BibTex RIS Kaynak Göster

LICENSED SPORTS MERCHANDISE PERCEIVED VALUE COMPONENTS AND THEIR RELATIONSHIP WITH PURCHASE INTENTION: INVESTIGATION OF TOP THREE SOCCER CLUBS OF TURKEY

Yıl 2016, Cilt: 17 Sayı: 1, 51 - 66, 01.01.2016

Öz

Licensed products provide clubs with regular income source and opportunity of developing emotional ties with their fans. Purpose of this research is to examine the relationships between team identification and perceived value components of licensed club merchandise, and explore the effects of these factors on purchase intention. An online questionnaire was applied to 953 soccer fans. The results revealed that there is no direct relationship between levels of team identification and purchase intentions of team licensed merchandise; team identification affects purchase intentions of team licensed merchandise through perceived value components. Analyses carried out to ascertain differences on team basis revealed that ratings of the perceived value components differ among teams

Kaynakça

  • Ahn, T., Suh Y. I., Lee, J. K. ve Pedersen, P. M. (2012). Sport fans and their teams’ redesigned logos: an examination of the moderating effect of team identification on attitude and purchase intention of team-logoed merchandise. Journal of Sport Management, 26, 11-23.
  • Apostolopoulou, A., Papadimitriou, D. ve Damtsiou, V. (2010). Meanings and functions in olympic consumption: A study of the Athens 2004 olympic licensed products. European Sport Management Quarterly, 10(4), 485-507.
  • Aycan, A., Polat, E. ve Uçan, Y. (2009). Takım özdeşleşme düzeyi ile profesyonel futbol müsabakalarına seyirci olarak katılım kararını etkileyen değişkenler arasındaki ilişkinin incelenmesi. Spormetre Beden Eğitimi ve Spor Bilimleri Dergisi, 7(4), 169-174.
  • Baron, R. M. ve Kenny, D. A. (1986). The moderator-mediator mariable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  • Brown, N. A., Devlin, M. B. ve Billings, A. C. (2013). Fan identification gone extreme: sports communication variables between fans and sport in the ultimate fighting championship. International Journal of Sport Communication, 6(1), 19-32.
  • Erdoğan, İ. (2008). Futbol ve futbolu inceleme üzerine. İletişim Kuram ve Araştırma Dergisi, 26. 1-58.
  • Fisher, R. J. ve Wakefield, K. (1998). Factors leading to group identification: a field study of winners and loser. Psychology and Marketing, 15. 23-40.
  • Gençer R. T., Kiremitci, O., Aycan A., Demiray E. ve Unutmaz V. (2012). Profesyonel futbol takımı seyircilerinin spor tüketimine yönelik güdüleri ve bağlılık noktaları arasındaki ilişki. Ege Akademik Bakış, 12(Özel Sayı), 41-53.
  • Gençer, R. T. ve Aycan, A. (2008). Seyircilerin profesyonel futbol müsabakalarına katılım kararını etkileyen değişkenler üzerine bir inceleme. Ege Akademik Bakış, 8(2), 771-783.
  • Gwinner, K. ve Swanson, S. R. (2003). A model of fan identification: antecedents and sponsorship outcomes. Journal of Services Marketing, 17(3), 275-294.
  • Hair, J., Anderson, R., Tatham, ve Black, W. (1998). Multivariate data analysis with readings (5th ed.), Upper Saddle River, NJ: Prentice- Hall.
  • Hinckley, S. (2004). Team apparel contracts: licensing can help maximize benefits. Athletic Administration, 39. 57.
  • Hu, L. T. ve Bentler, P. M. (1999). Cutoff criteria for fit indices in covariance structure analysis. Structural Equation Modelling, 6 (1), 1-55.
  • James, J. D. ve Ross, S. D. (2004). Comparing sport consumer motivation across multiple sport. Sport Marketing Quarterly, 13(1), 17-25.
  • Jöreskog, K. ve Sörbom, D. (1996). Lisrel 8: users’ reference guide. Chicago, IL: Scientific Software International, Inc.
  • Kamuyu Aydınlatma Platformu. (2015). Erişim adresi http://www.kap.gov.tr
  • Kim, Y. ve Kim, S. (2009). The relationships between team attributes, team identification and sponsor image. International Journal of Sports Marketing & Sponsorship, 10(3), 215-229.
  • Kim, Y. K. ve Trail, G. (2011). A conceptual framework for understanding relationships between sport consumers and sport organizations: A relationship quality approach. Journal of Sport Management, 25(1), 57-69.
  • Kolah, A. (2005). Maximizing revenue from licensing and merchandising, London: Sport Business Group.
  • Kuburlu, C. (2013). Havada büyük derbi. Erişim adresi http://www.hurriyet.com.tr/ ekonomi/22798176.asp
  • Kwak, D. H. ve Kang, J. H. (2009). Symbolic purchase in sport: The roles of self-image congruence and perceived quality. Management Decision, 47(1), 85-99.
  • Kwon, H. H., Trail, G. ve James, J. D. (2007). The mediating role of perceived value: Team identification and purchase intention of team-licensed apparel. Journal of Sport Management, 21(4), 540-554.
