FUTBOL TARAFTARLARININ SPONSOR MARKALARA İLİŞKİN TUTUM, SATIN ALMA NİYETİ VE TAKIMLA ÖZDEŞLEŞMELERİ ARASINDAKİ İLİŞKİ

Ebru Enginkaya

doi:10.14780/iibd.75351

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Year 2014, Volume: 36 Issue: 2, 145 - 158, 16.03.2015

Ebru Enginkaya

https://doi.org/10.14780/iibd.75351

Cited By: 2

Abstract

Sport sponsorship is used to support marketing and corporate objectives, such as improving brand image and brand awareness, creating positive attitudes towards the sponsor brand and purchase intentions. Prior research suggests that team’s image is transferred to the sponsor brand. In order to investigate the impact of image transfer this study focuses on relationships between brand attitude and purchase intentions of the spectator with fan identification. By using regression the main purpose of this study is to identify the relationship between team identification, attitude and purchase intentions towards the brands

Keywords

Sponsorship, Team Identification, Brand Attitude, Purchase Intention

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