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Journals / Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi / 2014 / Cilt: 36 - Sayı: 2

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FUTBOL TARAFTARLARININ SPONSOR MARKALARA İLİŞKİN TUTUM, SATIN ALMA NİYETİ VE TAKIMLA ÖZDEŞLEŞMELERİ ARASINDAKİ İLİŞKİ

Ebru ENGİNKAYA
Pages
145–158
Publication Date
2015-03-16
DOI
—
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AI Summary & Key Takeaways

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

By using regression the main purpose of this study is to identify the relationship between team identification, attitude and purchase intentions towards the brands

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Sport sponsorship is used to support marketing and corporate objectives, such as improving brand image and brand awareness, creating positive attitudes towards the sponsor brand and purchase intentions.
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Key Findings & Data:Prior research suggests that team’s image is transferred to the sponsor brand.
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Conclusion & Impact:By using regression the main purpose of this study is to identify the relationship between team identification, attitude and purchase intentions towards the brands
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Sponsorluk · Takımla Özdeşleşme · Markaya İlişkin Tutum

Abstract

Sport sponsorship is used to support marketing and corporate objectives, such as improving brand image and brand awareness, creating positive attitudes towards the sponsor brand and purchase intentions. Prior research suggests that team’s image is transferred to the sponsor brand. In order to investigate the impact of image transfer this study focuses on relationships between brand attitude and purchase intentions of the spectator with fan identification. By using regression the main purpose of this study is to identify the relationship between team identification, attitude and purchase intentions towards the brands

Özet

Spor sponsorluğu marka imajının ve marka farkındalığının güçlendirilmesi, olumlu tutumların ve satın alma niyetinin yaratılmasında kullanılmaktadır. Geçmiş çalışmalar sponsorluk aracılığı ile takımın imajının sponsor marka imajı ile ilişkilendirildiğini göstermektedir. Bu geçişi belirleyebilmek amacıyla bu çalışma takımla özdeşleşme, markaya ilişkin tutum ve satın alma niyeti arasındaki ilişkilere odaklanmıştır. Regresyon analizi kullanılarak bu çalışmanın temel amacı takımla özdeşleşme, markaya ilişkin tutum ve satın alma niyeti arasındaki ilişkileri saptamaktır.

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Cite This Article

ENGİNKAYA, E. (2015). -. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, Cilt: 36 - Sayı: 2, 145–158. https://ajindex.com/articles/6480

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References (13)

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