The relationship between brand equity and team identification in football teams

The main purpose of this thesis is to examine in detail the relationship between the brand equity of football teams and identification with the team. The research was conducted with the relational survey model and the research data were obtained by questionnaire method. The sample of the study consisted of 398 football fans of different football teams in Turkey, chosen by convenience sampling method the fans of different teams living in Turkey. As a data collection tool, personal information was used in the first part, and in the second part, a questionnaire consisting of 'Team Success, Technical Director and Management sub-dimensions of the Audience-Based Sports Brand Equity Scale consisting of 33 statements and eleven (11) sub-dimensions developed by Biscaia et al. (2013) and adapted into Turkish by Denizci and Singin (2023)' was used. In the evaluation of the statements in the scale, a 5-point Likert-type scale (1= Strongly disagree - 5 = Strongly agree) was utilised. In the third part, the Sports Fan Identification Scale, which was developed by Wann and Branscombe (1993) and tested for validity in the Turkish population by Gunay and Tiryaki (2003), was used. In the evaluation of the statements in the scale, a Likert-type interval scale tool with eight points (1=Not at all important, I don't like it at all-8=very important, I like it very much) was used. The data were analysed using SPSS22 programme. In order to test the hypotheses of the study, in addition to descriptive statistics such as arithmetic mean, standard deviation and frequency/percentage, normal distribution (Kolmogorov-Smirnov) test, t-test (Mann-Whitney U) and analysis of variance for multiple comparisons (Kruskal Wallis-H test) were performed in the analysis of the data. According to the results of the research, it was found that there was a positive significant relationship between team success, coach and management and identification with the team.