ULUSLARARASI SPOR ORGANİZASYONLARINDA ULUSAL MARKALARIN SPONSORLUK FAALİYETLERİNİN İNCELENMESİ: SPONSORA YÖNELİK TUTUMUN ARACILIK ETKİSİ VE ETKİNLİKLE İLGİLENİMİN MODERATÖR ROLÜ

Bu araştırmada Erzurum'da düzenlenen European Youth Olympic Festival 2017 (EYOF 17) isimli uluslararası spor organizasyonuna sponsor olan ulusal firmaların sponsorluk faaliyetleri; sponsor-etkinlik uyumu, sponsora yönelik tutum, etkinlikle ilgilenim ve satın alma niyeti açılarından ele alınmıştır. Bu doğrultuda çalışmanın amacı, etkinlik-sponsor uyumu (yüksek/düşük) ve sponsora yönelik tutumun sponsor firmanın ürünlerini satın alma niyeti üzerindeki ve etkinlik-sponsor uyumunun sponsora yönelik tutum üzerindeki etkilerinin belirlenmesi, sponsora yönelik tutumun aracılık ve etkinlikle ilgilenimin moderatör etkisinin var olup olmadığının araştırılmasıdır. Araştırma kapsamında Erzurum'da yaşayan ve EYOF 17 isimli uluslararası spor organizasyonuna izleyici olarak katılan 18 yaş ve üzeri 475 kişi üzerinde anket çalışması yapılmıştır. Elde edilen verilere, STATA 15 yazılımı kullanılarak doğrusal ve hiyerarşik regresyon analizleri uygulanmıştır. Yapılan analizler sonucunda yüksek etkinlik-sponsor uyumu algılayan bireylerde, sponsor firmanın ürünlerini satın alma niyetinin ortaya çıktığı, bu durumun oluşmasında ise sponsora yönelik tutumun aracılık etkisine ve etkinlikle ilgilenimin moderatör etkiye sahip olduğu tespit edilmiştir

AN EXAMINATION OF SPONSORSHIP ACTIVITIES OF NATIONAL FIRMS IN INTERNATIONAL SPORT ORGANIZATIONS: THE MEDIATING EFFECT OF ATTITUDE TOWARD THE SPONSOR AND THE MODERATOR ROLE OF EVENT INVOLVEMENT

In this research, the sponsorship activities of the national firms which is sponsored to the European Youth Olympic Festival 2017 (EYOF 17) organized in Erzurum were examined from the perspectives of event-sponsor fit, attitude towards sponsor, event involvement and purchase intention. In this direction, the aim of the current study is to determine the effects of the eventsponsor fit (high / low) and the attitude towards the sponsor on the purchase intention of the sponsor firm's products and the effects of the event-sponsor fit on the attitude towards the sponsor. Additionally, it is aimed to examine whether there is a mediation effect of the attitude towards the sponsor and moderator role of event involvement.Within the scope of the research, a questionnaire was conducted on 475 people aged 18 years and over who live in Erzurum and attend EYOF 17 as an audience.Linear and hierarchical regression analyzes were applied to the obtained data using STATA 15 software.As a result of analysis, it was revealed that individuals who perceived high eventsponsor fit have the purchase intention of the sponsor firm's products. In this case, it has been determined that the attitude towards the sponsor has mediation effect and event involvement has moderator effect

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