Araştırma Makalesi
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THE SPONSOR OF MY RIVAL TEAM IS MY ENEMY: THE IMPACT OF COMPETITIVE TEAM SPONSORSHIP ON PURCHASING INTENTION

Yıl 2020, Cilt: 18 Sayı: 4, 90 - 99, 30.12.2020
https://doi.org/10.33689/spormetre.673957

Öz

Futbolda sponsorluk milyonlarca dolarlık endüstri haline gelmiştir. Sponsorlar taraftarların takımlarına olan sadakatlerinin uzun dönemde kendilerine önemli faydalar sağlamaları beklentisindedirler. Bununla birlikte takımlar arası rekabetin şiddeti sponsorların rakip takım taraftarlarından uzaklaşması anlamına gelebilir. Bu araştırmanın amacı futbol taraftarlarının rakip takım sponsorlarından satın alma niyetlerini ilişkili olduğu bir takım yapılar bağlamında incelemektir. Araştırma verileri kolayda örnekleme yöntemi ile Türkiye Futbol Süper Ligi takım taraftarlarından toplanmıştır. Elde edilen veriler yapısal eşitlik modellemesinin metodolojik ilkeleri doğrultusunda analiz edilmiştir. Yapılan analizler sonucunda rakip takıma yönelik nefretin ve takım kimliğinin rakip takım sponsorlarından satın alma kararları üzerinde önemli etkileri olduğunu ortaya koymuştur. Araştırma bulguları sponsorluk kararlarının önemini vurgulamakta ve sponsorluk stratejileri geliştirmek için yeni öneriler sunmaktadır.

