Relationship between Identification Levels of Fans that Support Turkish Super League’s Three Big Football Clubs with Their Teams and Their Consumer Behavior Intentions

Utku IŞIK, Arslan Kalkavan, Seydi Karakus
280

Abstract


This study aimed to reveal the sports consumption behavior and intentions of fans of three big football teams competing in Turkish Super League and investigate how these intentions varied based on levels of identification with their teams. In addition, the study also attempted to detect whether there were any differences in the consumption behaviors of the fans of these three big teams (Fenerbahçe, Galatasaray and Besiktaş) and to present related reasons, if any. Fans of the sports clubs competing in Turkish Super League -Fenerbahçe, Galatasaray and Beşiktaş- participated in the study on voluntary basis. A total of 548 sports fans participated in the study: 32.30% (N=177) of these fans supported Besiktaş, 34.30% (N=188) supported Galatasaray and 33.40% (N=183) supported Fenerbahçe. In the framework of the study, Sports Consumption Behavior Scale, developed by Kim et al. (2011), whose validity and reliability of the Turkish version was tested by Kiremitci et al. (2014) was used along with Sport Spectator Identification Scale, developed by Wann and Branscombe (1993) whose validity and reliability of the Turkish version was tested by Günay and Tiryaki (2003) in order to realize the purpose. In conclusion, a positive and significant relationship was found between the consumption behavior intentions of the fans that support the three big teams in the Turkish Super League and their identification levels with their teams. In addition to this, Fenerbahçe supporters were found to display more identification with their teams compared to Galatasaray and Beşiktaş fans and Galatasaray fans were observed to have statistically more significant and higher means both in attendance and media consumption intentions compared to the fans of the two other big teams (p<0,05).  


Keywords


Sport Spectator Identification, Turkish Super League, sports consumption behavior