Metin ARGAN, Hüseyin KÖSE, Caner ÖZGEN, Rüstem DOĞAN

THE SPONSOR OF MY RIVAL TEAM IS MY ENEMY: THE IMPACT OF COMPETITIVE TEAM SPONSORSHIP ON PURCHASING INTENTION

The sponsorship in football has become a multi-million-dollar industry. Sponsors expect fans' loyalty to their teams to provide significant benefits to them in the long term. However, the intensity of inter-team competition may mean that sponsors move away from rival team supporters. The aim of the study is to examine the intention of football fans to buy from rival team sponsors in the context of a set of related structures. Research data were collected by convenience sampling method from the fans of teams competing in Turkish Football Super League. The obtained data were analyzed in accordance with the methodological principles of structural equation modeling. As a result of the analyzes, it was revealed that team identity and hatred against the rival team had a significant effect on purchasing decisions from the rival team sponsors. The findings of the research highlight the importance of sponsorship decisions and provide new suggestions for developing sponsorship strategies.

Anahtar Kelimeler:

Nefret, Spornsporluk, Takım kimliği

THE SPONSOR OF MY RIVAL TEAM IS MY ENEMY: THE IMPACT OF COMPETITIVE TEAM SPONSORSHIP ON PURCHASING INTENTION

Futbolda sponsorluk milyonlarca dolarlık endüstri haline gelmiştir. Sponsorlar taraftarların takımlarına olan sadakatlerinin uzun dönemde kendilerine önemli faydalar sağlamaları beklentisindedirler. Bununla birlikte takımlar arası rekabetin şiddeti sponsorların rakip takım taraftarlarından uzaklaşması anlamına gelebilir. Bu araştırmanın amacı futbol taraftarlarının rakip takım sponsorlarından satın alma niyetlerini ilişkili olduğu bir takım yapılar bağlamında incelemektir. Araştırma verileri kolayda örnekleme yöntemi ile Türkiye Futbol Süper Ligi takım taraftarlarından toplanmıştır. Elde edilen veriler yapısal eşitlik modellemesinin metodolojik ilkeleri doğrultusunda analiz edilmiştir. Yapılan analizler sonucunda rakip takıma yönelik nefretin ve takım kimliğinin rakip takım sponsorlarından satın alma kararları üzerinde önemli etkileri olduğunu ortaya koymuştur. Araştırma bulguları sponsorluk kararlarının önemini vurgulamakta ve sponsorluk stratejileri geliştirmek için yeni öneriler sunmaktadır.

Keywords:

Schadenfreude, Sponsporship, Team identification,

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