Sponsor Marka Kimlik Uyumunun Marka İmaj Transferi Üzerine Etkisi: Çoklu Fuar Sponsorluğunun Analizi

It is known that sponsorship has a significant impact on the performance of marketing. In the study, it was aimed to create a conceptual structure in the sponsorship communication process. The research conducted by Cardist in 210 exhibitors shows the factors affecting the relationship between the...

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Main Author: Hasan AKSOY
Format: Article
Language:English
Published: Gaziantep University 2018-10-01
Series:Gaziantep University Journal of Social Sciences
Subjects:
Online Access:http://dergipark.gov.tr/download/article-file/543602
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author Hasan AKSOY
author_facet Hasan AKSOY
author_sort Hasan AKSOY
collection DOAJ
description It is known that sponsorship has a significant impact on the performance of marketing. In the study, it was aimed to create a conceptual structure in the sponsorship communication process. The research conducted by Cardist in 210 exhibitors shows the factors affecting the relationship between the six brands sponsoring the event (Hürriyet, Cnbc-e, BKM, Banksoft, Visa Card and Master Card) and the event (Cardist). In this light, this paper aims to contribute to the literature by providing a better understanding of the links between sponsorship and brand image transfer .It is one of the most important findings of the study to emphasize that the harmony between sponsor and event is important in multiple sponsorship agreements and that the sponsor brands should be influenced by the image of the sponsored event. Furthermore, when more than one brand sponsors the same activity, it is claimed that these brands and the event are perceived as a single group.
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spelling doaj.art-629cbb123b9345f6bc506a01684192fd2023-02-15T16:14:29ZengGaziantep UniversityGaziantep University Journal of Social Sciences1303-00942149-54592018-10-011741456147310.21547/jss.435745Sponsor Marka Kimlik Uyumunun Marka İmaj Transferi Üzerine Etkisi: Çoklu Fuar Sponsorluğunun AnaliziHasan AKSOY0Gaziantep UniversityIt is known that sponsorship has a significant impact on the performance of marketing. In the study, it was aimed to create a conceptual structure in the sponsorship communication process. The research conducted by Cardist in 210 exhibitors shows the factors affecting the relationship between the six brands sponsoring the event (Hürriyet, Cnbc-e, BKM, Banksoft, Visa Card and Master Card) and the event (Cardist). In this light, this paper aims to contribute to the literature by providing a better understanding of the links between sponsorship and brand image transfer .It is one of the most important findings of the study to emphasize that the harmony between sponsor and event is important in multiple sponsorship agreements and that the sponsor brands should be influenced by the image of the sponsored event. Furthermore, when more than one brand sponsors the same activity, it is claimed that these brands and the event are perceived as a single group.http://dergipark.gov.tr/download/article-file/543602SponsorshipMultiple SponsorshipImage TransferBrand Identitiy
spellingShingle Hasan AKSOY
Sponsor Marka Kimlik Uyumunun Marka İmaj Transferi Üzerine Etkisi: Çoklu Fuar Sponsorluğunun Analizi
Gaziantep University Journal of Social Sciences
Sponsorship
Multiple Sponsorship
Image Transfer
Brand Identitiy
title Sponsor Marka Kimlik Uyumunun Marka İmaj Transferi Üzerine Etkisi: Çoklu Fuar Sponsorluğunun Analizi
title_full Sponsor Marka Kimlik Uyumunun Marka İmaj Transferi Üzerine Etkisi: Çoklu Fuar Sponsorluğunun Analizi
title_fullStr Sponsor Marka Kimlik Uyumunun Marka İmaj Transferi Üzerine Etkisi: Çoklu Fuar Sponsorluğunun Analizi
title_full_unstemmed Sponsor Marka Kimlik Uyumunun Marka İmaj Transferi Üzerine Etkisi: Çoklu Fuar Sponsorluğunun Analizi
title_short Sponsor Marka Kimlik Uyumunun Marka İmaj Transferi Üzerine Etkisi: Çoklu Fuar Sponsorluğunun Analizi
title_sort sponsor marka kimlik uyumunun marka imaj transferi uzerine etkisi coklu fuar sponsorlugunun analizi
topic Sponsorship
Multiple Sponsorship
Image Transfer
Brand Identitiy
url http://dergipark.gov.tr/download/article-file/543602
work_keys_str_mv AT hasanaksoy sponsormarkakimlikuyumununmarkaimajtransferiuzerineetkisicoklufuarsponsorlugununanalizi