Due to technology, countries have been introduced to new sports. With more demand, interest, and ... more Due to technology, countries have been introduced to new sports. With more demand, interest, and coverage, new sports have become so established in a society that it is as if they had always existed. Thus, mainstream and niche sports concepts emerged. Mainstream sports are those that can gather mass media and public coverage, while niche sports are those that are less popular or nonexistent. This study focuses on a niche sport in Turkey, that is, rugby; this is a sport that is not even in the top 15 popular sports in Turkey. As the aim of this study is to explore difficulties faced in the branding and marketing of a niche sport in a new area, this study uses the case study of Sivas Kangals Rugby FC. The current study adopted an inductive qualitative design. The study is based on semi structured interview of four stakeholders: the coach, athletes, sports journalists and fans. The results of the study highlighted the difficulties a niche sport could face, why niche sports faced diffic...
Objetivo do estudo: Apesar da existência de oportunidades de desenvolvimento de marcas dos atleta... more Objetivo do estudo: Apesar da existência de oportunidades de desenvolvimento de marcas dos atletas, em esportes menos populares os atletas encontram dificuldades neste tema. Portanto, o presente estudo teve como objetivo contribuir com a literatura existente sobre a marca do atleta, fornecendo uma compreensão melhor e holística da marca do atleta em esportes menos populares.Metodologia: Empregamos a abordagem triádica que envolveu três partes interessadas: Atleta, fãs e mídia, para explorar fatores importantes nas estratégias de marca do atleta em esportes menos populares..Originalidade/Relevância: Há menos foco no esporte menos popular e na marca de seus stakeholders. Com o crescente interesse dos fãs por esportes menos populares e seus atletas estão ganhando mais atenção do que nunca. Assim, o estudo optou por discutir um fenômeno ignorado no contexto da marca do atleta.Principais resultados: Os resultados identificaram quatro temas principais e oito subtemas associados com base n...
Gures, Turk kulturunde ve Turk spor tarihinde sosyal ve kulturel olarak onemli islevler ustlenmis... more Gures, Turk kulturunde ve Turk spor tarihinde sosyal ve kulturel olarak onemli islevler ustlenmis ve toplumumuzda cok onemli bir yere sahip olmustur. Bu calismanin amaci ata sporumuz olarak gorulen gurese yonelik gunumuzdeki toplumsal bakisin ortaya konulmasidir. Calisma grubunu kolayda ornekleme yontemiyle ulasilan 876 kisi olusturmustur. Veri toplama araci olarak Guven ve Oncu (2011) tarafindan gelistirilen “Yagli Gureslere Yonelik Tutum Olcegi” genel olarak Gures sporuna uyarlanarak kullanilmistir. Soz konusu olcegi ve demografik bilgi formunu iceren anket arastirmaya katilmayi kabul edenlerin bir kismina yuz yuze bir kismina ise on-line anket yontemiyle uygulanmistir. Veri analizinde oncelikle Kolmogorov-Smirnov Normallik Testi ile verilerin normallik sinamasi yapilmis, veriler normal dagilim gostermedigi icin Mann-Whitney U ve Kruskal Wallis nonparametrik testleri kullanilmistir. Gurese olan ilginin genclerde daha dusuk oldugu, egitim duzeyi yukseldikce gurese olan ilginin azal...
Bu calismanin amaci, Shimp ve Sharma (1987) tarafindan gelistirilen Tuketici Etnosentrizmi Olcegi... more Bu calismanin amaci, Shimp ve Sharma (1987) tarafindan gelistirilen Tuketici Etnosentrizmi Olcegi’nin (Consumer Ethnocentric Tendency Scale – CETSCALE) a) spor urunleri tuketicileri icin uyarlanmasi b) uyarlamasi yapilan bu olcek ile spor urunleri kullanan Turk tuketicilerin etnosentrik egilimlerinin belirlenmesidir. Calisma, bu amaclar dogrultusunda iki asamali olarak gerceklestirilmistir: Calismanin birinci asamasinda, orijinal formu Shimp ve Sharma (1987) tarafindan gelistirilen olcek, Turk kulturu icin uyarlanmis ve “Spor Urunlerine Yonelik Etnosentrik Egilim Olcegi” elde edilmistir. Calismanin ikinci asamasinda ise; birinci asamada elde edilen yeni olcek kullanilarak, spor urunleri kullanan Turk tuketicilerin etnosentrik egilimleri belirlenmeye calisilmistir. Calisma bulgularina gore spor urunleri kullanan Turk tuketicilerin etnosentrik egilimleri “2.57” -orta duzey- bulunmustur. Spor urunu kullanan Turk tuketicilerin etnosentrik egilim duzeylerinde demografik degiskenler acisi...
