SUMMARY
Customer-based brand equity explains the reactions that customer reveal to marketing activities depend on brand information. Customer-based brand equity recently has undertaken an important role in sport marketing. Consumer-Based Brand Equity's dimensions were utilized as a determinant of brand value. Consumer-Based Brand Equity has been associated with sports marketing. In this context, an investigation was conducted at Ninth International Antalya Marathon (Runtalya), this year. Therefore, firstly explainedConsumer-Based Brand Equity, later research has focused on the size. In this study, it was aimed at identifying customer-based brand equity as part of sport marketing. It was performed a qualitative research in the International ÖGER Antalya Marathon (Runtalya) intended for aim. Interview method was preferred in this study. Interviews that acquired in study was evaluated by means of MAXQDA© package programme. In assessment encodings that relative to customer-based brand equity were implemented. According to encoding; permanent purchase intention, brand awareness and positive customer attitudes were underlined. ÖzetTüketici temelli marka degeri, tüketicinin sahip oldugu marka bilgisine bagli olarak pazarlama faaliyetlerine tüketicinin gösterdigi tepkileri açiklamaktadir. Günümüzde spor pazarlamasinda tüketici temelli marka degerinin önemli bir rol üstlenmistir. Marka degerinin belirleyicisi olarak Tüketici Temelli Marka Denkligi (TTMD)’nin boyutlarindan yararlanilmistir. TTMD spor pazarlamasi ile iliskilendirilerek bu yil dokuzuncusu düzenlenen Uluslararasi ÖGER Antalya Maratonu (Runtalya)’nda bir arastirma gerçeklestirilmistir. Bu nedenle ilk olarak TTMD açiklanarak, arastirmanin boyutlari üzerinde durulmustur. Bu arastirmada spor tüketicisinin spor pazarlamasi kapsaminda tüketici temelli marka degerini belirlemek amaçlanmistir. Bu amaca yönelik Uluslararasi ÖGER Antalya Maratonu (Runtalya)’nda nitel bir arastirma yapilmistir. Arastirmada görüsme teknigi kullanilmistir. Arastirmada elde edilen görüsmeler MAXQDA© paket programi ile degerlendirilmistir. Degerlendirmede tüketici temelli marka degerine iliskin kodlamalar yapilmistir. Yapilan kodlamalara göre sürekli satin alma niyeti, marka bilinirligi ve olumlu tüketici tutumlarina vurgu yapildigi sonucuna ulasilmistir.