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Uluslararası Spor Organizasyonlarında Ulusal Markaların Sponsorluk Faaliyetlerinin İncelenmesi: Sponsora Yönelik Tutumun Aracılık Etkisi ve Etkinlikle İlgilenimin Moderatör Rolü

Year 2018, Cilt:32 Sayı:1, 157 - 176, 11.01.2018

Abstract

Bu araştırmada Erzurum’da düzenlenen European Youth Olympic Festival
2017 (EYOF 17) isimli uluslararası spor organizasyonuna sponsor olan ulusal firmaların
sponsorluk faaliyetleri; sponsor-etkinlik uyumu, sponsora yönelik tutum,
etkinlikle ilgilenim ve satın alma niyeti açılarından ele alınmıştır. Bu
doğrultuda çalışmanın amacı, etkinlik-sponsor uyumu (yüksek/düşük) ve sponsora
yönelik tutumun sponsor firmanın ürünlerini satın alma niyeti üzerindeki ve
etkinlik-sponsor uyumunun sponsora yönelik tutum üzerindeki etkilerinin
belirlenmesi, sponsora yönelik tutumun aracılık ve etkinlikle ilgilenimin
moderatör etkisinin var olup olmadığının araştırılmasıdır. Araştırma kapsamında
Erzurum’da yaşayan ve EYOF 17 isimli uluslararası spor
organizasyonuna izleyici olarak katılan 18 yaş ve üzeri 475 kişi üzerinde anket
çalışması yapılmıştır. Elde edilen verilere, STATA 15 yazılımı kullanılarak doğrusal
ve hiyerarşik regresyon analizleri uygulanmıştır. Yapılan analizler sonucunda
yüksek etkinlik-sponsor uyumu algılayan bireylerde, sponsor firmanın ürünlerini
satın alma niyetinin ortaya çıktığı, bu durumun oluşmasında ise sponsora
yönelik tutumun aracılık etkisine ve etkinlikle ilgilenimin moderatör etkiye sahip
olduğu tespit edilmiştir. 

