IDEAS home Printed from https://ideas.repec.org/a/ege/journl/v8y2008i1p153-166.html
   My bibliography  Save this article

Sporda Sponsorlugun Tuketicilerin Satinalma Niyetine Yansimasi

Author

Listed:
  • Murat Akyildiz

    () (Canakkale Onsekiz Mart Universitesi, Biga MYO)

  • Mehmet Marangoz

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

Abstract

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.

Suggested Citation

  • Murat Akyildiz & Mehmet Marangoz, 2008. "Sporda Sponsorlugun Tuketicilerin Satinalma Niyetine Yansimasi," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 8(1), pages 153-166.
  • Handle: RePEc:ege:journl:v:8:y:2008:i:1:p:153-166
    as

    Download full text from publisher

    File URL: http://www.onlinedergi.com/MakaleDosyalari/51/PDF2008_1_8.pdf
    Download Restriction: no

    File URL: http://www.onlinedergi.com/eab/arsiv/arsivDetay.aspx?yil=2008&peryot=1
    File Function: Website of the journal issue
    Download Restriction: no

    References listed on IDEAS

    as
    1. C. Antonelli, 2007. "Localized Technological Change," Chapters,in: Elgar Companion to Neo-Schumpeterian Economics, chapter 16 Edward Elgar Publishing.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Spor Sponsorlugu; Sponsorluk; Satin Alma Niyeti;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ege:journl:v:8:y:2008:i:1:p:153-166. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Baris Gök). General contact details of provider: http://edirc.repec.org/data/iiegetr.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.