SPONSOR ÜRÜNLERİ SATIN ALMA NİYETİ OLUŞUMUNDA YILDIZ SPORCU MARKA İMAJI VE TARAFTAR KİMLİĞİNİN ETKİSİ

Bu çalışma, sponsor ürünleri satın alma niyeti oluşumunda yıldız sporcu marka imajı ve taraftar kimliğinin göreli etkilerini değerlendirmektedir. Bu kapsamda, bir araştırma modeli oluşturulmuş ve test edilmiştir. Araştırmaya konu olan veriler Beşiktaş, Fenerbahçe ve Galatasaray taraftarlarından oluşan 401 kişiden elde edilmiştir. Analizlerde SPSS, PROCESS ve Lisrel istatistik paket programları kullanılmıştır. Araştırma sonucunda sponsor ürünleri satın alma niyeti oluşumunda yıldız sporcu marka imajının baskın etkisi olduğu görülmüştür. Araştırma bulguları, taraftar kimliğinin yıldız sporcu marka imajı ile sponsor ürünleri satın alma niyeti arasındaki kısmi aracılık etkisi olduğunu göstermektedir. Ayrıca, taraftar kimliğinin yıldız sporcu marka imajı ile sponsor ürünleri satın alma niyeti arasındaki ilişkide düzenleyici etkisi olduğu da ortaya çıkmıştır.

This study evaluates the relative effects of star athlete brand image and fan identity in the formation of intention to purchase sponsors’ products. In this context, a research model was developed and tested. The data subject to the research was obtained from 401 people consisting of Beşiktaş, Fenerbahçe and Galatasaray supporters. In the analysis, SPSS, PROCESS and Lisrel statistical package programs were used. As a result of the study, it was observed that star athlete brand image had a dominant effect on the formation of the intention to purchase sponsors’ products. The research findings also showed that the fan identity has a partial mediating effect between the star athlete brand image and the intention to purchase sponsors’ products. Moreover, it has been revealed that the fan identity has a moderating effect on the relationship between the star athlete brand image and the intention to purchase sponsors’ products.

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Pazarlama ve Pazarlama Araştırmaları Dergisi-Cover
  • ISSN: 1309-243X
  • Yayın Aralığı: Yılda 3 Sayı
  • Başlangıç: 2008
  • Yayıncı: Sistem Ofset Bas. Yay. San. ve Tic. Ltd. Şti.
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