  • Kwon, H. H. ve Armstrong, K. L. (2006). Impulse purchases of sport team licensed merchandise: What matters?. Journal of Sport Management, 20, 101-119.
  • Kwon, H. H. ve Trail, G. T. (2003). A reexamination of the construct and concurrent validity of the psychological commitment to team scale. Sport Marketing Quarterly, 12(2): 88-93.
  • Lee D., Trail, G. T., Kwon, H. H. ve Anderson, F. (2011). Consumer values versus perceived product attributes: Relationships among items from the MVS, PRS, and PERVAL scales. Sport Management Review, 14(1), 89–101.
  • Lee, D. ve Trail, G. T. (2012). Confirmatory analysis of the athletic team merchandise model. Measurement in Physical Education and Exercise Science, 16(2).101-118.
  • Lee, D. ve Trail, G. (2011). A theoretical model of team-licensed merchandise purchasing (TLMP). ICHPER-SD Journal of Research, 6(1), 62-67.
  • Lee, S., Shin, H., Park, J. J. ve Kwon, O. R. (2010). A brand loyalty model utilizing team identification and customer satisfaction in the licensed sports product industry. Journal of Research International Council for Health, Physical Education, Recreation, Sport, & Dance, 5(1), 60-67.
  • Madrigal, R. (2001). Social identity effects in a belief-attitude intentions hierarchy: implications for corporate sponsorship. Psychology & Marketing, 18(2),145−165.
  • Madrigal, R. ve Chen, J. (2008). Moderating and mediating effects of team identification in regard to causal attributions and summary judgments following a game outcome. Journal of Sport Management, 22, 717-733.
  • Mahony, D. F. ve Howard, D. R. (1998). The impact of attitudes on the behavioral intentions of sport spectators. International Sports Journal, 2(2), 96-110.
  • Orçun, Ç. ve Demirtaş, M. C. (2015). Gelişen futbol ekonomisinde taraftarların kulüp değerlerine olan bakış açıları: Bucaspor örneği. Optimum Ekonomi ve Yönetim Bilimleri Dergisi, 2(1), 113-126.
  • Parker, H. M. (2007). The effect of negative sponsor information and team response on identification levels and consumer attitudes. (Doktora tezi). Erişim adresi https://etd.ohiolink.edu/ etd.send_file?accession=osu1180025349&disposition=inline
  • Schimmel, K. S., Harrington, C. L. ve Bielby, D. D. (2007). Keep your fans to yourself: The disjuncture between sport studies' and pop culture studies' perspectives on fandom. Sport in Society: Cultures, Commerce, Media, Politics, 10(4). 580-600.
  • Shank, M. D. (2005). Sports marketing. International Edition (3rd ed.). Upper Saddle River, New Jersey: Pearson Education
  • Sierra, J. J., Taute, H. A. ve Heiser, R. S. (2012). Explaining NFL fans’ purchase intentions for revered and reviled teams: A dual-process perspective. Journal of Retailing and Consumer Services, 19(3), 332-342.
  • Sutton, W. A., McDonald, M. A., Milne, G. R. ve Cimperman, J. (1997). Creating and fostering fan identification in professional sports. Sport Marketing Quarterly, 6(1), 15-22.
  • Şimşek, Ö. F. (2007). Yapısal eşitlik modellemesine giriş. Ankara: Ekinoks Yayıncılık.
  • Talimciler, A. (2008). Futbol değil iş: Endüstriyel futbol. İletişim Kuram ve Araştırma Dergisi, 26, 89-114.
  • Torlak, Ö., Özkara, B. Y. ve Doğan, V. (2014). Taraftarların takımlarla özdeşleşme düzeylerinin, takımların lisanslı ürünlerine yönelik kalite algısı ve satın alma niyetine etkisi. Ege Akademik Bakış, 14(1), 73-81.
  • Trail, G. T., Anderson, D. F. ve Fink, J. S. (2005). Consumer satisfaction and identity theory: A model of sport spectator conative loyalty. Sport Marketing Quarterly, 14(2): 98-112.
  • Underwood, R., Bond, E. ve Baer, R., (2001). Building service brands via social identity: Lessons from the sports marketplace. Journal of Marketing Theory and Practice, 9(Winter), 1-13.
  • Wakefield, K. L. (1995). The pervasive effects of social influence on sporting event attendance. Journal of Sport and Social Issues, 19(4), 335-351.
  • Wang, R. T., Zhang, J. J. ve Yosuke, T. (2011). Examining fan motives and loyalty for the Chinese professional baseball league of Taiwan. Sport Management Review, 14(4):347-360.
  • Wann, D. L. (2006). Understanding the positive social psychological benefits of sport team identification: The team identification, social psychological health model. Group Dynamics: Theory, Research, and Practice, 10(4), 272-296.
  • Wann, D. L., Grieve, F. G., Waddill, P. J. ve Martin, J. (2008). Use of retroactive pessimism as a method of coping with identity threat: the impact of group identification. Group Processes and Intergroup Relations, 11(4), 439-450.
  • Wann, D., Walker, R., Cygan, J., Kawase, I. ve Ryan, J. (2005). Further replication of the relationship between team identification and social psychological well-being: examining non-classroom settings. North American Journal of Pyschology, 7(3), 361-366.

