{"id":351715,"date":"2017-12-05T16:05:40","date_gmt":"2017-12-05T15:05:40","guid":{"rendered":"https:\/\/rtrsports.com\/spor-pazarlamasinda-tuketici-karar-verme\/"},"modified":"2026-09-11T17:26:02","modified_gmt":"2026-09-11T15:26:02","slug":"spor-pazarlamasinda-tuketici-karar-verme","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/spor-pazarlamasinda-tuketici-karar-verme\/","title":{"rendered":"Spor Pazarlamas\u0131nda T\u00fcketici Karar Verme: Mullin ve Hardy Modeli"},"content":{"rendered":"

Spor pazarlamas\u0131<\/strong>, di\u011fer pazarlama uzmanl\u0131klar\u0131ndan belirgin bi\u00e7imde ayr\u0131\u015fan bir eylem alan\u0131d\u0131r. Sekt\u00f6rde \u00e7al\u0131\u015fanlar\u0131n iyi bildi\u011fi gibi, bir taraftar\u0131n bir tak\u0131ma, pilota ya da \u015fampiyonaya yakla\u015f\u0131m bi\u00e7iminin bir sigorta veya bisk\u00fcvi paketi se\u00e7imiyle hi\u00e7bir ortak yan\u0131 yoktur. Peki bu tercihi ger\u00e7ekte ne y\u00f6nlendiriyor? Bir sponsorluk arac\u0131l\u0131\u011f\u0131yla do\u011fru kolu nas\u0131l devreye sokmak m\u00fcmk\u00fcn?<\/p>\n

Bir spor yat\u0131r\u0131m\u0131n\u0131 \u2014 MotoGP sponsorlu\u011fu<\/a>, F1 ya da ba\u015fka bir \u00fcst d\u00fczey \u015fampiyona \u2014 de\u011ferlendiren bir marka i\u00e7in spor t\u00fcketicisinin karar mekanizmas\u0131n\u0131 anlamak akademik bir al\u0131\u015ft\u0131rma de\u011fildir. Bu; karoseri \u00fczerindeki bir alan\u0131 hi\u00e7bir \u015feye d\u00f6nd\u00fcrmemek ile ger\u00e7ek talep yaratan bir aktivasyon aras\u0131ndaki farkt\u0131r.<\/p>\n

Spor Pazarlamas\u0131 Nedir?<\/h2>\n

Bir tan\u0131mla ba\u015flayal\u0131m. Mullin ve Hardy<\/strong>‘nin (Sport Marketing<\/em>, 4. bask\u0131, Human Kinetics, 2014) \u00e7al\u0131\u015fmas\u0131ndan yola \u00e7\u0131karak \u015funu s\u00f6yleyebiliriz: spor pazarlamas\u0131, insan i\u00e7in sporun sosyolojik, k\u00fclt\u00fcrel ve duygusal a\u00e7\u0131dan ba\u015fka hi\u00e7bir \u00fcr\u00fcn ya da hizmette bulunmayan derin bir anlam ta\u015f\u0131mas\u0131 nedeniyle her t\u00fcrden pazarlamadan k\u00f6kl\u00fc bi\u00e7imde ayr\u0131lmaktad\u0131r. Bunun pratik anlam\u0131 \u015fudur: spor pazarlamas\u0131na geleneksel t\u00fcketici pazarlamas\u0131ndan \u00f6d\u00fcn\u00e7 al\u0131nan ara\u00e7lar ve modeller uyguland\u0131\u011f\u0131nda bunlar yetersiz kal\u0131r ya da tamamen yan\u0131lt\u0131r; spora \u00f6zg\u00fc bir \u00e7er\u00e7eve zorunludur.<\/p>\n

