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Marka Sadakati Ve Marka Aşkı, Marka Nefretine Yol Açar Mı? Fenerbahçe-Galatasaray Marka Rekabeti Örneği

Yıl 2025, Cilt: 10 Sayı: 1, 53 - 77, 23.06.2025

Erkan Gülter

Öz

Bu çalışma, marka sadakatinin marka aşkına etkisini, marka sadakatinin ve marka aşkının rakip markada marka nefretine etkisini ve marka sadakatinin rakip markada marka nefretine etkisinde marka aşkının aracı rolünün varlığını ortaya koymayı amaçlamaktadır. Bu amaca ulaşmak için Türkiye’nin en önemli iki spor kulübü olan Fenerbahçe ve Galatasaray takımlarının taraftarlarına anket uygulanmıştır. Her iki spor kulübünden eşit katılımcı olmak üzere toplamda 310 örnekleme uygulanan anket ile elde edilen veriler, farklılık testlerine ve yapısal eşitlik modellemesi ile hipotez testlerine tabi tutulmuştur. Analizleri gerçekleştirebilmek için SPSS 22.0 VE SmartPLS 3.0 paket programları kullanılmıştır. Elde edilen verilere göre Galatasaraylı katılımcıların takımlarına daha sadık ve aşık olduğu, Fenerbahçeli katılımcıların ise rakip takımdan daha fazla nefret ettiği ortaya çıkmıştır. Bu nefretin Fenerbahçeli erkek katılımcılarda daha yüksek olduğu ve 25-34 yaş arası Fenerbahçeli erkeklerin takımlarına daha fazla aşık olduğu da yapılan analizler sonucunda elde edilmiştir. Galatasaraylı katılımcılar açısından da erkek katılımcıların takımlarına daha fazla aşık olduğu ve rakip takımdan nefret düzeylerinin daha yüksek olduğu, analiz sonuçlarında ortaya çıkmıştır. Yapısal eşitklik modellemesi ile gerçekleştirilen hipotez testlerinde de Marka aşkı ve marka sadakatinin rakip takımda marka nefretini etkilediği ve marka sadakatinin marka aşkını etkilediği sonuçları ortaya çıkmıştır. Ayrıca marka sadakatinin rakip takımda marka nefretine etkisinde marka aşkının tam aracı rolünün olduğu da yine analiz sonuçlarında elde edilmiştir. Çalışmada bazı zaman, örneklem, değişkenler gibi bazı kısıtlılıklar da mavcuttur. Çalışmada gelecek çalışmalara ve uygulayıcılara yönelik önemli çözüm önerileri de sunulmuştur.

Anahtar Kelimeler

Marka Sadakati Marka Aşkı Marka Nefreti Fenerbahçe Galatasaray

Kaynakça

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Does Brand Loyalty and Brand Love Lead to Brand Hate? The Case of Fenerbahçe-Galatasaray Brand Competition

Yıl 2025, Cilt: 10 Sayı: 1, 53 - 77, 23.06.2025

Erkan Gülter

Öz

This study seeks to investigate the impact of brand loyalty on brand love, the impact of brand loyalty and brand love on brand hate towards rival brands, and the potential mediating function of brand love in the relationship between brand loyalty and brand hate towards rival brands. To accomplish this objective, a survey was administered to the supporters of Fenerbahçe and Galatasaray, the two preeminent sports organizations in Turkey. The data collected from the questionnaire, which was administered to a total of 310 individuals evenly distributed between the two sports clubs, underwent difference tests and hypothesis testing using structural equation modeling. The analysis was conducted using the SPSS 22.0 and SmartPLS 3.0 software packages. Based on the acquired data, it was discovered that the participants affiliated with Galatasaray exhibited greater loyalty and affection towards their team, whilst the participants associated with Fenerbahce harbored stronger animosity against the rival team. Furthermore, the data revealed that the intensity of this animosity was greater among male individuals affiliated with Fenerbahce, particularly among those aged 25-34, who exhibited a stronger devotion towards their team. The data also demonstrated that male individuals affiliated with Galatasaray exhibited a greater degree of team loyalty and harbored stronger animosity against the opponent side. The hypothesis tests done using structural equation modeling revealed that brand love and brand loyalty have an impact on brand hate towards the rival team, while brand loyalty also influences brand love. Furthermore, the analytical results revealed that brand love fully mediates the impact of brand loyalty on brand hate towards the competitor team. The study is subject to certain restrictions, including constraints related to time, sample size, and variables. The report also presents significant recommendations for future research and practitioners.

