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SİNSİ (TUZAK) PAZARLAMANIN MARKA FARKINDALIĞI VE TÜKETİCİ DAVRANIŞLARI ÜZERİNE ETKİSİ: 2010 FIBA DÜNYA ŞAMPİYONASI ÖRNEĞİ

THE EFFECTS OF AMBUSH MARKETING ON THE BRAND AWARENESS AND CONSUMER BEHAVIOR: 2010 FIBA WORLD CHAMPIONSHIP EXAMPLE

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Abstract (2. Language): 
This research studies the effects of ambush marketing activities that occurred in 2010 FIBA Basketball World Cup in Turkey. The study aims to compare the brand awareness of ambusher brands with sponsor brands in this Championship and it also focuses on analyzing whether the attitudes to ambush marketing, brand awareness and purchase tendency towards ambusher brands differ between athletic and non - athletic consumers. The results indicate that attitudes towards ambush marketing of athletes-consumer and non-athletes consumer differ and there is a positive relation between attitudes towards ambush marketing and purchase intention towards ambusher brands.
Abstract (Original Language): 
Bu çalışmada 2010 yılında Türkiye'de düzenlenmiş olan FIBA Dünya Şampiyonası'nda meydana gelen sinsi pazarlama faaliyetlerinin etkileri araştırılmaktadır. Çalışma, ilk olarak şampiyona esnasında sinsi pazarlama faaliyetleri uygulayan markaların ve sponsorların marka farkındalığını belirlemeyi amaçlamaktadır. Bununla birlikte sinsi pazarlamaya karşı geliştirilen tüketici tutumuyla bu faaliyeti gerçekleştiren markalara karşı satınalma niyeti açısından tüketici grupları ekseninde farklılaşıp farklılaşmadığı incelenmiştir. Sonuçlar profesyonel-lisanslı sporcu olan ve olmayan tüketicilerin sinsi pazarlama faaliyetleri uygulayan markalara yönelik tutumlarında farklılık olduğu tespit edilmiştir. Sinsi pazarlamaya yönelik tutum ve sinsi pazarlama faaliyetleri uygulayan markalara yönelik satınalma niyeti açısından olumlu bir ilişki olduğu görülmüştür.

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