In this study, it is aimed to evaulate the sport customers’ perceptions of the service quality an... more In this study, it is aimed to evaulate the sport customers’ perceptions of the service quality and the sport businesses’performance in Sivas, Turkey and with the gained data to improve some advices for sport businesses to give more effective service quality. The data which is used in this study have been gained from the customers of 10 sport businesses in Sivas, Turkey. SQAS (Service Quality Assessment Scale) instrument, which was developed by Lam et al., (2005), to measure the service quality of Fitness Centers, was used as a means to collect data. The data used in the research were obtained from the customers (n=316) of 10 sport businesses in Sivas province. To find the difference between groups, “irrelevant-modelling t test” and “paired-modelling t test” have been used. The difference between them has been accepted as meaningful if p<0.05. When the service expectations according to the gender are compared, it is seen that the females have higher expectation levels in all aspec...
Physical Culture and Sport. Studies and Research, 2021
Foreign investors have been very active in football clubs in many different countries. These club... more Foreign investors have been very active in football clubs in many different countries. These clubs see significant benefits from foreign investment. However, in Turkey, this practice has not yet been implemented. Furthermore, there has been no general discussion about the applicability of this system in Turkish clubs, despite almost all Turkish football clubs being in a state of financial turmoil. To fill this void, this study aims to research the views of Turkish football fans regarding the possible sale of their club to a foreign investor. A total of 1172 football fans across Turkey completed a questionnaire form for the research. The distributions of fans’ views were analyzed by forming crosstabs and using the chi-square test of independence. A total of 66.8% of Turkish fans who participated in the research are against the possible sale of their club to a foreign investor, while 33.2% of the fans support this situation. Additionally, 55.5% of the fans think they have adequate inf...
Objective of the study: Despite the opportunities to develop athlete brands, many athletes in les... more Objective of the study: Despite the opportunities to develop athlete brands, many athletes in less popular sport still struggle with developing their brands. Therefore, the current study aimed to contribute to the existing athlete branding literature and practitioners by providing a better and holistic understanding of athlete branding in less popular sport. Methodology: The current we employed a triadic approach that was involved with three stakeholders: Athlete, fans, and media to explore important factors in athlete branding strategies in less popular sport. Originality/ Relevance: There is less focus on less popular sport and their stakeholders branding. With increasing interest from fans less popular sport and their athletes are gaining more attention than ever. Thus, the study opted to discuss an ignored phenomenon in the context of athlete branding. Main results: The result of the study identified four main themes and eight associated subthemes based on both the interview and...
Pensar en Movimiento: Revista de Ciencias del Ejercicio y la Salud
The management of an athlete brand is challenging due to the complex nature of athlete career and... more The management of an athlete brand is challenging due to the complex nature of athlete career and life. Striving to maintain brand authenticity will promote long-term sustainability of the brand. The purpose of the study is to determine possible factors that contribute to athlete brand authenticity and help athletes to develop their brand more authentically. To understand the concept of athlete brand authenticity, a systematic literature review was conducted on various electronic databases. The study opted the five-step stages of the framework for this systematic review. A total of 76 attributes were identified from past studies that analyzed the attributes of brand authenticity for various brands. After merging interrelated attributes, the final number of unique attributes was 23. These attributes were distributed among three major themes: on-field activities, off-field activities and marketing activities of an athlete. The study finds brand authenticity to be a multi-dimensional a...