References

  • Açar, N. (2014). “Etkinlik Sponsorluğu ile Satın Alma Niyeti Arasındaki İlişkide Marka Farkındalığının Aracı Rolü”, Pazarlama ve Pazarlama Araştırmaları Dergisi, 13, ss. 27-44.
  • Alexandris, K., Tsaousi, E. ve James, J. (2007). “Predicting Sponsorship Outcomes from Attitudinal Constructs: The case of a Professional Basketball Event”, Sport Marketing Quarterly, 16(3), ss. 130-139.
  • Bloch, P. H., Sherrell, D. L. ve Ridgeway, N. M. (1986). “Consumer Search: An Extended Framework”, Journal of Consumer Research, 13(1), ss. 119-126.
  • Brengman, M., Geuens, M. ve Pelsmacker, P. D. (2001). “The Impact of Consumer Characteristics and Campaign Related Factors on Brand Confusion in Print Advertising”, Journal of Marketing Communications, 7(4), ss. 231-243.
  • Chao, W. C. (2011). Sports Sponsorship Effects: The Role of Logo Visual Fluency, Familiarity, and Sponsor-Event Congruence for Audience Recall of Team Sponsors. Michigan State University, Michigan.
  • Chen, Y. S. ve Chang, C. H. (2012). “Enhance Green Purchase Intentions: The Roles of Green Perceived Value, Green Perceived Risk, and Green Trust”, Management Decision, 50(3), ss. 502-520.
  • Clark, J. M., Cornwell, T. B. ve Pruitt, S. W. (2009). “The Impact of Title Event Sponsorship Announcements on Shareholder Wealth”, Marketing Letters, 20(2), ss. 169-182.
  • Cornwell, T. B., Weeks, C. S. ve Roy, D. P. (2005). “Sponsorship-linked Marketing: Opening The Black Box”, Journal of Advertising, 34(2), ss. 21-42. d’Astous, A. ve Seguin, N. (1999). “Consumer Reactions to Product Placement Strategies in Television Sponsorship”, European Journal of Marketing, 33(9/10), ss. 896-910.
  • Erciş, A. ve Türk, B. (2016). “Etik Çerçevesinde Tüketim, Tüketici ve Çevre: Ekolojik Okuryazarlığın Moderatör Rolü”, Çukurova Üniversitesi İİBF Dergisi, 20(2), ss. 1-24.
  • Fishbein, M. ve Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research Reading, MA: Addison-Wesley.
  • Grohs, R., Wagner, U. ve Vsetecka, S. (2004). “Assessing the Effectiveness of Sport Sponsorships: An Empirical Examination”, Schmalenbach Business Review, 56(2), ss. 119-138.
  • Gwinner, K. (1997). “A Model of Image Creation and Image Transfer in Event Sponsorship”, International Marketing Review, 14(3), ss. 145-158.
  • Gwinner, K. P. ve Swanson, S. R. (2003). “A Model of Fan Identification: Antecedents and Sponsorship Outcomes”, The Journal of Services Marketing, 17(2/3), ss. 275-294.
  • Havitz, M. E. ve Dimanche, F. (1997). “Leisure Involvement Revisited: Conceptual Conundrums and Measurement Advances”, Journal of Leisure Research, 29(3), ss. 245-278.
  • Havitz, M. E. ve Mannell, R. C. (2005). “Enduring Involvement, Situational Involvement, and Flow in Leisure and Non-Leisure Activities”, Journal of Leisure Research, 37(2), ss. 152-177.
  • Irwin, R. L., Lachowetz, T., Comwell, T. B. ve Clark, J. S. (2003). “Cause-related Sport Sponsorship: An Assessment of Spectator Beliefs, Attitudes, and Behavioral İntentions”, Sport Marketing Quarterly, 12(3), ss. 131-139.
  • Keller, K. L. (1993). “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”. The Journal of Marketing, 57(1), ss. 1-22.
  • Koo, G. Y., Quarterman, J. ve Flynn, L. (2006). “Effect of Perceived Sport Event and Sponsor Image Fit on Consumers' Cognition, Affect, and Behavioral Intentions”, Sport Marketing Quarterly, 15(2), ss. 80-90.
  • Kurtuluş, K. (2004). Pazarlama Araştırmaları (Genişletilmiş 7 Baskı ed.). Literatür Yayınevi, İstanbul.
  • Kyle, G, Graefe, A., Manning, R. ve Bacon, J. (2004). “Predictors of Behavioral Loyalty Among Hikers Along the Appalachian Trail”, Leisure Sciences, 17, ss. 99-118
  • Lascu, D. N., Giese, T. D., Toolan, C, Guehring, B. ve Mercer, J. (1995). “Sport Involvement: a Relevant İndividual Difference Factor in Spectator Sports”, Sport Marketing Quarterly, 4(4), ss. 41-46.
  • Laurent, G. ve Kapferer, J. N. (1985). “Measuring Consumer İnvolvement Profiles”, Journal of Marketing Research, 22, ss. 41-53.
  • Lee, L. Y. (2008). Perception of Event-Sponsor Personality Congruence, Event-Sponsor Fit, and Sponsorship Outcomes: An International Sports Event in Taiwan, Yayımlanmamış Doktora Tezi, Alliant International University Marshall Goldsmith School of Management.
  • MacKenzie, S. B. ve Lutz, R. J. (1989). “An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context”, The Journal of Marketing, 53, ss. 48-65.
  • Madrigal, R. (2001). “Social Identity Effects in a Belief-Attitude-İntentions Hierarchy: Implications for Corporate Sponsorship”, Psychology & Marketing, 18(2), ss. 145-165.
  • Mason, K. (2005). “How Corporate Sport Sponsorship Impacts Consumer Behavior”, Journal of American Academy of Business, 7(1), ss. 32-35.
  • Meenaghan, T. (2001). “Understanding Sponsorship Effects”, Psychology and Marketing, 18(2), ss. 95-122.
  • Mitchell, A. A. (1979). “Involvement: A Potentially Important Mediator of Consumer Behavior”, Advances in Consumer Research, 6(1), ss. 191-196.
  • Nicholls, J. A., Roslow, S. ve Dublish, S. (1999). “Brand Recall and Brand Preference at Sponsored Golf and Tennis Tournaments”, European Journal of Marketing, 33(3/4), ss. 365-387.
  • Okay, A. (2012). Sponsorluk, Der Yayınları, İstanbul.
  • Özer, A. (2011). “Markaya Yönelik Tutumun Sponsorluk Sonrası Marka İmajı ve Satın Alma Eğilimi Üzerindeki Etkisi”, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 29(2), ss. 145-174.
  • Rifon, N. J., Choi, S. M., Trimble, C. S. ve Li, H. (2004). “Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive”, Journal of Advertising, 33(1), ss. 30-42.
  • Rodgers, S. (2003). “The Effects of Sponsor Relevance on Consumer Reactions to Internet Sponsorships”, Journal of Advertising, 32(4), ss. 67-76.
  • Simmons, C. J. ve Becker-Olsen, K. L. (2006). “Achieving Marketing Objectives through Social Sponsorships”, Journal of Marketing, 70(4), ss.154-169.
  • Sneath, J. Z., Finney, R. Z. ve Close, A. G. (2005). “An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes”, Journal of Advertising Research, 45(4), ss. 373-381.
  • Spears, N. ve Singh, S. N. (2004). “Measuring Attitude Toward the Brand and Purchase Intentions”. Journal of Current Issues & Research in Advertising, 26(2), ss. 53-66.
  • Speed, R. ve Thompson, P. (2000). “Determinants of Sports Sponsorship Response”, Journal of the Academy of Marketing Science, 28(2), ss. 226-238.
  • Torn, F. ve Dahlén, M. (2007). “Effects of Brand İncongruent Advertising in Competitive Settings”, E - European Advances in Consumer Research, 8, ss. 234-239.
  • Zafer Erdogan, B. ve Kitchen, P. J. (1998). “Managerial Mindsets and the Symbiotic Relationship between Sponsorship and Advertising”, Marketing Intelligence & Planning, 16(6), ss. 369-374.
  • Zaichkowsky, J. L. (1985). “Measuring the Involvement Construct”, Journal of Consumer Research, 12, ss. 341-352.
Year 2018, Cilt:32 Sayı:1, 157 - 176, 11.01.2018

