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MARKAYA YÖNELİK TUTUMUN SPONSORLUK SONRASI MARKA İMAJI VE SATIN ALMA EĞİLİMİ ÜZERİNDEKİ ETKİSİ

Year 2011, Volume: 29 Issue: 2, 145 - 174, 31.12.2011

Alper Özer

Abstract

 

 

Sponsorluk son yıllarda artan bir şekle işletmelerin tüketicilerle belirli bir bağ kurmalarının yolu olarak dikkat çekmektedir. İşletmeler sponsorluğu, sosyal sorumluluklarını yerine getirecekleri bir araç olarak değerlendirmekte ve bu sayede markaya ilişkin olumlu algılar oluşturmaya çalışmaktadırlar. Çalışma, marka tutumu ile sponsorluk faaliyetleri sonrasında olumlu imaj yaratılması ve satın alma eğiliminin arttırılmasına yönelik bir modeli analiz etmektedir. Sponsor olunan etkinliğe yönelik tutumun sponsorluk faaliyetleri üzerindeki etkisi de çalışmada göstermektedir. Yapısal eşitlik modelinin kullanıldığı çalışma sonuçlarına göre, marka tutumu ile etkinlik tutumu, sponsorluk sonrası marka imajı ve sponsorluk sonrası satın alma eğilimi arasında pozitif ilişkiler bulunmuştur. Sponsor olunan etkinlik ile marka imajı ve satın alma eğilimi arasında da pozitif ilişki söz konusudur. Çalışmada ayrıca marka ile etkinlik arasındaki uyum incelenmekte ve uyumun imaj ve satın alma eğilimi üzerinde olumlu etki gösterdiği ortaya çıkmaktadır.

 