Anahtar Kelimeler

Brand Loyalty Brand Love Brand Hate Fenerbahce Galatasaray

Kaynakça

  • A Aaker, D. (2007). Innovation: Brand it or lose it. California Management Review, 50(1), 8-24.
  • Aaker, D. A. (2009). Managing brand equity: Capitalizing on the value of a brand name. simon and schuster.
  • Abbasi, A. Z., Fayyaz, M. S., Ting, D. H., Munir, M., Bashir, S., & Zhang, C. (2023). The moderating role of complaint handling on brand hate in the cancel culture. Asia-Pacific Journal of Business Administration, 15(1), 46-71.
  • Abid, R., & Khattak, A. (2017). Brand avoidance motivators stimulate to brand equity in the mediating role of brand hate: a case of smartphone industry of Pakistan. Journal of Accounting and Marketing, 6(3), 250- 259.
  • Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes and behavior. Journal of Consumer Research, 31(1), 87-101.
  • Ahuvia, A. C. (2005). Beyond the extended self: Loved objects and consumers’ identity narratives. Journal of Consumer Research, 32(1), 171-184.
  • Alba, J. W., & Lutz, R. J. (2013). Broadening (and narrowing) the scope of brand relationships. Journal of Consumer Psychology, 23(2), 265-268.
  • Albert, N., & Merunka, D. (2013). The role of brand love in consumer‐brand relationships. Journal of Consumer Marketing, 30(3), 258-266.
  • Albert, N., Merunka, D., & Valette-Florence, P. (2008). When consumers love their brands: Exploring the concept and its dimensions. Journal of Business research, 61(10), 1062-1075.
  • Albert, N., Merunka, D., & Valette-Florence, P. (2009). The feeling of love toward a brand: Concept and measurement. Advances in Consumer Research, 36, 300-307.
  • Alnawas, I., & Altarifi, S. (2016). Exploring the role of brand identification and brand love in generating higher levels of brand loyalty. Journal of Vacation Marketing, 22(2), 111-128.
  • Aşkın, N., & İpek, İ. (2016). Marka Aşkının Marka Deneyimi ile Marka Sadakati Arasındaki İlişkiye Aracılık Etkisi. Ege Academic Review, 16(1), 79-94.
  • Aziz, R., & Rahman, Z. (2022). Brand hate: a literature review and future research agenda. European Journal of Marketing, 56(7), 2014-2051.
  • Bae, B. R., & Kim, S. E. (2023). Effect of brand experiences on brand loyalty mediated by brand love: the moderated mediation role of brand trust. Asia Pacific Journal of Marketing and Logistics, 35(10), 2412- 2430.
  • Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management: An International Journal, 23(1), 30- 47.
  • Ballesteros, M. A., Anaya, E. O., Zárate, S. C., & Toribio, W. M. (2024). Influence of Negative Experience on Brand Hatred Perceived by Users of Telecommunications Services in Lambayeque. Migration Letters, 21(2), 218-232.
  • Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of marketing, 76(2), 1-16.
  • Bigne, E., Andreu, L., Perez, C., & Ruiz, C. (2020). Brand love is all around: loyalty behaviour, active and passive social media users. Current Issues in Tourism, 23(13), 1613-1630.
  • Bisschoff, C. (2020). Measuring and managing brand loyalty of banksclients. Banks and Bank Systems, 15(3), 160.
  • Brandão, A., Ribeiro, B., & Gadekar, M. (2023). You ruined our love story, but I just cannot hate you—A moderation–mediation analysis of past experienced brand love and brand hate. International Journal of Consumer Studies, 47(3), 1126-1138.
  • Bryson, D., & Atwal, G. (2019). Brand hate: the case of Starbucks in France. British Food Journal, 121(1), 172- 182. Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17, 79-89.