Kaynakça

  • Amis, J., Slack, T., Berrett, T. (1999). Sport sponsorship as distinctive competence. European journal of marketing, 33(4), 250-272.
  • Argan, M., Katırcı, H. (2002). Spor pazarlaması, Ankara: Nobel Yayınevi.
  • Ashforth, B. E., Mael, F. (1989). Social identity theory and the organization. Academy of management review, 14(1), 20-39.
  • Babbie, E. R. (1998). The practice of social research. Belmont, CA: Wadsworth.
  • Barros, C., Silvestre, A. L. (2006). An evaluation of the sponsorship of Euro 2004. International Journal of Sports Marketing & Sponsorship, 7(3), 192-212.
  • Biscaia, R., Correia, A., Rosado, A. F., Ross, S. D., Maroco, J. (2013). Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions. Journal of Sport Management, 27(4), 288-302.
  • Bove, L. L., Johnson, L. W. (2006). Customer loyalty to one service worker: should it be discouraged?. International Journal of Research in Marketing, 23(1), 79-91.
  • Büyüköztürk, Ş., Çakmak, E. K., Akgün, Ö. E., Karadeniz, Ş., Demirel, F. (2017). Bilimsel araştırma yöntemleri. Ankara: Pegem.
  • Chadwick, S., Thwaites, D. (2004). Advances in the management of sport sponsorship: fact or fiction? Evidence from English professional soccer. Journal of General Management, 30(1), 39-60.
  • Chen, K. K., Zhang, J. J. (2011). Examining consumer attributes associated with collegiate athletic facility naming rights sponsorship: Development of a theoretical framework. Sport Management Review, 14(2), 103-116.
  • Crimmins, J., Horn, M. (1996). Sponsorship: From management ego trip to marketing success. Journal of advertising research, 36(4), 11-22.
  • Cousens, L., Babiak, K., Bradish, C. L. (2006). Beyond sponsorship: Re-framing corporate-sport relationships. Sport Management Review, 9(1), 1-23.
  • Cornwell, T. B., Maignan, I. (1998). An international review of sponsorship research. Journal of advertising, 27(1), 1-21.
  • Dalakas, V., Phillips Melancon, J. (2012). Fan identification, Schadenfreude toward hated rivals, and the mediating effects of Importance of Winning Index (IWIN). Journal of Services Marketing, 26(1), 51-59.
  • Davies, F., Veloutsou, C., Costa, A. (2006). Investigating the influence of a joint sponsorship of rival teams on supporter attitudes and brand preferences. Journal of Marketing communications, 12(1), 31-48.
  • Gwinner, K., Swanson, S. R. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of services marketing, 17(3), 275-294.
  • Farrelly, F., Quester, P., Greyser, S. A. (2005). Defending the co-branding benefits of sponsorship B2B partnerships: The case of ambush marketing. Journal of Advertising Research, 45(3), 339-348.
  • Fisher, R. J., Wakefield, K. (1998). Factors leading to group identification: A field study of winners and losers. Psychology & Marketing, 15(1), 23-40.
  • Hambleton, R. K., Kanjee, A. (1995). Increasing the Validity of Cross-cultural Assessments: Use of Improved Methods for Test Adaptations. European Journal of Psychological Assessment, 11(3), 147-157.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Tatham, R. L. (2006). Multivariate data analysis. Edinburgh: Pearson.
  • Heere, B., James, J. D. (2007). Sports teams and their communities: Examining the influence of external group identities on team identity. Journal of Sport Management, 21(3), 319-337.
  • Henseler, J., Wilson, B., Westberg, K. (2011). Managers' perceptions of the impact of sport sponsorship on brand equity. Sport marketing quarterly, 20(1), 7-21.
  • Hoek, J. (1997). ‘Ring Ring’: Visual Pun or Passing Off?: An Examination of Theoretical and Research Issues Arising from Ambush Marketing. Asia-Australia Marketing Journal, 5(1), 33-43.
  • Hu, L., Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55.
  • Jenkins, L., Fleming, W. (2002). Proceedings of Academy of Marketing Annual Conference, Nottingham, July (published on CD. Helensburgh, Scotland: Academy of Marketing).
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
  • Koo, G. Y., Sung, J., Martinez, J. M. (2015). Effects of team identification on social and emotional adjustment in higher education. Journal of Intercollegiate Sport, 8(2), 247-265.
  • Lascu, D. N., Bearden, W. O., Rose, R. L. (1995). Norm extremity and interpersonal influences on consumer conformity. Journal of Business Research, 32(3), 201-212.
  • Lee, S., Walsh, P. (2011). SWOT and AHP hybrid model for sport marketing outsourcing using a case of intercollegiate sport. Sport Management Review, 14(4), 361-369.
  • Madrigal, R. (2003). Investigating an evolving leisure experience: Antecedents and consequences of spectator affect during a live sporting event. Journal of leisure research, 35(1), 23-48.
  • Mael, F., Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of organizational Behavior, 13(2), 103-123.
  • Mahony, D. F., Howard, D. R. (1998). The impact of attitudes on the behavioral intentions of sport spectators. International Sports Journal, 2(2), 96-110.
  • McDonald, C. (1991). Sponsorship and the image of the sponsor. European Journal of marketing, 25(11), 31-38.
  • Meenaghan, T. (1991). Sponsorship–legitimising the medium. European journal of marketing, 25(11), 5-10. Meenaghan, T., Shipley, D. (1999). Media effect in commercial sponsorship. European journal of marketing, 33(3/4), 328-348.
  • Meenaghan, T. (2001). Understanding sponsorship effects. Psychology & Marketing, 18(2), 95-122.
  • Parker, H. M., Fink, J. S. (2010). Negative sponsor behaviour, team response and how this impacts fan attitudes. International Journal of Sports Marketing & Sponsorship, 11(3), 200-211.
  • Pope, N. K., Voges, K. E. (2000). The impact of sport sponsorship activities, corporate image, and prior use on consumer purchase intention. Sport marketing quarterly, 9(2), 96-101.
  • Santomier, J. (2008). New media, branding and global sports sponsorship. International Journal of Sports Marketing & Sponsorship, 10(1), 15-28.
  • Smith, R. H., Powell, C. A., Combs, D. J., Schurtz, D. R. (2009). Exploring the when and why of schadenfreude. Social and Personality Psychology Compass, 3(4), 530-546.
  • Speed, R., Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the academy of marketing science, 28(2), 226-238.
  • Sutton, W. A., McDonald, M. A., Milne, G. R., Cimperman, J. (1997). Creating and fostering fan identification in professional sports. Sport Marketing Quarterly, 6(1), 15-22.
  • Tajfel, H., Turner, J. C., Austin, W. G., Worchel, S. (1979). An integrative theory of intergroup conflict. Organizational identity: A reader, 56, 65.
  • Wann, D. L., Branscombe, N. R. (1995). Influence of identification with a sports team on objective knowledge and subjective beliefs. International Journal of Sport Psychology.
  • Wann, D. L., Pierce, S. (2003). Measuring Sport Team Identification and Commitment: An Empirical Comparison of the Sport Spectator Identification Scale and the Psychological Commitment to Team Scale. North American Journal of Psychology, 5(3).
  • Wenger, J. L., Brown, R. O. (2014). Sport fans: Evaluating the consistency between implicit and explicit attitudes toward favorite and rival teams. Psychological reports, 114(2), 572-584.
  • Yang, X. S., Sparks, R., Li, M. (2008). Sports sponsorship as a strategic investment in China: Perceived risks and benefits by corporate sponsors prior to the Beijing 2008 Olympics. International Journal of Sports Marketing & Sponsorship, 10(1) 63-78.

