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Taraftarlarin Takimlarla Ozdeslesme Duzeylerinin, Takimlarin Lisansli Urunlerine Yonelik Kalite Algisi ve Satin Alma Niyetine Etkisi

Author

Listed:
  • Omer TORLAK

    (KTO Karatay Universitesi, Iktisadi ve Idari Bilimler Fakultesi, Isletme Bolumu)

  • Behcet Yalin OZKARA

    (Eskisehir Osmangazi Universitesi, Iktisadi ve Idari Bilimler Fakultesi, Isletme Bolumu)

  • Volkan DOGAN

    (Eskisehir Osmangazi Universitesi, Iktisadi ve Idari Bilimler Fakultesi, Isletme Bolumu)

Abstract

Bu calismanin amaci, taraftarlarin takimlarla ozdeslesme duzeylerinin, tuttuklari takimlarin lisansli urunlerine yonelik kalite algisina ve satin alma niyetine olan etkisini incelemektir. Calismada kolayda ornekleme yontemi uygulanmis olup, arastirmanin verileri Eskisehir Osmangazi Universitesi ve Anadolu Universitesi ogrencilerinden elde edilmistir. Calismada elde edilen 314 veri, AMOS 16.0 paket programi araciligiyla yapisal esitlik modellemesi ile analiz edilmistir. Arastirma sonuclari taraftarlarin takimlarla ozdeslesme duzeylerinin, hem tuttuklari takimlarin lisansli urunlerini satin alma niyetleri uzerinde hem de tuttuklari takimlarin lisansli urunlerine yonelik kalite algilari uzerinde pozitif yonde anlamli etkileri olduguna isaret etmektedir. Ayrica elde edilen bulgular, taraftarlarin tuttuklari takimlarin lisansli urunlerini satin almalarina yonelik niyetleri uzerinde, takimlari ile ozdeslesme duzeylerinin, lisansli urunlere yonelik kalite algilarindan daha fazla etkiye sahip oldugunu gostermektedir.

Suggested Citation

  • Omer TORLAK & Behcet Yalin OZKARA & Volkan DOGAN, 2014. "Taraftarlarin Takimlarla Ozdeslesme Duzeylerinin, Takimlarin Lisansli Urunlerine Yonelik Kalite Algisi ve Satin Alma Niyetine Etkisi," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 14(1), pages 73-81.
    • Handle: RePEc:ege:journl:v:14:y:2014:i:1:p:73-81
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