Abstract

References

  • Açar, N. (2014). “Etkinlik Sponsorluğu ile Satın Alma Niyeti Arasındaki İlişkide Marka Farkındalığının Aracı Rolü”, Pazarlama ve Pazarlama Araştırmaları Dergisi, 13, ss. 27-44.
  • Alexandris, K., Tsaousi, E. ve James, J. (2007). “Predicting Sponsorship Outcomes from Attitudinal Constructs: The case of a Professional Basketball Event”, Sport Marketing Quarterly, 16(3), ss. 130-139.
  • Bloch, P. H., Sherrell, D. L. ve Ridgeway, N. M. (1986). “Consumer Search: An Extended Framework”, Journal of Consumer Research, 13(1), ss. 119-126.
  • Brengman, M., Geuens, M. ve Pelsmacker, P. D. (2001). “The Impact of Consumer Characteristics and Campaign Related Factors on Brand Confusion in Print Advertising”, Journal of Marketing Communications, 7(4), ss. 231-243.
  • Chao, W. C. (2011). Sports Sponsorship Effects: The Role of Logo Visual Fluency, Familiarity, and Sponsor-Event Congruence for Audience Recall of Team Sponsors. Michigan State University, Michigan.
  • Chen, Y. S. ve Chang, C. H. (2012). “Enhance Green Purchase Intentions: The Roles of Green Perceived Value, Green Perceived Risk, and Green Trust”, Management Decision, 50(3), ss. 502-520.
  • Clark, J. M., Cornwell, T. B. ve Pruitt, S. W. (2009). “The Impact of Title Event Sponsorship Announcements on Shareholder Wealth”, Marketing Letters, 20(2), ss. 169-182.
  • Cornwell, T. B., Weeks, C. S. ve Roy, D. P. (2005). “Sponsorship-linked Marketing: Opening The Black Box”, Journal of Advertising, 34(2), ss. 21-42. d’Astous, A. ve Seguin, N. (1999). “Consumer Reactions to Product Placement Strategies in Television Sponsorship”, European Journal of Marketing, 33(9/10), ss. 896-910.
  • Erciş, A. ve Türk, B. (2016). “Etik Çerçevesinde Tüketim, Tüketici ve Çevre: Ekolojik Okuryazarlığın Moderatör Rolü”, Çukurova Üniversitesi İİBF Dergisi, 20(2), ss. 1-24.
  • Fishbein, M. ve Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research Reading, MA: Addison-Wesley.
  • Grohs, R., Wagner, U. ve Vsetecka, S. (2004). “Assessing the Effectiveness of Sport Sponsorships: An Empirical Examination”, Schmalenbach Business Review, 56(2), ss. 119-138.
  • Gwinner, K. (1997). “A Model of Image Creation and Image Transfer in Event Sponsorship”, International Marketing Review, 14(3), ss. 145-158.
  • Gwinner, K. P. ve Swanson, S. R. (2003). “A Model of Fan Identification: Antecedents and Sponsorship Outcomes”, The Journal of Services Marketing, 17(2/3), ss. 275-294.
  • Havitz, M. E. ve Dimanche, F. (1997). “Leisure Involvement Revisited: Conceptual Conundrums and Measurement Advances”, Journal of Leisure Research, 29(3), ss. 245-278.
  • Havitz, M. E. ve Mannell, R. C. (2005). “Enduring Involvement, Situational Involvement, and Flow in Leisure and Non-Leisure Activities”, Journal of Leisure Research, 37(2), ss. 152-177.
  • Irwin, R. L., Lachowetz, T., Comwell, T. B. ve Clark, J. S. (2003). “Cause-related Sport Sponsorship: An Assessment of Spectator Beliefs, Attitudes, and Behavioral İntentions”, Sport Marketing Quarterly, 12(3), ss. 131-139.
  • Keller, K. L. (1993). “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”. The Journal of Marketing, 57(1), ss. 1-22.
  • Koo, G. Y., Quarterman, J. ve Flynn, L. (2006). “Effect of Perceived Sport Event and Sponsor Image Fit on Consumers' Cognition, Affect, and Behavioral Intentions”, Sport Marketing Quarterly, 15(2), ss. 80-90.
  • Kurtuluş, K. (2004). Pazarlama Araştırmaları (Genişletilmiş 7 Baskı ed.). Literatür Yayınevi, İstanbul.
  • Kyle, G, Graefe, A., Manning, R. ve Bacon, J. (2004). “Predictors of Behavioral Loyalty Among Hikers Along the Appalachian Trail”, Leisure Sciences, 17, ss. 99-118
