TY  - JOUR
TT  - Effects on awareness, brand image and purchase intention
AU  - Gurses, Oyku Akyol
AU  - Uslu, Aypar
PY  - 2014
DA  - September
JF  - Journal of Management Marketing and Logistics
JO  - JMML
PB  - Dilek TEKER
WT  - DergiPark
SN  - 2148-6670
SP  - 173
EP  - 190
VL  - 1
IS  - 3
KW  - Anahtar  Kelimeler  Sponsorluk
KW  - marka  imajı
KW  - marka  farkındalığı
KW  - satın  alma  niyeti
KW  - marka.
N2  - Sponsorship,  which  became  a  significant  component  of  communication  mix,  is being widely used by the practitioners. Firms invest in sponsorships to increase the brand awareness and to strengthen the brand image. This paper aims to find out  the  effectiveness  of  sponsorship  to  accomplish  the  organizational  goals. Brand awareness, brand image, and purchase intention are used as the relevant variables  of  the  study.  This  paper  presents  that  being  a  sponsor  to  television programs  does  not  contribute  much  to  recall  the  sponsor  brand  by  the consumers on the other hand regardless of being an audience of the sponsored program;  sponsorship  increases  the  consumers’  recognition  of  the  brand. Besides, it is concluded that television program sponsorships has positive impacts on  strengthening  the  brand  personality  and  brand  attitude.  Additionally, purchase  intention  to  sponsor  brand  is  higher  among  the  audience  of  the sponsored program. Furthermore, it is found that there is a positive relationship between brand personality and brand attitude.     TELEVİZYON PROGRAMLARINDA SPONSORLUK:                                         MARKA FARKINDALIĞI, MARKA İMAJI VE SATIN ALMA NİYETİ ÜZERİNE ETKİLERİ
UR  - https://dergipark.org.tr/en/pub/jmml/issue//360819
L1  - https://dergipark.org.tr/en/download/article-file/375049
ER  -