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MARKAYA YÖNELİK TUTUMUN SPONSORLUK SONRASI MARKA İMAJI VE SATIN ALMA EĞİLİMİ ÜZERİNDEKİ ETKİSİ

The Effect of Attitude towards Brand on Brand Image and Purchase Intention after Sponsorship

Journal Name:

  • Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Publication Year:

  • 2011

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Sponsorship has been an effective way in establishing a strong link between companies and customers in recent years. Companies consider sponsorship as a tool to achieve social responsibility goals and use sponsorship to create positive perceptions about the brand. In the study, a model has been tested in order to determine the factors for creating positive brand image and to achieve greater sales through sponsorship which starts with brand attitude. Attitude toward the event that is sponsored is also an important factor in the model. According to the result of structural equation model, attitude toward the brand has positive relationship with attitude toward the event, brand image and purchase intention. Positive relationships are also found among attitude the event, brand image and purchase intention. In addition, the fit between brand and event is analyzed. According to the result, fit between brand and event has significant impact on brand image and purchase intention.
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Abstract (Original Language): 
Sponsorluk son yıllarda artan bir şekle işletmelerin tüketicilerle belirli bir bağ kurmalarının yolu olarak dikkat çekmektedir. İşletmeler sponsorluğu, sosyal sorumluluklarını yerine getirecekleri bir araç olarak değerlendirmekte ve bu sayede markaya ilişkin olumlu algılar oluşturmaya çalışmaktadırlar. Çalışma, marka tutumu ile sponsorluk faaliyetleri sonrasında olumlu imaj yaratılması ve satın alma eğiliminin arttırılmasına yönelik bir modeli analiz etmektedir. Sponsor olunan etkinliğe yönelik tutumun sponsorluk faaliyetleri üzerindeki etkisi de çalışmada göstermektedir. Yapısal eşitlik modelinin kullanıldığı çalışma sonuçlarına göre, marka tutumu ile etkinlik tutumu, sponsorluk sonrası marka imajı ve sponsorluk sonrası satın alma eğilimi arasında pozitif ilişkiler bulunmuştur. Sponsor olunan etkinlik ile marka imajı ve satın alma eğilimi arasında da pozitif ilişki söz konusudur. Çalışmada ayrıca marka ile etkinlik arasındaki uyum incelenmekte ve uyumun imaj ve satın alma eğilimi üzerinde olumlu etki gösterdiği ortaya çıkmaktadır.
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