Research Article
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The Relationship of the Attitude to Sponsor Brand with The Level of Fan Identification and Some Demographic Variables

Year 2023, Volume: 4 Issue: 2, 29 - 37, 27.10.2023

Kadir Yağız

Abstract

The aim of this study is to examine whether the attitudes of the fans towards the sponsor brand in the context of professional sports teams differ according to their level of identification with their favorite teams. In addition, examining whether the level of team identification and attitude towards the sponsor brand changes according to some demographic and behavioral characteristics of the fans is another aim of this study. The sample of the study consists of 108 (Xage= 25,7±4,64) students-fans, 68 men and 40 women, studying at the Faculty of Sports Sciences of Iğdır University. The data were obtained through a questionnaire created on the internet. In the analysis of data; Independent Samples t-test was applied for paired groups and One-Way ANOVA Test was applied for more than two groups. According to the results, the attitude levels of the fans with high identification mean towards the sponsor brand are significantly higher than the attitude levels of the fans with medium and low identification mean. The attitude levels of the fans with medium level of identification mean towards the sponsor brand are significantly higher than those of the fans who have a low level of identification.

Keywords

Fan Identification Brand Attitude Sponsor

References

  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  • Alpar, R. (2010). Spor, Sağlık ve Eğitim Bilimlerinden Örneklerle Uygulamalı İstatistik ve Geçerlik-Güvenirlik, Ankara: Detay Yayıncılık
  • Apostolopoulou, A., & Papadimitriou, D. (2004). "Welcome home": motivations and objectives of the 2004 grand national Olympic sponsors. Sport Marketing Quarterly, 13, 180-192
  • Ashforth, B. E., & Mael, F. (1989). “Social identity theory and the organization”, Academy of Management Review, Vol. 14 No. 1, pp. 20-39. https://doi.org/10.5465/amr.1989.4278999
  • Baran, A., & Taşkın, E. (2017). Spor Kulübünün Marka Kişiliğinin Takımla Özdeşleşme Üzerindeki Etkisini Belirlemeye Yönelik Bir Çalışma. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (52), 52-74. Biscaia, R., Correia, A., Rosado, A. F., Ross, S. D., & Maroco, J. (2013). Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions. Journal of Sport Management, 27(4), 288-302. https://doi.org/10.1123/jsm.27.4.288
  • Büyüköztürk, Ş., Çakmak, E. K., Akgün, Ö. E., Karadeniz, Ş. ve Demirel, F. (2013). Bilimsel araştırma yöntemleri. Ankara: Pegem Akademi
  • Carlson, B. D., Donavan, D. T., & Cumiskey, K. J. (2009). Consumer‐brand relationships in sport: brand personality and identification. International Journal of Retail & Distribution Management. 37 (4): 370-384. https://doi.org/10.1108/09590550910948592
  • Chen, K. K., & Zhang, J. J. (2011). Examining consumer attributes associated with collegiate athletic facility naming rights sponsorship: Development of a theoretical framework. Sport Management Review, 14(2), 103-116. https://doi.org/10.1016/j.smr.2010.10.001
  • Cohen, J. (1988). Statistical Power Analysis for the Behavioral Science. Hillsdale: Lawrence Erlbaum Associates.
  • Demirel, M., Karahan, B. G., & Ünlü, H. (2007). Farklı Üniversitelerdeki Spor Taraftarların Takımları İle Özdeşleşme Düzeyleri, Niğde Üniversitesi Beden Eğitimi Ve Spor Bilimleri Dergisi, 1 (2), 78-86.
  • Dietz-Uhler, B., & Murrell, A. (1999). Examining Fan Reactions to Game Outcomes: A Longitudinal Study of Social Identity, Journal of Sport Behavior, 22(1), 15-27.
  • Fink, J. S., Trail, G. T., & Anderson, D. F. (2002). An examination of team identification: which motives are most salient to its existence? International Sports Journal, 6 (2): 195- 207.
  • George, D., & Mallery, M. (2011). SPSS for Windows Step by Step: A Simple Guide and Reference, 17.0 update (10a ed.) Boston: Pearson. Günay, N., & Tiryaki, Ş. (2003). Spor Taraftarı Özdeşleşme Ölçeğinin (STÖÖ) Geçerlik Ve Güvenirlik Çalışması. Spor Bilimleri Dergisi, 14(1), 14-26.
  • Gwinner, K., & Bennett, G. (2008). The impact of brand cohesiveness and sport identification on brand fit in a sponsorship context, Journal of Sport Management, 22,410-426. https://doi.org/10.1123/jsm.22.4.410
  • Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of advertising, 28(4), 47-57. https://doi.org/10.1080/00913367.1999.10673595
  • Gwinner, K., & Swanson, S. R. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of services marketing, 17(3), 275-294.
  • Harolle, M., Trail, G., Rodrigez, A., & A., Jordan, J. (2010). Conative Loyalty of Latino Non-Latino Prefessional Baseball Fans, Journal of Sport Management, 24, 456-471. https://doi.org/10.1123/jsm.24.4.456
  • Hong, J. (2011). Sport fans' sponsorship evaluation based on their perceived relationship value with a sport property. International Journal of Sport Management and Marketing, 9, 116-131. doi:10.1504/IJSMM.2011.0402
  • Irwin, R. L., & Asimakopoulos, M. K. (1992). An approach to the evaluation and selection of sport sponsorship proposals. Sport Marketing Quarterly, 1, 43-51.
  • Kilmen, S. (2015). Eğitim Araştırmacıları İçin SPSS Uygulamalı İstatistik. Ankara: Edge akademi Kim, Y. M., & Kim, S. (2009). The relationships between team attributes, team identification and sponsor image. International Journal of Sports Marketing and Sponsorship, 10(3), 18-32. https://doi.org/10.1108/IJSMS-10-03-2009-B004
  • Koronios, K., Psiloutsikou, M., Kriemadis, A., Zervoulakos, P., & Leivaditi, E. (2016). Sport sponsorship: The impact of sponsor image on purchase intention of fans. Journal of Promotion Management, 22(2), 238-250.
  • Madrigal, R. (2003). Investigating an evolving leisure experience: Antecedents and consequences of spectator affect during a live sporting event. Journal of Leisure Research, 35, 23-48. https://doi.org/10.18666/jlr-2003-v35-i1-609 Mahony, D. F., & Madrigal, R. (1999). The effect of individual levels of self-monitoring on loyalty to professional football teams. International Journal of Sports Marketing and Sponsorship, 1(2), 36- 57.
  • Meenaghan, T. (2001). Understanding sponsorship effects. Psychology & marketing, 18(2), 95-122. https://doi.org/10.1002/1520- 6793(200102)18:2%3C95::AID-MAR1001%3E3.0.CO;2-H
  • Nunnally, J. C. (1978). An overview of psychological measurement. Clinical diagnosis of mental disorders: A handbook, 97-146.
  • Özer, A. (2011). Markaya Yönelik Tutumun Sponsorluk Sonrası Marka İmajı Ve Satın Alma Eğilimi Üzerindeki Etkisi. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 29(2), 145-174.
  • Peltekoğlu, F. B. (2012). Halkla İlişkiler Nedir?, 7.Baskı, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
  • Polat, E., Sönmezoğlu, U., Yıldız, K., & Çoknaz, D. (2019). Futbol taraftarlarının takım imajı, takım sadakati ve takımla özdeşleşme düzeylerinin belirlenmesi. International Journal of Sport Exercise and Training Sciences- IJSETS, 5(3), 143-153. https://doi.org/10.18826/useeabd.592699
  • Santomier, J. (2008). New media, branding and global sports sponsorship. International Journal of Sports Marketing & Sponsorship, 10, 15-28. https://doi.org/10.1108/IJSMS-10-01-2008-B005
  • Speed, R. & Thompson, P. (2000). “Determinants of Sports Sponsorship Response”, Journal of the Academy of Marketing Science, 28(2), 226-238. https://doi.org/10.1177/0092070300282004
  • Tsiotsou, R., & Alexandris, K. (2009). Delineating the outcomes of sponsorship: sponsor image, word of mouth, and purchase intentions. International Journal of retail & distribution Management. 37(4), 358-369
  • Vahdati, H. (2015). Brand identification model of sport industry (case study: Iranian soccer pro league). Journal of Asian Scientific Research, 5(8), 394-405. https://doi.org/10.18488/journal.2/2015.5.8/2.8.394.405
  • Wann, D. L. (2006). Examining the potential causal relationship between sport team identification and psychological well-being. Journal of Sport Behavior, 29(1), 79- 95.
  • Wann, D. L., & Branscombe, N. R. (1993). Sports fans: Measuring degree of identification with their team. International journal of sport psychology. 24 (1): 1-17.
  • Wann, D. L., Melnick, M. J., Russell, G. W., & Pease, D. G. (2001). Sport fans: The psychology and social impact of spectators. Routledge.
  • Yılmaz, R. A. (2007). “Marka Farkındalığı Oluşturmada Sponsorluk ve Rolü: Eskişehir Sinema Günleri’ne Yönelik Bir Değerlendirme”, Anadolu Üniversitesi Sosyal Bilimler Dergisi, 1, 587-607.