LİSANSLI SPOR ÜRÜNLERİNİN ALGILANAN DEĞER BİLEŞENLERİNİN SATIN ALMA NİYETİ İLE İLİŞKİSİ: TÜRKİYE’NİN EN BÜYÜK ÜÇ FUTBOL KULÜBÜNÜN İNCELENMESİ

Yıl 2016, Cilt: 17 Sayı: 1, 51 - 66, 01.01.2016

Öz

Lisanslı ürünler futbol kulüplerine hem düzenli bir gelir kaynağı, hem de taraftarlarıyla olan duygusal bağlarını geliştirme imkânı sunmaktadır. Araştırmanın amacı; taraftarların takımla özdeşleşme düzeyleri ve lisanslı ürünlerin algılanan değeri arasındaki ilişkileri incelemek, bu faktörlerin satın alma niyeti üzerindeki etkilerini araştırmaktır. Türkiye’nin üç büyük futbol kulübünün taraftarlarından toplam 953 kişiyle anket çalışması gerçekleştirilmiştir. Araştırma sonuçlarına göre, taraftarların takımla özdeşleşme düzeyi ile lisanslı ürünleri satın alma niyeti arasında doğrudan ilişkinin olmadığı, algılanan değerin etkisi aracılığıyla takımla özdeşleşmenin satın alma niyetine etkisi olduğu belirlenmiştir. Kulüpler temelindeki farklılıkların görülmesi için yapılan analizler, her kulüp için lisanslı ürünlerin öne çıkan algılanan değer boyutlarının farklılaştığını göstermektedir.

