Spor kulüpleri ana sponsorlarının marka bilinirliğinin incelenmesi
Yükleniyor...
Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Gedik Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Araştırmanın amacı, spor kulüpleri ile sponsorluk anlaşması yapan markaların taraftarlar tarafından bilinirliklerinin incelenmesidir. Araştırma sonucunda, spor kulüplerinin yaptığı sponsorluk çalışmalarının marka bilinirliği yönünden hedef kitle üzerindeki etkisi değerlendirilmiştir. Araştırmada nicel araştırma yöntemlerinden betimsel tarama modeli kullanılmış, veri toplamak için anket uygulanmıştır. Araştırmanın evrenini, İstanbul Anadolu yakasındaki vakıf üniversitelerinin spor bilimleri fakültesinde okuyan öğrenciler oluşturmaktadır. Araştırmanın örneklemini 584 öğrenci oluşturmaktadır. Verilerin analizi SPSS 27.0 programı aracılığıyla yapılırken, gerekli veriler sponsorluk ve marka bilinirliği ölçekleri ile toplanmıştır. Normallik testi sonucunda, parametrik testlerden Bağımsız örneklem T testi ve Tek Yönlü Anova testleri uygulanılarak analizler gerçekleştirilmiştir. Araştırmada elde edilen bulgulara göre, katılımcılar arasında demografik değişkenler bakımından anlamlı farklılıklara rastlanılmıştır. Cinsiyet değişkenine göre, erkekler ile kadınlar arasında bulunan anlamlı farklılıklar erkeklerin lehine olurken, yaş ve okunulan bölüm ile ilgili herhangi bir farklılığa rastlanılmamıştır. Araştırma sonucunda, spor bilimleri fakültesi öğrencilerinin tuttukları takımların sponsorlarına karşı ilgilerinin, orta düzeyde olduğu ortaya konulmuştur.
Aim: The aim of the research is to examine the brand awareness of businesses that serve as the main sponsors of sports clubs, from the perspective of sports club fans. Method: Descriptive survey model, one of the quantitative research methods, was used in the study and a questionnaire was applied to collect data. The research population consists of students enrolled in the sports sciences faculties of foundation universities located on the Anatolian side of Istanbul. The sample of the study consists of 584 students. While the data analysis was carried out through SPSS 27.0 programme, the necessary data were collected with sponsorship and brand awareness scales. As a result of the normality test, analyses were carried out by applying the Independent sample T test and One-Way Anova tests from parametric tests. Findings: According to the findings obtained in the study, significant differences were found between the participants in terms of demographic variables. Significant differences between men and women were observed in favor of men according to the gender variable, whereas no significant differences were identified with respect to age or department of study. Conclusion: The findings of the research revealed that students of the Faculty of Sport Sciences are aware of the sponsors of the sports clubs they support; however, their level of interest in these sponsors is moderate.
Aim: The aim of the research is to examine the brand awareness of businesses that serve as the main sponsors of sports clubs, from the perspective of sports club fans. Method: Descriptive survey model, one of the quantitative research methods, was used in the study and a questionnaire was applied to collect data. The research population consists of students enrolled in the sports sciences faculties of foundation universities located on the Anatolian side of Istanbul. The sample of the study consists of 584 students. While the data analysis was carried out through SPSS 27.0 programme, the necessary data were collected with sponsorship and brand awareness scales. As a result of the normality test, analyses were carried out by applying the Independent sample T test and One-Way Anova tests from parametric tests. Findings: According to the findings obtained in the study, significant differences were found between the participants in terms of demographic variables. Significant differences between men and women were observed in favor of men according to the gender variable, whereas no significant differences were identified with respect to age or department of study. Conclusion: The findings of the research revealed that students of the Faculty of Sport Sciences are aware of the sponsors of the sports clubs they support; however, their level of interest in these sponsors is moderate.
Açıklama
Anahtar Kelimeler
Spor Kulüpleri, Sponsorluk, Marka Bilinirliği, Sport Clubs, Sponsorship, Brand Awareness
Kaynak
Sağlık ve Spor Bilimleri Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
7
Sayı
3
