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Investigation of Consumers Perceptions of Sponsorship Activities Within the Axis of Congruity Theory in the Scope of Art and Sports Sponsorship

Yıl 2019, Cilt: 8 Sayı: 2, 206 - 225, 23.09.2019

Öz

This study investigates consumer’s attitudes towards sponsorship activities, to determine whether these attitudes differ according to the type of sponsorship, to the status of awareness and gender. For this purpose, consumer’s congruity evaluation, attitudes towards these activities and their intention to engage in word of mouth communication were examined in terms of frequency values. Differentiation of variables according to the type of sponsorship, to awareness and gender was examined by t-test. Results show that sponsorship activities are expected to be compatible with the business image. Consumers' awareness of the event strengthens their attitudes and intentions, and women's intention to engage in word-of-mouth communication has a higher average than men. Consumers seek higher compliance when it comes to art sponsorships.

Kaynakça

  • Abreu Novais, M., & Arcodia, C. (2013). Measuring the effects of event sponsorship: Theoretical frameworks and image transfer models. Journal of Travel & Tourism Marketing, 30(4), 308-334.
  • Alexandris, K., Tsaousi, E., & James, J. (2007). Predicting sponsorship outcomes from attitudinal constructs: The case of a professional basketball event. Sport Marketing Quarterly, 16(3), 130.
  • Astous, A., & Bitz, P. (1995). Consumer evaluations of sponsorshipprogrammes. European Journal of Marketing, 29(12), 6-22.
  • Becker-Olsen, K., & Simmons, C. J. (2002). When do social sponsorships enhance or dilute equity? Fit, message source, and the persistence of effects. ACR North American Advances.
  • Bibby, D. N. (2011). Sponsorship portfolio as brand image creation strategies: a commentary essay. Journal of Business Research, 64(6), 628-630.
  • 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.
  • Carrillat, F. A., d'Astous, A., & Colbert, F. (2008). The effectiveness of art venue sponsorship: An attribution perspective. Journal of Sponsorship, 1(3).
  • Chang, M. J., Kang, J. H., Ko, Y. J., & Connaughton, D. P. (2017). The effects of perceived team performance and social responsibility on pride and word-of-mouth recommendation. Sport Marketing Quarterly, 26(1), 31.
  • Chabli, L., & Gharbi, A. (2014). The impact of the effectiveness of sponsorship on image and memorizing: Role of congruence and relational proximity. Procedia-Social and Behavioral Sciences, 109, 913-924.
  • Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354.
  • Chien, P. M., Cornwell, T. B., & Pappu, R. (2011). Sponsorship portfolio as a brand-image creation strategy. Journal of Business Research, 64(2), 142-149.
  • Close, A. G., & Lacey, R. (2013). Fit matters? Asymmetrical impact for effectiveness on sponsors and event marketers. Sport Marketing Quarterly, 22(2), 71.
  • Close, A. G., Finney, R. Z., Lacey, R. Z., & Sneath, J. Z. (2006). Engaging the consumer through event marketing: Linking attendees with the sponsor, community, and brand. Journal of advertising research, 46(4), 420-433.
  • Colbert, F., d Astous, A., & Parmentier, M. (2005a). Consumer perception of private versus public sponsorship of the arts. International Journal of Arts Management, 8(1), 48.
  • Colbert, F., d'Astous, A., & Parmentier, M. A. (2005). Consumer perceptions of sponsorship in the arts. International Journal of Cultural Policy, 11(2), 215-228.
  • Cornwell, T. B., & Kwak, D. H. (2015). Sponsorship-linked marketing: Introduction to topics.
  • Cornwell, T. B., Humphreys, M. S., Maguire, A. M., Weeks, C. S., & Tellegen, C. L. (2006). Sponsorship-linked marketing: The role of articulation in memory. Journal of consumer research, 33(3), 312-321.
  • Cornwell, T. B., Weeks, C. S., & Roy, D. P. (2005). Sponsorship-linked marketing: Opening the black box. Journal of advertising, 34(2), 21-42.
  • Cornwell, T. B., & Maignan, I. (1998). An international review of sponsorship research. Journal of advertising, 27(1), 1-21.
  • Daellenbach, K. (2012). Understanding the decision‐making processes for arts sponsorship. International Journal of Nonprofit and Voluntary Sector Marketing, 17(4), 363-374.
  • Daellenbach, K., Davies, J., & Ashill, N. J. (2006). Understanding sponsorship and sponsorship relationships—multiple frames and multiple perspectives. International Journal of Nonprofit and Voluntary Sector Marketing, 11(1), 73-87.