Sponsor Markaya Tutumun Taraftar Özdeşleşme Düzeyi ve Bazı Demografik Değişkenlerle İlişkisi

Year 2023, Volume: 4 Issue: 2, 29 - 37, 27.10.2023

Kadir Yağız

Abstract

Bu çalışmanın amacı, profesyonel spor takımları bağlamında, taraftarların sponsor markaya yönelik tutumlarının, tutukları takımlarıyla özdeşleşme düzeylerine göre farklılaşıp farklılaşmadığının incelenmesidir. Bu amaçla, taraftarların bazı demografik ve davranışsal özelliklerine göre takım özdeşleşmesi ve sponsor markaya olan tutum düzeylerinin değişip değişmediği incelenmiştir. Araştırmanın örneklemini, 68’i erkek ve 40’ı kadın olmak üzere, Iğdır Üniversitesi Spor Bilimleri Fakültesinde öğrenim gören toplam 108 (Xyaş= 25,7±4,64) öğrenci-taraftar oluşturmaktadır. Veriler internet üzerinden oluşturulan anket aracılığıyla elde edilmiştir. Verilerin analizinde; ikili gruplar için Bağımsız Örneklemler t-testi, ikiden fazla gruplar için Tek Yönlü ANOVA Testi uygulanmıştır. Sonuçlara göre, yüksek düzeyde özdeşleşme ortalamasına sahip taraftarların sponsor markaya yönelik tutum düzeyleri, orta ve düşük düzeyde özdeşleşme ortalamasına sahip taraftarların tutum düzeylerinden anlamlı bir şekilde büyüktür. Orta düzeyde özdeşleşme ortalamasına sahip olan taraftarların sponsor markaya yönelik tutum düzeyleri, düşük düzeyde özdeşleşme ortalamasına sahip taraftarların tutum düzeylerinden anlamlı bir şekilde büyüktür.

