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Sporda Sponsorlugun Tuketicilerin Satinalma Niyetine Yansimasi

  • Murat Akyildiz

    ()

    (Canakkale Onsekiz Mart Universitesi, Biga MYO)

  • Mehmet Marangoz

    ()

    (Canakkale Onsekiz Mart Universitesi, Biga I.I.B.F.)

Registered author(s):

    Bu calismanin amaci, sporda sponsorlugun tuketicilerde hangi olcude satin alma niyeti yarattigini ve taraflarin gosterdigi davranislarin satin alma kararlarlari uzerinde ne tur etkileri oldugunu belirlemektir. Bu amacla 509 kisiyle yapilan anketlerden elde edilen veriler tanimlayici ve lojistik regresyon analiz teknikleriyle degerlendirilmistir. Sonuclar, tuketicilerin % 57’sinin satin alma kararlari uzerinde sponsorlugun olumlu etkileri oldugunu gostermistir. Ancak; fiyat ve kalite acisindan rakip firmalarla yapilan kiyaslama sonuclarinin olumsuz olmasi halinde, sponsor firma urunlerini satin alma niyetinde olanlarin oraninin sadece % 8,3 oldugu belirlenmistir. Lojistik regresyon analiz sonuclari, satin alma kararlari uzerinde etkili olan baslica degiskenlerin “ilgi duzeyi, kategorik uyum ve bireysel ilgiye uyum” oldugunu gostermistir.

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    Article provided by Ege University Faculty of Economics and Administrative Sciences in its journal Ege Academic Review.

    Volume (Year): 8 (2008)
    Issue (Month): 1 ()
    Pages: 153-166

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    Handle: RePEc:ege:journl:v:8:y:2008:i:1:p:153-166
    Contact details of provider: Web page: http://iibf.ege.edu.tr/ENG/
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