  • Dobele, A., Toleman, D., & Beverland, M. (2005). Controlled infection! Spreading the brand message through viral marketing. Business Horizons, 48(2), 143-149.
  • Dolphin, R. R. (2003). Sponsorship: perspectives on its strategic role. Corporate Communications: An International Journal, 8(3), 173-186.
  • Fleck, N. D., & Quester, P. (2007). Birds of a feather flock together… definition, role and measure of congruence: An application to sponsorship. Psychology & Marketing, 24(11), 975-1000.
  • Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23.
  • Grohs, R., & Reisinger, H. (2014). Sponsorship effects on brand image: The role of exposure and activity involvement. Journal of Business Research, 67(5), 1018-1025.
  • Grohs, R., & Reisinger, H. (2005). Image transfer in sports sponsorships: an assessment of moderating effects. International Journal of Sports Marketing and Sponsorship, 7(1), 36-42.
  • Groza, M. D., Cobbs, J., & Schaefers, T. (2012). Managing a sponsored brand: The importance of sponsorship portfolio congruence. International Journal of Advertising, 31(1), 63-84.
  • Gwinner, K. (1997). A model of image creation and image transfer in event sponsorship. International marketing review, 14(3), 145-158.
  • Gupta, P., & Harris, J. (2010). How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective. Journal of Business Research, 63(9-10), 1041-1049.
  • Hazari, S. (2018). Investigating social media consumption, sports enthusiasm, and gender on sponsorship outcomes in the context of Rio Olympics. International Journal of Sports Marketing and Sponsorship, 19(4), 396-414.
  • Henning-Thurau, T., & Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet. International journal of electronic commerce, 8(2), 51-74.
  • Ho, J. Y., & Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business research, 63(9-10), 1000-1006.
  • Hoyer, W.D. ve MacInnis, D.J.(2008), Consumer Behavior, Fifth Edition, South-Western Cengage Learning: United States of America.
  • Hussain, S., Guangju, W., Jafar, R. M. S., Ilyas, Z., Mustafa, G., & Jianzhou, Y. (2018). Consumers' online information adoption behavior: Motives and antecedents of electronic word of mouth communications. Computers in Human Behavior, 80, 22-32.
  • Javalgi, R. G., Traylor, M. B., Gross, A. C., & Lampman, E. (1994). Awareness of sponsorship and corporate image: An empirical investigation. Journal of advertising, 23(4), 47-58.
  • Johnston, M. A., & Spais, G. S. (2015). Conceptual foundations of sponsorship research. Journal of Promotion Management, 21(3), 296-312.
  • Ketelaar, P. E., Janssen, L., Vergeer, M., van Reijmersdal, E. A., Crutzen, R., & van‘t Riet, J. (2016). The success of viral ads: Social and attitudinal predictors of consumer pass-on behavior on social network sites. Journal of Business Research, 69(7), 2603-2613.
  • Kim, K., Stout, P. A., & Cheong, Y. (2012). The image management function of sponsorship: A general theoretical framework. International Journal of Advertising, 31(1), 85-111.
  • Kotler, P.; Armstrong, G. & Opresnik, M.O. (2018), Principles of Marketing, Pearson: Italy.
  • Kotler, P. ve Keller, K.L. (2016), Marketing Management, 15 Global Edition, Pearson: United States of America.
  • Lacey, R., Sneath, J. Z., Finney, Z. R., & Close, A. G. (2007). The impact of repeat attendance on event sponsorship effects. Journal of Marketing Communications, 13(4), 243-255.
  • Lee, M. S., Sandler, D. M., & Shani, D. (1997). Attitudinal constructs towards sponsorship: Scale development using three global sporting events. International marketing review, 14(3), 159-169.
  • Lewandowska, K. (2015). From sponsorship to partnership in arts and business relations. The Journal of Arts Management, Law, and Society, 45(1), 33-50.
  • Mazodier, M., & Quester, P. (2014). The role of sponsorship fit for changing brand affect: A latent growth modeling approach. International Journal of Research in Marketing, 31(1), 16-29.
  • Mazodier, M., & Merunka, D. (2012). Achieving brand loyalty through sponsorship: the role of fit and self-congruity. Journal of the Academy of Marketing Science, 40(6), 807-820.
  • Meenaghan, T. (1998). Current developments & future directions in sponsorship. International Journal of Advertising, 17(1), 3-28.
  • Meenaghan, J. A. (1983). Commercial sponsorship. European Journal of marketing, 17(7), 5-73.
  • McAlister, Thorne D., & Ferrell, L. (2002). The role of strategic philanthropy in marketing strategy. European journal of marketing, 36(5/6), 689-705.
