THE CONSUMERS 'SPORTS SPONSORSHIP PERCEPTIONS AND THE EFFECTS OF SPONSORSHIP ON CONSUMER BEHAVIOR (SAKARYASPOR CLUB EXAMPLE)

Abstract

Sports sponsorship is one of the effective ways to achieve effective communication goals. It serves the purpose of raising volunteering and awareness, improving distribution channels, increasing the image, reaching new market segments, competing, being recognized in the market dominated by large companies and overcoming legal difficulties. This purpose is to investigate the factors that determine the perception of sponsorship and the response of consumers to sports sponsorship in the context of "interested in, adopting and using" the "product". validity and reliability in Turkey Regiment (2004), which made Sponsorship Evaluation Questionnaire (HAQ) was used. It was realized in Sakarya in 2017, that Sakaryaspor is the return home; Creating 700 volunteer Sakaryaspor supporters, 646 men and 64 women, who participated in the matches with Bergama Municipality, Payasspor, Elaziz Municipality and Afyonspor as spectators and communicated with simple random. Their surveys were gathered by 15 volunteer pollsters board. Descriptive statistics, T-test, One Way ANOVA, Correlation and Regression tests were performed and SPSS (Statistical Package for Social Sciences) package program was used in the analysis of the data. Creating research; It was concluded that Sakaryaspor football fans knew 84% of the Özgüllü brand, which sponsored the Sakaryaspor club. In this study conducted with Sakaryaspor fans, sports sponsorship is lower than male supporters, it will not change according to their marital status and education level, the perception of those with a monthly income of 1501-4000 TL is higher than the fans of different income levels, and the sports sponsorship increases as the sports sponsor It has been found that their perceptions have also increased. The frequency and selectivity of the company's sponsorship, the perceived sincerity of the company, the image of the sponsor and the sponsorship-event harmony are more suitable for the purpose than other sub-dimensions and make the companies reach their goals.