Due to technology, countries have been introduced to new sports. With more demand, interest, and ... more Due to technology, countries have been introduced to new sports. With more demand, interest, and coverage, new sports have become so established in a society that it is as if they had always existed. Thus, mainstream and niche sports concepts emerged. Mainstream sports are those that can gather mass media and public coverage, while niche sports are those that are less popular or nonexistent. This study focuses on a niche sport in Turkey, that is, rugby; this is a sport that is not even in the top 15 popular sports in Turkey. As the aim of this study is to explore difficulties faced in the branding and marketing of a niche sport in a new area, this study uses the case study of Sivas Kangals Rugby FC. The current study adopted an inductive qualitative design. The study is based on semi structured interview of four stakeholders: the coach, athletes, sports journalists and fans. The results of the study highlighted the difficulties a niche sport could face, why niche sports faced difficulties, reasons for playing rugby, and marketing techniques for a niche sports club. Furthermore, the study also highlighted the positive effects of niche sports and the benefits of a fan base. IZVLEČEK Z razvojem tehnologije je začelo prihajati do uvajanja novih športov. Z večjim povpraševanjem, zanimanjem in pokritostjo določenega športa so se le-ti uveljavili v družbi, kot da bi obstajali od nekdaj. Tako so se pojavili t.i.»splošni« in »nišni« športni koncepti. Splošni športi so tisti, ki lahko zbirajo množične medije in javnost, medtem ko so nišni športi tisti, ki so manj priljubljeni ali jih sploh ni. Ta študija se osredotoča na enega izmed nišnih športov v Turčiji-rugby. Rugby je šport, ki ni sodi v 15 najbolj priljubljenih športov v Turčiji. Namen pričujoče študije je raziskati blagovno znamko in trženje nišnih športov na študiji primera Sivas Kangals Rugby FC. Študija temelji na polstrukturiranem intervjuju štirih zainteresiranih strani: trenerja, športnikov, športnih novinarjev in navijačev. S študijo smo odkrili najpogostejše težave, s katerimi se lahko soočajo nišni športi, njihovi vzroki, razlogi za igranje rugbyja in tržne tehnike za nišni športni klub. Poleg tega je študija izpostavila tudi pozitivne učinke nišnih športov.
Due to technology, countries have been introduced to new sports. With more demand, interest, and ... more Due to technology, countries have been introduced to new sports. With more demand, interest, and coverage, new sports have become so established in a society that it is as if they had always existed. Thus, mainstream and niche sports concepts emerged. Mainstream sports are those that can gather mass media and public coverage, while niche sports are those that are less popular or nonexistent. This study focuses on a niche sport in Turkey, that is, rugby; this is a sport that is not even in the top 15 popular sports in Turkey. As the aim of this study is to explore difficulties faced in the branding and marketing of a niche sport in a new area, this study uses the case study of Sivas Kangals Rugby FC. The current study adopted an inductive qualitative design. The study is based on semi structured interview of four stakeholders: the coach, athletes, sports journalists and fans. The results of the study highlighted the difficulties a niche sport could face, why niche sports faced diffic...
Objetivo do estudo: Apesar da existência de oportunidades de desenvolvimento de marcas dos atleta... more Objetivo do estudo: Apesar da existência de oportunidades de desenvolvimento de marcas dos atletas, em esportes menos populares os atletas encontram dificuldades neste tema. Portanto, o presente estudo teve como objetivo contribuir com a literatura existente sobre a marca do atleta, fornecendo uma compreensão melhor e holística da marca do atleta em esportes menos populares.Metodologia: Empregamos a abordagem triádica que envolveu três partes interessadas: Atleta, fãs e mídia, para explorar fatores importantes nas estratégias de marca do atleta em esportes menos populares..Originalidade/Relevância: Há menos foco no esporte menos popular e na marca de seus stakeholders. Com o crescente interesse dos fãs por esportes menos populares e seus atletas estão ganhando mais atenção do que nunca. Assim, o estudo optou por discutir um fenômeno ignorado no contexto da marca do atleta.Principais resultados: Os resultados identificaram quatro temas principais e oito subtemas associados com base n...