  • Coelho, A., Bairrada, C., & Peres, F. (2019). Brand communities’ relational outcomes, through brand love. Journal of Product and Brand Management, 28(2), 154-165
  • Da Silva, E. C., & Las Casas, A. L. (2017). Sport fans as consumers: An approach to sport marketing. British Journal of Marketing Studies, 5(4), 36-48.
  • Dam, T. C. (2020). The effect of brand image, brand love on brand commitment and positive word-of-mouth. The Journal of Asian Finance, Economics and Business, 7(11), 449-457.
  • DeCarlo, L.T. (1997) On the Meaning and Use of Kurtosis. Psychological Methods. American Psychological Association, 2, 292-307.
  • Demir, Ö., Narlıkaya, Z. ve Çoban, E. (2024). Muhasebe Mesleğinde Yapay Zeka Kullanımının Benimsemesi İle Teknolojiye Hazır Olma Arasındaki İlişki: Muhasebe Öğrencileri Üzerine Bir Araştırma. Muhasebe ve Denetime Bakış, 71, 183-196.
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  • Gupta, S., Gupta, P., & Yadav, R. (2020). Role Of Brand Hate On The Relationship Of Consumer Personality Traits And Brand Loyalty. International Journal on Customer Relations, 8(2), 27-34.
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  • Hair, J. F., Risher, J. J., Sarstedt, M. ve Ringle, C. M. (2019). When to use and how to report the results of PLS￾SEM. European Business Review, 31(1), 2–24.
  • Harjadi, D., Fatmasari, D., & Hidayat, A. (2023). Consumer identification in cigarette industry: Brand authenticity, brand identification, brand experience, brand loyalty and brand love. Uncertain Supply Chain Management, 11(2), 481-488.
  • Hegner, S. M., Fetscherin, M., & Van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product and Brand Management, 26(1), 13-25.
  • Hibban, I. A., & Wahyudi, H. D. (2022). The Influence of Brand Image on Willingness to Pay Premium Price Through Brand Love. Adpebi Science Series.
  • Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915-934.
  • Husnain, M., Syed, F., Akhtar, W., & Usman, M. (2020). Effects of brand hate on brand equity: the role of corporate social irresponsibility and similar competitor offer. Marketing & Management of Innovations, 6(3), 75-86.
  • Itani, O. S. (2021). “Us” to co-create value and hate “them”: examining the interplay of consumer-brand identification, peer identification, value co-creation among consumers, competitor brand hate and individualism. European Journal of Marketing, 55(4), 1023-1066.
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  • Joshi, R., & Garg, P. (2021). Role of brand experience in shaping brand love. International Journal of Consumer Studies, 45(2), 259-272.
  • Kashif, M., Korkmaz Devrani, T., Rehman, A., & Samad, S. (2021). Love is not blind: investigating a love-hate transition among luxury fashion brand consumers. Journal of Fashion Marketing and Management: An International Journal, 25(4), 625-643.
  • Knox, S., & Walker, D. (2001). Measuring and managing brand loyalty. Journal of Strategic Marketing, 9(2), 111- 128.
  • Kohli, H. S., Khandai, S., Yadav, R., & Kataria, S. (2021). Brand love and brand hate: integrating emotions into brand-related experiences and loyalty. Journal of International Commerce, Economics and Policy, 12(2), 1-26.
  • Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132-135.
  • Kucuk, S. U. (2018). Macro-level antecedents of consumer brand hate. Journal of Consumer Marketing, 35(5), 555-564.
  • Kucuk, S. U. (2019). Consumer brand hate: Steam rolling whatever I see. Psychology and Marketing, 36(5), 431-443.
