Abstract:

Digital games have become very common nowadays. Even, Digital Game Design departments are gradually opening up in universities; bachelor’s degree and graduate degree trainings are provided. As a result of the expansion of digital games, a concept called e-Sports was born, then e-Sports teams were established by professional sports clubs and universities; tournaments, leagues have become organized. e-Sports is a sport that is played over computer or game consoles in a virtual environment where players compete with each other. Major clubs in Turkey have e-Sports teams and sports clubs are struggling in the leagues in various categories. Brand image is the sum of thoughts and impressions of the costumer about the brand. In this study, first of all, consumer thoughts regarding the awareness of the concept of e-Sports were tried to be determined; After that, the effects of the e-Sports activities performed by the clubs on the club / brand image were tried to be revealed. In order to obtain the results of the research, 7 hypotheses were developed for consumer attitudes and 5 of them were supported. 7 of the 10 hypotheses underwent regression testing were supported. Based on these findings, it was concluded that the participants had a positive attitude about e-Sports and that the awareness of e-Sports had an effect on the brand / club image.

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