  • Mochalova, A., & Nanopoulos, A. (2014). A targeted approach to viral marketing. Electronic Commerce Research and Applications, 13(4), 283-294.
  • Musante, M., Milne, G. R., & McDonald, M. A. (1999). Sport sponsorship: Evaluating the sport and brand image match. International Journal of Sports Marketing and Sponsorship, 1(1), 24-39.
  • Okumuş, A. (2013), Tüketici Davranışı, Teorik ve Uygulamalı Bir Yaklaşım, Türkmen: İstanbul.
  • Oliver, G. (1999). Corporate sponsorship: A sea change for French museums. Museum International, 51(2), 24-28.
  • Olson, E. L. (2010). Does sponsorship work in the same way in different sponsorship contexts?. European Journal of Marketing, 44(1/2), 180-199.
  • Polonsky, M. J., & Speed, R. (2001). Linking sponsorship and cause related marketing: Complementarities and conflicts. European Journal of Marketing, 35(11/12), 1361-1389.
  • Pope, N. K., & Voges, K. E. (2000). The impact of sport sponsorship activities, corporate image, and prior use on consumer purchase intention. Sport marketing quarterly, 9(2).
  • Rectanus, M.W. (2002), Culture Incorporated, Museums, Artists, and Corporate Sponsorships, University of Minnesota Press: London.
  • Rentschler, R., & Wood, G. (2001). Cause related marketing: can the arts afford not to participate?. Services Marketing Quarterly, 22(1), 57-69.
  • Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 30-42.
  • Ryan, A., & Blois, K. (2016). Assessing the risks and opportunities in corporate art sponsorship arrangements using Fiske’s Relational Models Theory. Arts and the Market, 6(1), 33-51.
  • Ryan, A., & Fahy, J. (2012). Evolving priorities in sponsorship: From media management to network management. Journal of Marketing Management, 28(9-10), 1132-1158.
  • Ryan, A., & Fahy, J. (2003). A relationship marketing perspective on the sponsorship of the arts in Ireland: A Galway Arts Festival-Nortel Networks case study. Irish Marketing Review, 16(1), 31.
  • Shin, H., Lee, H., & Perdue, R. R. (2018). The congruity effects of commercial brand sponsorship in a regional event. Tourism Management, 67, 168-179.
  • Shu, S. T., King, B., & Chang, C. H. (2015). Tourist perceptions of event–sponsor brand fit and sponsor brand attitude. Journal of travel & tourism marketing, 32(6), 761-777.
  • Simmons, C. J., & Becker-Olsen, K. L. (2006). Achieving marketing objectives through social sponsorships. Journal of marketing, 70(4), 154-169.
  • Sirgy, M. J., Lee, D. J., Johar, J. S., & Tidwell, J. (2008). Effect of self-congruity with sponsorship on brand loyalty. Journal of Business Research, 61(10), 1091-1097.
  • Skard, S., & Thorbjornsen, H. (2017). Closed-ended and open-ended fit articulation: Communication strategies for incongruent sponsorships. European Journal of Marketing, 51(7/8), 1414-1439.
  • Smith, G. (2004). Brand image transfer through sponsorship: A consumer learning perspective. Journal of marketing management, 20(3-4), 457-474.
  • Solomon, M.R.(2018), Consumer Behavior, Buying, Having and, Being, Pearson : Malaysia.
  • Temel, A.S. & Şirin, E.F. (2017), The relationship between sports sponsorship and corporate image, reputation and intention to buy: TORKU case, Turkish Journal of Sport and Exercise, 19(2), 241-253.
  • Toscani, G., & Prendergast, G. (2018). Sponsees: the silent side of sponsorship research. Marketing Intelligence & Planning, 36(3), 396-408.
  • 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.
  • Tyrie, A., & Ferguson, S. (2013). Understanding value from arts sponsorship: A social exchange theory perspective. Arts Marketing: An International Journal, 3(2), 131-153.
  • Uhrich, S., Koenigstorfer, J., & Groeppel-Klein, A. (2014). Leveraging sponsorship with corporate social responsibility. Journal of Business Research, 67(9), 2023-2029.
  • Vanhaverbeke, W. (1992). How students evaluate business sponsorship of the arts in Flanders. Journal of Cultural Economics, 16(1), 53-66.
  • Wakefield, L. T., & Bennett, G. (2018). Sports fan experience: Electronic word-of-mouth in ephemeral social media. Sport Management Review, 21(2), 147-159.
  • Walliser, B. (2003). An international review of sponsorship research: extension and update. International journal of advertising, 22(1), 5-40.
  • Wang, M. C. H. (2017). Investigating the different congruence effects on sports sponsor brand equity. International Journal of Sports Marketing and Sponsorship, 18(2), 196-211.
  • Woisetschläger, D. M., Eiting, A., Haselhoff, V. J., & Michaelis, M. (2010). Determinants and consequences of sponsorship fit: A study of fan perceptions. Journal of Sponsorship, 3(2).

