A study for determining the impact of sport clubs' brand personality on team identification

By globalization, realizing a powerful communication with sport consumers and to influence purchase intentions is an important objective for influencing the consumer groups of sport clubs on an international basis and to achieve success in the competitive environment. Creating emotional association of sports club's brand personality perception and identification sport club's supporters with the clubs is extremely important in terms of marketing communications. This study was to determine the level of identification with the brand personality of sports clubs and has tried to determine brand personality what level is effective in identification with the team. In addition, the brand personality perceptions of fans regarding the team and level of identification in terms of demographic characteristics has tried to explain how it differs. The study was realized with the participation of 900 students who are studying at the Faculty of Economics and Administrative Sciences in Dumlupınar University. In study the relationship between variables were determined with correlation and regression analysis, and how it differs in terms of demographic variables were determined by t-test and ANOVA. In results of regression analysis has been found that brand personality and brand personality dimensions, which are integrity, ability and enthusiasm hvae a positive and significant effect on team identification. Looking at the results of the difference test have been reached that participants differentiate the level of identification with the brand personality according to gender, age, education, class and department which is trained, the effective factors in team selection, frequency of purchase licensed products and self-definition. Keywords: Brand Personality, Identification, Football, Fans.