THE SPONSOR OF MY RIVAL TEAM IS MY ENEMY: THE IMPACT OF COMPETITIVE TEAM SPONSORSHIP ON PURCHASING INTENTION

Yıl 2020, Cilt: 18 Sayı: 4, 90 - 99, 30.12.2020
https://doi.org/10.33689/spormetre.673957

Öz

The sponsorship in football has become a multi-million-dollar industry. Sponsors expect fans' loyalty to their teams to provide significant benefits to them in the long term. However, the intensity of inter-team competition may mean that sponsors move away from rival team supporters. The aim of the study is to examine the intention of football fans to buy from rival team sponsors in the context of a set of related structures. Research data were collected by convenience sampling method from the fans of teams competing in Turkish Football Super League. The obtained data were analyzed in accordance with the methodological principles of structural equation modeling. As a result of the analyzes, it was revealed that team identity and hatred against the rival team had a significant effect on purchasing decisions from the rival team sponsors. The findings of the research highlight the importance of sponsorship decisions and provide new suggestions for developing sponsorship strategies.

Kaynakça

  • Amis, J., Slack, T., Berrett, T. (1999). Sport sponsorship as distinctive competence. European journal of marketing, 33(4), 250-272.
  • Argan, M., Katırcı, H. (2002). Spor pazarlaması, Ankara: Nobel Yayınevi.
  • Ashforth, B. E., Mael, F. (1989). Social identity theory and the organization. Academy of management review, 14(1), 20-39.
  • Babbie, E. R. (1998). The practice of social research. Belmont, CA: Wadsworth.
  • Barros, C., Silvestre, A. L. (2006). An evaluation of the sponsorship of Euro 2004. International Journal of Sports Marketing & Sponsorship, 7(3), 192-212.
  • Biscaia, R., Correia, A., Rosado, A. F., Ross, S. D., Maroco, J. (2013). Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions. Journal of Sport Management, 27(4), 288-302.
  • Bove, L. L., Johnson, L. W. (2006). Customer loyalty to one service worker: should it be discouraged?. International Journal of Research in Marketing, 23(1), 79-91.
  • Büyüköztürk, Ş., Çakmak, E. K., Akgün, Ö. E., Karadeniz, Ş., Demirel, F. (2017). Bilimsel araştırma yöntemleri. Ankara: Pegem.
  • Chadwick, S., Thwaites, D. (2004). Advances in the management of sport sponsorship: fact or fiction? Evidence from English professional soccer. Journal of General Management, 30(1), 39-60.
  • Chen, K. K., Zhang, J. J. (2011). Examining consumer attributes associated with collegiate athletic facility naming rights sponsorship: Development of a theoretical framework. Sport Management Review, 14(2), 103-116.
  • Crimmins, J., Horn, M. (1996). Sponsorship: From management ego trip to marketing success. Journal of advertising research, 36(4), 11-22.
  • Cousens, L., Babiak, K., Bradish, C. L. (2006). Beyond sponsorship: Re-framing corporate-sport relationships. Sport Management Review, 9(1), 1-23.
  • Cornwell, T. B., Maignan, I. (1998). An international review of sponsorship research. Journal of advertising, 27(1), 1-21.
  • Dalakas, V., Phillips Melancon, J. (2012). Fan identification, Schadenfreude toward hated rivals, and the mediating effects of Importance of Winning Index (IWIN). Journal of Services Marketing, 26(1), 51-59.
  • Davies, F., Veloutsou, C., Costa, A. (2006). Investigating the influence of a joint sponsorship of rival teams on supporter attitudes and brand preferences. Journal of Marketing communications, 12(1), 31-48.
  • Gwinner, K., Swanson, S. R. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of services marketing, 17(3), 275-294.
  • Farrelly, F., Quester, P., Greyser, S. A. (2005). Defending the co-branding benefits of sponsorship B2B partnerships: The case of ambush marketing. Journal of Advertising Research, 45(3), 339-348.
  • Fisher, R. J., Wakefield, K. (1998). Factors leading to group identification: A field study of winners and losers. Psychology & Marketing, 15(1), 23-40.
  • Hambleton, R. K., Kanjee, A. (1995). Increasing the Validity of Cross-cultural Assessments: Use of Improved Methods for Test Adaptations. European Journal of Psychological Assessment, 11(3), 147-157.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Tatham, R. L. (2006). Multivariate data analysis. Edinburgh: Pearson.
  • Heere, B., James, J. D. (2007). Sports teams and their communities: Examining the influence of external group identities on team identity. Journal of Sport Management, 21(3), 319-337.
  • Henseler, J., Wilson, B., Westberg, K. (2011). Managers' perceptions of the impact of sport sponsorship on brand equity. Sport marketing quarterly, 20(1), 7-21.
