Yıl 2018, Cilt 17, Sayı 4, Sayfalar 1456 - 1473 2018-09-27

Influence of the Brand Identity Harmony on the Brand Image Transfer: Analyzing the Multiple Fair Sponsorship
Sponsor Marka Kimlik Uyumunun Marka İmaj Transferi Üzerine Etkisi: Çoklu Fuar Sponsorluğunun Analizi

Hasan AKSOY [1]

25 49

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.

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.

  • Aaker, D., A. (1997). Building Strong Brands. USA: Freepress Business
  • Becker-Olsen, L., Hill, K. Ronald, P. (2006) The Impact of Sponsor Fit on Brand Equity: The Case of Non-Profit Service Providers. Journal of Service Research, 9 (1). 73-83
  • Borça, G. (2002). Bu topraklardan dünya markası çıkar mı?. İstanbul: Kapital Medya
  • Brassington, F., Pettitt, S. (2000). Principles of Marketing (2th Edition). Prentice Hall
  • Brewer, M. B. & Harasty, A. S. (1996). Seeing groups as entities: The role of perceiver motivation. In Richard M. Sorrentino & E. Tory Higgins (Eds.), Handbook of motivation and cognition, 3, 347-370. New York: Guilford Press.
  • Bulut, D., Yumrukaya, C. (2009). Corporate social responsibility in culture and art. International Journal, 20 (3), 311-320
  • Carillat, F. A., Lafferty, B. A., Harris, E. G. (2005). Investigating sponsorship effectiveness: Do less familiar brands have an advantage over more familiar brands in single and multiple sponsorship arrangements? Brand Management , 13 (1), 50-64
  • Chien, M., P., Cornwell, B.T., Stokes, R. (2005). A theoretical framework for analysis of image transfer in multiple sponsorships. In: Sharon Purchase, ANZMAC 2005 Conference Proceedings: Broadening the Boundaries. Australia and New Zealand Marketing Academy Conference (ANZMAC, 2005), Fremantle, WA, Australia, (17-25). 5-7 December 2005.
  • Cliffe, S. J., Motion J. (2005). Building contemporary brands: a sponsorship-based strategy. Journal of Business Research, 58(8), 1068-1077
  • Close Angelin G., Finney Zachary, Lacey Russell, Sneath J. (2006).Engaging the consumer through event marketing: linking attendees with the sponsor, community and event. Journal of Advertising Research. 2006,(46),420–433 Clow, K. E., Baack, D. (2004). Integrated Advertising, Promotion and Marketing Communication. USA: Pearson-Prentice Hall, New Jersey Copeland
  • Cornwell, B. T., Donald P. R., Steinard, E. A. (2001). Exploring managers' perceptions of the impact of sponsorship on brand equity. Journal of Advertising, 30(2), 41-51
  • Cornwell, T. B. (1995). Sponsorship-Linked marketing development. Sport Marketing Quarterly, 4(4), 13-24
  • Cornwell, T.B., Relyea, G. E., Irwin, R. E., Maignan, I. (2000). Understanding of long-term effects of sports sponsorship: the role of experience, involvement, enthusiasm and clutter. Sports Marketing and Sponsorship, 2 (2), 39-55
  • Crawford, M. T., Sherman, S. J., Hamilton, D. L. (2002), Perceived entitativity, stereotype formation, and the interchangeability of group members. Journal of Personality and Social Psychology, 83 (5), 1076-94
  • Crowley, M. (1991). Prioritising the sponsorship audience. European Journal of Marketing, 25, 11-21
  • De Pelsmacker, P., Geuens,M. , Bergh, J. (2001). Marketing Communication. Pearson Education. Benelux
  • Dean, D. H. (1999). Brand endorsement, popularity, and event sponsorship as advertising cues affecting consumer pre-purchase attitudes. Journal of Advertising, 28 (3), 1-12
  • Doyle, P. (2003). Değer Temelli Pazarlama. İstanbul: Mediacat Yayınları, Çev. Gülfidan Barış
  • Ferrand, A., Pages, M. (1996). Image sponsoring: A methodology to match event and sponsor. Journal of Sport Management, (10), 278-291 Fisk , P. (2005). Pazarlama Dehası. (Çeviren:Aytül Özer ). İstanbul: MediaCat
  • Gardner, M., Shuman, P., Joel, P. (1987). Sponsorship: an important component of the promotion mix, Journal of Advertising, (16), 11-17