Kaynakça

  • Ahn, T., Suh Y. I., Lee, J. K. ve Pedersen, P. M. (2012). Sport fans and their teams’ redesigned logos: an examination of the moderating effect of team identification on attitude and purchase intention of team-logoed merchandise. Journal of Sport Management, 26, 11-23.
  • Apostolopoulou, A., Papadimitriou, D. ve Damtsiou, V. (2010). Meanings and functions in olympic consumption: A study of the Athens 2004 olympic licensed products. European Sport Management Quarterly, 10(4), 485-507.
  • Aycan, A., Polat, E. ve Uçan, Y. (2009). Takım özdeşleşme düzeyi ile profesyonel futbol müsabakalarına seyirci olarak katılım kararını etkileyen değişkenler arasındaki ilişkinin incelenmesi. Spormetre Beden Eğitimi ve Spor Bilimleri Dergisi, 7(4), 169-174.
  • Baron, R. M. ve Kenny, D. A. (1986). The moderator-mediator mariable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  • Brown, N. A., Devlin, M. B. ve Billings, A. C. (2013). Fan identification gone extreme: sports communication variables between fans and sport in the ultimate fighting championship. International Journal of Sport Communication, 6(1), 19-32.
  • Erdoğan, İ. (2008). Futbol ve futbolu inceleme üzerine. İletişim Kuram ve Araştırma Dergisi, 26. 1-58.
  • Fisher, R. J. ve Wakefield, K. (1998). Factors leading to group identification: a field study of winners and loser. Psychology and Marketing, 15. 23-40.
  • Gençer R. T., Kiremitci, O., Aycan A., Demiray E. ve Unutmaz V. (2012). Profesyonel futbol takımı seyircilerinin spor tüketimine yönelik güdüleri ve bağlılık noktaları arasındaki ilişki. Ege Akademik Bakış, 12(Özel Sayı), 41-53.
  • Gençer, R. T. ve Aycan, A. (2008). Seyircilerin profesyonel futbol müsabakalarına katılım kararını etkileyen değişkenler üzerine bir inceleme. Ege Akademik Bakış, 8(2), 771-783.
  • Gwinner, K. ve Swanson, S. R. (2003). A model of fan identification: antecedents and sponsorship outcomes. Journal of Services Marketing, 17(3), 275-294.
  • Hair, J., Anderson, R., Tatham, ve Black, W. (1998). Multivariate data analysis with readings (5th ed.), Upper Saddle River, NJ: Prentice- Hall.
  • Hinckley, S. (2004). Team apparel contracts: licensing can help maximize benefits. Athletic Administration, 39. 57.
  • Hu, L. T. ve Bentler, P. M. (1999). Cutoff criteria for fit indices in covariance structure analysis. Structural Equation Modelling, 6 (1), 1-55.
  • James, J. D. ve Ross, S. D. (2004). Comparing sport consumer motivation across multiple sport. Sport Marketing Quarterly, 13(1), 17-25.
  • Jöreskog, K. ve Sörbom, D. (1996). Lisrel 8: users’ reference guide. Chicago, IL: Scientific Software International, Inc.
  • Kamuyu Aydınlatma Platformu. (2015). Erişim adresi http://www.kap.gov.tr
  • Kim, Y. ve Kim, S. (2009). The relationships between team attributes, team identification and sponsor image. International Journal of Sports Marketing & Sponsorship, 10(3), 215-229.
  • Kim, Y. K. ve Trail, G. (2011). A conceptual framework for understanding relationships between sport consumers and sport organizations: A relationship quality approach. Journal of Sport Management, 25(1), 57-69.
  • Kolah, A. (2005). Maximizing revenue from licensing and merchandising, London: Sport Business Group.
  • Kuburlu, C. (2013). Havada büyük derbi. Erişim adresi http://www.hurriyet.com.tr/ ekonomi/22798176.asp
  • Kwak, D. H. ve Kang, J. H. (2009). Symbolic purchase in sport: The roles of self-image congruence and perceived quality. Management Decision, 47(1), 85-99.
  • Kwon, H. H., Trail, G. ve James, J. D. (2007). The mediating role of perceived value: Team identification and purchase intention of team-licensed apparel. Journal of Sport Management, 21(4), 540-554.
  • Kwon, H. H. ve Armstrong, K. L. (2006). Impulse purchases of sport team licensed merchandise: What matters?. Journal of Sport Management, 20, 101-119.
  • Kwon, H. H. ve Trail, G. T. (2003). A reexamination of the construct and concurrent validity of the psychological commitment to team scale. Sport Marketing Quarterly, 12(2): 88-93.
  • Lee D., Trail, G. T., Kwon, H. H. ve Anderson, F. (2011). Consumer values versus perceived product attributes: Relationships among items from the MVS, PRS, and PERVAL scales. Sport Management Review, 14(1), 89–101.
  • Lee, D. ve Trail, G. T. (2012). Confirmatory analysis of the athletic team merchandise model. Measurement in Physical Education and Exercise Science, 16(2).101-118.
