Medyada Yer Alan Spor Etkinliklerinde Tüketicilerin Reklam ve Marka Farkındalıklarının İncelenmesi

Year 2023, Volume: 6 Issue: 1-Cumhuriyet'in 100. Yılı Özel Sayısı, 201 - 214, 29.10.2023

Zühal Yurtsızoğlu , Hamed Golmohammadi

https://doi.org/10.38021/asbid.1288480

Abstract

Rekabet ortamında müşterilerin istek ve düşüncelerini bilmek işletmeler için önemlidir. Bu bilgiler, işletmelerin hem ticari hem de reklamcılık hedeflerini ilerletmek için rekabet güçlerini ve performanslarını geliştirmelerine yardımcı olur. Bu çalışmada spor müsabakalarına katılma geçmişi olan sporcuların ve tüketicilerin medyada yer alan spor müsabakalarını izlerken işletmelerin reklamları, markaları, logoları ve renkleri hakkında farkındalıkları araştırılmıştır. Araştırma sonucunda medya tarafından yayınlanan bir spor müsabakası sonrasında izleyicilerin logo, marka ve renklere karşı tutum ve dikkatlerinde farklılıklar olduğu tespit edilmiştir. Tüm denekler spor etkinliğindeki logoları ve reklamları fark etmelerine rağmen, deneklerin yarısı etkinliği izledikten sonra herhangi bir logo, marka veya afişin adını hatırlayamamaktadır. Rekabet ortamı yaratma ve pazarda konumlanma yolunda önemli bir adım olan marka bilinirliği ve marka farkındalığına yönelik bu çalışmanın tüm işletmeler için önemli olduğu düşünülmektedir.

Keywords

Tüketici farkındalığı, Reklam, Marka, Spor etkinlikleri

Investigation of Consumer Awareness Towards Advertising and Brand in Sports Events in The Media

Abstract

It is important for businesses to know the demands and thoughts of customers in a competitive environment. This information helps businesses improve their competitiveness and performance to advance both their commercial and advertising goals. Research on consumer awareness is important for businesses and sponsoring companies in sports organizations and events, where many businesses try to provide advertisements to consumers and create awareness of goods and services. In this study, the awareness of the athletes and consumers, who have a history of participating in sports competitions, about the advertisements, brands, logos and colors of the businesses while watching the sports events in the media was investigated. As a result of the research, it was found that after a sports event broadcast by the media, there were differences in the attitude and attention of the audience towards logos, brands and colors. Although all subjects noticed the logos and advertisements at the sporting event, half of the subjects could not remember the name of any logo, brand or banner after watching the event. It is believed that this study on brand recognition and brand awareness, which is an important step toward creating a competitive environment and positioning in the market, is important for all businesses.

Keywords

Consumer awareness, Advertising, Brand, Sport events.