  • Lascu, D. N., Giese, T. D., Toolan, C, Guehring, B. ve Mercer, J. (1995). “Sport Involvement: a Relevant İndividual Difference Factor in Spectator Sports”, Sport Marketing Quarterly, 4(4), ss. 41-46.
  • Laurent, G. ve Kapferer, J. N. (1985). “Measuring Consumer İnvolvement Profiles”, Journal of Marketing Research, 22, ss. 41-53.
  • Lee, L. Y. (2008). Perception of Event-Sponsor Personality Congruence, Event-Sponsor Fit, and Sponsorship Outcomes: An International Sports Event in Taiwan, Yayımlanmamış Doktora Tezi, Alliant International University Marshall Goldsmith School of Management.
  • MacKenzie, S. B. ve Lutz, R. J. (1989). “An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context”, The Journal of Marketing, 53, ss. 48-65.
  • Madrigal, R. (2001). “Social Identity Effects in a Belief-Attitude-İntentions Hierarchy: Implications for Corporate Sponsorship”, Psychology & Marketing, 18(2), ss. 145-165.
  • Mason, K. (2005). “How Corporate Sport Sponsorship Impacts Consumer Behavior”, Journal of American Academy of Business, 7(1), ss. 32-35.
  • Meenaghan, T. (2001). “Understanding Sponsorship Effects”, Psychology and Marketing, 18(2), ss. 95-122.
  • Mitchell, A. A. (1979). “Involvement: A Potentially Important Mediator of Consumer Behavior”, Advances in Consumer Research, 6(1), ss. 191-196.
  • Nicholls, J. A., Roslow, S. ve Dublish, S. (1999). “Brand Recall and Brand Preference at Sponsored Golf and Tennis Tournaments”, European Journal of Marketing, 33(3/4), ss. 365-387.
  • Okay, A. (2012). Sponsorluk, Der Yayınları, İstanbul.
  • Özer, A. (2011). “Markaya Yönelik Tutumun Sponsorluk Sonrası Marka İmajı ve Satın Alma Eğilimi Üzerindeki Etkisi”, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 29(2), ss. 145-174.
  • Rifon, N. J., Choi, S. M., Trimble, C. S. ve Li, H. (2004). “Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive”, Journal of Advertising, 33(1), ss. 30-42.
  • Rodgers, S. (2003). “The Effects of Sponsor Relevance on Consumer Reactions to Internet Sponsorships”, Journal of Advertising, 32(4), ss. 67-76.
  • Simmons, C. J. ve Becker-Olsen, K. L. (2006). “Achieving Marketing Objectives through Social Sponsorships”, Journal of Marketing, 70(4), ss.154-169.
  • Sneath, J. Z., Finney, R. Z. ve Close, A. G. (2005). “An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes”, Journal of Advertising Research, 45(4), ss. 373-381.
  • Spears, N. ve Singh, S. N. (2004). “Measuring Attitude Toward the Brand and Purchase Intentions”. Journal of Current Issues & Research in Advertising, 26(2), ss. 53-66.
  • Speed, R. ve Thompson, P. (2000). “Determinants of Sports Sponsorship Response”, Journal of the Academy of Marketing Science, 28(2), ss. 226-238.
  • Torn, F. ve Dahlén, M. (2007). “Effects of Brand İncongruent Advertising in Competitive Settings”, E - European Advances in Consumer Research, 8, ss. 234-239.
  • Zafer Erdogan, B. ve Kitchen, P. J. (1998). “Managerial Mindsets and the Symbiotic Relationship between Sponsorship and Advertising”, Marketing Intelligence & Planning, 16(6), ss. 369-374.
  • Zaichkowsky, J. L. (1985). “Measuring the Involvement Construct”, Journal of Consumer Research, 12, ss. 341-352.
There are 40 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Enes Emre Başar

Publication Date January 11, 2018
Published in Issue Year 2018 Cilt:32 Sayı:1

Cite

APA Başar, E. E. (2018). Uluslararası Spor Organizasyonlarında Ulusal Markaların Sponsorluk Faaliyetlerinin İncelenmesi: Sponsora Yönelik Tutumun Aracılık Etkisi ve Etkinlikle İlgilenimin Moderatör Rolü. Atatürk Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 32(1), 157-176.

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