LOVEMARK ALGISININ SPONSOR FİRMAYA TRANSFERİ

Ürün performansının markaya bağlılık oluşturmada yetersiz kalması işletmeleri aşk ve saygı içeren Lovemark fikrine yönlendirmiştir. Markalar, iletişim stratejileriyle istedikleri değerlendirmeleri tüketicilere aktarmakta ve müşterileriyle aralarındaki bağı Lovemark seviyesine çıkarmaktadır. Faydalanılan en etkin araçlardan biri ise spor sponsorluğudur. Bu sayede takıma yönelik değerlendirmeler markaya transfer edilebilmektedir. Takımla özdeşleşme durumu ise istenilen algının markaya transferini kolaylaştırabilmektedir. Araştırmada amaçlı örneklem yöntemiyle 362 katılımcıya çevrimiçi anket tekniği ile ulaşılmıştır. Çalışmada spor sponsorluğu ile Lovemark algısının sponsor olan markaya transfer olma durumu ve takımla özdeşleşme ile Lovemark’ın alt boyutları arasındaki ilişki sorgulanmıştır. Bunun yanı sıra özdeşleşme derecelerine göre boyutların farklılaşması incelenmiştir. Ek olarak tanımlayıcı soruların takımla özdeşleşme durumuna yönelik farklılıklarının sorgulandığı araştırmada, Lovemark algısının sponsorluk aracılığı ile markaya aktarılabileceği sonucu elde edilmiştir. Bunun yanı sıra takımla özdeşleşme ile Lovemark’ın alt boyutları arasında arasında anlamlı bir ilişki görülürken, özdeşleşme derecesi ile Lovemark alt boyutlarında farklılıklar tespit edilmiştir. Tanımlayıcı unsurlar bağlamında ise özdeşleşme durumuna göre farklılıklara rastlanmıştır..

TRANSFER OF LOVEMARK PERCEPTION TOWARDS SPONSOR COMPANY

The inadequate product performance in creating loyalty to the brand has directed the businesses to the idea of Lovemark, which includes love and respect. Brands transfer their evaluations to consumers with their communication strategies and increase the bond with their customers to the level of Lovemark. One of the most effective tools used is sports sponsorship. Thus, evaluations about team identification can be transferred to the brand. It can facilitate the transfer of the desired perception to the brand. In the research, 362 participants were reached through the online survey technique with the purposeful sampling method. In the study, the relationship between sports sponsorship and the transfer of Lovemark perception to the sponsored brand and the relationship between team identification and the sub dimensions of Lovemark were questioned. In addition, in the study where the differences between the descriptive questions regarding team identification were questioned, it was obtained that Lovemark perception could be transferred to the brand through sponsorship. In addition, while there was a significant relationship between team identification and the sub-dimensions of Lovemark, differences in the degree of identification and the sub-dimensions of Lovemark were determined. In the context of descriptive elements, differences were found according to identification.

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