  • Hoek, J. (1997). ‘Ring Ring’: Visual Pun or Passing Off?: An Examination of Theoretical and Research Issues Arising from Ambush Marketing. Asia-Australia Marketing Journal, 5(1), 33-43.
  • Hu, L., Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55.
  • Jenkins, L., Fleming, W. (2002). Proceedings of Academy of Marketing Annual Conference, Nottingham, July (published on CD. Helensburgh, Scotland: Academy of Marketing).
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
  • Koo, G. Y., Sung, J., Martinez, J. M. (2015). Effects of team identification on social and emotional adjustment in higher education. Journal of Intercollegiate Sport, 8(2), 247-265.
  • Lascu, D. N., Bearden, W. O., Rose, R. L. (1995). Norm extremity and interpersonal influences on consumer conformity. Journal of Business Research, 32(3), 201-212.
  • Lee, S., Walsh, P. (2011). SWOT and AHP hybrid model for sport marketing outsourcing using a case of intercollegiate sport. Sport Management Review, 14(4), 361-369.
  • Madrigal, R. (2003). Investigating an evolving leisure experience: Antecedents and consequences of spectator affect during a live sporting event. Journal of leisure research, 35(1), 23-48.
  • Mael, F., Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of organizational Behavior, 13(2), 103-123.
  • Mahony, D. F., Howard, D. R. (1998). The impact of attitudes on the behavioral intentions of sport spectators. International Sports Journal, 2(2), 96-110.
  • McDonald, C. (1991). Sponsorship and the image of the sponsor. European Journal of marketing, 25(11), 31-38.
  • Meenaghan, T. (1991). Sponsorship–legitimising the medium. European journal of marketing, 25(11), 5-10. Meenaghan, T., Shipley, D. (1999). Media effect in commercial sponsorship. European journal of marketing, 33(3/4), 328-348.
  • Meenaghan, T. (2001). Understanding sponsorship effects. Psychology & Marketing, 18(2), 95-122.
  • Parker, H. M., Fink, J. S. (2010). Negative sponsor behaviour, team response and how this impacts fan attitudes. International Journal of Sports Marketing & Sponsorship, 11(3), 200-211.
  • Pope, N. K., Voges, K. E. (2000). The impact of sport sponsorship activities, corporate image, and prior use on consumer purchase intention. Sport marketing quarterly, 9(2), 96-101.
  • Santomier, J. (2008). New media, branding and global sports sponsorship. International Journal of Sports Marketing & Sponsorship, 10(1), 15-28.
  • Smith, R. H., Powell, C. A., Combs, D. J., Schurtz, D. R. (2009). Exploring the when and why of schadenfreude. Social and Personality Psychology Compass, 3(4), 530-546.
  • Speed, R., Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the academy of marketing science, 28(2), 226-238.
  • Sutton, W. A., McDonald, M. A., Milne, G. R., Cimperman, J. (1997). Creating and fostering fan identification in professional sports. Sport Marketing Quarterly, 6(1), 15-22.
  • Tajfel, H., Turner, J. C., Austin, W. G., Worchel, S. (1979). An integrative theory of intergroup conflict. Organizational identity: A reader, 56, 65.
  • Wann, D. L., Branscombe, N. R. (1995). Influence of identification with a sports team on objective knowledge and subjective beliefs. International Journal of Sport Psychology.
  • Wann, D. L., Pierce, S. (2003). Measuring Sport Team Identification and Commitment: An Empirical Comparison of the Sport Spectator Identification Scale and the Psychological Commitment to Team Scale. North American Journal of Psychology, 5(3).
  • Wenger, J. L., Brown, R. O. (2014). Sport fans: Evaluating the consistency between implicit and explicit attitudes toward favorite and rival teams. Psychological reports, 114(2), 572-584.
  • Yang, X. S., Sparks, R., Li, M. (2008). Sports sponsorship as a strategic investment in China: Perceived risks and benefits by corporate sponsors prior to the Beijing 2008 Olympics. International Journal of Sports Marketing & Sponsorship, 10(1) 63-78.
Toplam 46 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Spor Hekimliği
Bölüm Araştırma Makalesi
Yazarlar

Metin Argan

Hüseyin Köse

Caner Özgen

Rüstem Doğan

Yayımlanma Tarihi 30 Aralık 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 18 Sayı: 4

Kaynak Göster

APA Argan, M., Köse, H., Özgen, C., Doğan, R. (2020). THE SPONSOR OF MY RIVAL TEAM IS MY ENEMY: THE IMPACT OF COMPETITIVE TEAM SPONSORSHIP ON PURCHASING INTENTION. SPORMETRE Beden Eğitimi Ve Spor Bilimleri Dergisi, 18(4), 90-99. https://doi.org/10.33689/spormetre.673957

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