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Journals / SPORMETRE Beden Eğitimi ve Spor Bilimleri Dergisi / 2020 / Cilt: 18 - Sayı: 4

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

RAKİBİMİN SPONSORU BENİM DÜŞMANIMDIR: RAKİP TAKIM SPONSORLUĞUNUN SATIN ALMA NİYETLERİ ÜZERINDEKİ ETKİSİ

Metin Argan
Caner Özgen
Hüseyin Köse
Rüstem Doğan
Pages
90–99
Publication Date
2022-10-18
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings of the research highlight the importance of sponsorship decisions and provide new suggestions for developing sponsorship strategies.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The sponsorship in football has become a multi-million-dollar industry.
📊
Key Findings & Data:Sponsors expect fans' loyalty to their teams to provide significant benefits to them in the long term.
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Conclusion & Impact:The findings of the research highlight the importance of sponsorship decisions and provide new suggestions for developing sponsorship strategies.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

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.

Özet

Futbolda sponsorluk milyonlarca dolarlık endüstri haline gelmiştir. Sponsorlar taraftarların takımlarına olansadakatlerinin uzun dönemde kendilerine önemli faydalar sağlamaları beklentisindedirler. Bununla birliktetakımlar arası rekabetin şiddeti sponsorların rakip takım taraftarlarından uzaklaşması anlamına gelebilir. Buaraştırmanın amacı futbol taraftarlarının rakip takım sponsorlarından satın alma niyetlerini ilişkili olduğu birtakım yapılar bağlamında incelemektir. Araştırma verileri kolayda örnekleme yöntemi ile Türkiye Futbol SüperLigi takım taraftarlarından toplanmıştır. Elde edilen veriler yapısal eşitlik modellemesinin metodolojik ilkeleridoğrultusunda analiz edilmiştir. Yapılan analizler sonucunda rakip takıma yönelik nefretin ve takım kimliğininrakip takım sponsorlarından satın alma kararları üzerinde önemli etkileri olduğunu ortaya koymuştur. Araştırmabulguları sponsorluk kararlarının önemini vurgulamakta ve sponsorluk stratejileri geliştirmek için yeni önerilersunmaktadır.

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Cite This Article

Argan, M., Özgen, C., Köse, H., Doğan, R. (2022). THE SPONSOR OF MY RIVAL TEAM IS MY ENEMY: THE IMPACT OFCOMPETITIVE TEAM SPONSORSHIP ON PURCHASING INTENTION. SPORMETRE Beden Eğitimi ve Spor Bilimleri Dergisi, Cilt: 18 - Sayı: 4, 90–99. https://ajindex.com/articles/593323

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