The Effect of The Involvement Factors on The Effectiveness Of Sponsorship Activities

Year 2021, Volume: 4 Issue: 2, 158 - 169, 19.07.2021

Hadi Yasrebdoost , Seyed Mohsen Etemedejazı Nurettin Parıltı

Abstract

Bu araştırmanın amacı, katılım faktörlerinin sponsorluğun sonuçları üzerindeki etkisini incelemektir. Bu araştırmada incelenen beş yapı, çekiciliğin katılımı, merkeziliğin katılımı, sponsorun imajı, ağızdan ağıza ifadesi ve satın alma niyetidir. Araştırma süresi bir yıldır ve araştırma nüfusu tüm Doğu ve Batı Azerbaycan, Erdebil ve Tahran'daki Tebriz'in Traktorsazi Futbol takımının tüm taraftarlarıdır; Metropolis. Bu araştırmanın örnekleme yöntemi basit rastgele örneklemedir. Tebriz Traktorsazi hayranlarının kesin sayısının belirsizliğine gelince, kokran Formülü kullanılarak 384 anket sağlandı. Araştırmanın bulguları, yüksek düzeyde katılımı olan ekibin savunulmasının sponsor imajının genişlemesine yol açtığını; şirketin sözlü ifadesi ile avukatların satın alma niyetinde ve şirket ürünlerinin reklamlarında artışa neden olmaktadır.

Keywords

Spor Sponsorluğu, Katılım, Ağızdan Ağıza İletişim, Satın Alma Niyetleri

The Effect of The Involvement Factors on The Effectiveness Of Sponsorship Activities

Abstract

The purpose of this research is to study the Effect of involvement factors on the outcomes of sponsorship. Five constructs studied in this research are attractiveness involvement, centrality involvement, the image of the sponsor, word of mouth statement, and purchase intention. The time period of research is one year, and the research population is all fans of Traktorsazi Football team of Tabriz in East and West Azerbaijan, Ardabil and Tehran; The metropolis. The sampling method of this research is simple random sampling. As for the ambiguity of the exact number of the fans of Traktorsazi of Tabriz, 384 questionnaires were provided using of the cochran Formula. Findings of the research indicated that advocating of team with high level involvement, results in expansion of the sponsor image; and it causes the increase in purchase intention of advocates and advertising of the products of the company via word of mouth statement.