Bu aksiyomdan son derece belirleyici bir sonu\u00e7 \u00e7\u0131kar: spor pazarlamas\u0131ndaki t\u00fcketici davran\u0131\u015f\u0131<\/strong> (Consumer Behavior), klasik anlamda de\u011ferlendirilen ve pazarlama ders kitaplar\u0131n\u0131n b\u00fcy\u00fck \u00e7o\u011funlu\u011funun ele ald\u0131\u011f\u0131 t\u00fcketici davran\u0131\u015f\u0131ndan t\u00fcm\u00fcyle farkl\u0131d\u0131r. T\u00fcketici, bir sporu deterjan markas\u0131n\u0131 takip eder gibi takip etmez: kendini onunla \u00f6zde\u015fle\u015ftirir, duygusal ba\u011f kurar, \u00fczerine bir kimlik in\u015fa eder. \u0130ster tak\u0131mlar, ister sporcular, ister ajanslar, isterse sporu ileti\u015fim arac\u0131 olarak kullanan \u015firketler ad\u0131na spor pazarlamas\u0131nda \u00e7al\u0131\u015f\u0131yor olsun; son t\u00fcketicinin spor \u00fcr\u00fcn\u00fcne nas\u0131l yakla\u015ft\u0131\u011f\u0131n\u0131, nas\u0131l karar verdi\u011fini, nas\u0131l t\u00fcketti\u011fini ve nas\u0131l davrand\u0131\u011f\u0131n\u0131 anlamak vazge\u00e7ilmezdir.<\/p>\n

Spor Pazarlamas\u0131nda Karar Verme Modeli<\/h2>\n

Spor t\u00fcketicisinin karar s\u00fcrecini tan\u0131tmak i\u00e7in en kullan\u0131\u015fl\u0131 \u015fema Mullin ve Hardy’ye aittir: merkezinde Sosyalle\u015fme<\/strong> (Socialization), Kat\u0131l\u0131m<\/strong> (Involvement) ve Ba\u011fl\u0131l\u0131k<\/strong> (Commitment) olmak \u00fczere \u00fc\u00e7l\u00fc bir yap\u0131 yer al\u0131r. Bu \u00e7ekirdek bir ba\u015flang\u0131\u00e7 noktas\u0131 de\u011fil, var\u0131\u015f noktas\u0131d\u0131r: bireyi spora giderek yakla\u015ft\u0131ran bir s\u00fcrecin sonucudur.<\/p>\n

Bu merkezi d\u00fc\u011f\u00fcme iki t\u00fcr etken arac\u0131l\u0131\u011f\u0131yla ula\u015f\u0131l\u0131r: \u00e7evresel etkenler<\/strong> (environmental) ve bireysel etkenler<\/strong>. Motorsportta \u00e7al\u0131\u015fan herkes i\u00e7in bu ayr\u0131m kritiktir: aile ya da televizyon arac\u0131l\u0131\u011f\u0131yla MotoGP’ye yakla\u015fan bir fan, gaming ya da sosyal medya arac\u0131l\u0131\u011f\u0131yla gelenle k\u0131yasland\u0131\u011f\u0131nda \u2014 motivasyon, sadakat ve sponsor mesajlar\u0131na duyarl\u0131l\u0131k a\u00e7\u0131s\u0131ndan \u2014 k\u00f6kl\u00fc bi\u00e7imde farkl\u0131 bir t\u00fcketicidir.<\/p>\n

Spor Karar Vermesinde \u00c7evresel Etkenler<\/h2>\n

\u00c7evresel etkenler, bireyin i\u00e7inde ya\u015fad\u0131\u011f\u0131 ama kendi ki\u015fisel ge\u00e7mi\u015fi arac\u0131l\u0131\u011f\u0131yla emip i\u015fledi\u011fi etkenlerdir. D\u0131\u015far\u0131dan gelirler; ancak hi\u00e7bir zaman do\u011frudan bir eylemle sonu\u00e7lanmazlar: bireysel s\u00fczge\u00e7ten ge\u00e7erek davran\u0131\u015fa d\u00f6n\u00fc\u015f\u00fcrler. Sponsorluk uzmanlar\u0131 i\u00e7in bu ayr\u0131m \u00f6nemlidir: ayn\u0131 ma\u00e7\u0131 izleyen iki ki\u015fi, tam olarak ayn\u0131 “\u00e7evresel” mesaj\u0131 t\u00fcketir; ama birindeki tepki koltuk sat\u0131n almakken di\u011ferindeki logo ti\u015f\u00f6rt\u00fc almak olabilir. Bir pazarlama stratejisini olu\u015fturmak bu de\u011fi\u015fkenli\u011fi anlamakla ba\u015flar.<\/p>\n

