Vol. 6 No. 1 (2021): Turkish Journal of Marketing
Articles

Identification in football team fans: Sample of Kocaelispor fan

Yusuf Bahadır Doğru
Res. Asst. Dr., Zonguldak Bülent Ecevit University
Fatih Koç
Assoc. Prof. Dr., Kocaeli University
Caner Giray
Assoc. Prof. Dr., İstanbul Rumeli University
Belma Yön
Dr., Kocaeli

Published 2021-04-25

Keywords

  • Kocaelispor, Local Football Clubs, Football Support, Identification
  • Kocaelispor, Yerel Futbol Kulüpleri, Taraftarlık, Özdeşleşme

How to Cite

Doğru, Y. B., Koç, F., Giray, C., & Yön, B. (2021). Identification in football team fans: Sample of Kocaelispor fan. Turkish Journal of Marketing, 6(1), 1-20. https://doi.org/10.30685/tujom.v6i1.104

Abstract

Football is one of the most popular sports in the world. One of the first concepts that spring to mind when football is mentioned is adherence. Football has become an industry with the behavior of the fans. In addition to football's leading clubs, the fan behavior of local clubs, which are far from industrialization, differs specifically for some clubs. These behaviors can be interpreted through the relationship between fans and the city. Hence, in this study, it is important to examine the fan behavior of Kocaelispor, which has regressed from the Super League to the Amateur League. This is because Kocaelispor has the highest fan average even in the amateur league. The aim of this study is to examine whether the identification levels of the supporters of Kocaelispor football team differ according to their fan style, tendency to watch football matches and demographic factors. The research was conducted with the supporters of Kocaelispor living in Kocaeli by applying the survey technique, which is one of the quantitative research methods. The supporters participating in the study were selected by the convenience sampling method. The "Sports Fan Identification Scale" was used as a scale in the study. The data obtained at the end of the study were compared according to demographic information, types of fans, tendencies to watch football matches, and identification levels. In the study, it was determined that Kocaelispor fan has a high level of identification with his team, however, the level of identification differs according to the fan classification. In addition, whether there is a difference between the identification levels of the participants was tested by analysis of variance (ANOVA). In order to see the difference between the groups, Scheffe Post-Hoc test was conducted, and differences emerged.

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