Keywords

Sponsorluk marka tutumu etkinlik tutumu marka imajı satın alma eğilimi

References

  • Aaker, D.A. and K.L. Keller (1990) “Consumer Evaluations of Brand Extensions”, Journal of Marketing, 54(1), 27-41.
  • Alexandris, K., E. Tsaousi and J. James (2007) “Predicting Sponsorship Outcomes from Attitudinal Constructs: The Case of a Professional Basketball Event”, Sport Marketing Quarterly, 16(3), 130-139.
  • Bagozzi, R.P. and Y. Yi (1988) “On the Evaluation of Structural Equation Models”, Journal of the Academy of Marketing Science, 16(1), 74-95.
  • Barone, M.J., A.T. Norman and A.D. Miyazaki (2007) “Consumer Response to Retailer Use of Cause-Related Marketing: Is More Fit Better?”, Journal of Retailing, 83(4), 437-445.
  • Becker-Olsen K.L. and B.A. Cudmore and R.P. Hill (2006) “The Impact of Perceived Corporate Social Responsibility on Consumer Behavior”, Journal of Business Research, 59(1), 46-53.
  • Becker-Olsen, K. and C.J. Simmons (2002) “When Do Social Sponsorships Enhance or Dilute Equity? Fit, Message Source, and the Persistence of Effects”, Advance in Consumer Research, 29(1), 287-289.
  • Becker-Olsen, Karen L. and R.P. Hill (2006) “The Impact of Sponsor Fit on Brand Equity”, Journal of Service Research, 9(1), 73-83.
  • Chien, P.M., T. Cornwell, T. and P.R. Bettina (2010), “Sponsorship Portfolio as a Brand –Image Creation Strategy”, Journal of Business Research, 64(2), 142-149.
  • Chien, P.M., T.B. Cornwell and R. Stokes (2005) “A Theoretical Framework for Analysis of Image Transfer in Multiple Sponsorships”, In S. Purchase (Ed.), Proceedings of the 2005 ANZMAC Conference: Broadening the Boundaries. Perth, Western Australia: The University of Western Australia.
  • Cliffea, S.J. and J. Motion (2005) “Building Contemporary Brands: A Sponsorship- Based Strategy”, Journal of Business Research, 58(8), 1068– 1077.
  • Cornwell, T., R. Bettina, D.P. Steinard and A. Edward (2001) “Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity”, Journal of Advertising, 30(2), 41-51.
  • Crimmins, J. and M. Horn (1996) “Sponsorship: From Managerial Ego Trip to Marketing Success”, Journal of Advertising Research, 36(4), 11-21.
  • Çakır V. ve V. Çakır (2008) “Televizyon Reklamlarının Algılanan Değeri ve Reklam Tutumu İlişkisi: Bir Yapısal Eşitlik Modeli", İstanbul Üniversitesi İletişim Fakültesi Dergisi, 30, 37-59.
  • Çoban, S. (2003) “Kurumsal İmaj Oluşturma Aracı Olarak Sponsorluk ve İnternet Uygulamaları”, Süleyman Demirel Üniversitesi İİBF Dergisi, 8(2), 213- 229.
  • Çokluk, Ö., G. Şekercioğlu ve Ş. Büyüköztürk (2010) Sosyal Bilimler İçin Çok Değişkenli İstatistik, Pegem Akademi Yayınları.
  • D'Astous, A. and P. Bitz (1995) “Consumer Evaluations of Sponsorship Programmes”, European Journal of Marketing, 29(12), 6-22.
  • Dees, W., G. Bennett and J. Villegas (2008) “Measuring the Effectiveness of Sponsorship of an Elite Intercollegiate Football Program”, Sport Marketing Quarterly, 17(2), 79-89.
  • Faircloth, J.B., L.M. Capella, and B.L. Alford (2001) “The Effect of Brand Attitude and Brand Image on Brand Equity”, Journal of Marketing Theory and Practice, 9(3), 61-75.
  • Ferrand, A and M. Pages (1996), “Image Sponsoring: A Methodology to Match Event Sponsor, Journal of Sport Management, 10(3), 278-291.
  • Fleck, N.D. and P. Quester (2007) “Birds of A Feather Flock Together Definition, Role And Measure Of Congruence: An Application To Sponsorship”, Psychology and Marketing, 24(11), 975-1000.
  • Fornell, C. and D.F. Larcker (1981) “Evaluating Structural Equation Models With Unobservable Variables and Measurement Error”, Journal of Marketing Research, 18(1), 39-51.
  • Gao, S., L.P. Mokhtarian and R.A. Johnston (2007) Normality of Data in Structural Equation Models, Presentation at the Transportation Research Board, Washington, DC.
  • Grohs, R., U. Wagner and S. Vsetecka (2004) “Assessing the Effectiveness of Sport Sponsorships An Empirical Examination”, Schmalenbach Business Review, 56, April, 119-138.
  • Gwinner, K. (1997) “A Model of Image Creation and Image Transfer in Event Sponsorship”, International Marketing Review, 14(3), 145-158.
  • Gwinner, K.P. and J. Eaton (1999) “Building Brand Image Through Event Sponsorship: The Role of Image Transfer”, Journal of Advertising, 28(4), 47-57.
  • Gwinner, K.P., B.V. Larson and S.R. Swanson (2009) “Image Transfer in Corporate Event Sponsorship: Assessing the Impact of Team Identification and Event- Sponsor Fit”, International Journal of Management and Marketing Research, 2(1), 1-15.
  • Hoeffler, S. and K.L. Keller (2002) “Building Brand Equity through Corporate Societal Marketing”, Journal of Public Policy and Marketing, 21(1), 78-89.
  • IEG Sponsorship Report, http://www.sponsorship.com/iegsr.aspx, (Erişim Tarihi: 18.01.2011)
  • Irwin, R.L., T. Lachowetz, T.B. Cornwell and J.S. Clark (2003) “Cause-Related Sport Sponsorship: An Assessment of Spectator Beliefs, Attitudes, and Behavioral Intentions”, Sport Marketing, 12(3), 131-139.