Gures, Turk kulturunde ve Turk spor tarihinde sosyal ve kulturel olarak onemli islevler ustlenmis... more Gures, Turk kulturunde ve Turk spor tarihinde sosyal ve kulturel olarak onemli islevler ustlenmis ve toplumumuzda cok onemli bir yere sahip olmustur. Bu calismanin amaci ata sporumuz olarak gorulen gurese yonelik gunumuzdeki toplumsal bakisin ortaya konulmasidir. Calisma grubunu kolayda ornekleme yontemiyle ulasilan 876 kisi olusturmustur. Veri toplama araci olarak Guven ve Oncu (2011) tarafindan gelistirilen “Yagli Gureslere Yonelik Tutum Olcegi” genel olarak Gures sporuna uyarlanarak kullanilmistir. Soz konusu olcegi ve demografik bilgi formunu iceren anket arastirmaya katilmayi kabul edenlerin bir kismina yuz yuze bir kismina ise on-line anket yontemiyle uygulanmistir. Veri analizinde oncelikle Kolmogorov-Smirnov Normallik Testi ile verilerin normallik sinamasi yapilmis, veriler normal dagilim gostermedigi icin Mann-Whitney U ve Kruskal Wallis nonparametrik testleri kullanilmistir. Gurese olan ilginin genclerde daha dusuk oldugu, egitim duzeyi yukseldikce gurese olan ilginin azal...
Bu calismanin amaci, Shimp ve Sharma (1987) tarafindan gelistirilen Tuketici Etnosentrizmi Olcegi... more Bu calismanin amaci, Shimp ve Sharma (1987) tarafindan gelistirilen Tuketici Etnosentrizmi Olcegi’nin (Consumer Ethnocentric Tendency Scale – CETSCALE) a) spor urunleri tuketicileri icin uyarlanmasi b) uyarlamasi yapilan bu olcek ile spor urunleri kullanan Turk tuketicilerin etnosentrik egilimlerinin belirlenmesidir. Calisma, bu amaclar dogrultusunda iki asamali olarak gerceklestirilmistir: Calismanin birinci asamasinda, orijinal formu Shimp ve Sharma (1987) tarafindan gelistirilen olcek, Turk kulturu icin uyarlanmis ve “Spor Urunlerine Yonelik Etnosentrik Egilim Olcegi” elde edilmistir. Calismanin ikinci asamasinda ise; birinci asamada elde edilen yeni olcek kullanilarak, spor urunleri kullanan Turk tuketicilerin etnosentrik egilimleri belirlenmeye calisilmistir. Calisma bulgularina gore spor urunleri kullanan Turk tuketicilerin etnosentrik egilimleri “2.57” -orta duzey- bulunmustur. Spor urunu kullanan Turk tuketicilerin etnosentrik egilim duzeylerinde demografik degiskenler acisi...
In this study, it is aimed to evaulate the sport customers’ perceptions of the service quality an... more In this study, it is aimed to evaulate the sport customers’ perceptions of the service quality and the sport businesses’performance in Sivas, Turkey and with the gained data to improve some advices for sport businesses to give more effective service quality. The data which is used in this study have been gained from the customers of 10 sport businesses in Sivas, Turkey. SQAS (Service Quality Assessment Scale) instrument, which was developed by Lam et al., (2005), to measure the service quality of Fitness Centers, was used as a means to collect data. The data used in the research were obtained from the customers (n=316) of 10 sport businesses in Sivas province. To find the difference between groups, “irrelevant-modelling t test” and “paired-modelling t test” have been used. The difference between them has been accepted as meaningful if p<0.05. When the service expectations according to the gender are compared, it is seen that the females have higher expectation levels in all aspec...
Physical Culture and Sport. Studies and Research, 2021
Foreign investors have been very active in football clubs in many different countries. These club... more Foreign investors have been very active in football clubs in many different countries. These clubs see significant benefits from foreign investment. However, in Turkey, this practice has not yet been implemented. Furthermore, there has been no general discussion about the applicability of this system in Turkish clubs, despite almost all Turkish football clubs being in a state of financial turmoil. To fill this void, this study aims to research the views of Turkish football fans regarding the possible sale of their club to a foreign investor. A total of 1172 football fans across Turkey completed a questionnaire form for the research. The distributions of fans’ views were analyzed by forming crosstabs and using the chi-square test of independence. A total of 66.8% of Turkish fans who participated in the research are against the possible sale of their club to a foreign investor, while 33.2% of the fans support this situation. Additionally, 55.5% of the fans think they have adequate inf...
