Özet:

The aim of this study is to examine the relationship between fanaticism levels, emotional attachments, and perceptions of club image among Samsunspor fans. A descriptive survey model was employed in the study. The population of the research consists of fans located in Turkey. The sample of the study consists of 219 fans supporting Samsunspor, selected through a random sampling method. Personal information form, football fan fanaticism scale, emotional attachment to the sports team scale, and club image scale were used as data collection tools. For binary comparisons of variables, Student's t-test was utilized, while for multiple comparisons, one-way analysis of variance (ANOVA) and Tukey's multiple comparison tests were employed. Additionally, the relationships between fanaticism levels, emotional attachments, and scores on the club image perception scale were examined using Pearson correlation coefficient. In terms of variables related to education level and purchasing team-related products, significant differences were found in all sub-dimensions and total scores of the scales used in the study. On the other hand, gender, age, marital status, occupation, match-watching location, and season ticket ownership variables were seen to have significant differences in terms of tendencies towards violence and corporate belonging sub-dimensions, as well as total scores on the football fan fanaticism scale. Furthermore, there was no significant difference between fans' levels of fanaticism and their emotional attachments and perceptions of club image. However, a significant positive relationship was found between fans' emotional attachments and perceptions of club image. In the research, fans were found to have a moderate level of fanaticism. Additionally, a significant positive relationship was observed between fans' emotional attachments to their teams and their perceptions of the club image. High levels of fan fanaticism can sometimes tarnish the club's image. In this regard, it is recommended that fans display behaviors that support the club's image. Furthermore, the positive relationship between emotional attachment and club image can be interpreted as an expected outcome.

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