Akademik Veri Yönetim Sistemi
5th International Conference on Innovative Academic Studies, Konya, Türkiye, 10 - 11 Ekim 2024, ss.133-137
The
purpose of this study is to investigate the effect of brand mark on word of
mouth communication in football teams in Türkiye. An online survey was sent to
people 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 the
survey form shared on social media platforms. The sample was reached with the
snowball sampling method. Simple regression analysis was used for the analysis
of the obtained data. It was concluded that the brand mark positively and
significantly affects word of mouth communication in football teams. Since the
distinctive factors such as colors and drawings used for the brand are
important in terms of the marketing activities of football clubs, the use of
more attractive and liked brand mark provides gains. The brand mark being
eye-catching, being compatible with the team's symbols, and being designed in a
way that the target audience will like will cause the brand mark to be more
effective on fans and potential fans.