  • Jalleh, G., R.J. Donovan, B.Y. Giles-Corti and D.J. Colman (2002) “Sponsorship: Impact on Brand Awareness and Brand Attitudes”, Social Marketing Quarterly, 8(1), 35-45.
  • Javalgi, R.G., Traylor, M.B. Gross, C. Andrew and L. Edward (1994) “Awareness of Sponsorship and Corporate Image: An Empirical Investigation”, Journal of Advertising, 23(4), 47-58.
  • Kamins, M.A. (1990) “An Investigation into the "Match-Up" Hypothesis in Celebrity Advertising: When Beauty May be Only Skin Deep”, Journal of Advertising, 19(1), 4-13.
  • Karademir, T., S. Devecioğlu ve M. Özmaden (2010) “Sektör Kavramları İçerisinde Bulunan Spor Sponsorluğuna Bir Bakış”, Niğde Üniversitesi Beden Eğitimi ve Spor Bilimleri Dergisi, 4(1), 77-87.
  • Keller, K.L. (1993) “Conceptualizing, Measuring and Managing Customer- Based Brand Equity”, Journal of Marketing, 57(1), 1-22.
  • Koo, G.Y., J. Quarteremani and L. Flynn (2006) “Effect of Perceived Sport Event and Sponsor Image Fit on Consumers’ Cognition, Affect, and Behavioral Intentions”, Sport Marketing Quarterly, 15(2), 80-90.
  • Lafferty, B.A. (2007) “The Relevance of Fit in a Cause- Brand Alliance When Consumers Evaluate Corporate Credibility”, Journal of Business Research, 60(5), 447-453.
  • Lee M.S., D.M. Sandler and D. Shani (1997) “ Attitudinal Constructs Towards Sponsorship Scale Development Using Three Global Sporting Events”, International Marketing Review, 14(3), 159-169.
  • Meenaghen, T. (1995) “The Role of Advertising in Brand Image Development”, Journal of Product and Brand Management, 4(4), 23-34.
  • Meenaghen, T. (2001) “Understanding Sponsorship Effects”, Psychology and Marketing, 18(2), 95-122.
  • Nan, X. and K. Heo (2007) “Consumer Responses to Corporate Social Responsibility (Csr) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing”, Journal of Advertising, 36(2), 63–74.
  • Olson, E.L. (2010) “Does Sponsorship Work in the Same Way in Different Sponsorship Contexts?”, European Journal of Marketing, 44(1/2), 180-199.
  • Pope, N.K. and K.E. Voges (2000) “The Impact of Sport Sponsorship Activities, Corporate Image, and Prior Use on Consumer Purchase Intention”, Sports Marketing Quarterly, 9(2), 96-101.
  • Quester, P. and F. Farrelly (1998) “Brand Association and Memory Decay Effects of Sponsorship: The Case of The Australian Formula One Grand Prix”, Journal of Product and Brand Management, 7(6), 539-556.
  • Quester, P.G. (1997) “Awareness as a Measure of Sponsorship Effectiveness: The Adelaide Formula One Grand Prix and Evidence of Incidental Ambush Effects”, Journal of Marketing Communications, 3(2), 1–20.
  • Rifon, N.J., S.M. Choi, C.S. Trimble and H. Li (2004) “Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attribution of Sponsor Motive”, Journal of Advertising, 33(1), 29-42.
  • Rodgers, S. (2003) “The Effects of Sponsor Relevance on Consumer Reactions to Internet Sponsorships”, Journal of Advertising, 32(4), 67-76.
  • Roy, D.P. and T.B. Cornwell (2003) “Brand Equity’s Influence on Responses to Event Sponsorships”, Journal of Product and Brand Management, 12(6), 377- 393.
  • Ruth, J.A. and B.L. Simonin (2006) “The Power of Numbers: Investigating the Impact of Event Roster Size in Consumer Response to Sponsorship”, The Journal of Advertising, 35(4), 7-20.
  • Shelly, R. (2003) “The Effects of Sponsor Relevance on Consumer Reactions to Internet Sponsorship”, Journal of Advertising, 32(4), 67-76.
  • Simmons, C.J. and K.L. Becker-Olsen (2006) “Achieving Marketing Objectives Through Social Sponsorship”, Journal of Marketing, 70(4), 154-169.
  • Sirgy, M.J., D.J. Lee, J.S. Johar and J. Tidwell (2008) “Effect of Self-Congruity with Sponsorship on Brand Loyalty”, Journal of Business Research, 61(10), 1091-1097.
  • Spears, N. and S.N. Singh (2004) “Measuring Attitude Towards the Brand and Purchase Intentions”, Journal of Current Issues and Research in Advertising, 26(2), 53-66.
  • Speed, R. and P. Thompson (2000) “Determinants of Sports Sponsorship Response”, Journal of the Academy of Marketing Science, 28(2), 226-238.
  • Steenkamp, J.B.E.M. and H.C.M. Trijp (1991) “The Use of LISREL in Validating Marketing Constructs”, International Journal of Research in Marketing, 8(4), 283-299.
  • Stipp, H. and N.P. Schiavone (1996) “Modeling the Impact of Olympic Sponsorship on Corporate Image”, Journal of Advertising Research, 36(4), 22-28.
  • Tığlı, M., S. Pirtini ve C. Çelik (2007) “Sosyal Sorumluluk Kampanyalarının Genç Tüketicilerin Marka Farkındalığı Üzerindeki Etkisinin İncelenmesine Yönelik Bir Araştırma”, Marmara Üniversitesi Sosyal Bilimler Enstitüsü Öneri Dergisi, 27(7), 83-93.
  • Till, B.D. and M. Busler (2000) “The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs”, Journal of Advertising, 29(3), 1-13.
  • Yılmaz, R.A. (2007) “Marka Farkındalığı Oluşturmada Sponsorluk ve Rolü: Eskişehir Sinema Günleri’ne Yönelik Bir Değerlendirme”, Anadolu Üniversitesi Sosyal Bilimler Dergisi, 1, 587-607.
  • Zdravkovic, S., P. Magnusson and S.M. Stanley (2010) “Dimensions of Fit Between a Brand and a Social Cause and Their Influence on Attitudes”, International Journal of Research in Marketing, 27(2), 151-160.