Keywords

Taraftar Özdeşleşme Marka Tutum Sponsor

References

  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  • Alpar, R. (2010). Spor, Sağlık ve Eğitim Bilimlerinden Örneklerle Uygulamalı İstatistik ve Geçerlik-Güvenirlik, Ankara: Detay Yayıncılık
  • Apostolopoulou, A., & Papadimitriou, D. (2004). "Welcome home": motivations and objectives of the 2004 grand national Olympic sponsors. Sport Marketing Quarterly, 13, 180-192
  • Ashforth, B. E., & Mael, F. (1989). “Social identity theory and the organization”, Academy of Management Review, Vol. 14 No. 1, pp. 20-39. https://doi.org/10.5465/amr.1989.4278999
  • Baran, A., & Taşkın, E. (2017). Spor Kulübünün Marka Kişiliğinin Takımla Özdeşleşme Üzerindeki Etkisini Belirlemeye Yönelik Bir Çalışma. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (52), 52-74. Biscaia, R., Correia, A., Rosado, A. F., Ross, S. D., & Maroco, J. (2013). Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions. Journal of Sport Management, 27(4), 288-302. https://doi.org/10.1123/jsm.27.4.288
  • Büyüköztürk, Ş., Çakmak, E. K., Akgün, Ö. E., Karadeniz, Ş. ve Demirel, F. (2013). Bilimsel araştırma yöntemleri. Ankara: Pegem Akademi
  • Carlson, B. D., Donavan, D. T., & Cumiskey, K. J. (2009). Consumer‐brand relationships in sport: brand personality and identification. International Journal of Retail & Distribution Management. 37 (4): 370-384. https://doi.org/10.1108/09590550910948592
  • Chen, K. K., & Zhang, J. J. (2011). Examining consumer attributes associated with collegiate athletic facility naming rights sponsorship: Development of a theoretical framework. Sport Management Review, 14(2), 103-116. https://doi.org/10.1016/j.smr.2010.10.001
  • Cohen, J. (1988). Statistical Power Analysis for the Behavioral Science. Hillsdale: Lawrence Erlbaum Associates.
  • Demirel, M., Karahan, B. G., & Ünlü, H. (2007). Farklı Üniversitelerdeki Spor Taraftarların Takımları İle Özdeşleşme Düzeyleri, Niğde Üniversitesi Beden Eğitimi Ve Spor Bilimleri Dergisi, 1 (2), 78-86.
  • Dietz-Uhler, B., & Murrell, A. (1999). Examining Fan Reactions to Game Outcomes: A Longitudinal Study of Social Identity, Journal of Sport Behavior, 22(1), 15-27.
  • Fink, J. S., Trail, G. T., & Anderson, D. F. (2002). An examination of team identification: which motives are most salient to its existence? International Sports Journal, 6 (2): 195- 207.
  • George, D., & Mallery, M. (2011). SPSS for Windows Step by Step: A Simple Guide and Reference, 17.0 update (10a ed.) Boston: Pearson. Günay, N., & Tiryaki, Ş. (2003). Spor Taraftarı Özdeşleşme Ölçeğinin (STÖÖ) Geçerlik Ve Güvenirlik Çalışması. Spor Bilimleri Dergisi, 14(1), 14-26.
  • Gwinner, K., & Bennett, G. (2008). The impact of brand cohesiveness and sport identification on brand fit in a sponsorship context, Journal of Sport Management, 22,410-426. https://doi.org/10.1123/jsm.22.4.410
  • Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of advertising, 28(4), 47-57. https://doi.org/10.1080/00913367.1999.10673595
  • Gwinner, K., & Swanson, S. R. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of services marketing, 17(3), 275-294.
  • Harolle, M., Trail, G., Rodrigez, A., & A., Jordan, J. (2010). Conative Loyalty of Latino Non-Latino Prefessional Baseball Fans, Journal of Sport Management, 24, 456-471. https://doi.org/10.1123/jsm.24.4.456
  • Hong, J. (2011). Sport fans' sponsorship evaluation based on their perceived relationship value with a sport property. International Journal of Sport Management and Marketing, 9, 116-131. doi:10.1504/IJSMM.2011.0402
  • Irwin, R. L., & Asimakopoulos, M. K. (1992). An approach to the evaluation and selection of sport sponsorship proposals. Sport Marketing Quarterly, 1, 43-51.
