INTERNATIONAL JOURNAL OF SOCIAL HUMANITIES SCIENCES RESEARCH (JSHSR)

Abstract


THE CLUP IMAGE PERCEPTION OF FOOTBALL FANS

Today, football, which is a sport that millions of people follow, has evolved into an economically developing industry. This industrial transformation has made the concepts of consumption and customer gain importance. In today's football industry, the consumer, the fan, has become a client. In the literature, the image of the club is defined as the expression of the general impression of the club supported by the fans. It is stated that football clubs as an institution need to be perceived correctly by the target audience to survive, so the image of football clubs is important at this point. From this point of view, the research aims to examine the image perceptions of football fans about the club they support. The sample of the study consists of 182 (56 females, 126 males) students from the Faculty of Sport Sciences who volunteered to participate in the study. As the data collection tool, Club Image Scale (KIMJÖ) which was developed by Jung (2012), adapted to Turkish by Sönmezoğlu, Çoknaz, and Polat (2016) and used to evaluate the image of sports spectators about sports clubs and personal information form created by the authors were used. To determine the socio-demographic characteristics of the participants, frequency and percentage analysis were used while t-test and univariate analysis of variance (ANOVA) was used to determine the image perceptions of the students of the Faculty of Sport Sciences. Tukey HSD multiple comparison tests were applied to determine the groups from which statistical difference arose in one-way ANOVA. In the statistical analysis and interpretation of the data, a p <0.05 significance level was taken into consideration. As a result, the more positive the image perceptions of the fans about the club, the higher the frequency of purchasing. Also, the frequency of fans who have high image perception towards their club is increasing.



Keywords
Club Image, Fans, Football, University Students, Sports Science



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