BibTex RIS Kaynak Göster

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Yıl 2014, Cilt: 36 Sayı: 2, 145 - 158, 16.03.2015
https://doi.org/10.14780/iibd.75351

Öz

Sport sponsorship is used to support marketing and corporate objectives, such as improving brand image and brand awareness, creating positive attitudes towards the sponsor brand and purchase intentions. Prior research suggests that team’s image is transferred to the sponsor brand. In order to investigate the impact of image transfer this study focuses on relationships between brand attitude and purchase intentions of the spectator with fan identification. By using regression the main purpose of this study is to identify the relationship between team identification, attitude and purchase intentions towards the brands

Kaynakça

  • ALEXANDER, Nicholas, “Defining Brand Values Through Sponsorship”, International Journal of Retail and Distribution Management, Vol. 37, No. 4, 2009,s. 347. 346-357.
  • ALEXANDRIS, K., TSAOUSI, E., JAMES J., “Predicting Sponsorship Outcomes From Attitudinal Constructs: The Case of a Professional Basketball Event”, Sport Marketing Quaterly, Vol. 16, Issue: 3, 2007, s.130-139.
  • AMIS, John, SLACK, Travor, BERRETT Tim, “Sport Sponsorship as Distinctive Competence” European Journal of Marketing, Vol. 33, Issue: 3/4, 1999, s. 250-272.
  • BENNET, Roger, “Sport Sponsorship, Spectator Recall and False Consensus, European Journal of Marketing, Vol.33, Issue: 3/4, 1999, s. 291-313.
  • BENNETT, Gregg, FERREIRA Mauricio, LEE Jaedeock, POLITE Fritz, “The Role of Involvement in Sport Spectatorship in Sponsor’s Brand Use: The Case of Mountain Dew and Action Sports Sponsorship”, Sport Marketing Quarterly, Vol.18, Issue 1, 2009, s.14-24.
  • BISCAIA, Rui, CORREIA, Abel, ROSADO, Antonio Fernando, ROSS Stephen D., MAROCO Joao, “Sport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions”, Journal of Sport Management, Vol.27, 2013, s. 288-302.
  • DANESHVARY, Rennae, SCHWER R. Keith, “The Association Endorsement and Consumers’ Intention to Purchase”, Journal of Consumer Marketing, Vol.17, Issue.3, 2000, s. 203-213.
  • GWINNER, Kevin, SWANSON Scott R., “A Model of Fan Identification: Antecedents and Sponsorship Outcomes”, Journal of Services Marketing, Vol.17, Issue 3, 2003, s. 275-294.
  • HAIR, Joseph F., BLACK, William C., BABIN, Barry J., ANDERSON, Ralph E., Multivariate Data Analysis, 7th Ed., New Jersey: Prentice Hall.
  • JAMES, Jeifrey D., KOLBE, Richard H., TRAIL, Galen T., “Psychological Connection to a New Sport Team: Building or Maintaining The Consumer Base”, Sport Marketing Quarterly, Vol.11, Issue 4, 2002, s.215-225.
  • KOO, Gi-Yon, QUARTERMAN, Jerome, FLYNN, Leisa, “Effect of Perceived Sport Event and Sponsor Image Fit on Consumers’ Cognition, Affect, and Behavioral Intentions”, Sport Marketing Quarterly, Vol.15, Issue 2, 2006, s.80-90.
  • KURTULUŞ, Kemal, Pazarlama Araştırmaları, İstanbul: Litaratür Yayıncılık.
  • MADRIGAL, Robert, “The Influence of Social Alliances with Sports Teams of Intentions to Purchase Corporate Sponsors’ Products”, Journal of Advertising, Vol. 29, Issue. 4, 2000, s. 13-24.
  • NICHOLLS, J.A.F, ROSLOW, Sydney, DUBLISH, Sandipa, “Brand Recall and Brand Preference at Sponsored Golf and Tennis Tournaments”, European Journal of Marketing, Vol. 3, No. 3/4, 1999, s. 365-386.
  • ROY, Donald P., Cornwell, Bettina T., “Brand Equity’s Influence on Responses to Event Sponsorships” Journal of Product & Brand Management, Vol.12, No.6, 2003, s.377-393.
  • SHAPIRO, Stephen L., RIDINGER, Lynn L., TRAIL, Galen T., “An Analysis of Multiple Spectator Consumption Behaviors, Identification, and Future Behavioral Intentions Within the Context of a New College Football Program”, Journal of Sport Management, Vol.27, 2013, s.130-145.
  • STEWART, Bob, SMITH, Aaron C.T., ve NICHOLSON, Matthew, “Sport Consumer Typologies: A Critical Review”, Sport Marketing Quarterly, Vol.12, Issue 4, 2003, s.206-216.
  • STOTLAR, David K., “Sponsorship Evaluation: Moving From Theory To Practice” Sport Marketing Quarterly, Vol.13, No.1, 2004, s. 61-64.
  • THEODORAKIS, Nicholas D., KOUSTELIOS, Athanasios, ROBINSON, Leigh, BARLAS, Achilleas, “Moderating Role of Team Identification on the Relationship Between Service Quality and Repurchase Intentions Among Spectators of Professional Sports”, Managing Service Quality, Vol. 19, Issue 4, 2009, s. 456-473.
  • TSIOTSOU, Rodoula, KONSTANTINOS, Alexandris, “Delineating The Outcomes of Sponsorship: Sponsor Image, Word of Mouth and Purchase Intentions”, International Journal of Retail & Distribution Management, Vol.37, Issue. 4, 2009, s. 358-369.
  • WANN, Daniel L., BRANSCOMBE, Nyla R., “Sports Fans: Measuring Degree of Identification With Their Team”, International Journal of Sport Psychology, 24, 1993, s.1-17.

