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BİR OYUNDAN DAHA FAZLASI: SPOR PAZARLAMASI AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME

Year 2022, Volume: 6 Issue: 2, 169 - 187, 15.05.2022

Abstract

Günümüzde spor, sadece bir yarışma, oyun ya da sağlıklı yaşam biçimi değil, yerel, ulusal ve uluslararası ekonomileri desteklemede çok etkili bir unsurdur. Bununla birlikte, spor, ülkelerin gücü ve sosyal kalkınmanın farklı yönleri üzerinde doğrudan etkisi olan ve hızla büyüyen bir endüstridir. Spor pazarlaması, spor etkinliklerini, ürünlerini veya hizmetlerini doğrudan tüketicilere tanıtmayı içeren bir pazarlama metodudur. Spor pazarlaması, ürün ve hizmetlerin satılmasına yardımcı olmak için herhangi bir biçimde sporu kullanmaktadır. Spor pazarlamasının, marka imajı, marka sadakati ve marka bilinirliğini arttırma, TV yayın gelirleri, sponsorluklar, oyuncu ve forma satışı yoluyla gelir yaratma ve sporun teşvik edilmesi gibi birçok faydası bulunmaktadır. Bu çalışmanın amacı, spor pazarlamasının kendine özgü doğasını, faydalarını ve spor pazarlamacılarının karşılaştığı zorlukları analiz ederek bu fenomeni anlamaya çalışmaktır. Ayrıca, çalışma, spor pazarlaması stratejilerini de inceleyerek ilgili kararları alırken spor kulübü ve pazarlama yöneticilerine yardımcı olmayı hedeflemektedir.

References

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Year 2022, Volume: 6 Issue: 2, 169 - 187, 15.05.2022

Abstract

References

  • AbdelhaK, B. & Ali, Y. (2021). Sports marketing and its role in supporting tourism activity. Journal of Economic Growth and Entrepreneurship, 4(4), 25-38.
  • Ajeigbe, I. (2021). Influence of sports marketing strategies in the promotion of organization products and services in Ilorin Metropolis. Indonesian Journal of Sport Management. 1(2), 128-137.
  • Akarah, E. (2012). Conceptual model for effective sports marketing in Nigeria. African Research Review, 6(1), 146-154.
  • Badenhausen, K. (2017). A Century Of Highlights In The Business Of Sports. https://www.forbes.com/sites/kurtbadenhausen/2017/12/21/a-century-of-the-business-of-sports/?sh=66c042374e8d , Erişim Tarihi: 04.04.2022
  • Charumbira, L. (2014). The effectiveness of the sports marketing strategies used by Zimbabwean Collegiate Sports Federations. International Journal of Marketing and Business Communication, 3(3/4), 66-75.
  • Chung, W. & Woo, C. (2011). The effects of hosting an international sports event on a host country: The 2008 Summer Olympic Games. International Journal of Sports Marketing and Sponsorship, 12 (4,) 2-21.
  • Coleman, L., Kelkar, M. & Goodof, D. (2001). Contemporary sports marketing: Issues, challenges, and opportunities. Journal of Promotion Management, 7(1-2), 195-214.
  • Copeland, K. (2022). Sports Marketing History. https://www.sutori.com/en/story/sports-marketing-history--khHcE2XF42Yw5Z876MXq29HJ , Erişim Tarihi: 04.04.2022
  • Cortsen, K. (2014). Challenges and tendencies affecting sports marketing in the postmodern era.https://kennethcortsen.com/challenges-tendencies-affection-sports-marketing-postmodern-era/ , Erişim Tarihi: 04.04.2022
  • Da Silva, E. & Las Casas, A. (2017). Sports marketing plan: an alternative framework for sports club. International Journal of Marketing Studies, 9(4), 15-28.
  • Da Silva, E. & Las Casas, A. (2020). Key elements of sports marketing activities for sports events. International Journal of Business Administration, 11(1), 11-21.
  • D'Astous, A. & Chnaoui, K. (2002). Consumer perception of sports apparel: The role of brand name, store name, price and intended usage situation. International Journal of Sports Marketing and Sponsorship, 4(2), 14-31.
  • Dees, W., Hall, T., Tsuji, Y. & Bennett, G. (2010). Examining the effects of fan loyalty and goodwill on consumer perceptions of brands at an action sports event. Journal of Sponsorship. 4(1).
  • Delgado, M. (2020). The Biggest Trends Affecting Marketing in Sports. https://digitalsport.co/the-biggest-trends-affecting-marketing-in-sports, Erişim Tarihi: 04.04.2022
  • Demirel, A. (2020). CSR in sport sponsorship consumers perceptions of a sponsoring brand's CSR. International Journal of Sports Marketing and Sponsorship, 21(2), 371-388.
  • Dionisio, P., Leal, C. & Moutinho, L. (2008). Fandom affiliation and tribal behaviour: A sports marketing application. Qualitative Market Research, 11(1), 17-39.
  • Dongfeng, L. (2013). Major sports events, destination image and intention to revisit from the foreign tourist's perspective. International Journal of Sports Marketing and Sponsorship, 14 (3), 23-34.
  • Durai, C. & Padinjarethil, H. (2018). A brief review about challenges assoctaed with sports marketing. Journal of Emerging Technologies and Innovative Research, 5(11), 46-50.
  • Evans, D. & Smith, A. (2004). Internet sports marketing and competitive advantage for professional sports clubs: bridging the gap between theory and practice. International Journal of Sports Marketing and Sponsorship, 6 (2) , 9-21.
  • Feinstein, P. (2022). 30 examples of sports bringing the world together. https://stacker.com/stories/4096/30-examples-sports-bringing-world-together , Erişim Tarihi: 04.04.2022
  • Filis, G. & Spais, G. (2012). The effect of sport sponsorship programs of various sport events on stock price behavior during a sport event. Journal of Promotion Management, 18(1), 3-41.
  • Gadiraju, G. (2016). Impact of social media in sports marketing. ISCTE Business School, Master Thesis.
  • Ghasemi Siani, M., Mohammadi, S., Soltan Hosseini, M., & Dickson, G. (2021). Comparing young adult responses to rational and emotional sports product advertisements: the moderating role of product type and gender. International Journal of Sports Marketing and Sponsorship, 22 (4), 798-815.
  • Ghasemi, R., Javadipour, M., & Torkfar, A. (2016). Identifying sport marketing barriers in Iran from sport managers perspectives. Journal of Sport Management, 7(6), 829-846.
  • Goldman, M. & Johns, K. (2009). Sportainment: changing the pace of limited‐overs cricket in South Africa. Management Decision.
  • Gough, C. (2021a). Size of sports sponsorship market worldwide in 2020 and 2027. https://www.statista.com/statistics/269784/revenue-from-sports-sponsorship-worldwide-by-region/ , Erişim Tarihi: 04.04.2022
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There are 101 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Miscellaneous
Authors

Yasemin Gedik 0000-0002-1166-3227

Publication Date May 15, 2022
Submission Date April 9, 2022
Acceptance Date April 22, 2022
Published in Issue Year 2022 Volume: 6 Issue: 2

Cite

APA Gedik, Y. (2022). BİR OYUNDAN DAHA FAZLASI: SPOR PAZARLAMASI AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME. Yeni Medya Elektronik Dergisi, 6(2), 169-187.


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