Tüketicilerin Sponsorluk Etkinliklerine Yönelik Tutumlarının Uyum Teorisi Ekseninde Sanat ve Spor Sponsorlukları Kapsamında İncelenmesi

Yıl 2019, Cilt: 8 Sayı: 2, 206 - 225, 23.09.2019

Öz

Çalışmanın amacı tüketicilerin sponsorluk etkinliklerine yönelik tutumlarının belirlenmesi, tutumların etkinliğin türüne, etkinlikten haberdarlık durumuna ve cinsiyete göre farklılaşıp farklılaşmadığının tespit edilmesidir. Bu doğrultuda, sponsorluk etkinliklerine yönelik uyum beklentisi, tutum ve ağızdan ağıza iletişim davranışında bulunma niyetlerinin frekans değerleri incelenmiştir.  Değişkenlerin sponsorluk türü, sponsorluktan haberdar olma durumu ve cinsiyete göre farklılaşma durumu t-testi ile değerlendirilmiştir. Araştırma sonucunda tüketicilerin sponsorluk etkinliği ile işletme imajının uyumlu olmasını beklediği görülmüştür. Haberdarlık durumunun tutum ve niyetleri güçlendirdiği, kadınların ağızdan ağıza iletişim niyetinin daha yüksek olduğu, tüketicilerde sanat sponsorlukları için daha yüksek bir uyum beklentisi olduğu tespit edilmiştir.