FUTBOL TARAFTARLARININ SPONSOR MARKALARA İLİŞKİN TUTUM, SATIN ALMA NİYETİ VE TAKIMLA ÖZDEŞLEŞMELERİ ARASINDAKİ İLİŞKİ

Yıl 2014, Cilt: 36 Sayı: 2, 145 - 158, 16.03.2015
https://doi.org/10.14780/iibd.75351

Öz

Spor sponsorluğu marka imajının ve marka farkındalığının güçlendirilmesi, olumlu tutumların ve satın alma niyetinin yaratılmasında kullanılmaktadır. Geçmiş çalışmalar sponsorluk aracılığı ile takımın imajının sponsor marka imajı ile ilişkilendirildiğini göstermektedir. Bu geçişi belirleyebilmek amacıyla bu çalışma takımla özdeşleşme, markaya ilişkin tutum ve satın alma niyeti arasındaki ilişkilere odaklanmıştır. Regresyon analizi kullanılarak bu çalışmanın temel amacı takımla özdeşleşme, markaya ilişkin tutum ve satın alma niyeti arasındaki ilişkileri saptamaktır.

Kaynakça

  • ALEXANDER, Nicholas, “Defining Brand Values Through Sponsorship”, International Journal of Retail and Distribution Management, Vol. 37, No. 4, 2009,s. 347. 346-357.
  • ALEXANDRIS, K., TSAOUSI, E., JAMES J., “Predicting Sponsorship Outcomes From Attitudinal Constructs: The Case of a Professional Basketball Event”, Sport Marketing Quaterly, Vol. 16, Issue: 3, 2007, s.130-139.
  • AMIS, John, SLACK, Travor, BERRETT Tim, “Sport Sponsorship as Distinctive Competence” European Journal of Marketing, Vol. 33, Issue: 3/4, 1999, s. 250-272.
  • BENNET, Roger, “Sport Sponsorship, Spectator Recall and False Consensus, European Journal of Marketing, Vol.33, Issue: 3/4, 1999, s. 291-313.
  • BENNETT, Gregg, FERREIRA Mauricio, LEE Jaedeock, POLITE Fritz, “The Role of Involvement in Sport Spectatorship in Sponsor’s Brand Use: The Case of Mountain Dew and Action Sports Sponsorship”, Sport Marketing Quarterly, Vol.18, Issue 1, 2009, s.14-24.
  • BISCAIA, Rui, CORREIA, Abel, ROSADO, Antonio Fernando, ROSS Stephen D., MAROCO Joao, “Sport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions”, Journal of Sport Management, Vol.27, 2013, s. 288-302.
  • DANESHVARY, Rennae, SCHWER R. Keith, “The Association Endorsement and Consumers’ Intention to Purchase”, Journal of Consumer Marketing, Vol.17, Issue.3, 2000, s. 203-213.
  • GWINNER, Kevin, SWANSON Scott R., “A Model of Fan Identification: Antecedents and Sponsorship Outcomes”, Journal of Services Marketing, Vol.17, Issue 3, 2003, s. 275-294.
  • HAIR, Joseph F., BLACK, William C., BABIN, Barry J., ANDERSON, Ralph E., Multivariate Data Analysis, 7th Ed., New Jersey: Prentice Hall.