  • Godin, S. (2001). Permission Marketing. (Çeviren: Murat Ermert). İstanbul:Rota
  • Goodman, C. (2006). Analyst Speak: Brands must make most of sponsorship chances. New Media Age. London Grohs R., Wagner U., Vsetecka S. (2004) Assessing the effectiveness. Schmalenbach Business Review, (56), 47-57
  • Gwinner, K. (1997), A model of image creation and image transfer in event sponsorship. International Marketing Review, 14 (2/3), 145-158
  • Gwinner, K., John E. (1999), Building brand image through event. Journal of Advertising, 28(4), 47-57
  • Hannigton, T. (2004). How to measure and manage your corporate your reputation. Ashgate Publishing Haris, R. (2005). When giving means taking: public relations. Sponsorship and Morally Marginal Donors. Public Relations Review 31 (4), 453-604
  • Harvey, B. (2001). Measuring the effects of sponsorships. Journal of Advertising Research, 41 (1), 49-65
  • Hoek, J., Gendall, P., Stockdale, M. (1993). Some effects of tobacco sponsorship advertising on young males. International Journal of Advertising, 12 (1), 25-35Howard, D. R., Crompton, J. L. (1995). Financing Sport. Morgantown, WV; Fitness Information Technology
  • Ip, G.W.,Chiu, C, Wan,C.(2005) Birds of feather and birds flocking together: Physical versus behavioral cues may lead to trait-versus goal-based group perception. Journal of Personality and Social Psychology, 90,(3), 368-381
  • Irwin, R. L., Assimakopoulos, M.K. (1994). A model of screening sport sponsorship opportunities. Journal of Promotion Management, (2), 93-101 Jalleh, G., Donovan R. J., Giles-Corti B., D'Arcy C., Holman J.(2002), Sponsorship impact on brand awereness and brand attitudes, Social Marketing Quartely,8 (1), 13-24
  • Javalgi, G. R., Traylor, M. B., Gross, A.C., Lampman, E. (1994). Awareness of sponsorship and corporate image: An empirical investigation. Journal of Advertising, 23(4), 47-58
  • Venkataramani, J. G., Pham, M. T. (1999). Relatedness, prominence and constructive sponsor identification, Journal of Marketing Research, 36 (3), 299-312
  • Kavaklı, H. (2002). Sponsorluk. (Editör:MediaCat). Her Yönüyle Pazarlama İletisimi.İstanbul:MediaCat
  • Keller, K. L. (1993). Conceptualizing, measuring and managing customer based brand equity. Journal of Marketing, 57(1), 1-22
  • Keller, K. L. (2003).Brand synthesis: the multidimensionality of brand knowledge. Journal of Consumer Research, 29 (4), 595-600
  • Klein, N. (2002). No Logo. Bilgi Yayınevi. İstanbul
  • Kropp, F., Lavack, M., Holden, S. J.S. , Dalakas, V. (1999). Attitudes toward beer and tobacco sports sponsorship. Sport Marketing Quarterly, 8(3), 49-58
  • Lardinoit, T., Derbaix, C. (2001). Sponsorship and recall of sponsors. Psychology and Marketing, 18 (2), 167-190
  • Marshall, D. W., Cook, G. (1992). The corporate (sports) sponsor. International Journal of Advertising, 11 (4), 307-324 Mason, K. (2005) How corporate sport sponsorship impacts consumer behaviour. Journal of American Academy of Business, Cambridge, 7(1), 32-35
  • Meenaghan, T. (2001). Understanding sponsorship effects. Psychology and Marketing, 18, (2), 95-122 Meenaghan, T. (1983). Commercial sponsorship. European Journal of Marketing, (17), 5-73
  • Meenaghan, T. (1991). Sponsorship- legitimizing the medium. European Journal of Marketing, 25 (11), 5-10
  • Meeneghan, T., Shipley, D. (1999) Media effect in commercial sponsorship. European Journal of Marketing, 33 (¾), 328-358
  • Meerabeau, E., Gillett, R., Kennedy, M., Adeoba, J., Byass, M., Tabi, K.(1991). Sponsorship and the drinks industry in the 1990s. European Journal of Marketing, 25(11), 39-56 Moghaddam, M .F., Perreault, S. (1992). Individual and collective mobility strategies among minority group members. Journal of Social Psychology, 132 (3), 343-357
  • Moordian, D. (2001). Sponsors tap tours to get message heard. Amusement Business, 23