Kaynakça

  • Abreu Novais, M., & Arcodia, C. (2013). Measuring the effects of event sponsorship: Theoretical frameworks and image transfer models. Journal of Travel & Tourism Marketing, 30(4), 308-334.
  • Alexandris, K., Tsaousi, E., & James, J. (2007). Predicting sponsorship outcomes from attitudinal constructs: The case of a professional basketball event. Sport Marketing Quarterly, 16(3), 130.
  • Astous, A., & Bitz, P. (1995). Consumer evaluations of sponsorshipprogrammes. European Journal of Marketing, 29(12), 6-22.
  • Becker-Olsen, K., & Simmons, C. J. (2002). When do social sponsorships enhance or dilute equity? Fit, message source, and the persistence of effects. ACR North American Advances.
  • Bibby, D. N. (2011). Sponsorship portfolio as brand image creation strategies: a commentary essay. Journal of Business Research, 64(6), 628-630.
  • 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.
  • Carrillat, F. A., d'Astous, A., & Colbert, F. (2008). The effectiveness of art venue sponsorship: An attribution perspective. Journal of Sponsorship, 1(3).
  • Chang, M. J., Kang, J. H., Ko, Y. J., & Connaughton, D. P. (2017). The effects of perceived team performance and social responsibility on pride and word-of-mouth recommendation. Sport Marketing Quarterly, 26(1), 31.
  • Chabli, L., & Gharbi, A. (2014). The impact of the effectiveness of sponsorship on image and memorizing: Role of congruence and relational proximity. Procedia-Social and Behavioral Sciences, 109, 913-924.
  • Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354.
  • Chien, P. M., Cornwell, T. B., & Pappu, R. (2011). Sponsorship portfolio as a brand-image creation strategy. Journal of Business Research, 64(2), 142-149.
  • Close, A. G., & Lacey, R. (2013). Fit matters? Asymmetrical impact for effectiveness on sponsors and event marketers. Sport Marketing Quarterly, 22(2), 71.
  • Close, A. G., Finney, R. Z., Lacey, R. Z., & Sneath, J. Z. (2006). Engaging the consumer through event marketing: Linking attendees with the sponsor, community, and brand. Journal of advertising research, 46(4), 420-433.
  • Colbert, F., d Astous, A., & Parmentier, M. (2005a). Consumer perception of private versus public sponsorship of the arts. International Journal of Arts Management, 8(1), 48.
  • Colbert, F., d'Astous, A., & Parmentier, M. A. (2005). Consumer perceptions of sponsorship in the arts. International Journal of Cultural Policy, 11(2), 215-228.
  • Cornwell, T. B., & Kwak, D. H. (2015). Sponsorship-linked marketing: Introduction to topics.
  • Cornwell, T. B., Humphreys, M. S., Maguire, A. M., Weeks, C. S., & Tellegen, C. L. (2006). Sponsorship-linked marketing: The role of articulation in memory. Journal of consumer research, 33(3), 312-321.
  • Cornwell, T. B., Weeks, C. S., & Roy, D. P. (2005). Sponsorship-linked marketing: Opening the black box. Journal of advertising, 34(2), 21-42.
  • Cornwell, T. B., & Maignan, I. (1998). An international review of sponsorship research. Journal of advertising, 27(1), 1-21.
  • Daellenbach, K. (2012). Understanding the decision‐making processes for arts sponsorship. International Journal of Nonprofit and Voluntary Sector Marketing, 17(4), 363-374.
  • Daellenbach, K., Davies, J., & Ashill, N. J. (2006). Understanding sponsorship and sponsorship relationships—multiple frames and multiple perspectives. International Journal of Nonprofit and Voluntary Sector Marketing, 11(1), 73-87.
  • Dobele, A., Toleman, D., & Beverland, M. (2005). Controlled infection! Spreading the brand message through viral marketing. Business Horizons, 48(2), 143-149.
  • Dolphin, R. R. (2003). Sponsorship: perspectives on its strategic role. Corporate Communications: An International Journal, 8(3), 173-186.
  • Fleck, N. D., & Quester, P. (2007). Birds of a feather flock together… definition, role and measure of congruence: An application to sponsorship. Psychology & Marketing, 24(11), 975-1000.
  • Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23.
  • Grohs, R., & Reisinger, H. (2014). Sponsorship effects on brand image: The role of exposure and activity involvement. Journal of Business Research, 67(5), 1018-1025.
  • Grohs, R., & Reisinger, H. (2005). Image transfer in sports sponsorships: an assessment of moderating effects. International Journal of Sports Marketing and Sponsorship, 7(1), 36-42.