Birincisi \u00d6nemli \u00d6tekiler<\/strong> (Significant Others) etkenidir; yaln\u0131zca romantik partnerleri de\u011fil, ki\u015fi i\u00e7in anlaml\u0131 olan herkesi kapsar: pazar g\u00fcn\u00fc yar\u0131\u015flar\u0131 izleyen baba, \u015fampiyonay\u0131 takip eden arkada\u015f grubu, favori tak\u0131m\u0131n formas\u0131n\u0131 giyen i\u015f arkada\u015f\u0131. Bu dinami\u011fin somut ve \u00f6l\u00e7\u00fclebilir sonu\u00e7lar\u0131 vard\u0131r: ara\u015ft\u0131rmalar, trib\u00fcne gidenlerin yaln\u0131zca %4’\u00fcn\u00fcn yaln\u0131z gitti\u011fini ortaya koymu\u015ftur. Geriye kalan %96’da spor deneyimi ortakt\u0131r. MotoGP veya Formula 1’de hospitality paketi olu\u015fturanlar i\u00e7in bu marjinal bir veri de\u011fildir; \u00fcr\u00fcn\u00fcn bizzat yap\u0131s\u0131d\u0131r. Aile veya grup paketi satmak, tekil bilet satmaktan \u00e7ok daha etkilidir.<\/p>\n

\u0130kinci etken, Spor Firmalar\u0131n\u0131n Pazar Davran\u0131\u015f\u0131<\/strong>d\u0131r \u2014 spor m\u00fclklerinin, tak\u0131mlar\u0131n ve organizat\u00f6rlerin d\u00fcnyayla ileti\u015fim bi\u00e7imi. Spor, ba\u015fka hemen hi\u00e7bir sekt\u00f6r\u00fcn yapamayaca\u011f\u0131 bi\u00e7imde devasa bir edit\u00f6ryal i\u00e7erik \u00fcretir: uzmanla\u015fm\u0131\u015f medya organlar\u0131, \u00f6zel yay\u0131nlar, sosyal medya, canl\u0131 yay\u0131n, spor gazetecili\u011fi. Hi\u00e7bir markan\u0131n tek ba\u015f\u0131na \u00fcretemeyece\u011fi bu ileti\u015fim hacmi, sponsorluk arac\u0131l\u0131\u011f\u0131yla kat\u0131lmaya ve g\u00fc\u00e7lendirmeye a\u00e7\u0131kt\u0131r. Kotler’in 4P modeli sporda 5P’ye uzan\u0131r ve halkla ili\u015fkiler ayr\u0131 bir kald\u0131ra\u00e7 olarak eklenir: spor, kendisi hakk\u0131nda konu\u015ftu\u011fundan \u00e7ok daha fazla konu\u015fulur.<\/p>\n

\u00dc\u00e7\u00fcnc\u00fc etken K\u00fclt\u00fcrel Normlar ve De\u011ferler<\/strong>dir. 2010 FIFA D\u00fcnya Kupas\u0131’n\u0131n G\u00fcney Afrika’da yay\u0131m\u0131na FIFA verilerine g\u00f6re yakla\u015f\u0131k 3,2 milyar seyirci \u2014 d\u00fcnya n\u00fcfusunun yar\u0131s\u0131na yak\u0131n\u0131 \u2014 en az bir dakika e\u015flik etti. Benzer \u00f6l\u00e7ekte rakamlar b\u00fcy\u00fck motorsport \u015fampiyonalar\u0131nda da kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor: MotoGP \u015fampiyonas\u0131n\u0131n Avrupa, Asya ve Amerika’ya yay\u0131lm\u0131\u015f 200 milyonu a\u015fan taraftar taban\u0131, derin k\u00fclt\u00fcrel farkl\u0131l\u0131klar bar\u0131nd\u0131ran pazarlara da\u011f\u0131lm\u0131\u015ft\u0131r. Japon, \u0130spanyol ve Endonezyal\u0131 bir fan \u015fampiyonaya duydu\u011fu tutkuyu payla\u015f\u0131r; ama aktivasyon, dil ve iletilen de\u011ferler a\u00e7\u0131s\u0131ndan bir sponsordan beklentileri b\u00fcy\u00fck \u00f6l\u00e7\u00fcde farkl\u0131la\u015f\u0131r.<\/p>\n