Year 2011, Volume: 29 Issue: 2, 145 - 174, 31.12.2011

Alper Özer

Abstract

References

  • Aaker, D.A. and K.L. Keller (1990) “Consumer Evaluations of Brand Extensions”, Journal of Marketing, 54(1), 27-41.
  • Alexandris, K., E. Tsaousi and J. James (2007) “Predicting Sponsorship Outcomes from Attitudinal Constructs: The Case of a Professional Basketball Event”, Sport Marketing Quarterly, 16(3), 130-139.
  • Bagozzi, R.P. and Y. Yi (1988) “On the Evaluation of Structural Equation Models”, Journal of the Academy of Marketing Science, 16(1), 74-95.
  • Barone, M.J., A.T. Norman and A.D. Miyazaki (2007) “Consumer Response to Retailer Use of Cause-Related Marketing: Is More Fit Better?”, Journal of Retailing, 83(4), 437-445.
  • Becker-Olsen K.L. and B.A. Cudmore and R.P. Hill (2006) “The Impact of Perceived Corporate Social Responsibility on Consumer Behavior”, Journal of Business Research, 59(1), 46-53.
  • Becker-Olsen, K. and C.J. Simmons (2002) “When Do Social Sponsorships Enhance or Dilute Equity? Fit, Message Source, and the Persistence of Effects”, Advance in Consumer Research, 29(1), 287-289.
  • Becker-Olsen, Karen L. and R.P. Hill (2006) “The Impact of Sponsor Fit on Brand Equity”, Journal of Service Research, 9(1), 73-83.
  • Chien, P.M., T. Cornwell, T. and P.R. Bettina (2010), “Sponsorship Portfolio as a Brand –Image Creation Strategy”, Journal of Business Research, 64(2), 142-149.
  • Chien, P.M., T.B. Cornwell and R. Stokes (2005) “A Theoretical Framework for Analysis of Image Transfer in Multiple Sponsorships”, In S. Purchase (Ed.), Proceedings of the 2005 ANZMAC Conference: Broadening the Boundaries. Perth, Western Australia: The University of Western Australia.
  • Cliffea, S.J. and J. Motion (2005) “Building Contemporary Brands: A Sponsorship- Based Strategy”, Journal of Business Research, 58(8), 1068– 1077.
  • Cornwell, T., R. Bettina, D.P. Steinard and A. Edward (2001) “Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity”, Journal of Advertising, 30(2), 41-51.
  • Crimmins, J. and M. Horn (1996) “Sponsorship: From Managerial Ego Trip to Marketing Success”, Journal of Advertising Research, 36(4), 11-21.
  • Çakır V. ve V. Çakır (2008) “Televizyon Reklamlarının Algılanan Değeri ve Reklam Tutumu İlişkisi: Bir Yapısal Eşitlik Modeli", İstanbul Üniversitesi İletişim Fakültesi Dergisi, 30, 37-59.
  • Çoban, S. (2003) “Kurumsal İmaj Oluşturma Aracı Olarak Sponsorluk ve İnternet Uygulamaları”, Süleyman Demirel Üniversitesi İİBF Dergisi, 8(2), 213- 229.
  • Çokluk, Ö., G. Şekercioğlu ve Ş. Büyüköztürk (2010) Sosyal Bilimler İçin Çok Değişkenli İstatistik, Pegem Akademi Yayınları.
  • D'Astous, A. and P. Bitz (1995) “Consumer Evaluations of Sponsorship Programmes”, European Journal of Marketing, 29(12), 6-22.
  • Dees, W., G. Bennett and J. Villegas (2008) “Measuring the Effectiveness of Sponsorship of an Elite Intercollegiate Football Program”, Sport Marketing Quarterly, 17(2), 79-89.
  • Faircloth, J.B., L.M. Capella, and B.L. Alford (2001) “The Effect of Brand Attitude and Brand Image on Brand Equity”, Journal of Marketing Theory and Practice, 9(3), 61-75.
  • Ferrand, A and M. Pages (1996), “Image Sponsoring: A Methodology to Match Event Sponsor, Journal of Sport Management, 10(3), 278-291.
  • Fleck, N.D. and P. Quester (2007) “Birds of A Feather Flock Together Definition, Role And Measure Of Congruence: An Application To Sponsorship”, Psychology and Marketing, 24(11), 975-1000.