  • JAMES, Jeifrey D., KOLBE, Richard H., TRAIL, Galen T., “Psychological Connection to a New Sport Team: Building or Maintaining The Consumer Base”, Sport Marketing Quarterly, Vol.11, Issue 4, 2002, s.215-225.
  • KOO, Gi-Yon, QUARTERMAN, Jerome, FLYNN, Leisa, “Effect of Perceived Sport Event and Sponsor Image Fit on Consumers’ Cognition, Affect, and Behavioral Intentions”, Sport Marketing Quarterly, Vol.15, Issue 2, 2006, s.80-90.
  • KURTULUŞ, Kemal, Pazarlama Araştırmaları, İstanbul: Litaratür Yayıncılık.
  • MADRIGAL, Robert, “The Influence of Social Alliances with Sports Teams of Intentions to Purchase Corporate Sponsors’ Products”, Journal of Advertising, Vol. 29, Issue. 4, 2000, s. 13-24.
  • NICHOLLS, J.A.F, ROSLOW, Sydney, DUBLISH, Sandipa, “Brand Recall and Brand Preference at Sponsored Golf and Tennis Tournaments”, European Journal of Marketing, Vol. 3, No. 3/4, 1999, s. 365-386.
  • ROY, Donald P., Cornwell, Bettina T., “Brand Equity’s Influence on Responses to Event Sponsorships” Journal of Product & Brand Management, Vol.12, No.6, 2003, s.377-393.
  • SHAPIRO, Stephen L., RIDINGER, Lynn L., TRAIL, Galen T., “An Analysis of Multiple Spectator Consumption Behaviors, Identification, and Future Behavioral Intentions Within the Context of a New College Football Program”, Journal of Sport Management, Vol.27, 2013, s.130-145.
  • STEWART, Bob, SMITH, Aaron C.T., ve NICHOLSON, Matthew, “Sport Consumer Typologies: A Critical Review”, Sport Marketing Quarterly, Vol.12, Issue 4, 2003, s.206-216.
  • STOTLAR, David K., “Sponsorship Evaluation: Moving From Theory To Practice” Sport Marketing Quarterly, Vol.13, No.1, 2004, s. 61-64.
  • THEODORAKIS, Nicholas D., KOUSTELIOS, Athanasios, ROBINSON, Leigh, BARLAS, Achilleas, “Moderating Role of Team Identification on the Relationship Between Service Quality and Repurchase Intentions Among Spectators of Professional Sports”, Managing Service Quality, Vol. 19, Issue 4, 2009, s. 456-473.
  • TSIOTSOU, Rodoula, KONSTANTINOS, Alexandris, “Delineating The Outcomes of Sponsorship: Sponsor Image, Word of Mouth and Purchase Intentions”, International Journal of Retail & Distribution Management, Vol.37, Issue. 4, 2009, s. 358-369.
  • WANN, Daniel L., BRANSCOMBE, Nyla R., “Sports Fans: Measuring Degree of Identification With Their Team”, International Journal of Sport Psychology, 24, 1993, s.1-17.
Toplam 21 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Ebru Enginkaya

