Keti Ventura, Ayla Dedeoglu
2.363 563


The present study represents an attempt to find out the impact of the marketing programs of Turkish football teams on customer mindset. Besides, the moderating influences of program multipliers and fan-identification are analyzed and tested by structural equation modeling. A field methodology is used as a data collection method. The conceptual framework for the empirical research was based on the constructs of brand equity in the experiential services context of spectator sports. The findings revealed that the spectator-based brand equity of Turkish football teams is strong. By and large, it is built around the team venue, star players and the achievements of the team respectively. Furthermore, it can be proposed that marketing programs of Turkish football teams affect customer mindset to a certain level; the positive mindset in terms of awareness, associations, attitudes and attachment did not satisfactorily result in positive customer activity in terms of ticket and licensed merchandise purchase.



spectator-based brand equity, customer mindset, program multipliers, fan-identification

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