Sosyo-demografik değişkenler bağlamında pazarlama amaçlı sponsorluk faaliyetlerine yönelik tüketici algılarının incelenmesi
Yükleniyor...
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Aksaray Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Introduction: Sponsorship, which has become an important means of marketing communication, aims to create a positive image for the target audience by supporting certain activities, persons or groups. One of the most basic communication purposes of sponsorship in relation to public relations, advertising and marketing purposes is to be able to provide a corporate image that enhances positive corporate image and brand value. Purpose: The purpose of the research in this direction; to detect consumer perceptions of sponsorship applications for marketing purposes. Furthermore, it is determined that consumer perceptions of sponsorship practices for marketing purposes show a meaningful difference according to socio-demographic variables. Method: In this context, a questionnaire was applied to the brand (Arçelik) consumers who operate in the durable consumer goods sector with convenience sampling method. Differences between the variables were tested using the data from the questionnaire. The t-test and oneway analysis of variance (ANOVA) were used to determine whether the average of the perceptions of these consumers for marketing purposes varied according to the socio-demographic variables. Findings: As a result of the research, it has been determined that the perceptions of the consumers about the sponsorship applications for marketing are in the positive direction. In addition, it was determined that some observed variables showed significant difference (p<0,05) according to socio-demographic variables such as sex, age, educational status and monthly income status. Moreover, the fact that sponsorship applications for marketing purposes increase brand awareness and the influence of positive attitudes towards brand are high, indicating that sponsorship applications for marketing shape consumer perception positively. Discussion and Conclusion: In this respect, sponsorship applications for marketing are influential in the formation of positive thinking towards the brand as well as issues such as corporate image and corporate reputation. In addition, sponsorship applications for marketing purposes can lead consumers towards attitudes and behavioral brands.
Introduction: Sponsorship, which has become an important means of marketing communication, aims to create a positive image for the target audience by supporting certain activities, persons or groups. One of the most basic communication purposes of sponsorship in relation to public relations, advertising and marketing purposes is to be able to provide a corporate image that enhances positive corporate image and brand value. Purpose: The purpose of the research in this direction; to detect consumer perceptions of sponsorship applications for marketing purposes. Furthermore, it is determined that consumer perceptions of sponsorship practices for marketing purposes show a meaningful difference according to socio-demographic variables. Method: In this context, a questionnaire was applied to the brand (Arçelik) consumers who operate in the durable consumer goods sector with convenience sampling method. Differences between the variables were tested using the data from the questionnaire. The t-test and oneway analysis of variance (ANOVA) were used to determine whether the average of the perceptions of these consumers for marketing purposes varied according to the socio-demographic variables. Findings: As a result of the research, it has been determined that the perceptions of the consumers about the sponsorship applications for marketing are in the positive direction. In addition, it was determined that some observed variables showed significant difference (p<0,05) according to socio-demographic variables such as sex, age, educational status and monthly income status. Moreover, the fact that sponsorship applications for marketing purposes increase brand awareness and the influence of positive attitudes towards brand are high, indicating that sponsorship applications for marketing shape consumer perception positively. Discussion and Conclusion: In this respect, sponsorship applications for marketing are influential in the formation of positive thinking towards the brand as well as issues such as corporate image and corporate reputation. In addition, sponsorship applications for marketing purposes can lead consumers towards attitudes and behavioral brands.
Introduction: Sponsorship, which has become an important means of marketing communication, aims to create a positive image for the target audience by supporting certain activities, persons or groups. One of the most basic communication purposes of sponsorship in relation to public relations, advertising and marketing purposes is to be able to provide a corporate image that enhances positive corporate image and brand value. Purpose: The purpose of the research in this direction; to detect consumer perceptions of sponsorship applications for marketing purposes. Furthermore, it is determined that consumer perceptions of sponsorship practices for marketing purposes show a meaningful difference according to socio-demographic variables. Method: In this context, a questionnaire was applied to the brand (Arçelik) consumers who operate in the durable consumer goods sector with convenience sampling method. Differences between the variables were tested using the data from the questionnaire. The t-test and oneway analysis of variance (ANOVA) were used to determine whether the average of the perceptions of these consumers for marketing purposes varied according to the socio-demographic variables. Findings: As a result of the research, it has been determined that the perceptions of the consumers about the sponsorship applications for marketing are in the positive direction. In addition, it was determined that some observed variables showed significant difference (p<0,05) according to socio-demographic variables such as sex, age, educational status and monthly income status. Moreover, the fact that sponsorship applications for marketing purposes increase brand awareness and the influence of positive attitudes towards brand are high, indicating that sponsorship applications for marketing shape consumer perception positively. Discussion and Conclusion: In this respect, sponsorship applications for marketing are influential in the formation of positive thinking towards the brand as well as issues such as corporate image and corporate reputation. In addition, sponsorship applications for marketing purposes can lead consumers towards attitudes and behavioral brands.
Açıklama
*Bu çalışma, 22-24 Ekim 2018 tarihleri arasında gerçekleştirilen “2. Uluslararası Sosyal Bilimler ve Eğitim Araştırmaları Sempozyumunda (ISCER-2018)” sunulan sözel bildirinin genişletilmiş halidir.
Anahtar Kelimeler
Sponsorluk, Pazarlama İletişimi, Marka, Tüketici, Sponsorship, Marketing Communication, Brand, Consumer
Kaynak
Aksaray İletişim Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
1
Sayı
1
