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Vodafone’un Marka Kisiligi: BesIktas Taraftari, Rakip Takim Taraftarlari ve Takim Tutmayanlarin Algilarindaki Fark Uzerine Bir Arastirma

Author

Listed:
  • Yener GIRISKEN

    (Istanbul Bilgi Universitesi)

  • Caner GIRAY

    (Bahcesehir Universitesi)

Abstract

Spor takimlari, spor organizasyonlari ve bireysel sporcular icin onemli gelir kaynaklarindan birisi sponsorluktur. Firmalar sponsorluk sayesinde imaj, marka farkindaligi ve tuketici tercihleri acisindan olumlu sonuclar elde etmektedirler. Bunlarin yani sira, firmalar spor sponsorlugu sayesinde taraftarla kulup arasindaki bagi kullanarak da olumlu sonuclar elde edebilirler. Bu noktada aradaki bagi aciklamakta onemli gostergelerden biri de tuketicilerin markalara iliskin kisilik algisidir. Bu calismanin amaci, Turkiye’nin onde gelen kuluplerinden BesIktas Jimnastik Kulubu (BJK) taraftarlarinin, diger takimlari tutan taraftarlarin ve takim tutmayan kisilerin BJK’nin sponsoru olan Vodafone ile aralarinda marka kisiligi algisi acisindan bir farkin olup olmadiginin belirlenmesidir. Arastirmada kolayda ornekleme yontemiyle 902 kisiyle yuz yuze anket calismasi yapilarak Vodafone’un marka kisiligi arastirilmistir. Yapilan analizler sonucunda, BJK taraftarlarinin Vodafone markasini diger gruplarla karsilastirildiginda daha olumlu algiladigi tespit edilmistir.

Suggested Citation

  • Yener GIRISKEN & Caner GIRAY, 2016. "Vodafone’un Marka Kisiligi: BesIktas Taraftari, Rakip Takim Taraftarlari ve Takim Tutmayanlarin Algilarindaki Fark Uzerine Bir Arastirma," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 16(1), pages 65-78.
    • Handle: RePEc:ege:journl:v:16:y:2016:i:1:p:65-78
    DOI: 10.21121/eab.2016119954
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    More about this item

    Keywords

    Sponsorluk; Marka Kisiligi; Spor Pazarlamasi; GSM; Vodafone;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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