References

• Afsharzadeh, M. (2000). Advertising in the media and its impact on consumer decisions on goods and services. In Proceedings of the first congress of advertising industry. March 1988, Ministry of culture and Islamic Guidance (in Persian)
• Ajudan Gharaee, R., Esmaeilzadeh Ghandehari, M. R., Ghanae Chamanabad, A., & Tahame, E. (2023). Determining the ability of consumer mental processes (athlete and non-athlete) of sports products according to the role of neuromarketing of domestic and foreign brands. Sport Management Studies. doi: 10.22089/smrj.2023.12191.3631
• Azadi, R., Yousefi, B., & Eydi, H. (2015). The role of media and advertising, to promote brand equity in the sports apparel industry. Communication Management in Sport Media, 2(2), 66-75.
• Bakhshizadeh, A., Kordnaeij, A., Khodadad Hossaini, S. H., & Ahmadi, P. (2017). The impact of visual aspects of outdoor advertising on consumer brand awareness, brand preference and brand loyalty (Case study: Palladium mall). New Marketing Research Journal, 6(4), 1-24. doi: 10.22108/nmrj.2017.21265
• Baltaci, A. (2019). Nitel araştırma süreci: Nitel bir araştırma nasıl yapılır? Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 5(2), 368-388.
• Baştürk, S., & Taştepe, M. (2013). Evren ve örneklem. Bilimsel araştırma yöntemleri, Ankara: Vize Yayıncılık, 129, 159.
• Breuer, C., & Rumpf, C. (2015). The impact of color and animation on sports viewers’ attention to televised sponsorship signage. Journal of Sport Management, 29(2), 170-183.
• Burns, K. S. (2003). Attitude toward the online advertising format: A reexamination of the attitude toward the ad model in an online advertising context. University of Florida.
• Ch’ng, A., & Koh-Tan, A. (2006). Managing sport: Concepts and issues of non-profit organisations. Pearson/Prentice Hall.
• Collin, J., & MacKenzie, R. (2006). The World Cup, sport sponsorship, and health. The Lancet, 367(9527), 1964-1966.
• Demirkasımoğlu, N. (2021). Nitel araştırma geleneğinde nicel göstergelerin kullanımı ve genellenebilirlik üzerine bir değerlendirme. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (42), 231-242.
• Erdoğan İ. (2012). Pozitivist metodoloji ve ötesi: Araştırma tasarımları, niteliksel ve istatiksel yöntemler. Ankara: Erk Yayınları.
• Ghareh, M., Gholipour, N., & Anet, Z. (2013). Examine the role of mass media to attitudes to sport for all in students of Alzahra university. Communication Management in Sport Media, 1(2), 40-47.
• Gorn, G. J., Chattopadhyay, A., Yi, T., & Dahl, D. W. (1997). Effects of color as an executional cue in advertising: They’re in the shade. Management Science, 43(10), 1387-1400.
• Guba, E. G. and Lincoln, Y. S. (1994). Competing paradigms in qualitative research. Handbook of Qualitative Research, 2(105), 163-194.
• Haghighi, M., Hossainee, H., Asgaryeh Ahari, H., Arian, A., & Darikndeh, A. (2013). Effects of marketing tactics relationship on customer loyalty from the perspective of Irancell customers. New Marketing Research Journal, 2(4), 44-62.
• Hamidizadeh, M., & Norian, Z. (2013). Explanation and evaluation the effectiveness of television advertising to attract customers: Case study of Bank Saderat Iran. Journal of Innovation and Value Creation, (3), 33-46.
• Hoeffler, S., & Keller, K. L. (2003). The marketing advantages of strong brands. Journal of Brand Management, (10), 421-445.
• Jalali-Farahani, M., & Alidoust-Ghahfarokhi, E. (2011). Events management and sports camp. Tehran: Tehran University Press. (In Persian).
• Karmarkar, U. R., Shiv, B., & Knutson, B. (2015). Cost conscious? The neural and behavioral impact of price primacy on decision making. Journal of Marketing Research, 52(4), 467-481.
• Keshavarz, I. (2011). Advertising and culture, Tehran. Publishing House. (In Persian).
• Kim, P. (1992). Does advertising work: A review of the evidence. Journal of Consumer Marketing, 9(4), 5-21.
• Klenke, K. (2016). Qualitative research in the study of leadership. Emerald Group Publishing Limited.
• Ling, K. C., Piew, T. H., & Chai, L. T. (2010). The determinants of consumers’ attitude towards advertising. Canadian Social Science, 6(4), 114-126.
• Moschis, G. P., & Moore, R. L. (1999). Purchasing patterns of consumers. Journal of Retailing, 53(1), 19-26.
• Mullin, B. J., Hardy, S., & Sutton, W. A. (2000). Sport marketing 2nd edition. Champaign (Illinois): Human Kinetics.
• Park, S.R., & Choi, J.A. (2011). Visual signs/logo-identity in the major league baseball facility: Case study of Tropicana field. International Journal of Applied Sports Sciences, (23), 251-270.
• Pyun, D. Y., Kwon, H. H., Chon, T. J., & Han, J. W. (2012). How does advertising through sport work? Evidence from college students in Singapore. European Sport Management Quarterly, 12(1), 43-63.
• Pyun, D.Y., & James, J. D. (2011). Attitude toward advertising through sport: A theoretical framework. Sport Management Review, 14(1), 33-41.
• Ranjbarian B., Khorsandanjad A., & Abdullahi S.M. (2013). The relationship between advertising effectiveness and brand equity: A case study of Samsung home appliance advertisements. Journal of Business Management Perspective, 12(15).
• Rezae soofi, M., & Shabani, A. (2014). The effect of mass media on sports financing. Communication Management in Sport Media, 1(3), 43-49.
• Rossiter, J. R., & Percy, L. (1985). Advertising communication models. ACR North American Advances.
• Sajadi, S., Omidi, A., & Zare, G. (2008). The relationship between the use of sports images in advertisements and the consumer's behavior of sports spectators. Journal of Harakat. (34).
• Salem, M.Z.Y (2016). Factors affecting consumer attitudes, intentions and behaviors toward SMS advertising in Palestine. Indian Journal of Science and Technology, 9 (4), 1-14.
• Sandelowski, M., Voils, C. I., & Knafl, G. (2009). On quantitizing. Journal of mixed methods research, 3(3), 208-222.
• Shaouf, A., Lü, K., & Li, X. (2016). The effect of web advertising visual design on online purchase intention: An examination across gender. Computers in Human Behavior, (60), 622-634.
• Sun, Y., Lim, K. H., Jiang, C., Peng, J. Z., & Chen, X. (2010). Do males and females think in the same way? An empirical investigation on the gender differences in web advertising evaluation. Computers in Human Behavior, 26(6), 1614-1624.
• Tarhan, Ö. (2015). Sosyal Bilgiler Öğretmeni adaylarının politik okuryazarlığına ilişkin görüşleri. Akademik Sosyal Araştırmalar Dergisi, 3(9), 649-669.
• Taylor, C. R., Franke, G. R., & Bang, H. K. (2006). Use and effectiveness of billboards: Perspectives from selective-perception theory and retail-gravity models. Journal of advertising, 35(4), 21-34.
• Yurtsızoğlu, Z. (2020). Spor takımı taraftari lise öğrencilerinin, hedonik tüketim eğilimi. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 21(1), 146-162. DOI: 10.37880/cumuiibf.614305
• Salem, M. Z. Y (2016). Factors affecting consumer attitudes, intentions and behaviors toward SMS advertising in Palestine. Indian Journal of Science and Technology, 9 (4), 1-14.