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

Yıl 2018, Cilt: 17 Sayı: 4, 1456 - 1473, 27.09.2018

Hasan Aksoy

https://doi.org/10.21547/jss.435745

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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