Son olarak \u0131rk, cinsiyet, s\u0131n\u0131f ve co\u011frafi k\u00f6ken<\/strong> de g\u00f6z ard\u0131 edilemez; ideolojik kategoriler olarak de\u011fil, her bireyin belirli bir spora yakla\u015f\u0131m bi\u00e7iminde istatistiksel olarak anlaml\u0131 de\u011fi\u015fkenler olarak. Motorsport tarihsel olarak Bat\u0131l\u0131 pazarlarda erkek ve yeti\u015fkin kitlelere y\u00f6nelmi\u015fken h\u0131zl\u0131 bir d\u00f6n\u00fc\u015f\u00fcm ya\u015f\u0131yor: son y\u0131llarda Formula 1 ve MotoGP izleyicilerinde kad\u0131n bile\u015feni ile 35 ya\u015f alt\u0131 kesim kayda de\u011fer bir b\u00fcy\u00fcme kaydetmi\u015f, bu durum s\u00f6z konusu kitlelere y\u00f6nelik sponsorluk stratejileri geli\u015ftirenleri do\u011frudan etkiliyor.<\/p>\n

Spor Karar Vermesinde Bireysel Etkenler<\/h2>\n

\u00c7evresel etkenler t\u00fcketiciye d\u0131\u015far\u0131dan ula\u015f\u0131rken, bireysel etkenler<\/strong> \u2014 Mullin ve Hardy’nin \u015femas\u0131n\u0131n ikinci yar\u0131s\u0131 \u2014 i\u00e7eriden gelir: ki\u015finin \u00f6nemli \u00f6tekilerden, spor m\u00fclklerinin pazarlamas\u0131ndan ve i\u00e7inde b\u00fcy\u00fcd\u00fc\u011f\u00fc k\u00fclt\u00fcrden ald\u0131klar\u0131n\u0131 s\u00fcz\u00fcp yeniden i\u015fledi\u011fi ve nihayet davran\u0131\u015fa d\u00f6n\u00fc\u015ft\u00fcrd\u00fc\u011f\u00fc mekanizma.<\/p>\n

Birincisi motivasyon<\/strong>dur. Spora seyirci ya da sporcu olarak yakla\u015fan ki\u015fi, bunu nadiren tek bir nedenle yapar: kimisi ba\u015far\u0131<\/strong> arar \u2014 bir zaferle \u00f6zde\u015fle\u015fme ihtiyac\u0131; literat\u00fcrde “BIRGing” (Basking In Reflected Glory<\/em>, yans\u0131yan \u015fan\u0131n g\u00f6lgesinde oturma) olarak bilinen bu etki, favori tak\u0131m\u0131 kazand\u0131\u011f\u0131nda “biz kazand\u0131k” deme e\u011filimi olarak da g\u00f6zlemlenir; kimisi stres ve uyar\u0131lma<\/strong>, belirsiz bir finalin yaratt\u0131\u011f\u0131 adrenalin; kimisi estetik<\/strong>, sportif jestin g\u00fczelli\u011fi, sonu\u00e7tan ba\u011f\u0131ms\u0131z olarak; kimisi de yaln\u0131zca sosyal etkile\u015fim<\/strong>, ba\u015fkalar\u0131yla bir arada bulunmak i\u00e7in me\u015fru bir bahane. Hi\u00e7bir taraftar yaln\u0131zca bu kollardan birinin etkisiyle hareket etmez; hepsi bir arada, ki\u015fiden ki\u015fiye farkl\u0131 oranlarda bulunur. BIRGing etkisi \u00f6zellikle sponsorluk aktivasyon planlamas\u0131 i\u00e7in kritiktir: kazanan tak\u0131mlarla ili\u015fkilendirilen markalar otomatik olarak bu yans\u0131yan pozitif duygusall\u0131ktan pay al\u0131r.<\/p>\n