Yayımlanma Tarihi 16 Mart 2015
Gönderilme Tarihi 16 Mart 2015
Yayımlandığı Sayı Yıl 2014 Cilt: 36 Sayı: 2

Kaynak Göster

APA Enginkaya, E. (2015). FUTBOL TARAFTARLARININ SPONSOR MARKALARA İLİŞKİN TUTUM, SATIN ALMA NİYETİ VE TAKIMLA ÖZDEŞLEŞMELERİ ARASINDAKİ İLİŞKİ. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 36(2), 145-158. https://doi.org/10.14780/iibd.75351
AMA Enginkaya E. FUTBOL TARAFTARLARININ SPONSOR MARKALARA İLİŞKİN TUTUM, SATIN ALMA NİYETİ VE TAKIMLA ÖZDEŞLEŞMELERİ ARASINDAKİ İLİŞKİ. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. Mart 2015;36(2):145-158. doi:10.14780/iibd.75351
Chicago Enginkaya, Ebru. “FUTBOL TARAFTARLARININ SPONSOR MARKALARA İLİŞKİN TUTUM, SATIN ALMA NİYETİ VE TAKIMLA ÖZDEŞLEŞMELERİ ARASINDAKİ İLİŞKİ”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi 36, sy. 2 (Mart 2015): 145-58. https://doi.org/10.14780/iibd.75351.
EndNote Enginkaya E (01 Mart 2015) FUTBOL TARAFTARLARININ SPONSOR MARKALARA İLİŞKİN TUTUM, SATIN ALMA NİYETİ VE TAKIMLA ÖZDEŞLEŞMELERİ ARASINDAKİ İLİŞKİ. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi 36 2 145–158.
IEEE E. Enginkaya, “FUTBOL TARAFTARLARININ SPONSOR MARKALARA İLİŞKİN TUTUM, SATIN ALMA NİYETİ VE TAKIMLA ÖZDEŞLEŞMELERİ ARASINDAKİ İLİŞKİ”, Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, c. 36, sy. 2, ss. 145–158, 2015, doi: 10.14780/iibd.75351.
ISNAD Enginkaya, Ebru. “FUTBOL TARAFTARLARININ SPONSOR MARKALARA İLİŞKİN TUTUM, SATIN ALMA NİYETİ VE TAKIMLA ÖZDEŞLEŞMELERİ ARASINDAKİ İLİŞKİ”. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi 36/2 (Mart 2015), 145-158. https://doi.org/10.14780/iibd.75351.
JAMA Enginkaya E. FUTBOL TARAFTARLARININ SPONSOR MARKALARA İLİŞKİN TUTUM, SATIN ALMA NİYETİ VE TAKIMLA ÖZDEŞLEŞMELERİ ARASINDAKİ İLİŞKİ. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2015;36:145–158.
MLA Enginkaya, Ebru. “FUTBOL TARAFTARLARININ SPONSOR MARKALARA İLİŞKİN TUTUM, SATIN ALMA NİYETİ VE TAKIMLA ÖZDEŞLEŞMELERİ ARASINDAKİ İLİŞKİ”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, c. 36, sy. 2, 2015, ss. 145-58, doi:10.14780/iibd.75351.
Vancouver Enginkaya E. FUTBOL TARAFTARLARININ SPONSOR MARKALARA İLİŞKİN TUTUM, SATIN ALMA NİYETİ VE TAKIMLA ÖZDEŞLEŞMELERİ ARASINDAKİ İLİŞKİ. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2015;36(2):145-58.