{"id":351400,"date":"2018-05-07T15:49:25","date_gmt":"2018-05-07T13:49:25","guid":{"rendered":"https:\/\/rtrsports.com\/spor-sponsorlugu-tuketici-etkisi\/"},"modified":"2026-09-09T16:58:28","modified_gmt":"2026-09-09T14:58:28","slug":"spor-sponsorlugu-tuketici-etkisi","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/spor-sponsorlugu-tuketici-etkisi\/","title":{"rendered":"Spor Sponsorlu\u011fu ve T\u00fcketici \u00dczerindeki Etkisi: Sat\u0131\u015fa Giden Yol"},"content":{"rendered":"<p>Bir spor sponsorlu\u011funun bir livree \u00fczerindeki logodan farkl\u0131 bir \u015feye d\u00f6n\u00fc\u015ft\u00fc\u011f\u00fc tam bir an vard\u0131r. Bu, pilotun biti\u015f \u00e7izgisini ge\u00e7ti\u011fi an de\u011fildir. Foto\u011fraf\u0131n man\u015fetlere ta\u015f\u0131nd\u0131\u011f\u0131 an da de\u011fildir. Bu, bir taraftar\u0131n etkinlikten haftalar ya da aylar sonra bir ma\u011fazaya girip tam olarak neden o \u00fcr\u00fcn\u00fc se\u00e7ti\u011fini bilmeden bir \u00fcr\u00fcn se\u00e7ti\u011fi and\u0131r.<\/p>\n<p>Bu mekanizma ne sihir ne de k\u00f6r sadakattir. Spor sponsorlu\u011funun t\u00fcketici yolculu\u011fudur: belgelenmi\u015f, \u00f6l\u00e7\u00fclebilir ve sponsorlu\u011fu etkinlikle biten bir imaj yat\u0131r\u0131m\u0131 olarak g\u00f6rmeye devam edenler taraf\u0131ndan sistematik olarak k\u00fc\u00e7\u00fcmsenen bir s\u00fcre\u00e7.<\/p>\n<h2>Duygusal Ba\u011fdan Sat\u0131n Almaya Giden Yol<\/h2>\n<p>Yolculu\u011fun yap\u0131s\u0131: tekrarlanan maruz kalma, duygusal \u00e7a\u011fr\u0131\u015f\u0131m, markaya kar\u015f\u0131 olumlu tutum, sat\u0131n alma niyeti. Her ad\u0131m bir \u00f6nceki taraf\u0131ndan ko\u015fulland\u0131r\u0131l\u0131r ve spor ba\u011flam\u0131 her ge\u00e7i\u015fi g\u00fc\u00e7lendirir. Lings ve Owen, 2007&#8217;de <em>Journal of Marketing Management<\/em>&#8216;ta yay\u0131mlad\u0131klar\u0131 \u00e7al\u0131\u015fmada temel mekanizmay\u0131 belirledi: sponsorlu tak\u0131ma kar\u015f\u0131 duyu\u015fsal ba\u011fl\u0131l\u0131k, maruz kalmaktan sat\u0131n alma niyetine ge\u00e7i\u015fe arac\u0131l\u0131k eder.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large\" title=\"spor sponsorlu\u011fu t\u00fcketici etkisi\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/path-to-the-money.png\" alt=\"Spor sponsorlu\u011funda t\u00fcketici yolculu\u011fu diyagram\u0131\" width=\"600\" height=\"292\" \/><\/p>\n<pre>Kaynak: Lings, Ian ve Owen, Kate (2007). Brand purchasing of the sponsor: the role of affective commitment towards the sponsored team. Journal of Marketing Management, 23 (5\/6), ss. 483-496.<\/pre>\n<h2>Veriler: Fark\u0131ndal\u0131k, Marka Hat\u0131rlan\u0131rl\u0131\u011f\u0131 ve Sat\u0131n Alma Niyeti<\/h2>\n<p>MotoGP \u00fczerine 2017&#8217;de yap\u0131lan bir \u00e7al\u0131\u015fma (<a href=\"https:\/\/ejournal.unsrat.ac.id\/index.php\/jbie\/article\/view\/9849\">buradan eri\u015filebilir<\/a>) ayn\u0131 y\u00f6n\u00fc do\u011frulad\u0131: sponsorluk fark\u0131ndal\u0131\u011f\u0131ndan kaynaklanan olumlu tutum, sat\u0131n alma niyeti \u00fczerinde do\u011frudan ve \u00f6l\u00e7\u00fclebilir bir etki yarat\u0131r. 2023&#8217;te <em>International Journal of Sports Marketing and Sponsorship<\/em>&#8216;ta yay\u0131mlanan bir meta-analiz bu sonucu geni\u015fletti: spor sponsorlu\u011fu, \u00f6zellikle y\u00fcksek duygusal kat\u0131l\u0131m yaratan etkinliklerde, sat\u0131n alma niyeti \u00fczerinde geleneksel reklamc\u0131l\u0131\u011f\u0131 a\u015fan bir etki \u00fcretiyor.