  • Groza, M. D., Cobbs, J., & Schaefers, T. (2012). Managing a sponsored brand: The importance of sponsorship portfolio congruence. International Journal of Advertising, 31(1), 63-84.
  • Gwinner, K. (1997). A model of image creation and image transfer in event sponsorship. International marketing review, 14(3), 145-158.
  • Gupta, P., & Harris, J. (2010). How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective. Journal of Business Research, 63(9-10), 1041-1049.
  • Hazari, S. (2018). Investigating social media consumption, sports enthusiasm, and gender on sponsorship outcomes in the context of Rio Olympics. International Journal of Sports Marketing and Sponsorship, 19(4), 396-414.
  • Henning-Thurau, T., & Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet. International journal of electronic commerce, 8(2), 51-74.
  • Ho, J. Y., & Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business research, 63(9-10), 1000-1006.
  • Hoyer, W.D. ve MacInnis, D.J.(2008), Consumer Behavior, Fifth Edition, South-Western Cengage Learning: United States of America.
  • Hussain, S., Guangju, W., Jafar, R. M. S., Ilyas, Z., Mustafa, G., & Jianzhou, Y. (2018). Consumers' online information adoption behavior: Motives and antecedents of electronic word of mouth communications. Computers in Human Behavior, 80, 22-32.
  • Javalgi, R. G., Traylor, M. B., Gross, A. C., & Lampman, E. (1994). Awareness of sponsorship and corporate image: An empirical investigation. Journal of advertising, 23(4), 47-58.
  • Johnston, M. A., & Spais, G. S. (2015). Conceptual foundations of sponsorship research. Journal of Promotion Management, 21(3), 296-312.
  • Ketelaar, P. E., Janssen, L., Vergeer, M., van Reijmersdal, E. A., Crutzen, R., & van‘t Riet, J. (2016). The success of viral ads: Social and attitudinal predictors of consumer pass-on behavior on social network sites. Journal of Business Research, 69(7), 2603-2613.
  • Kim, K., Stout, P. A., & Cheong, Y. (2012). The image management function of sponsorship: A general theoretical framework. International Journal of Advertising, 31(1), 85-111.
  • Kotler, P.; Armstrong, G. & Opresnik, M.O. (2018), Principles of Marketing, Pearson: Italy.
  • Kotler, P. ve Keller, K.L. (2016), Marketing Management, 15 Global Edition, Pearson: United States of America.
  • Lacey, R., Sneath, J. Z., Finney, Z. R., & Close, A. G. (2007). The impact of repeat attendance on event sponsorship effects. Journal of Marketing Communications, 13(4), 243-255.
  • Lee, M. S., Sandler, D. M., & Shani, D. (1997). Attitudinal constructs towards sponsorship: Scale development using three global sporting events. International marketing review, 14(3), 159-169.
  • Lewandowska, K. (2015). From sponsorship to partnership in arts and business relations. The Journal of Arts Management, Law, and Society, 45(1), 33-50.
  • Mazodier, M., & Quester, P. (2014). The role of sponsorship fit for changing brand affect: A latent growth modeling approach. International Journal of Research in Marketing, 31(1), 16-29.
  • Mazodier, M., & Merunka, D. (2012). Achieving brand loyalty through sponsorship: the role of fit and self-congruity. Journal of the Academy of Marketing Science, 40(6), 807-820.
  • Meenaghan, T. (1998). Current developments & future directions in sponsorship. International Journal of Advertising, 17(1), 3-28.
  • Meenaghan, J. A. (1983). Commercial sponsorship. European Journal of marketing, 17(7), 5-73.
  • McAlister, Thorne D., & Ferrell, L. (2002). The role of strategic philanthropy in marketing strategy. European journal of marketing, 36(5/6), 689-705.
  • Mochalova, A., & Nanopoulos, A. (2014). A targeted approach to viral marketing. Electronic Commerce Research and Applications, 13(4), 283-294.
  • Musante, M., Milne, G. R., & McDonald, M. A. (1999). Sport sponsorship: Evaluating the sport and brand image match. International Journal of Sports Marketing and Sponsorship, 1(1), 24-39.
  • Okumuş, A. (2013), Tüketici Davranışı, Teorik ve Uygulamalı Bir Yaklaşım, Türkmen: İstanbul.
  • Oliver, G. (1999). Corporate sponsorship: A sea change for French museums. Museum International, 51(2), 24-28.
  • Olson, E. L. (2010). Does sponsorship work in the same way in different sponsorship contexts?. European Journal of Marketing, 44(1/2), 180-199.