  • Kucuk, S. U. (2021). Developing a theory of brand hate: where are we now?. Strategic Change, 30(1), 29-33.
  • Kucuk, S. U., & Kucuk, S. U. (2016). Legality of brand hate. Brand Hate: Navigating Consumer Negativity in the Digital World, 93-124.
  • Kucuk, S. U., & Kucuk, S. U. (2019). What is brand hate? (pp. 23-48). Springer International Publishing.
  • Le, M. T. (2021). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing-ESIC, 25(1), 156-180.
  • Lee, C. T., & Hsieh, S. H. (2022). Can social media-based brand communities build brand relationships? Examining the effect of community engagement on brand love. Behaviour and Information Technology, 41(6), 1270-1285.
  • Liu, C. R., Wang, Y. C., Chiu, T. H., & Chen, S. P. (2018). Antecedents and outcomes of lifestyle hotel brand attachment and love: The case of Gen Y. Journal of Hospitality Marketing and Management, 27(3), 281- 298.
  • Madadi, R., Torres, I. M., & Zúñiga, M. Á. (2021). A comprehensive model of brand love/hate. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 34, 103-118.
  • Marquetto, M. F., Pinto, N. G. M., Grohmann, M. Z., & Battistella, L. F. (2017). Knowing the fans behaviour in relation to love of football clubs brands. BBR. Brazilian Business Review, 14(1), 272-287.
  • Mellens, M., Dekimpe, M., & Steenkamp, J. B. E. M. (1996). A review of brand-loyalty measures in marketing. Tijdschrift Voor Economie en Management, (4), 507-533.
  • Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009-1030.
  • Öcel, Y. (2020). The Effect of Lifestyle on Brand Hate: An Application on Football Fans. Journal of Current Researches on Business and Economics, 10(1), 91-108.
  • Osuna Ramírez, S. A., Veloutsou, C., & Morgan-Thomas, A. (2017). A systematic literature review of brand commitment: Definitions, perspectives and dimensions. Athens Journal of Business & Economics, 3(3), 305-332.
  • Park, C. W., Eisingerich, A. B., & Park, J. W. (2013). From brand aversion or indifference to brand attachment: Authors’ response to commentaries to Park, Eisingerich, and Park’s brand attachment–aversion model. Journal of Consumer Psychology, 23(2), 269-274.
  • Pearson, G. (2012). An ethnography of English football fans. Cans, cops and carnivals.
  • Preacher, K. J., & MacCallum, R. C. (2003). Repairing Tom Swift’s electric factor analysis machine. Understanding statistics: Statistical issues in psychology, education, and the social sciences, 2(1), 13-43.
  • Punniyamoorthy, M., & Prasanna Mohan Raj, M. (2007). An empirical model for brand loyalty measurement. Journal of Targeting, Measurement and Analysis for Marketing, 15, 222-233.
  • Ramírez, S. A. O., Veloutsou, C., & Morgan-Thomas, A. (2019). I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management. Journal of Product and Brand Management, 28(5), 614-632.
  • Richins, M. L. (1997). Measuring emotions in the consumption experience. Journal of Consumer Research, 24(2), 127-146.
  • Roy, S. K., Sharma, A., Bose, S., & Singh, G. (2022). Consumer-brand relationship: A brand hate perspective. Journal of Business Research, 144, 1293-1304.
  • Rundle‐Thiele, S., & Maio Mackay, M. (2001). Assessing the performance of brand loyalty measures. Journal of Services Marketing, 15(7), 529-546.
  • Sallam, M. A., & Wahid, N. A. (2015). The effects of satisfaction and brand identification on brand love and brand equity outcome: the role of brand loyalty. European Journal of Business and Social Sciences, 4(9), 42-55.
