Özet:

The aim of the present article is to examine consumer (supporter) -based brand equity in football teams and present a model for consumer-based brand equity in football teams. The data obtained from 446 (315 men,131 women) Galatasaray SK, Fenerbahçe SK, Beşiktaş JK supporter. Dimension numbers that formed supporter-based equity were determined with exploratory factor analysis. Reliability and validity of conceptual structure which compose supporter-based equity was tested with Confirmatory Factor Analysis that is used to test validity and reliability of improved (developed) scales for theory bases measurments. As a result of study, conformity values of proposed model as followed; RMSEA=0.050, SRMR=0.046, χ2/sd=2.117, CFI=0.946, GFI=0.904, AGFI=0.878, NFI=0.903. This results support validity and reliability of eleven-dimensional texture that partaking in research model and compose supporter-based brand equity. In this study, conceptual structure was tested as advised by Ross et al. (2006; 2008) and tackled without awareness magnitude as by Bauer et al. (2008) for measurement of supporter-based brand equity and supporter-based brand equity scale just tested with brand association dimension. It can be said that supporter-based brand equity is comprise of eleven dimension and there is relationship among the dimensions based on findings that obtained from conducted analysis. It is thought that with conducted study the significance contributed to the literature on the related subject with determination of availability of the supporter-based brand scale (was developed for measurment of brand equity in different countries) in Turkey. Key Words: Brand Equity, Brand Associations, Spectator-Based Brand Equity, Football Teams, (Soccer Clubs).

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