  • Fornell, C. and D.F. Larcker (1981) “Evaluating Structural Equation Models With Unobservable Variables and Measurement Error”, Journal of Marketing Research, 18(1), 39-51.
  • Gao, S., L.P. Mokhtarian and R.A. Johnston (2007) Normality of Data in Structural Equation Models, Presentation at the Transportation Research Board, Washington, DC.
  • Grohs, R., U. Wagner and S. Vsetecka (2004) “Assessing the Effectiveness of Sport Sponsorships An Empirical Examination”, Schmalenbach Business Review, 56, April, 119-138.
  • Gwinner, K. (1997) “A Model of Image Creation and Image Transfer in Event Sponsorship”, International Marketing Review, 14(3), 145-158.
  • Gwinner, K.P. and J. Eaton (1999) “Building Brand Image Through Event Sponsorship: The Role of Image Transfer”, Journal of Advertising, 28(4), 47-57.
  • Gwinner, K.P., B.V. Larson and S.R. Swanson (2009) “Image Transfer in Corporate Event Sponsorship: Assessing the Impact of Team Identification and Event- Sponsor Fit”, International Journal of Management and Marketing Research, 2(1), 1-15.
  • Hoeffler, S. and K.L. Keller (2002) “Building Brand Equity through Corporate Societal Marketing”, Journal of Public Policy and Marketing, 21(1), 78-89.
  • IEG Sponsorship Report, http://www.sponsorship.com/iegsr.aspx, (Erişim Tarihi: 18.01.2011)
  • Irwin, R.L., T. Lachowetz, T.B. Cornwell and J.S. Clark (2003) “Cause-Related Sport Sponsorship: An Assessment of Spectator Beliefs, Attitudes, and Behavioral Intentions”, Sport Marketing, 12(3), 131-139.
  • Jalleh, G., R.J. Donovan, B.Y. Giles-Corti and D.J. Colman (2002) “Sponsorship: Impact on Brand Awareness and Brand Attitudes”, Social Marketing Quarterly, 8(1), 35-45.
  • Javalgi, R.G., Traylor, M.B. Gross, C. Andrew and L. Edward (1994) “Awareness of Sponsorship and Corporate Image: An Empirical Investigation”, Journal of Advertising, 23(4), 47-58.
  • Kamins, M.A. (1990) “An Investigation into the "Match-Up" Hypothesis in Celebrity Advertising: When Beauty May be Only Skin Deep”, Journal of Advertising, 19(1), 4-13.
  • Karademir, T., S. Devecioğlu ve M. Özmaden (2010) “Sektör Kavramları İçerisinde Bulunan Spor Sponsorluğuna Bir Bakış”, Niğde Üniversitesi Beden Eğitimi ve Spor Bilimleri Dergisi, 4(1), 77-87.
  • Keller, K.L. (1993) “Conceptualizing, Measuring and Managing Customer- Based Brand Equity”, Journal of Marketing, 57(1), 1-22.
  • Koo, G.Y., J. Quarteremani and L. Flynn (2006) “Effect of Perceived Sport Event and Sponsor Image Fit on Consumers’ Cognition, Affect, and Behavioral Intentions”, Sport Marketing Quarterly, 15(2), 80-90.
  • Lafferty, B.A. (2007) “The Relevance of Fit in a Cause- Brand Alliance When Consumers Evaluate Corporate Credibility”, Journal of Business Research, 60(5), 447-453.
  • Lee M.S., D.M. Sandler and D. Shani (1997) “ Attitudinal Constructs Towards Sponsorship Scale Development Using Three Global Sporting Events”, International Marketing Review, 14(3), 159-169.
  • Meenaghen, T. (1995) “The Role of Advertising in Brand Image Development”, Journal of Product and Brand Management, 4(4), 23-34.
  • Meenaghen, T. (2001) “Understanding Sponsorship Effects”, Psychology and Marketing, 18(2), 95-122.
  • Nan, X. and K. Heo (2007) “Consumer Responses to Corporate Social Responsibility (Csr) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing”, Journal of Advertising, 36(2), 63–74.