  • Mount, J., & Niro, B. (1995). Sponsorship: An empirical study of its application to local business in a small town setting. Festival Management & Event Tourism, 2(3/4), 167-175
  • Okay, A. (1998). Halkla İlişkiler Aracı Olarak Sponsorluk. İstanbul: Episilon Olson, E., Thjomoe, H. M. (2003). The effects of peripheral exposure to information on brand preference. European Journal of Marketing, 37 (4), 504-516Parker, K. (1991). The sponsorship- The research contribution. European Journal Of Marketing, 25 (11), 22-30
  • Pickton, D., Broderick, A. (2001).Integrated Marketing Communication. N.J., Prentice Hall
  • Pope, N. K., Voges, K. E. (2000). The impact of sport sponsorship activities, corporate images, and prior use on consumer purchase intention. Sport Marketing Quarterly, 9 (2), 96-101
  • Quester, P. G. (1997), Awareness as a measure of sponsorship effectiveness: the adelaide formula one grand prix and evidence of incidental ambush effects. Journal of Marketing Communications, 3(1), 1-20
  • Quester, P. G., Thompson, B. (2001). Advertising and promotion leverage on arts sponsorship effectiveness. Journal of Advertising Research, 41(1), 33-47
  • Rifon, N. J., Choi, S. M. Trimblen, C. S. Li, H. (2004). Congruence effects in sponsorship: the mediating role of sponsor credibility and consumer attribution of sponsor motive. Journal of Advertising, 33 (1), 29-42
  • Donald P. R., Cornwell, B. T. (2003). Brand equity influence on responses to event sponsorships. Journal of Product & Brand Management, 12 (6), 377-393
  • Ruth, Julie A. and Bernard L. Simonin (2003). Brought to you by brand and brand b': investigating multiple sponsors' influence on consumers' attitudes toward sponsored events. Journal of Advertising, 32 (3), 19-30
  • Sandler, D. M., David, S. (1993), Sponsorship and the Olympic games: the consumer perspective. Sport Marketing Quarterly, 2 (3), 38-43
  • Simonson, I., Stephen, N. M. (2000). The role of explanations and need for uniqueness in consumer decision making: unconventional choices based on reasons. Journal of Consumer Research, 27 (1), 49-68
  • Sirgy, M .J., Dong-Jin, L., Johar, J .S., Tidwell, J (2007). Effect of self congruity with sponsorship on brand loyalty, Journal of Business Research , 61, 1091-1097
  • Smith, G. (2004). Brand image transfer through sponsorship: a consumer learning perspective. Journal of Marketing Management, 20(3-4), 457-474
  • Stewart, D.W., Rice, R. (1995). Nontraditional media and promotions in the marketing of alcoholic beverage. In E.E. Martin & P. Mail (Eds.), Effects of the mass media on the use and abuse of alcohol ,NIAAA Research Monograph, (28), 209-238
  • Stone, C. (2008). The British pop music festival phenomenon‟ - chapter in International Perspectives of Festivals and Events. Routledge, 205-224
  • Tekin, M. (2009) Küresel rekabet ortamında Teknolojik İşbirliği ve otomotiv sektörü uygulamaları. Konya: Selçuk Üniversitesi
  • Thwaites, D. (1994). Corporate Sponsorship by the financial services industry. Journal of marketing, 10 (8), 743-763
  • Tripp, C., Thomas, D. J., Les, Carlson (1994). The Effects of multiple product endorsements by celebrities on consumer’s attitudes and intentions. Journal of Consumer Research, 20(4), 535-547
  • Ukman, L. (1995). The IEG‟s complete guide to sponsorship: Everything you need to know about sports, arts, event, entertainment and cause marketing. Chicago: IEG
  • Zdravkovic, S. (2008). Brand sponsorship: the role of congruence, exclusivity, and repetition on modifying brand associative networks. Doktora Tezi, Saint Louis University, Saint Louis
  • Zikmund, W. G., D‘Amico , M. (1997). Effective Marketing. (3. Basım): South-Western Thomson Learning
  • Zyman, S. (2005). Bildiğimiz Pazarlamanın Sonu. (2. Baskı) Media Cat
Birincil Dil tr
Konular İşletme
Dergi Bölümü İşletme
Yazarlar

