SPORDA SPONSORLU UN TüKET C LER N SATINALMA N YET NE YANSIMASI = REFLECTING OF SPORT SPONSORSHIPS TO CONSUMER’S BUYING INTENT

The aims of this paper are to determine to what extent sport sponsorships cause to buying intention in customers and what kinds of effects of behaviors parties’ on buying decisions are. For this purpose, the data collected by having interviewed with 509 consumers, was analyzed by using descriptive and logistics regression statistical techniques. The results indicate that sponsorships have positive effects on buying decisions of 57% of the consumers. However, where the negative results of being compared with rival firms from the point of view price and quality are concerned; the proportion of those who have buying intention the product of sponsor firms is only 8,3 percent. The results of logistics regression analysis indicate that primary variables, which effect on buying decisions are affinity level, categorical congruence and congruent with individual affinity.