The use of sports for branding: The Volvo Ocean Race
Yükleniyor...
Tarih
2016
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Bilgi Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalışmanın amacı yelken sporcusunun ve yelken sporu takipçilerinin nasıl bir profile sahip olduklarını, ilgilendikleri spor etkinliğine sponsor olan markalara karşı tutumlarını, Volvo Ocean Race'i bir örnek olarak incelerken ortaya koyup tartışmaktır. Katılımcıların demografik verileri de cinsiyet, yaş, eğitim durumu, aylık gelir seviyesi, dil becerileri, mesleki durumları ve ayrıca spor haberlerini takip etmek için seçtikleri medya kanalları gibi her türlü açıdan ayrıntılı bir şekilde ele alınmıştır. Aktif olarak yelken yapan bireylerin yanı sıra yelken sporunu aktif olarak yapmayan ama yelkene ilgi duyan bireyler ve yelken sporuna karşı herhangi bir ilgi duymayan bireyler yelkenle ilgilenen ve aktif olarak yelken yapan bireylerle karşılaştırılmıştır.Bu çalışma ile Volvo Ocean Race gibi global bir yelken yarışı üzerinden Türkiye'deki son derece niş ve özel bir gruba kapsamlı bir şekilde odaklanarak sponsorluğun etkisi ele alınmıştır.
The aim of this study is to reveal and discuss how the profile of sailing sportman, sportwoman and followers is, their attitude towards brands sponsoring a sport event that they are interested in while evaluating the Volvo Ocean Race as a case study. The demographic data of the respondents is also discussed in details from all aspects such as gender difference, age, educational background, monthly income level, language skills and professional status in addition to their preferences about media channels to follow sports news. In addition to individuals actively interested in sailing, the individuals who are not performing but interested in sailing and also another group of people with no interest in sailing are compared with the individuals who are performing and interested in sailing. With this study the effect of sponsorship is discussed with a comprehensive focus on a very nich and specific group in Turkey on the base of a global sailing event, the Volvo Ocean Race.
The aim of this study is to reveal and discuss how the profile of sailing sportman, sportwoman and followers is, their attitude towards brands sponsoring a sport event that they are interested in while evaluating the Volvo Ocean Race as a case study. The demographic data of the respondents is also discussed in details from all aspects such as gender difference, age, educational background, monthly income level, language skills and professional status in addition to their preferences about media channels to follow sports news. In addition to individuals actively interested in sailing, the individuals who are not performing but interested in sailing and also another group of people with no interest in sailing are compared with the individuals who are performing and interested in sailing. With this study the effect of sponsorship is discussed with a comprehensive focus on a very nich and specific group in Turkey on the base of a global sailing event, the Volvo Ocean Race.
