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

Öz

 

 

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.

 

Anahtar Kelimeler

• Sponsorluk, marka tutumu, etkinlik tutumu, marka imajı, satın alma eğilimi

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