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2021, Journal of Human Sciences
Public relations practitioners are obliged to facilitate the dialogue between the organization and public. Dialogue plays an important role in sports clubs because the gathering of people from different perspectives and opinions formed by fan groups for a common goal is based on dialogue and tolerance. Public relations theories have important applications for sports clubs to improve their relations with their fan groups. Linking the relational results to the public relations process can contribute to a better understanding of the mission and vision of sports clubs by fan groups and to measure their support. Within the scope of the research, it was aimed to determine the effective strategies necessary for sports clubs to increase the number of fans and their support. In this context, as a result of the research conducted on 176 sports fans, it has been found out that public relations strategies (control mutuality, trust, satisfaction) are the pioneers of fans loyalty. Also, public relations perceptions were found to be a determining factor in supporting behaviors towards sports clubs. Sports fans define their relationship with sports organizations as a communal relationship based on one-sided support rather than an exchange based on mutual benefits. As a result of the research, some suggestions are made for sports clubs to improve the quality of their relations with their supporters' groups.
Çelebi, E. (2018) "Measuring Effectiveness Of Relationship Management In Public Relations: A Research On Sport Clubs", International Conference On Management, Economics & Social Science - ICMESS 2018, Proceedings Of Researchfora International Conference, Copenhagen, Denmark, p.1-4.
Measuring Effectiveness Of Relationship Management In Public Relations: A Research On Sport Clubs2018 •
The purpose of this study is to measure the benefits of the relational approach in public relations and to determine the effect on the emotional and behavioral attitudes of the target groups. In this research, sport clubs have been chosen as the foundation and existing members have been selected as target groups. The research has been conducted in two different countries, Turkey and Ukraine, and the effects of cultural influence on relational outcomes have been compared. According to the research results, it was found that “control mutuality”, “trust”, “satisfaction”, and“commitment” principles as a relational outcome have a positive effect on emotional and behavioral attitudes.There was a significant correlation between relational outcomes of sport clubs members in each countries and this correlation was similar.
Football fans are consumers with a special behaviour with their football club brand. Football is the most popular sport in the world. Demographically, organisations worldwide are becoming increasingly homogeneous. The main aim of this study is to explore why football fans are willing to do some kind of sacrifices in order to continue their relationship with their preferred club brand. Therefore, 97 telephone interviews (from a list of 123 potential respondents) were conducted with entrepreneurs, managers, students, lawyers, retired, employees (public and private), professors, athletes, coach. Participants were contacted in accordance with the procedures of snowball sampling type starting with finding the perpetrators of personal contacts that fit the profile request for the study: the main criterion of the integral elements of this first study is to be people who really like football, people who have the willingness to make sacrifices for the sake of their relationship with the football club brand and team. The findings of the first study reveal four major facets: passion/soul, be different, leave all behind, personal risk. The study contributes to knowledge in marketing field, as well as provides insights to brand managers. Keywords: football sport; passion/soul; passive sacrifice; active sacrifice.
Leisure involvement plays a formative role in the development of participants’ loyalty to a leisure provider or a particular place. The purpose of the present study was to examine the relationship between fan involvement with the sport of football (soccer) and their loyalty to their favourite team among 215 Greek university students. The results confirmed the multidimensional model of involvement employed in fan behaviour research. Furthermore, regression analyses showed that the three dimensions of involvement have predicted to a different extent certain aspects of fan loyalty to their team. Studying fan involvement profile and the extent to which each dimension has an influence on key aspects of fan behavior can be used by professional teams' management as a tool for their fan segmentation and the development of appropriate communication strategies.
THE RELATIONSHIP BETWEEN BRAND ASSOCIATIONS AND FAN BEHAVIOURS FOR FOOTBALL TEAMS
THE RELATIONSHIP BETWEEN BRAND ASSOCIATIONS AND FAN BEHAVIOURS FOR FOOTBALL TEAMSThe intense competition in the sports sector has caused changes in the sports marketing perception of team management. Club managements aim to develop brand relationships, strengthen fan loyalty and manage fan behaviors to establish an emotional bond between club brands and fans for gaining competitive advantage. In this context, the current study aimed to assess the relationships between brand relationships, fan loyalty, and fan behavior in football teams. The survey sample is 503 (293 male, 210 female) respondents. Data were collected from Besiktas Gymnastics Club, Fenerbahce Sports Club, and Galatasaray Sports Club team supporters by face-to-face survey method. The structural equation model was used in the research hypothesis testing. The findings identified no statistically significant effect of the attributes and benefits, defined as team brand associations facets, on fan behaviors. Brand associations had a significant influence on the attitudinal and behavioral loyalty of supporters. Besides, behavioral loyalty was an important determinant of fan behaviors. The results indicated that approximately 68% of the variance of attitudinal loyalty could be explained by the attributes and benefits of brand associations' facets (R 2 =.677). Furthermore, facets of the brand associations accounted for approximately 66% of behavioral loyalty variance (R 2 =.659). Both brand associations (attributes and benefits) and fan loyalty (attitudinal and behavior loyalty) facets explained approximately 32% of the variance in fan behavior (R 2 =.317). Consequently, it is important to create strong and competitive brand associations in football teams, independent of sporting achievement, create positive fan behaviors, and support these behaviors. The research results could be useful for sports managers/marketers and theorists to explain and interpret fan behaviors.
… of Hospitality & Leisure Marketing
The fan as customer: customer service in sports marketing1995 •
... Management of sports clubs and stadia need to understand what motivates fans to attend games ... a winning team, but is more likely to be related to the entertainment value of the ... The article reports on research into marketing practices and fan attendance at baseball, football and ...
2014 •
The efficiency of a company's activity resides in designing and managing a long term relationship with the athletes, spectators, sponsors and community. The relationship with any of these four shareholders can be addressed through public relations, a marketing communication technique that brings value both for the company sending the message, and for other categories interested in its well-being. The purpose of this paper is to introduce the reader to the relationships between PR and sports. It explores how sports public relations practitioners have developed a range of successful strategies and tactics for influencing media coverage, and supporting the sport's domains. The authors conclude that the effective use of Public Relations in sport can generate conversion, facilitate sport representatives positioning, and maintain continued sport sustenance.
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