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THE MEDIATING ROLE OF PERCEPTIONS RELATED TO CAUSES OF SPONSORSHIP IN THE EFFECT OF TEAM IDENTIFICATION ON THE ATTITUDE TOWARD SPONSOR BUSINESS: A RESEARCH IN KIRIKKALE PROVINCE

Abstract

Author(s): Rabia Vildan ??CAN ?brahim BOZACI

The goal of present study is to examine the impact of team identification on attitudes towards the sponsor company and the mediating role of perceptions about the cause of sponsorship in this effect. In this way, it is targeted to test the role of the perceptions of the fans related to sponsorship, in addition to team identification, in achieving the results desired by the sponsor companies through sponsorship investments. In this context, primary data collected through the face-to-face questionnaire and convenience sampling method in K?r?kkale province were analyzed with the SPSS package program and the findings were interpreted. Within the framework of the research; “team identification”, “altruistic attributions about sponsorship”, “utilitarian attributions about sponsorship” and “attitude towards sponsoring company” were determined as variables and research hypotheses were tested. According to the evidences of the research, it is shown that team identification positively affects attitude towards the sponsor company and attributions about cause of the sponsorship. Also; it has been determined that perceptions of cause for sponsorship affect attitudes towards the sponsor and play an mediating role in the influence of team identification on attitudes towards the sponsor company. The results of the research are generally similar to the results of the findings in the marketing literature. On the other hand, besides altruistic attributions, utilitarian attributions affect positively attitudes towards the sponsor at a low level, and it is interpreted that utilitarian attributions may not be an obstacle to positive attitudes.

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