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SPORDA SPONSORLUĞUN TÜKETİCİLERİN SATINALMA NİYETİNE YANSIMASI

REFLECTING OF SPORT SPONSORSHIPS TO CONSUMER’S BUYING INTENT

Journal Name:

  • Ege Akademik Bakış Dergisi

Publication Year:

  • 2008

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
The aims of this paper are to determine to what extent sport sponsorships cause to buying intention in customers and what kinds of effects of behaviors parties’ on buying decisions are. For this purpose, the data collected by having interviewed with 509 consumers, was analyzed by using descriptive and logistics regression statistical techniques. The results indicate that sponsorships have positive effects on buying decisions of 57% of the consumers. However, where the negative results of being compared with rival firms from the point of view price and quality are concerned; the proportion of those who have buying intention the product of sponsor firms is only 8,3 percent. The results of logistics regression analysis indicate that primary variables, which effect on buying decisions are affinity level, categorical congruence and congruent with individual affinity.
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Abstract (Original Language): 
Bu çalışmanın amacı, sporda sponsorluğun tüketicilerde hangi ölçüde satın alma niyeti yarattığını ve tarafların gösterdiği davranışların satın alma kararlarları üzerinde ne tür etkileri olduğunu belirlemektir. Bu amaçla 509 kişiyle yapılan anketlerden elde edilen veriler tanımlayıcı ve lojistik regresyon analiz teknikleriyle değerlendirilmiştir. Sonuçlar, tüketicilerin % 57’sinin satın alma kararları üzerinde sponsorluğun olumlu etkileri olduğunu göstermiştir. Ancak; fiyat ve kalite açısından rakip firmalarla yapılan kıyaslama sonuçlarının olumsuz olması halinde, sponsor firma ürünlerini satın alma niyetinde olanların oranının sadece % 8,3 olduğu belirlenmiştir. Lojistik regresyon analiz sonuçları, satın alma kararları üzerinde etkili olan başlıca değişkenlerin “ilgi düzeyi, kategorik uyum ve bireysel ilgiye uyum” olduğunu göstermiştir.
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  • 1
153-166
  • Turkish

REFERENCES

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