IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this article

Sporda Sponsorlugun Tuketicilerin Satinalma Niyetine Yansimasi

Listed author(s):
  • 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.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    Download Restriction: no

    File URL:
    File Function: Website of the journal issue
    Download Restriction: no

    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

    in new window

    Handle: RePEc:ege:journl:v:8:y:2008:i:1:p:153-166
    Contact details of provider: Web page:

    More information through EDIRC

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    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)

    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.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with 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 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.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.