  • Sarkar, A., Sarkar, J. G., & Sreejesh, S. (2021). Managing customers’ undesirable responses towards hospitality service brands during service failure: The moderating role of other customer perception. International Journal of Hospitality Management, 94, 102873.
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  • Sharma, I., Jain, K., & Behl, A. (2022). Motives of the self and brand hate. Journal of Consumer Marketing, 39(7), 708-725.
  • Shimp, T. A., & Madden, T. J. (1988). Consumer-object relations: A conceptual framework based analogously on Sternberg’s triangular theory of love. Advances in Consumer Research, 15(1), 163-168.
  • Silden, S. E., & Skeie, M. E. (2015). Investigating the brand love-brand hate relationship, and the effects of brand attitude and brand attachment on brand hate (Master dissertation)
  • Song, H., Wang, J., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79, 50-59.
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  • Suartina, I., Wimba, I., Astrama, I., Wulandari, N. L. A. A., Rahmayanti, P., Yasa, N., & Sujana, I. (2022). The role of brand love in mediating the effect of intensive distribution and social Media promotion on brand loyalty and E-WOM. International Journal of Data and Network Science, 6(2), 335-346.
  • Tekin, H. (2017). Eğitimde Ölçme ve Değerlendirme. Ankara: Yargı Yayınevi.
  • Toksarı, M. (2022). Marka Aşkinin Bibliyometrik Analiz Yöntemi İle İncelenmesi. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 10(2), 700-720.
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  • Üstüner, S., Canoğlu, M., & Çabuk, S. (2022). Taraftarların Profesyonel Spor Takımı İle Olan İmaj Uyumlarının Lisanslı Spor Ürün ve Hizmetlerini Satın Alma Niyetlerine Etkisi Üzerine Bir Çalışma. Yaşar Üniversitesi E-Dergisi, 17(65), 57-78.
  • Vera, J., & Trujillo, A. (2017). Searching most influential variables to brand loyalty measurements: An exploratory study. Contaduría y Administración, 62(2), 600-624.
  • Wong, A. (2023). Understanding consumer brand love, Brand Commitment, and brand loyalty. Journal of Relationship Marketing, 22(2), 87-114.
  • Yadav, R., Paul, J., & Mittal, A. (2023). Impact of nation brand experience on nation brand loyalty, and positive WOM in a changing environment: the role of nation brand love. International Marketing Review, 40(1), 28-48.
  • Yang, J., & Mundel, J. (2022). Effects of brand feedback to negative eWOM on brand love/hate: an expectancy violation approach. Journal of Product and Brand Management, 31(2), 279-292.
  • Yazdi, A., Ramachandran, S., Mohsenifard, H., Nawaser, K., Sasani, F., & Gharleghi, B. (2024). The Ebb and Flow of Brand Loyalty: A 28-Year Bibliometric and Content Analysis. ArXiv preprint arXiv:2402.13177.
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  • Zhang, C., & Laroche, M. (2020). Brand hate: a multidimensional construct. Journal of Product and Brand Management, 30(3), 392-414.
  • https://www.transfermarkt.com.tr/vereins-statistik/wertvollstemannschaften/marktwertetop
Toplam 96 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Erkan Gülter 0000-0002-3503-6455

Yayımlanma Tarihi 23 Haziran 2025
Gönderilme Tarihi 1 Temmuz 2024
Kabul Tarihi 1 Kasım 2024
Yayımlandığı Sayı Yıl 2025 Cilt: 10 Sayı: 1

Kaynak Göster

APA Gülter, E. (2025). Marka Sadakati Ve Marka Aşkı, Marka Nefretine Yol Açar Mı? Fenerbahçe-Galatasaray Marka Rekabeti Örneği. Journal of Research in Business, 10(1), 53-77. https://doi.org/10.54452/jrb.1507805