Year: 2024
Type: conference-paper
Study design: Observational Study
Abstract: Thepurpose of this study is to investigate the effect of brand mark on word ofmouth communication in football teams in Türkiye. An online survey was sent topeople living in Türkiye and an analysis was conducted with the obtained data.The population of the study consists of football team fans living in Türkiye.The sample of the study consists of 251 people. The sample was reached with thesurvey form shared on social media platforms. The sample was reached with thesnowball sampling method. Simple regression analysis was used for the analysisof the obtained data. It was concluded that the brand mark positively andsignificantly affects word of mouth communication in football teams. Since thedistinctive factors such as colors and drawings used for the brand areimportant in terms of the marketing activities of football clubs, the use ofmore attractive and liked brand mark provides gains. The brand mark beingeye-catching, being compatible with the team's symbols, and being designed in away that the target audience will like will cause the brand mark to be moreeffective on fans and potential fans.
Authors: Aydın, İbrahim, Saydan, Reha, Çelik, Zübeyir
Institution: Van Yüzüncü Yıl Üniversitesi
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7132175137
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