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Brand identity perceptions are important in the minds of today’s consumers. Brand identity perceptions in sports marketing have potential for markets with intense consumer interest. Brand identities related to Turkey’s National Football Super League are selected as context for this study and it is aimed to investigate whether the perceptions differ according to the various aspects of this perception. Convenience sampling technique is used with 400 participiants (121 female/279 male) employed for this study. Participants are supporters of Beşiktaş, Fenerbahçe, Galatasaray and Trabzonspor teams. For data analysis, factor analysis, ANOVA and t-tests are used. It was found that brand identities related to Turkey’s National Football Super League are honest-talented, enthusiasm and outstanding. In terms of differences, statistically significant results were obtained from demographic characteristics in terms of age groups and income groups. Besides the findings of the study have a theoretical context in terms of brand identity and sports marketing, it also provides guidance in terms of sectoral knowledge.
Cite this article as: Akpınar HM, Mungan Ay S. The Overview of Strategic Brand Identity: Turkey’s National Footbal League in The Context of Marketing Communications. Research in Sports Science 2019; 9(2); 40-4.