\u0130kinci etken alg\u0131lanan beceri<\/strong>dir (perceived skill). Motor kullanan biri, bir MotoGP GP’sine hi\u00e7 kullanmam\u0131\u015f birinden farkl\u0131 g\u00f6zlerle bakar; mutlaka daha b\u00fcy\u00fck bir tutkuyla de\u011fil, ama farkl\u0131 bir teknik yetkinlik alg\u0131s\u0131yla. Bu, pilotlar\u0131 de\u011ferlendirip yorumlama ve onlarla \u00f6zde\u015fle\u015fme bi\u00e7imini de\u011fi\u015ftirir. Motorsportun geleneksel olarak di\u011fer sporlardan daha teknik ve y\u00f6nlendirici bir kitleyi \u00e7ekmesinin nedeni budur. Ayn\u0131 zamanda otomotiv, teknoloji ve performans bile\u015fenleri sekt\u00f6rlerindeki markalar\u0131n o kitlede yenilik mesajlar\u0131na \u00f6zellikle a\u00e7\u0131k bir muhatap bulmas\u0131n\u0131n da nedenidir.<\/p>\n

\u00dc\u00e7\u00fcnc\u00fc etken \u00f6z-kavram<\/strong> (self-concept) \u2014 bireyin kim oldu\u011funa dair tasar\u0131m\u0131d\u0131r: takip etmeyi se\u00e7ti\u011fimiz spor ve onu takip etme bi\u00e7imimiz, ba\u015fkalar\u0131na \u2014 ve kendimize \u2014 kim oldu\u011fumuzu d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm\u00fcz\u00fc iletir. Tak\u0131m\u0131n formas\u0131n\u0131 giyen ki\u015fi yaln\u0131zca bir spor tercihi beyan etmekle kalmaz; giydi\u011fi k\u0131yafetler ya da dinledi\u011fi m\u00fczikle yapt\u0131\u011f\u0131n\u0131n ayn\u0131s\u0131n\u0131 yapar: bir kimlik projeler. Motorsport lisanslama ve perakende alan\u0131nda \u00e7al\u0131\u015fanlar i\u00e7in belirleyici veri budur: \u00fcr\u00fcn bir giysi de\u011fil, aidiyet eylemidir.<\/p>\n

Son olarak durumsal etkenler<\/strong> \u2014 anl\u0131k ko\u015fullar \u2014 vard\u0131r: mevcut bo\u015f zaman, b\u00fct\u00e7e, tesise uzakl\u0131k, refakat edebilecek biri. En tutkulu taraftar bile istasyon \u00fc\u00e7 saat uzaktaysa ve ertesi g\u00fcn i\u015fi varsa bilet almaz. 2024’te kanal par\u00e7alanmas\u0131 ve temas noktalar\u0131n\u0131n \u00e7o\u011falmas\u0131yla (canl\u0131 yay\u0131n, sosyal medya, gaming, podcast) durumsal boyut daha da karma\u015f\u0131k h\u00e2le gelmi\u015ftir: spor t\u00fcketicisine her yerde ula\u015f\u0131labilir, ama do\u011fru anda ve do\u011fru formatta ula\u015f\u0131lmal\u0131d\u0131r \u2014 ve bu tam olarak iyi bir sponsorluk ajans\u0131n\u0131n masaya getirdi\u011fi aktivasyon \u00e7al\u0131\u015fmas\u0131d\u0131r.<\/p>\n

Karar Vermeden Sponsorluk Stratejisine<\/h2>\n

Spor \u00fcr\u00fcn\u00fcne y\u00f6nelik Sosyalle\u015fme, Kat\u0131l\u0131m ve nihayet Ba\u011fl\u0131l\u0131k d\u00fczeyini belirleyen, \u00e7evresel ve bireysel etkenlerin kesi\u015fimidir \u2014 hi\u00e7biri tek ba\u015f\u0131na yeterli de\u011fildir. Sponsorluk de\u011ferlendirenlerin as\u0131l sorusu hi\u00e7bir zaman “t\u00fcketici sporu seviyor mu?” olmaz; o \u00f6zg\u00fcl kitlenin hangi kolunun ger\u00e7ekten devreye sokulabilece\u011fini \u2014 ve en \u00f6nemlisi \u00f6l\u00e7\u00fclebilece\u011fini \u2014 anlamakt\u0131r.<\/p>\n