  • Olson, E.L. (2010) “Does Sponsorship Work in the Same Way in Different Sponsorship Contexts?”, European Journal of Marketing, 44(1/2), 180-199.
  • Pope, N.K. and K.E. Voges (2000) “The Impact of Sport Sponsorship Activities, Corporate Image, and Prior Use on Consumer Purchase Intention”, Sports Marketing Quarterly, 9(2), 96-101.
  • Quester, P. and F. Farrelly (1998) “Brand Association and Memory Decay Effects of Sponsorship: The Case of The Australian Formula One Grand Prix”, Journal of Product and Brand Management, 7(6), 539-556.
  • Quester, P.G. (1997) “Awareness as a Measure of Sponsorship Effectiveness: The Adelaide Formula One Grand Prix and Evidence of Incidental Ambush Effects”, Journal of Marketing Communications, 3(2), 1–20.
  • Rifon, N.J., S.M. Choi, C.S. Trimble and H. Li (2004) “Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attribution of Sponsor Motive”, Journal of Advertising, 33(1), 29-42.
  • Rodgers, S. (2003) “The Effects of Sponsor Relevance on Consumer Reactions to Internet Sponsorships”, Journal of Advertising, 32(4), 67-76.
  • Roy, D.P. and T.B. Cornwell (2003) “Brand Equity’s Influence on Responses to Event Sponsorships”, Journal of Product and Brand Management, 12(6), 377- 393.
  • Ruth, J.A. and B.L. Simonin (2006) “The Power of Numbers: Investigating the Impact of Event Roster Size in Consumer Response to Sponsorship”, The Journal of Advertising, 35(4), 7-20.
  • Shelly, R. (2003) “The Effects of Sponsor Relevance on Consumer Reactions to Internet Sponsorship”, Journal of Advertising, 32(4), 67-76.
  • Simmons, C.J. and K.L. Becker-Olsen (2006) “Achieving Marketing Objectives Through Social Sponsorship”, Journal of Marketing, 70(4), 154-169.
  • Sirgy, M.J., D.J. Lee, J.S. Johar and J. Tidwell (2008) “Effect of Self-Congruity with Sponsorship on Brand Loyalty”, Journal of Business Research, 61(10), 1091-1097.
  • Spears, N. and S.N. Singh (2004) “Measuring Attitude Towards the Brand and Purchase Intentions”, Journal of Current Issues and Research in Advertising, 26(2), 53-66.
  • Speed, R. and P. Thompson (2000) “Determinants of Sports Sponsorship Response”, Journal of the Academy of Marketing Science, 28(2), 226-238.
  • Steenkamp, J.B.E.M. and H.C.M. Trijp (1991) “The Use of LISREL in Validating Marketing Constructs”, International Journal of Research in Marketing, 8(4), 283-299.
  • Stipp, H. and N.P. Schiavone (1996) “Modeling the Impact of Olympic Sponsorship on Corporate Image”, Journal of Advertising Research, 36(4), 22-28.
  • Tığlı, M., S. Pirtini ve C. Çelik (2007) “Sosyal Sorumluluk Kampanyalarının Genç Tüketicilerin Marka Farkındalığı Üzerindeki Etkisinin İncelenmesine Yönelik Bir Araştırma”, Marmara Üniversitesi Sosyal Bilimler Enstitüsü Öneri Dergisi, 27(7), 83-93.
  • Till, B.D. and M. Busler (2000) “The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs”, Journal of Advertising, 29(3), 1-13.
  • Yılmaz, R.A. (2007) “Marka Farkındalığı Oluşturmada Sponsorluk ve Rolü: Eskişehir Sinema Günleri’ne Yönelik Bir Değerlendirme”, Anadolu Üniversitesi Sosyal Bilimler Dergisi, 1, 587-607.
  • Zdravkovic, S., P. Magnusson and S.M. Stanley (2010) “Dimensions of Fit Between a Brand and a Social Cause and Their Influence on Attitudes”, International Journal of Research in Marketing, 27(2), 151-160.
There are 59 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Alper Özer