  • Kilmen, S. (2015). Eğitim Araştırmacıları İçin SPSS Uygulamalı İstatistik. Ankara: Edge akademi Kim, Y. M., & Kim, S. (2009). The relationships between team attributes, team identification and sponsor image. International Journal of Sports Marketing and Sponsorship, 10(3), 18-32. https://doi.org/10.1108/IJSMS-10-03-2009-B004
  • Koronios, K., Psiloutsikou, M., Kriemadis, A., Zervoulakos, P., & Leivaditi, E. (2016). Sport sponsorship: The impact of sponsor image on purchase intention of fans. Journal of Promotion Management, 22(2), 238-250.
  • Madrigal, R. (2003). Investigating an evolving leisure experience: Antecedents and consequences of spectator affect during a live sporting event. Journal of Leisure Research, 35, 23-48. https://doi.org/10.18666/jlr-2003-v35-i1-609 Mahony, D. F., & Madrigal, R. (1999). The effect of individual levels of self-monitoring on loyalty to professional football teams. International Journal of Sports Marketing and Sponsorship, 1(2), 36- 57.
  • Meenaghan, T. (2001). Understanding sponsorship effects. Psychology & marketing, 18(2), 95-122. https://doi.org/10.1002/1520- 6793(200102)18:2%3C95::AID-MAR1001%3E3.0.CO;2-H
  • Nunnally, J. C. (1978). An overview of psychological measurement. Clinical diagnosis of mental disorders: A handbook, 97-146.
  • Özer, A. (2011). Markaya Yönelik Tutumun Sponsorluk Sonrası Marka İmajı Ve Satın Alma Eğilimi Üzerindeki Etkisi. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 29(2), 145-174.
  • Peltekoğlu, F. B. (2012). Halkla İlişkiler Nedir?, 7.Baskı, İstanbul: Beta Basım Yayım Dağıtım A.Ş.
  • Polat, E., Sönmezoğlu, U., Yıldız, K., & Çoknaz, D. (2019). Futbol taraftarlarının takım imajı, takım sadakati ve takımla özdeşleşme düzeylerinin belirlenmesi. International Journal of Sport Exercise and Training Sciences- IJSETS, 5(3), 143-153. https://doi.org/10.18826/useeabd.592699
  • Santomier, J. (2008). New media, branding and global sports sponsorship. International Journal of Sports Marketing & Sponsorship, 10, 15-28. https://doi.org/10.1108/IJSMS-10-01-2008-B005
  • Speed, R. & Thompson, P. (2000). “Determinants of Sports Sponsorship Response”, Journal of the Academy of Marketing Science, 28(2), 226-238. https://doi.org/10.1177/0092070300282004
  • Tsiotsou, R., & Alexandris, K. (2009). Delineating the outcomes of sponsorship: sponsor image, word of mouth, and purchase intentions. International Journal of retail & distribution Management. 37(4), 358-369
  • Vahdati, H. (2015). Brand identification model of sport industry (case study: Iranian soccer pro league). Journal of Asian Scientific Research, 5(8), 394-405. https://doi.org/10.18488/journal.2/2015.5.8/2.8.394.405
  • Wann, D. L. (2006). Examining the potential causal relationship between sport team identification and psychological well-being. Journal of Sport Behavior, 29(1), 79- 95.
  • Wann, D. L., & Branscombe, N. R. (1993). Sports fans: Measuring degree of identification with their team. International journal of sport psychology. 24 (1): 1-17.
  • Wann, D. L., Melnick, M. J., Russell, G. W., & Pease, D. G. (2001). Sport fans: The psychology and social impact of spectators. Routledge.
  • Yılmaz, R. A. (2007). “Marka Farkındalığı Oluşturmada Sponsorluk ve Rolü: Eskişehir Sinema Günleri’ne Yönelik Bir Değerlendirme”, Anadolu Üniversitesi Sosyal Bilimler Dergisi, 1, 587-607.
There are 35 citations in total.

Details

Primary Language Turkish
Subjects Sports Science and Exercise (Other)
Journal Section Research Articles
Authors

Kadir Yağız 0000-0002-6465-9678

Publication Date October 27, 2023
Submission Date July 25, 2023
Published in Issue Year 2023Volume: 4 Issue: 2

Cite

APA Yağız, K. (2023). Sponsor Markaya Tutumun Taraftar Özdeşleşme Düzeyi ve Bazı Demografik Değişkenlerle İlişkisi. Sivas Cumhuriyet Üniversitesi Spor Bilimleri Dergisi, 4(2), 29-37.
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