ÖzSpor endüstrisi içinde takım lisanslı ürünler konusu en hızlı gelişen konulardan biridir. Takım lisanslı ürünler pazarı milyonlarca dolarlık satış oranlarıyla ifade edilmektedir. Bu nedenle bu çalışmada takım lisansı ürünler bağlamında tüketici davranışları incelenmiştir.Çalışmanın amacı, takımla özdeşleşme, duygusal bağlılık ve satın alma niyeti olguları arasındaki ilişkiyi incelemektir. Yapılar arasındaki ilişkinin incelenmesi için korelasyon analizinden yararlanılmıştır.Elde edilen sonuçlar; takımla özdeşleşme, duygusal marka bağlılığı ve satı alma niyeti olguları arasında olumlu ilişkinin olduğunu göstermektedir.Anahtar Kelimeler: Takım Lisanslı Ürün, Takımla Özdeşleşme, Duygusal Marka Bağlılığı, Satın Alma Niyeti
AbstractThe team licensed merchandises in sport industry is one of the most developing issues in the word. Sales amount for licensed sport merchandises is explained with billions of dollars recently. Therefore in this study is consumer behavior in context of team licensed merchandise investigated.The purpose of this study was to investigate the relationship among the team identification, affective brand loyalty and purchase intension. Correlation analysis was used to explore the relationships among this constructs.The results show that there are positive relationships among team identification, affective brand loyalty and purchase intension.
This study aims to determine whether ESG funds can be used as an effective tool for environmental sustainability. ESG funds, which first appeared in the 2000s and were exported by environmentally friendly companies, are among the most effective tools for increasing firm value and managing environmental degradation. The causality relationship between the ESG funds, one of the environmentally friendly investment instruments, and the CO 2 emission values, which are used as an environmental degradation criterion, was investigated in this study.
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