The Role of Fan Groups as Brand Communities on the Image of a Sports Club: A Study on Beşiktaş JK and the Çarşı Group
Keywords:
Brand communities, brand image, fan group, ÇarşıAbstract
Çarşı Group is a fan group consisting of Beşiktaş fans who are active in various issues, especially social events, and is considered as a brand community in this study. The purpose of the study is to examine the impact of the Çarşı Group on the brand image of Beşiktaş, which is recognized as an important sports club with a deep-rooted culture in Turkey. Survey method was used as the data collection tool in the study. In this context, data was collected online from 604 people and analyzed using SPSS statistical program. The results of the analysis show that the activities of the Çarşı Group, which is the brand community of Beşiktaş, positively affect the brand image of Beşiktaş and contribute to the image in a positive way. The Çarşı Group is recognized as a part of Beşiktaş JK's identity not only as a fan group that supports Beşiktaş JK in the stands, but also as a brand community. This shows that communities built around sports club brands are a prominent element in brand management. It is concluded that branded fan communities should be supported by sports clubs.
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