Yıl 2019, Cilt 8 , Sayı 2, Sayfalar 206 - 225 2019-09-23

Tüketicilerin Sponsorluk Etkinliklerine Yönelik Tutumlarının Uyum Teorisi Ekseninde Sanat ve Spor Sponsorlukları Kapsamında İncelenmesi
Investigation of Consumers Perceptions of Sponsorship Activities Within the Axis of Congruity Theory in the Scope of Art and Sports Sponsorship

Aylin Ecem GÜRŞEN [1] , Abdullah OKUMUŞ [2]

Çalışmanın amacı tüketicilerin sponsorluk etkinliklerine yönelik tutumlarının belirlenmesi, tutumların etkinliğin türüne, etkinlikten haberdarlık durumuna ve cinsiyete göre farklılaşıp farklılaşmadığının tespit edilmesidir. Bu doğrultuda, sponsorluk etkinliklerine yönelik uyum beklentisi, tutum ve ağızdan ağıza iletişim davranışında bulunma niyetlerinin frekans değerleri incelenmiştir.  Değişkenlerin sponsorluk türü, sponsorluktan haberdar olma durumu ve cinsiyete göre farklılaşma durumu t-testi ile değerlendirilmiştir. Araştırma sonucunda tüketicilerin sponsorluk etkinliği ile işletme imajının uyumlu olmasını beklediği görülmüştür. Haberdarlık durumunun tutum ve niyetleri güçlendirdiği, kadınların ağızdan ağıza iletişim niyetinin daha yüksek olduğu, tüketicilerde sanat sponsorlukları için daha yüksek bir uyum beklentisi olduğu tespit edilmiştir.

This study investigates consumer’s attitudes towards sponsorship activities, to determine whether these attitudes differ according to the type of sponsorship, to the status of awareness and gender. For this purpose, consumer’s congruity evaluation, attitudes towards these activities and their intention to engage in word of mouth communication were examined in terms of frequency values. Differentiation of variables according to the type of sponsorship, to awareness and gender was examined by t-test. Results show that sponsorship activities are expected to be compatible with the business image. Consumers' awareness of the event strengthens their attitudes and intentions, and women's intention to engage in word-of-mouth communication has a higher average than men. Consumers seek higher compliance when it comes to art sponsorships.

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Birincil Dil tr
Konular Sosyal
Bölüm Makaleler

Orcid: 0000-0003-3126-1644
Yazar: Aylin Ecem GÜRŞEN (Sorumlu Yazar)
Ülke: Turkey

Orcid: 0000-0002-7556-384X
Yazar: Abdullah OKUMUŞ
Ülke: Turkey


Yayımlanma Tarihi : 23 Eylül 2019

APA Gürşen, A , Okumuş, A . (2019). Tüketicilerin Sponsorluk Etkinliklerine Yönelik Tutumlarının Uyum Teorisi Ekseninde Sanat ve Spor Sponsorlukları Kapsamında İncelenmesi . Kırklareli Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi , 8 (2) , 206-225 . Retrieved from https://dergipark.org.tr/tr/pub/klujfeas/issue/48895/585409