The Effect of Team Support and Attitude Towards the Sponsor on Purchase Intention in Sports Club Sponsorship

Abstract

Considering that the sponsorship relations between brands and sports clubs are based on a win-win model, it is inevitable for the parties to consider some variables based on their target groups in their sponsorship agreements. The most important motivation of brands in sponsorship agreements is to increase brand awareness, strengthen brand image, and increase sales of products and services. This study investigates how fans' team support affects their purchase intention for sponsor brand products directly and indirectly through attitude towards the brand. Accordingly, in this study, the effect of sports team sponsorship on consumer behavior is explored in terms of the impact of fans' team support and attitudes towards the sponsor brand on purchase intention. Data collected from surveys conducted with 448 Fenerbahçe Football A Team supporters were analyzed using SPSS-AMOS and SPSS PROCESS Macro. The validity and reliability of the research model were evaluated with confirmatory factor analysis. The results indicate that the support of the fans' team support has a statistically significant and positive effect on the purchasing intention of the sponsor brand. In addition, according to the result of the analysis made with SPSS PROCESS Macro Model-4, the positive attitude towards the sponsor brand mediated the effect of team support on the purchase intention of the fans. Therefore, it could be said that the supporters who identify themselves with their team and support their team in all circumstances, regardless of whether they win or lose, are more likely to purchase the products and services of the brand with which the sports club has a sponsorship agreement. It is also observed that a positive fan attitude toward the sponsor strengthens the statistical relationship between team support and purchase intention.

Keywords

• Sports sponsorship
• Purchase intention
• Team support

Spor Kulüpleri Sponsorluğunda Takım Desteği ve Sponsora Karşı Tutumun Satın Alma Niyetine Etkisi

Öz

Markalar ve spor kulüpleri arasındaki sponsporluk ilişkilerinin kazan-kazan modeline dayandığı düşünüldüğünde tarafların sponsorluk anlaşmalarında kendi hedef kitleri bazında bir takım değişkenleri göz önünde bulundurmaları kaçınılmazdır. Sponsorluk anlaşmalarında markaların en önemli motivasyonu marka farkındalığın artması, marka imajının güçlenmesi ve ürün ve hizmetlerinin satışların artmasıdır. Bu çalışmanın amacı taraftarların takım desteğinin sponsor marka ürünlerine yönelik satın alma niyetini doğrudan ve markaya yönelik tutum aracılığı ile dolaylı olarak nasıl etkilediğini araştırmaktır. Buna göre çalışmada spor takımı sponsorluğunun tüketici davranışı üzerindeki etkisi taraftarların takım desteği ve sponsor markaya yönelik tutumlarının satın alma niyeti üzerindeki etkisi açısından incelenmektedir. 448 Fenerbahçe Futbol Takımı taraftarından anket yoluyla toplanan veriler SPSS-AMOS ve SPSS PROCESS Macro kullanılarak analiz edilmiştir. Araştırma modelinin geçerlilik ve güvenilirliği doğrulayıcı faktör analizi ile değerlendirilmiştir. Elde edilen sonuçlar taraftarların takım desteklerinin sponsor markaya yönelik satın alma niyetini istatiksel olarak anlamlı şekilde ve pozitif olarak etkilediğini göstermektedir. İlaveten, SPSS PROCESS Makro Model-4 ile yapılan analiz sonucunda taraftarların takım desteğinin satın alma niyeti üzerindeki etkisine sponsor markaya yönelik olumlu tutumun aracılık ettiği sonucuna ulaşılmıştır. Buna göre takımla özdeşlemiş, takımın kazanması ya da kaybetmesinden bağımsız olarak her koşulda destekleyen taraftların spor kulübünün sponsorluk anlaşması yaptığı markanın ürün ve hizmetlerini satın alma ihtimallerin daha fazla olduğu söylenebilir. İlgili markaya yönelik mevcut bir olumlu tutumun varlığı ise, takım desteği ile satın alma niyeti arasındaki istatistiksel ilişkiyi güçlendirdiği görülmektedir.

Anahtar Kelimeler

• Spor sponsorluğu
• Satın alma niyeti
• takım desteği

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