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Journals / Kırklareli Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2019 / Cilt: 8 - Sayı: 2

Investigation of Consumers Perceptions of Sponsorship Activities Within the Axis of Congruity Theory in the Scope of Art and Sports Sponsorship

Tüketicilerin Sponsorluk Etkinliklerine Yönelik Tutumlarının Uyum Teorisi Ekseninde Sanat ve Spor Sponsorlukları Kapsamında İncelenmesi

Aylin Ecem GÜRŞEN
Abdullah OKUMUŞ
Pages
206–225
Publication Date
2019-09-23
DOI
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AI Summary & Key Takeaways

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

Results show that sponsorship activities are expected to be compatible with the business image.

📌 3 Key Takeaways

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Objective & Hypothesis: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.
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Key Findings & Data: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.
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Conclusion & Impact:Results show that sponsorship activities are expected to be compatible with the business image.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Sponsorluk · sanat pazarlaması · spor pazarlaması

Abstract

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.

Özet

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.

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Cite This Article

GÜRŞEN, A. E., OKUMUŞ, A. (2019). Investigation of Consumers Perceptions of Sponsorship Activities Within the Axis of Congruity Theory in the Scope of Art and Sports Sponsorship. Kırklareli Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 8 - Sayı: 2, 206–225. https://ajindex.com/articles/785615

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