Sosyo-demografik değişkenler bağlamında pazarlama amaçlı sponsorluk faaliyetlerine yönelik tüketici algılarının incelenmesi

dc.authorid0000-0002-2250-415X
dc.authorid0000-0001-6719-8160
dc.contributor.authorKoçyiğit, Murat
dc.contributor.authorKüçükcivil, Büşra
dc.date.accessioned2019-07-25T05:37:45Z
dc.date.available2019-07-25T05:37:45Z
dc.date.issued2019
dc.departmentTurizm Fakültesi
dc.description*Bu çalışma, 22-24 Ekim 2018 tarihleri arasında gerçekleştirilen “2. Uluslararası Sosyal Bilimler ve Eğitim Araştırmaları Sempozyumunda (ISCER-2018)” sunulan sözel bildirinin genişletilmiş halidir.
dc.description.abstractIntroduction: 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.
dc.description.abstractIntroduction: 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.
dc.identifier.endpage18en_US
dc.identifier.issue1en_US
dc.identifier.startpage1en_US
dc.identifier.urihttps://hdl.handle.net/20.500.12451/5400
dc.identifier.volume1en_US
dc.language.isotr
dc.publisherAksaray Üniversitesi
dc.relation.ispartofAksaray İletişim Dergisi
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Başka Kurum Yazarı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectSponsorluk
dc.subjectPazarlama İletişimi
dc.subjectMarka
dc.subjectTüketici
dc.subjectSponsorship
dc.subjectMarketing Communication
dc.subjectBrand
dc.subjectConsumer
dc.titleSosyo-demografik değişkenler bağlamında pazarlama amaçlı sponsorluk faaliyetlerine yönelik tüketici algılarının incelenmesi
dc.typeArticle

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