  • Lee, D. ve Trail, G. (2011). A theoretical model of team-licensed merchandise purchasing (TLMP). ICHPER-SD Journal of Research, 6(1), 62-67.
  • Lee, S., Shin, H., Park, J. J. ve Kwon, O. R. (2010). A brand loyalty model utilizing team identification and customer satisfaction in the licensed sports product industry. Journal of Research International Council for Health, Physical Education, Recreation, Sport, & Dance, 5(1), 60-67.
  • Madrigal, R. (2001). Social identity effects in a belief-attitude intentions hierarchy: implications for corporate sponsorship. Psychology & Marketing, 18(2),145−165.
  • Madrigal, R. ve Chen, J. (2008). Moderating and mediating effects of team identification in regard to causal attributions and summary judgments following a game outcome. Journal of Sport Management, 22, 717-733.
  • Mahony, D. F. ve Howard, D. R. (1998). The impact of attitudes on the behavioral intentions of sport spectators. International Sports Journal, 2(2), 96-110.
  • Orçun, Ç. ve Demirtaş, M. C. (2015). Gelişen futbol ekonomisinde taraftarların kulüp değerlerine olan bakış açıları: Bucaspor örneği. Optimum Ekonomi ve Yönetim Bilimleri Dergisi, 2(1), 113-126.
  • Parker, H. M. (2007). The effect of negative sponsor information and team response on identification levels and consumer attitudes. (Doktora tezi). Erişim adresi https://etd.ohiolink.edu/ etd.send_file?accession=osu1180025349&disposition=inline
  • Schimmel, K. S., Harrington, C. L. ve Bielby, D. D. (2007). Keep your fans to yourself: The disjuncture between sport studies' and pop culture studies' perspectives on fandom. Sport in Society: Cultures, Commerce, Media, Politics, 10(4). 580-600.
  • Shank, M. D. (2005). Sports marketing. International Edition (3rd ed.). Upper Saddle River, New Jersey: Pearson Education
  • Sierra, J. J., Taute, H. A. ve Heiser, R. S. (2012). Explaining NFL fans’ purchase intentions for revered and reviled teams: A dual-process perspective. Journal of Retailing and Consumer Services, 19(3), 332-342.
  • Sutton, W. A., McDonald, M. A., Milne, G. R. ve Cimperman, J. (1997). Creating and fostering fan identification in professional sports. Sport Marketing Quarterly, 6(1), 15-22.
  • Şimşek, Ö. F. (2007). Yapısal eşitlik modellemesine giriş. Ankara: Ekinoks Yayıncılık.
  • Talimciler, A. (2008). Futbol değil iş: Endüstriyel futbol. İletişim Kuram ve Araştırma Dergisi, 26, 89-114.
  • Torlak, Ö., Özkara, B. Y. ve Doğan, V. (2014). Taraftarların takımlarla özdeşleşme düzeylerinin, takımların lisanslı ürünlerine yönelik kalite algısı ve satın alma niyetine etkisi. Ege Akademik Bakış, 14(1), 73-81.
  • Trail, G. T., Anderson, D. F. ve Fink, J. S. (2005). Consumer satisfaction and identity theory: A model of sport spectator conative loyalty. Sport Marketing Quarterly, 14(2): 98-112.
  • Underwood, R., Bond, E. ve Baer, R., (2001). Building service brands via social identity: Lessons from the sports marketplace. Journal of Marketing Theory and Practice, 9(Winter), 1-13.
  • Wakefield, K. L. (1995). The pervasive effects of social influence on sporting event attendance. Journal of Sport and Social Issues, 19(4), 335-351.
  • Wang, R. T., Zhang, J. J. ve Yosuke, T. (2011). Examining fan motives and loyalty for the Chinese professional baseball league of Taiwan. Sport Management Review, 14(4):347-360.
  • Wann, D. L. (2006). Understanding the positive social psychological benefits of sport team identification: The team identification, social psychological health model. Group Dynamics: Theory, Research, and Practice, 10(4), 272-296.
  • Wann, D. L., Grieve, F. G., Waddill, P. J. ve Martin, J. (2008). Use of retroactive pessimism as a method of coping with identity threat: the impact of group identification. Group Processes and Intergroup Relations, 11(4), 439-450.
  • Wann, D., Walker, R., Cygan, J., Kawase, I. ve Ryan, J. (2005). Further replication of the relationship between team identification and social psychological well-being: examining non-classroom settings. North American Journal of Pyschology, 7(3), 361-366.
Toplam 47 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makalesi
Yazarlar

İpek Kazançoğlu Bu kişi benim

Miray Baybars

Yayımlanma Tarihi 1 Ocak 2016
Yayımlandığı Sayı Yıl 2016 Cilt: 17 Sayı: 1

Kaynak Göster

APA Kazançoğlu, İ., & Baybars, M. (2016). LİSANSLI SPOR ÜRÜNLERİNİN ALGILANAN DEĞER BİLEŞENLERİNİN SATIN ALMA NİYETİ İLE İLİŞKİSİ: TÜRKİYE’NİN EN BÜYÜK ÜÇ FUTBOL KULÜBÜNÜN İNCELENMESİ. Doğuş Üniversitesi Dergisi, 17(1), 51-66.