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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Format: | Article |
Language: | English |
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Gaziantep University
2018-10-01
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Series: | Gaziantep University Journal of Social Sciences |
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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. |
first_indexed | 2024-04-10T12:37:17Z |
format | Article |
id | doaj.art-629cbb123b9345f6bc506a01684192fd |
institution | Directory Open Access Journal |
issn | 1303-0094 2149-5459 |
language | English |
last_indexed | 2024-04-10T12:37:17Z |
publishDate | 2018-10-01 |
publisher | Gaziantep University |
record_format | Article |
series | Gaziantep University Journal of Social Sciences |
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 |