Year 2014,
, 145 - 158, 16.03.2015
Abstract
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
References
- 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
Abstract
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.
References
- 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.
There are 21 citations in total.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Makaleler |
| Authors | |
| Publication Date | March 16, 2015 |
| Submission Date | March 16, 2015 |
| Published in Issue | Year 2014 |
Cite
Cited By
Spor Sponsorluğu ile Marka İmajı ve Marka Değeri Arasındaki İlişki: Nicel Bir Araştırma
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https://doi.org/10.15869/itobiad.596615
A Study on determining the levels of team image, team loyalty and team identification of sports fans
International Journal of Sport, Exercise & Training Sciences
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https://doi.org/10.18826/useeabd.592699
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