MotoGP’deki bir sponsorluk yaln\u0131zca bir motosikletteki alan sat\u0131n almaz; t\u00fcketicinin o \u015fampiyonaya yans\u0131tt\u0131\u011f\u0131 k\u00fclt\u00fcrel, sosyal ve kimliksel anlam sistemine eri\u015fim sat\u0131n al\u0131r. Bu mekanizmalar\u0131 anlamak, bo\u015f bir \u00e7\u0131kartmadan ibaret olmayan bir aktivasyon in\u015fa etmenin ilk ad\u0131m\u0131d\u0131r.<\/p>\n

Bu kavramsal \u00e7er\u00e7eveyi prati\u011fe ta\u015f\u0131mak isteyen markalar i\u00e7in en de\u011ferli ad\u0131m, hedef kitlenin hangi bireysel ve \u00e7evresel etkenlerle \u015fekillendi\u011fini analitik bi\u00e7imde haritaland\u0131rmakt\u0131r. Bu analiz, hangi sponsorluk format\u0131n\u0131n \u2014 g\u00f6r\u00fcn\u00fcrl\u00fck a\u011f\u0131rl\u0131kl\u0131 m\u0131, hospitality odakl\u0131 m\u0131, yoksa i\u00e7erik ortakl\u0131\u011f\u0131na dayal\u0131 m\u0131 \u2014 en y\u00fcksek getiriyi sa\u011flayaca\u011f\u0131n\u0131 belirler. RTR Sports, motorsport pazarlamas\u0131nda otuz y\u0131l\u0131 a\u015fk\u0131n birikim ve deneyimle bu analizi her m\u00fc\u015fteri i\u00e7in \u00f6zelle\u015ftirerek en uygun sponsorluk yap\u0131s\u0131n\u0131 birlikte tan\u0131mlar ve aktive eder.<\/p>\n\n

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SSS \u2013 Spor Pazarlamas\u0131nda Karar Verme<\/b><\/h2>\r\n \r\n
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\r\n Spor pazarlamas\u0131nda t\u00fcketicinin karar vermesini hangi etkenler etkiler?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Spor t\u00fcketicisinin davran\u0131\u015f\u0131 neden geleneksel t\u00fcketici davran\u0131\u015f\u0131ndan farkl\u0131d\u0131r?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Spor pazarlamas\u0131nda Sosyalle\u015fme, Kat\u0131l\u0131m ve Ba\u011fl\u0131l\u0131k nedir?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Bu model bir motorsport sponsorluk stratejisine nas\u0131l uygulan\u0131r?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Taraftarlar\u0131n neden yaln\u0131zca y\u00fczde 4'\u00fc stadyuma yaln\u0131z gider?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Spor pazarlamas\u0131, di\u011fer pazarlama uzmanl\u0131klar\u0131ndan belirgin bi\u00e7imde ayr\u0131\u015fan bir eylem alan\u0131d\u0131r. Sekt\u00f6rde \u00e7al\u0131\u015fanlar\u0131n iyi bildi\u011fi gibi, bir taraftar\u0131n bir tak\u0131ma, pilota ya da \u015fampiyonaya yakla\u015f\u0131m bi\u00e7iminin bir sigorta veya bisk\u00fcvi paketi se\u00e7imiyle hi\u00e7bir ortak yan\u0131 yoktur. Peki bu tercihi ger\u00e7ekte ne y\u00f6nlendiriyor? Bir sponsorluk arac\u0131l\u0131\u011f\u0131yla do\u011fru kolu nas\u0131l devreye sokmak m\u00fcmk\u00fcn? Bir spor yat\u0131r\u0131m\u0131n\u0131 \u2014 […]<\/p>\n","protected":false},"author":2,"featured_media":157393,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024],"tags":[],"class_list":["post-351715","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSpor Pazarlamas\u0131nda T\u00fcketici Karar Verme - RTR Sports<\/title>\n<meta name=\"description\" content=\"Spor t\u00fcketicisinin karar alma mekanizmas\u0131: Mullin ve Hardy modeli ve MotoGP sponsorluk stratejisine uygulamas\u0131. \u00d6nemli di\u011ferlerinin etkisi ve BIRGing etkisinin a\u00e7\u0131klamas\u0131.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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