Objective of the study: Despite the opportunities to develop athlete brands, many athletes in les... more Objective of the study: Despite the opportunities to develop athlete brands, many athletes in less popular sport still struggle with developing their brands. Therefore, the current study aimed to contribute to the existing athlete branding literature and practitioners by providing a better and holistic understanding of athlete branding in less popular sport. Methodology: The current we employed a triadic approach that was involved with three stakeholders: Athlete, fans, and media to explore important factors in athlete branding strategies in less popular sport. Originality/ Relevance: There is less focus on less popular sport and their stakeholders branding. With increasing interest from fans less popular sport and their athletes are gaining more attention than ever. Thus, the study opted to discuss an ignored phenomenon in the context of athlete branding. Main results: The result of the study identified four main themes and eight associated subthemes based on both the interview and...
Pensar en Movimiento: Revista de Ciencias del Ejercicio y la Salud
The management of an athlete brand is challenging due to the complex nature of athlete career and... more The management of an athlete brand is challenging due to the complex nature of athlete career and life. Striving to maintain brand authenticity will promote long-term sustainability of the brand. The purpose of the study is to determine possible factors that contribute to athlete brand authenticity and help athletes to develop their brand more authentically. To understand the concept of athlete brand authenticity, a systematic literature review was conducted on various electronic databases. The study opted the five-step stages of the framework for this systematic review. A total of 76 attributes were identified from past studies that analyzed the attributes of brand authenticity for various brands. After merging interrelated attributes, the final number of unique attributes was 23. These attributes were distributed among three major themes: on-field activities, off-field activities and marketing activities of an athlete. The study finds brand authenticity to be a multi-dimensional a...
Due to technology, countries have been introduced to new sports. With more demand, interest, and ... more Due to technology, countries have been introduced to new sports. With more demand, interest, and coverage, new sports have become so established in a society that it is as if they had always existed. Thus, mainstream and niche sports concepts emerged. Mainstream sports are those that can gather mass media and public coverage, while niche sports are those that are less popular or nonexistent. This study focuses on a niche sport in Turkey, that is, rugby; this is a sport that is not even in the top 15 popular sports in Turkey. As the aim of this study is to explore difficulties faced in the branding and marketing of a niche sport in a new area, this study uses the case study of Sivas Kangals Rugby FC. The current study adopted an inductive qualitative design. The study is based on semi structured interview of four stakeholders: the coach, athletes, sports journalists and fans. The results of the study highlighted the difficulties a niche sport could face, why niche sports faced difficulties, reasons for playing rugby, and marketing techniques for a niche sports club. Furthermore, the study also highlighted the positive effects of niche sports and the benefits of a fan base. IZVLEČEK Z razvojem tehnologije je začelo prihajati do uvajanja novih športov. Z večjim povpraševanjem, zanimanjem in pokritostjo določenega športa so se le-ti uveljavili v družbi, kot da bi obstajali od nekdaj. Tako so se pojavili t.i.»splošni« in »nišni« športni koncepti. Splošni športi so tisti, ki lahko zbirajo množične medije in javnost, medtem ko so nišni športi tisti, ki so manj priljubljeni ali jih sploh ni. Ta študija se osredotoča na enega izmed nišnih športov v Turčiji-rugby. Rugby je šport, ki ni sodi v 15 najbolj priljubljenih športov v Turčiji. Namen pričujoče študije je raziskati blagovno znamko in trženje nišnih športov na študiji primera Sivas Kangals Rugby FC. Študija temelji na polstrukturiranem intervjuju štirih zainteresiranih strani: trenerja, športnikov, športnih novinarjev in navijačev. S študijo smo odkrili najpogostejše težave, s katerimi se lahko soočajo nišni športi, njihovi vzroki, razlogi za igranje rugbyja in tržne tehnike za nišni športni klub. Poleg tega je študija izpostavila tudi pozitivne učinke nišnih športov.
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