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

Öz

Sponsorluğun firmaların pazarlama performansı üzerinde önemli bir etkisi olduğu bilinmektedir. Bu çalışmada sponsorluk iletişim sürecine kavramsal bir yapı oluşturulması amaçlanmıştır. Kart Teknolojileri Fuarında (Cardist), katılımcı olan 210 kişiye uygulanarak gerçekleştirilen araştırma,  etkinliğe sponsor olan altı marka (Hürriyet, Cnbc-e, BKM, Banksoft, Visa Card ve Master Card) ve etkinlik (Cardist) arasındaki ilişkiyi etkileyen faktörleri ortaya koymaktadır. Bu bağlamda, bu çalışma, sponsorluk ile imaj transferi arasındaki bağlantıların daha iyi anlaşılmasını sağlayarak literatüre katkıda bulunmayı amaçlamaktadır. Sponsorlar ve desteklenen arasındaki uyumun, çoklu sponsorluk anlaşmalarında önemli olduğu, sponsor olan markaların sponsor olunan etkinliğin marka imajından faydalanmak istiyorsa, kendi marka konseptleriyle uyumlu etkinlikleri bulmaları gerekliliğinin vurgulanması çalışmanın en önemli bulgularından biridir. Ayrıca,  çalışmada birden fazla markanın aynı etkinliğe sponsor olduğu durumda, bu markalar ve etkinliğin tek bir grup olarak algılandığı ileri sürülmektedir.

Anahtar Kelimeler

• Sponsorluk,Çoklu Sponsorluk,İmaj Transferi,Marka Kimliği

Influence of the Brand Identity Harmony on the Brand Image Transfer: Analyzing the Multiple Fair Sponsorship

Öz

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.

Anahtar Kelimeler

• Multiple Sponsorship,Image Transfer,Sponsorship,Brand Identitiy

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