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

Yıl 2021, Cilt: 4 Sayı: 2, 158 - 169, 19.07.2021

Hadi Yasrebdoost , Seyed Mohsen Etemedejazı Nurettin Parıltı

Öz

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.

Anahtar Kelimeler

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

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

Öz

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.

Anahtar Kelimeler

Sport Sponsorship, Involvement, Word of Mouth, Purchase Intentions

Kaynakça

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