LEVEL OF AWARENESS OF E-SPORTS CONCEPT AND ITS EFFECT ON IMAGE OF SPORTS CLUBS IN TURKEY

Year 2019, Volume: 3 Issue: 1, 68 - 85, 30.06.2019

Bora Göktaş

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.

Keywords

e-Sport, Brand Awareness, Brand Image

LEVEL OF AWARENESS OF E-SPORTS CONCEPT AND ITS EFFECT ON IMAGE OF SPORTS CLUBS IN TURKEY

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.

Keywords

e-Spor, Brand Awareness, Brand Image

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