<\/p>\n<h2>Fark\u0131ndal\u0131k, De\u011ferlendirme, D\u00f6n\u00fc\u015f\u00fcm: Spor Sponsorlu\u011funun \u00dc\u00e7 A\u015famas\u0131<\/h2>\n<p><strong>Fark\u0131ndal\u0131k<\/strong> a\u015famas\u0131 etkinlikte ger\u00e7ekle\u015fir. Logo mevcuttur, tekrarlan\u0131r, y\u00fcksek enerjili bir ba\u011flamda yer al\u0131r. Duygusal olarak aktive edilmi\u015f beyin, ticari ileti\u015fime kar\u015f\u0131 bili\u015fsel engellerini d\u00fc\u015f\u00fcr\u00fcr. Dolayl\u0131 ikna de\u011fil \u2014 \u00e7a\u011fr\u0131\u015f\u0131m.<\/p>\n<p><strong>De\u011ferlendirme<\/strong> a\u015famas\u0131 en az g\u00f6r\u00fcn\u00fcr ama en ilgi \u00e7ekici oland\u0131r. Etkinli\u011fi izleyen haftalarda sponsorlu marka, medya ve sosyal platformlar arac\u0131l\u0131\u011f\u0131yla zihinlerde aktif kal\u0131r. Buna &#8220;pervane etkisi&#8221; diyoruz: s\u00f6zle\u015fmesel s\u00fcrenin \u00f6tesine yay\u0131lan de\u011fer.<\/p>\n<p><strong>D\u00f6n\u00fc\u015f\u00fcm<\/strong> a\u015famas\u0131nda veriler en ikna edicidir. Y\u00fcksek duygusal kat\u0131l\u0131ml\u0131 taraftarlar, destekledikleri tak\u0131m\u0131n sponsorlar\u0131na kar\u015f\u0131 anlaml\u0131 \u00f6l\u00e7\u00fcde daha y\u00fcksek sat\u0131n alma niyeti g\u00f6sterir. K\u00f6r sadakat de\u011fil: di\u011fer ko\u015fullar e\u015fit oldu\u011funda dengeyi de\u011fi\u015ftiren bir tercih mekanizmas\u0131.<\/p>\n<h2>Bu Yolculu\u011fu Anlayan Bir Markan\u0131n Stratejisinde Ne De\u011fi\u015fir<\/h2>\n<p><a href=\"https:\/\/rtrsports.com\/tr\/spor-sponsorlugu\/\"><strong>Spor sponsorlu\u011fu<\/strong><\/a> g\u00f6r\u00fcn\u00fcrl\u00fck yat\u0131r\u0131m\u0131 de\u011fil, consumer journey yat\u0131r\u0131m\u0131d\u0131r. \u0130yi haz\u0131rlanm\u0131\u015f bir plan \u00fc\u00e7 a\u015fama \u00fczerinde e\u015f zamanl\u0131 \u00e7al\u0131\u015f\u0131r. Sponsorlu\u011fu &#8220;logo koymaya&#8221; indirgeyen \u015firketler yaln\u0131zca ilk a\u015famay\u0131 yakalar. Spor, t\u00fcketicinin savunmas\u0131n\u0131 g\u00f6n\u00fcll\u00fc olarak d\u00fc\u015f\u00fcrd\u00fc\u011f\u00fc nadir ba\u011flamlardan biridir. Bu ba\u011flamda iyi konumlanm\u0131\u015f marka kesintiye yol a\u00e7maz: kat\u0131l\u0131r.<\/p>\n\n<h2>Spor Sponsorlu\u011fu ve T\u00fcketici Etkisi Hakk\u0131nda S\u0131k Sorulan Sorular<\/h2>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Frequently Asked Questions<\/b><\/h2>\r\n        \r\n        <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Spor sponsorlu\u011fu t\u00fcketicilerin sat\u0131n alma kararlar\u0131n\u0131 nas\u0131l etkiler?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Sponsorluk, marka ile taraftar\u0131n sevdi\u011fi spor m\u00fclk\u00fc aras\u0131nda duygusal \u00e7a\u011fr\u0131\u015f\u0131m yarat\u0131r. Bu, markaya y\u00f6nelik olumlu tutuma ve daha y\u00fcksek sat\u0131n alma niyetine d\u00f6n\u00fc\u015f\u00fcr. Lings ve Owen (2007) ve 2023 meta-analizi bunu kan\u0131tlar.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Spor sponsorlu\u011funun aktive etti\u011fi t\u00fcketici yolculu\u011fu nedir?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\u00dc\u00e7 a\u015fama: fark\u0131ndal\u0131k (marka duygusal ba\u011flamda alg\u0131lan\u0131r), de\u011ferlendirme (marka medya ve konu\u015fmalarla aktif kal\u0131r) ve d\u00f6n\u00fc\u015f\u00fcm (taraftar, destekledi\u011fi tak\u0131m\u0131n markas\u0131n\u0131 tercih eder).