Publication Date December 31, 2011
Submission Date April 15, 2015
Published in Issue Year 2011 Volume: 29 Issue: 2

Cite

APA Özer, A. (2011). MARKAYA YÖNELİK TUTUMUN SPONSORLUK SONRASI MARKA İMAJI VE SATIN ALMA EĞİLİMİ ÜZERİNDEKİ ETKİSİ. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 29(2), 145-174.
AMA Özer A. MARKAYA YÖNELİK TUTUMUN SPONSORLUK SONRASI MARKA İMAJI VE SATIN ALMA EĞİLİMİ ÜZERİNDEKİ ETKİSİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. December 2011;29(2):145-174.
Chicago Özer, Alper. “MARKAYA YÖNELİK TUTUMUN SPONSORLUK SONRASI MARKA İMAJI VE SATIN ALMA EĞİLİMİ ÜZERİNDEKİ ETKİSİ”. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 29, no. 2 (December 2011): 145-74.
EndNote Özer A (December 1, 2011) MARKAYA YÖNELİK TUTUMUN SPONSORLUK SONRASI MARKA İMAJI VE SATIN ALMA EĞİLİMİ ÜZERİNDEKİ ETKİSİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 29 2 145–174.
IEEE A. Özer, “MARKAYA YÖNELİK TUTUMUN SPONSORLUK SONRASI MARKA İMAJI VE SATIN ALMA EĞİLİMİ ÜZERİNDEKİ ETKİSİ”, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol. 29, no. 2, pp. 145–174, 2011.
ISNAD Özer, Alper. “MARKAYA YÖNELİK TUTUMUN SPONSORLUK SONRASI MARKA İMAJI VE SATIN ALMA EĞİLİMİ ÜZERİNDEKİ ETKİSİ”. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 29/2 (December 2011), 145-174.
JAMA Özer A. MARKAYA YÖNELİK TUTUMUN SPONSORLUK SONRASI MARKA İMAJI VE SATIN ALMA EĞİLİMİ ÜZERİNDEKİ ETKİSİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2011;29:145–174.
MLA Özer, Alper. “MARKAYA YÖNELİK TUTUMUN SPONSORLUK SONRASI MARKA İMAJI VE SATIN ALMA EĞİLİMİ ÜZERİNDEKİ ETKİSİ”. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, vol. 29, no. 2, 2011, pp. 145-74.
Vancouver Özer A. MARKAYA YÖNELİK TUTUMUN SPONSORLUK SONRASI MARKA İMAJI VE SATIN ALMA EĞİLİMİ ÜZERİNDEKİ ETKİSİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2011;29(2):145-74.

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