  • Polonsky, M. J., & Speed, R. (2001). Linking sponsorship and cause related marketing: Complementarities and conflicts. European Journal of Marketing, 35(11/12), 1361-1389.
  • Pope, N. K., & Voges, K. E. (2000). The impact of sport sponsorship activities, corporate image, and prior use on consumer purchase intention. Sport marketing quarterly, 9(2).
  • Rectanus, M.W. (2002), Culture Incorporated, Museums, Artists, and Corporate Sponsorships, University of Minnesota Press: London.
  • Rentschler, R., & Wood, G. (2001). Cause related marketing: can the arts afford not to participate?. Services Marketing Quarterly, 22(1), 57-69.
  • Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 30-42.
  • Ryan, A., & Blois, K. (2016). Assessing the risks and opportunities in corporate art sponsorship arrangements using Fiske’s Relational Models Theory. Arts and the Market, 6(1), 33-51.
  • Ryan, A., & Fahy, J. (2012). Evolving priorities in sponsorship: From media management to network management. Journal of Marketing Management, 28(9-10), 1132-1158.
  • Ryan, A., & Fahy, J. (2003). A relationship marketing perspective on the sponsorship of the arts in Ireland: A Galway Arts Festival-Nortel Networks case study. Irish Marketing Review, 16(1), 31.
  • Shin, H., Lee, H., & Perdue, R. R. (2018). The congruity effects of commercial brand sponsorship in a regional event. Tourism Management, 67, 168-179.
  • Shu, S. T., King, B., & Chang, C. H. (2015). Tourist perceptions of event–sponsor brand fit and sponsor brand attitude. Journal of travel & tourism marketing, 32(6), 761-777.
  • Simmons, C. J., & Becker-Olsen, K. L. (2006). Achieving marketing objectives through social sponsorships. Journal of marketing, 70(4), 154-169.
  • Sirgy, M. J., Lee, D. J., Johar, J. S., & Tidwell, J. (2008). Effect of self-congruity with sponsorship on brand loyalty. Journal of Business Research, 61(10), 1091-1097.
  • Skard, S., & Thorbjornsen, H. (2017). Closed-ended and open-ended fit articulation: Communication strategies for incongruent sponsorships. European Journal of Marketing, 51(7/8), 1414-1439.
  • Smith, G. (2004). Brand image transfer through sponsorship: A consumer learning perspective. Journal of marketing management, 20(3-4), 457-474.
  • Solomon, M.R.(2018), Consumer Behavior, Buying, Having and, Being, Pearson : Malaysia.
  • Temel, A.S. & Şirin, E.F. (2017), The relationship between sports sponsorship and corporate image, reputation and intention to buy: TORKU case, Turkish Journal of Sport and Exercise, 19(2), 241-253.
  • Toscani, G., & Prendergast, G. (2018). Sponsees: the silent side of sponsorship research. Marketing Intelligence & Planning, 36(3), 396-408.
  • 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.
  • Tyrie, A., & Ferguson, S. (2013). Understanding value from arts sponsorship: A social exchange theory perspective. Arts Marketing: An International Journal, 3(2), 131-153.
  • Uhrich, S., Koenigstorfer, J., & Groeppel-Klein, A. (2014). Leveraging sponsorship with corporate social responsibility. Journal of Business Research, 67(9), 2023-2029.
  • Vanhaverbeke, W. (1992). How students evaluate business sponsorship of the arts in Flanders. Journal of Cultural Economics, 16(1), 53-66.
  • Wakefield, L. T., & Bennett, G. (2018). Sports fan experience: Electronic word-of-mouth in ephemeral social media. Sport Management Review, 21(2), 147-159.
  • Walliser, B. (2003). An international review of sponsorship research: extension and update. International journal of advertising, 22(1), 5-40.
  • Wang, M. C. H. (2017). Investigating the different congruence effects on sports sponsor brand equity. International Journal of Sports Marketing and Sponsorship, 18(2), 196-211.
  • Woisetschläger, D. M., Eiting, A., Haselhoff, V. J., & Michaelis, M. (2010). Determinants and consequences of sponsorship fit: A study of fan perceptions. Journal of Sponsorship, 3(2).
Toplam 79 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Aylin Ecem Gürşen 0000-0003-3126-1644

Abdullah Okumuş 0000-0002-7556-384X

Yayımlanma Tarihi 23 Eylül 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 8 Sayı: 2

Kaynak Göster

APA Gürşen, A. E., & Okumuş, A. (2019). Tüketicilerin Sponsorluk Etkinliklerine Yönelik Tutumlarının Uyum Teorisi Ekseninde Sanat ve Spor Sponsorlukları Kapsamında İncelenmesi. Kırklareli Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 8(2), 206-225.