<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Spor sponsorlu\u011fu sat\u0131n alma niyeti i\u00e7in geleneksel reklamc\u0131l\u0131ktan daha m\u0131 etkilidir?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Veriler, \u00f6zellikle y\u00fcksek kat\u0131l\u0131ml\u0131 sporlarda evet oldu\u011funu g\u00f6steriyor. 2023 meta-analizi, spor sponsorlu\u011funun y\u00fcksek duygusal kat\u0131l\u0131m yaratan etkinliklerde geleneksel reklamc\u0131l\u0131ktan daha b\u00fcy\u00fck sat\u0131n alma niyeti etkisi \u00fcretti\u011fini g\u00f6steriyor.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Spor sponsorlu\u011funun sat\u0131\u015flar \u00fczerindeki etkisi nas\u0131l \u00f6l\u00e7\u00fcl\u00fcr?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Temel g\u00f6stergeler: marka hat\u0131rlan\u0131rl\u0131\u011f\u0131, marka tutumu, sat\u0131n alma niyeti ve medya maruziyeti z\u0131rvelerindeki sat\u0131\u015f art\u0131\u015f\u0131.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Sponsorluk yoluyla marka bilinirli\u011fi i\u00e7in hangi spor en etkilidir?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Motorsportta \u2014 Formula 1, MotoGP, WEC \u2014 k\u00fcresel kitle ve y\u00fcksek duygusal kat\u0131l\u0131m, uluslararas\u0131 hedefli markalar i\u00e7in sponsorlu\u011fu \u00f6zellikle etkili k\u0131lar.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>B\u00fcy\u00fck bir spor etkinli\u011fine kat\u0131lm\u0131\u015f olan herkes \u2014 sponsorluk uzman\u0131 olsun ya da olmas\u0131n \u2014 binlerce ki\u015finin tutulan tak\u0131m ya da sporcu i\u00e7in tezah\u00fcrat ve \u015fark\u0131yla ne denli co\u015fkulu ve kapsay\u0131c\u0131 bir atmosfer yaratt\u0131\u011f\u0131n\u0131 anlatabilir. Bu duygu uzun s\u00fcre devam eder ve pek \u00e7ok ki\u015fi bunu Pazar Pazar yeniden ya\u015famak ister. Bir anlamda bu, kabilelerin birlikte kutlamak i\u00e7in bir araya geldi\u011fi eski zamanlar\u0131 \u00e7a\u011fr\u0131\u015ft\u0131ran bir rit\u00fcel gibidir.<\/p>\n","protected":false},"author":2,"featured_media":157586,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20200,20199,20121,20122],"tags":[],"class_list":["post-351400","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spor-pazarlamasi","category-spor-sponsorlugu","category-sport-sponsorship-2","category-sports-marketing-2"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Spor Sponsorlugu ve Tuketici Davranisi: Satin Almaya Giden Yol | RTR Sports<\/title>\n<meta name=\"description\" content=\"Spor sponsorlugu tuketici yolculugunu nasil etkiler: marka bilinirliginden satin alma niyetine. 2023 meta-analiz verileri.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/tr\/blog\/spor-sponsorlugu-tuketici-etkisi\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Spor Sponsorlu\u011fu ve T\u00fcketici \u00dczerindeki Etkisi: Sat\u0131\u015fa Giden Yol\" \/>\n<meta property=\"og:description\" content=\"Spor sponsorlugu tuketici yolculugunu nasil etkiler: marka bilinirliginden satin alma niyetine. 2023 meta-analiz verileri.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/tr\/blog\/spor-sponsorlugu-tuketici-etkisi\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" 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