Kalıpları Yıkmak: Cinsiyet Eşitliği ve Spor Sponsorluğunun Sembolik Tüketim Aracılığıyla Satın Alma Niyetine Etkisi

Yazarlar

DOI:

https://doi.org/10.63556/ankad.v10i1.345

Anahtar Kelimeler:

Cinsiyet Eşitliği- Spor Sponsorluğu- Sembolik Tüketim- Satınalma Niyeti

Özet

Bu çalışma, tüketicilerin cinsiyet eşitliği perspektifleri ile spor sponsorluklarına yönelik satın alma niyetleri arasındaki ilişkide sembolik tüketimin aracılık rolünü incelemektedir. Veriler, 482 katılımcıdan yüz yüze ve çevrimiçi anketler yoluyla toplanmış ve önerilen hipotezleri test etmek için doğrulayıcı faktör analizi ve yol analizi birleştiren yapısal regresyon modeli kullanılmıştır. Bulgular, cinsiyet eşitliği perspektiflerinin her iki cinsiyet için de sembolik tüketimi olumsuz etkilediğini göstermektedir. Bu perspektifler kadınların satın alma niyetini doğrudan etkilemese de, erkeklerin satın alma niyetini doğrudan etkilemektedir. Ayrıca, her iki cinsiyet için de cinsiyet eşitliği perspektifleri, sembolik tüketim yoluyla satın alma niyetini dolaylı ve olumsuz olarak etkilemektedir. Bu sonuçlar, sponsorluk faaliyetlerinde cinsiyet eşitliğini vurgulamak, sponsorluk stratejilerini tüketicilerin değerleriyle uyumlu hale getirerek tüketicilerin satın alma davranışlarını olumlu yönde etkileyebileceğini göstermektedir. Bu tür sosyal odaklı mesajlar, işletmelerin sadakat oluşturmasına ve marka imajını güçlendirmesine yardımcı olabilir. Bu araştırma, spor sponsorluğu bağlamında cinsiyet eşitliği, sembolik tüketim ve satın alma niyetini birlikte inceleyen ilk araştırmalardan biridir ve hem akademisyenler hem de uygulayıcılar için özgün içgörüler sunmaktadır.

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Yayınlanmış

2026-02-24

Nasıl Atıf Yapılır

OK, Şeyda, & ALTIN, S. (2026). Kalıpları Yıkmak: Cinsiyet Eşitliği ve Spor Sponsorluğunun Sembolik Tüketim Aracılığıyla Satın Alma Niyetine Etkisi. Anadolu Kültürel Araştırmalar Dergisi, 10(1), 337–362. https://doi.org/10.63556/ankad.v10i1.345

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