Keywords

Sport Sponsorship, Involvement, Word of Mouth, Purchase Intentions

References

• Anthony A., Daniel, C., Lynn, R., Jeremi, J. (2011), “Sport Involvement: A Conceptual and Empirical analysis”, Sport Management, no.14, pp. 126-140.
• Babatunde Sagba (2008). Perceived Impediments to Effective sport sponsorship in Nigeria, International Journal of African & African American Studies, vol. VII, no.1, pp. 67-72.
• Beaton, A., Funk, D., Ridinger, L., and Jordan, J. (2011), “Sport involvement: A conceptual and empirical analysis”, Sport Management Review, vol. 14, pp. 126-140.
• Bozkurt, İzzet (2005). Communication Oriented Marketing, Istanbul, Mediacat Publishing, 2nd Edition.
• Christensen, S. (2006), “Measuring consumer reactions to sponsoring partnerships based upon emotional and attitudinal responses”, International Journal of Market Research, Vol. 48 No. 1, pp. 61-80.
• Christopher Michael Keshock, (2004), the effects of economic information the attitudes of potential sports sponsor operating in mid- size and small college communities, for the degree of theses, Florida state university college communities, Department of Sport Management.
• Cornwell, T, B(1995), “ Sponsorship-linked marketing development”, Sport Marketing Quarterly, Vol.4, pp.13-24.
• Dees,W.,Bennett,G. &Villegas,J. (2008), Measuring the Effectiveness of Sponsorship of an Elite Intercollegiate Football Program, Sport Marketing Quarterly,Vol.17,pp.79-89.
• Faed, A, (2007), “Strategic Assessment of Sport Sponsorship as a Marketing Comunication Tool in Electronic Industries of Iran”, Master of Arts theses, Lulea University of Technology.
• Gwinner, K. and Swanson, S. (2003), “A model of fan identification: antecedents and sponsorship outcomes”, Journal of Services Marketing, Vol. 17, pp. 275-94.
• Hair, J., Black, W., Babin, B., and Anderson, R. (2010). Multivariate data analysis (7th ed.): Prentice-Hall, Inc. Upper Saddle River, NJ, USA.
• IEG (2016). Sponsorship spending report: Where the dollars are going and trends for 2015,IEG Sponsorship Report, 4 September, available at http://www.sponsorship.com/IEGSR/2017/01/04/Sponsorship-Spending-Forecast-Continued-Growth-Ar.aspx. Downloaded in 2020.04.25.
• Jefkins, Frank(1993), Planned public relation 3 third, blocky academic & professional Glasgow, Edition: 3rd.
• Johansson & Uttertrom, (2007), “Sport Sponsorship A Marketing Communication Tool in Swedish Companies”, Master of Arts theses, Lulea University of Technology.
• Johnson M., summersj. (2005). Sport marketing, publisher Cengage learning publisher Australia, Binding: Paperback.
• Lee, Sandler & Shani, (1997), “Attitudinal constructs towards Sponsorship Scale development using three global sporting events”, International Marketing Review, Vol. 14, No. 3, PP. 159-169.
• McIntyre, N. and Pigram, J. (1992), “Recreation specialization re-examined: the case of vehicle-based campers”, Leisure Sciences, Vol. 1, pp. 3-15.
• Meenaghan , T . (1991), the role of sponsorship in the marketing communications mix, International Journal of Advertising, Vol.10 ,pp 35- 47.
• Odabaşı, Yavuz and Oyman, Mine (2002). Marketing Communication Management. Istanbul: Mediacat Publishing.
• P. Escamilla-Fajardo, J.M. Núñez-Pomar, V.J. Prado-Gascó, V. Ratten HRM versus QCA: What affects the organizational climate in sports organizations? Sport in Society, 23 (2) (2020), pp. 264-279.
• Rajh, Edo. (2002). Development of a scale for measuring customer-based brand equity. Economic Review; Vol.53 No.7-8. 53.
• Shank,MD., (1999), Sport marketing-A strategic perspective, New jersey: Prentice Hall.
• Shannon, J.R(1999), Sport marketing: An examination of academic marketing publication, Journal of service marketing, vol.13, No.6, pp534-571.
• Smith, A., (2008) , Introduction to sport marketing , Elsevier Ltd. ISBN 13: 978-0-7506-8685-3.
• Soutar, G.N. & Johnson, L.W. (1999). The role of perceived risk in the quality-value relationship: A study in a retail environment. Journal of Retailing, Vol.75, No.1,pp.77-105.
• Soyer, Fikret (2003). Sponsorship in Sports. Ankara: Gazi Bookstore.
• Sutton, W.A., McDonald, M.A., Milne, G.R., & Cimperman, J. (1997). "Creating and fostering fan identification in professional sports". Sport Marketing Quarterly, 6(1). PP:15-22.
• Tek, Ömer Baybars (1997). Turkey Principles of Marketing Practices: Global Managerial Approach. İzmir: Cem Ofset Matbaacılık.
• Tsiotsou & Alexandris, (2009), “Delineating the outcomes of sponsorship Sponsor image, word of mouth, and purchase intentions”, International Journal of Retail & Distribution Management, Vol. 37, No. 4, PP. 358-369.
• Tsiotsou, Rodoula (2005)«Perceived Quality Levels and their Relation to Involvement, Satisfaction, and Purchase Intentions», marketing-bulletin, Vol.16, Research note 4.pp.1-10
• Turhan, Gülden and Yılmaz, Cengiz (2007). “Factors Affecting Attitude Transfer in Brand Spreading Strategy” Istanbul: Marmara University Technical Education Faculty, Recommendation C.7.
• Tuskej, U., Golob, U., & Podnar, K. (2013). The role of consumer–brand identification in building brand relationships. Journal of Business Research, 66(1), 53–59.