer behavior is shaped more by brand management practices and perceived brand image than by sporting success alone.