A RESEARCH ON CONSUMER ETHNOCENTRICISM IN SPONSORSHIP ACTIVITIES, CONSUMER COSMOPOLITANISM, PARTICIPATION TO COMPETITIONS AND IMPACT TO BRAND TRUST OF ATTITUDE TO SPONSOR BRAND

Öz

Sponsorship which is known as supporting that establishments make to several activities apart from their own field of activity, is one of the most important marketing communications efforts that has increased its importance day by day in last years, in building brand image and equity. In this context, revealing the impact to brand trust of sponsorship activities is an important subject. In this study, to investigate consumer ethnocentrism, consumer cosmopolitanism, participation to competitions and impact to brand trust of attitudes and variables to sponsor is aimed. Sports fan who follow the games of Muratbey Uşak Sportif Basketball Team on a regular basis are in implicated in research extent. The research is carried out on 400 fans. In analysis of data; centreing, frequency distribution and structural equation modeling are used. As a result of these analyses, composed search model is proper for activities and brand, and it is determined that consumer ethnocentricism, consumer cosmopolitanism and attitude to sponsor effect brand trust.

Anahtar Kelimeler

• Consumer behavior
• Sponsorship
• Consumer ethnocentrism
• Consumer cosmopolitanism
• Brand trust

SPONSORLUK FAALİYETLERİNDE TÜKETİCİ ETNOSENTRİZMİ, TÜKETİCİ KOZMOPOLİTLİĞİ, MÜSABAKALARA KATILIM VE SPONSOR MARKASINA TUTUMUN MARKA GÜVENİNE ETKİSİ ÜZERİNE BİR ARAŞTIRMA

Öz

İşletmelerin faaliyet alanı dışındaki çeşitli etkinliklere yaptığı destekleme olarak bilinen sponsorluk, marka imajı ve değeri oluşturmada son yıllarda önemi giderek artan pazarlama iletişimi çabalarının başında gelmektedir. Bu bağlamda, sponsorluk faaliyetlerinin marka güvenine olan etkisini ortaya çıkarmak önemli bir konudur. Araştırmada tüketici etnosentrizmi, tüketici kozmopolitliği, müsabakalara katılım ve sponsora karşı tutum değişkenlerinin marka güvenine etkisini araştırmak amaçlanmıştır. Araştırma kapsamına, Muratbey Uşak Sportif Basketbol takımının maçlarını düzenli olarak takip eden taraftarlar alınmıştır. Araştırma 400 taraftar üzerinde uygulanmıştır. Verilerin analizinde ortalama, frekans dağılımı ve yapısal eşitlik modeli analizleri kullanılmıştır. Yapılan bu analizlerin sonucunda, oluşturulan araştırma modelinin araştırma yapılan etkinlik ve marka açısından uygun olduğu, tüketici etnosentrizmi, tüketici kozmopolitliği ve sponsora karşı tutumun marka güvenini etkilediği belirlenmiştir.

Anahtar Kelimeler

• Tüketici davranışı
• Sponsorluk
• Tüketici etnosentrizmi
• Tüketici kozmopolitliği

Kaynakça

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