Yazar: Hasan AKSOY (Sorumlu Yazar)
Ülke: Turkey


Bibtex @araştırma makalesi { jss435745, journal = {Gaziantep University Journal of Social Sciences}, issn = {1303-0094}, eissn = {2149-5459}, address = {Gaziantep Üniversitesi}, year = {2018}, volume = {17}, pages = {1456 - 1473}, doi = {10.21547/jss.435745}, title = {Sponsor Marka Kimlik Uyumunun Marka İmaj Transferi Üzerine Etkisi: Çoklu Fuar Sponsorluğunun Analizi}, key = {cite}, author = {AKSOY, Hasan} }
APA AKSOY, H . (2018). Sponsor Marka Kimlik Uyumunun Marka İmaj Transferi Üzerine Etkisi: Çoklu Fuar Sponsorluğunun Analizi. Gaziantep University Journal of Social Sciences, 17 (4), 1456-1473. DOI: 10.21547/jss.435745
MLA AKSOY, H . "Sponsor Marka Kimlik Uyumunun Marka İmaj Transferi Üzerine Etkisi: Çoklu Fuar Sponsorluğunun Analizi". Gaziantep University Journal of Social Sciences 17 (2018): 1456-1473 <http://dergipark.gov.tr/jss/issue/39349/435745>
Chicago AKSOY, H . "Sponsor Marka Kimlik Uyumunun Marka İmaj Transferi Üzerine Etkisi: Çoklu Fuar Sponsorluğunun Analizi". Gaziantep University Journal of Social Sciences 17 (2018): 1456-1473
RIS TY - JOUR T1 - Sponsor Marka Kimlik Uyumunun Marka İmaj Transferi Üzerine Etkisi: Çoklu Fuar Sponsorluğunun Analizi AU - Hasan AKSOY Y1 - 2018 PY - 2018 N1 - doi: 10.21547/jss.435745 DO - 10.21547/jss.435745 T2 - Gaziantep University Journal of Social Sciences JF - Journal JO - JOR SP - 1456 EP - 1473 VL - 17 IS - 4 SN - 1303-0094-2149-5459 M3 - doi: 10.21547/jss.435745 UR - http://dx.doi.org/10.21547/jss.435745 Y2 - 2018 ER -
EndNote %0 Gaziantep University Journal of Social Sciences Sponsor Marka Kimlik Uyumunun Marka İmaj Transferi Üzerine Etkisi: Çoklu Fuar Sponsorluğunun Analizi %A Hasan AKSOY %T Sponsor Marka Kimlik Uyumunun Marka İmaj Transferi Üzerine Etkisi: Çoklu Fuar Sponsorluğunun Analizi %D 2018 %J Gaziantep University Journal of Social Sciences %P 1303-0094-2149-5459 %V 17 %N 4 %R doi: 10.21547/jss.435745 %U 10.21547/jss.435745
ISNAD AKSOY, Hasan . "Sponsor Marka Kimlik Uyumunun Marka İmaj Transferi Üzerine Etkisi: Çoklu Fuar Sponsorluğunun Analizi". Gaziantep University Journal of Social Sciences 17 / 4 (Eylül 2018): 1456-1473. http://dx.doi.org/10.21547/jss.435745