Research Article


DOI :10.26650/CONNECTIST2018-0019   IUP :10.26650/CONNECTIST2018-0019    Full Text (PDF)

Investigation of the Relationship between Marketing Purpose Sponsorship Activities and Consumer Based Brand Equity: Consumer Research on a Turkish Brand

Murat KoçyiğitBüşra Küçükcivil

Sponsorship activities, which are a strategic public relations practice in today’s competitive marketplace where capital wars are held, are used by brands for various communication aims. These aims are in the form of public relations, advertisement, and marketing. The aim of this research was to determine whether there is a significant relationship between sponsorship activities for marketing purposes and brand equity, and the direction and strength of this relationship. In this study, the scale expressions were fictionalized based on the sponsorship of National Teams of Arçelik brand. 412 people were surveyed using a questionnaire technique on the subject of brand equity. Accordingly, the meaning and strengths of the relations between data and variables, and the underlying hypotheses were tested. Firstly, the 

demographic variables of the participants were explored. Correlation and simple linear regression analyses were then performed to measure the relationship and the level of effect between sponsorship activities for marketing purposes and brand equity sub-dimensions. According to the research findings, it was established that there is a significant (p= ,000) and moderate impact relationship between sponsorship activities for marketing purposes and brand equity sub-dimensions (‘brand loyalty’, ‘perceived quality’, ‘brand association/awareness’, ‘general brand equity’). Additionally, it was confirmed that as a result of simple linear regression analysis, sponsorship activities for marketing purposes have a direct and significant impact on brand equity sub-dimensions. 

DOI :10.26650/CONNECTIST2018-0019   IUP :10.26650/CONNECTIST2018-0019    Full Text (PDF)

Pazarlama Amaçlı Sponsorluk Etkinlikleri ile Tüketici Temelli Marka Değeri Arasındaki İlişkinin İncelenmesi: Bir Türk Markası Üzerine Tüketici Araştırması

Murat KoçyiğitBüşra Küçükcivil

Günümüz rekabet piyasasında stratejik bir halkla ilişkiler uygulaması olan sponsorluk faaliyetleri, markalar tarafından çeşitli iletişim amaçları için kullanılmaktadır. Bu amaçlar halkla ilişkiler, reklam ve pazarlama şeklinde kendini göstermektedir. Bu doğrultuda araştırmanın amacı; pazarlama amaçlı sponsorluk faaliyetleri ile tüketici temelli marka değeri arasında anlamlı bir ilişki olup olmadığını ve bu ilişkinin yönünü ve kuvvetini tespit etmektir. Araştırmada ölçek ifadeleri Arçelik markasının A Milli Takımlar sponsorluğu üzerinden kurgulanmış olup, kolayda örnekleme yöntemi vasıtasıyla, 412 katılımcı ile yüz yüze görüşme yöntemi doğrultusunda anket tekniği kullanılarak elde edilen veriler, pazarlama amaçlı sponsorluk faaliyetleri değişkeni ile tüketici temelli marka değeri bağlamında ölçüme tabi tutulmuştur. Bu doğrultuda, anket verileri ile değişkenler arasındaki ilişkilerin anlamı, kuvveti ve ortaya konulan hipotezler sınanmıştır. Bununla birlikte ilk olarak katılımcıların demografik değişkenleri frekans analizi yöntemi ile test edilmiştir. Daha sonra pazarlama amaçlı sponsorluk faaliyetleri ve marka değeri alt boyutları arasındaki ilişki ve etki düzeyini ölçmek amacı ile korelasyon ve basit doğrusal regresyon analizi gerçekleştirilmiştir. Araştırma bulgularına göre, pazarlama amaçlı sponsorluk faaliyetleri ile marka değeri alt boyutları (‘marka sadakati’, ‘algılanan kalite’, ‘marka çağrışımı/bilinirliği’, ‘genel marka değeri’) arasında anlamlı (p=,000) ve orta kuvvette bir ilişki olduğu tespit edilmiştir. Ayrıca yapılan basit doğrusal regresyon analizi sonucunda pazarlama amaçlı sponsorluk faaliyetlerinin, marka değeri alt boyutları üzerinde doğrudan ve anlamlı bir etkisi olduğu da tespit edilmiştir. 


EXTENDED ABSTRACT


It is important that brands and corporations should maintain continuity and integrity in their communication with their target groups. This continuity and integrity is one of the most important elements that enable them to survive effectively in the market. Today, it has been observed that many brands and corporations benefit from a wide variety of sponsorship activities which enable them to communicate with their target groups. Sponsorship activities are investments that brands and corporations have made for a wide range of applications in their future. Sponsorship activities are divided into public relations, advertising and marketing based on the targeted objectives. However, it is impossible to say that there is a sharp distinction between them. Public relations, advertising and marketing activities complement each other, and have similar sponsorship objectives, just as a coherent flow is expected between brand and corporate communication elements. That is to say that if increasing the brand or corporate recognition or acquiring the goodwill of the community, which are among the public relations objectives of sponsorship, are not achieved by the brand or corporation as an outcome, promoting the use of products or increasing client loyalty can be challenging. In other words, advertising, public relations, and marketing objectives of sponsorship should be targeted together through continuous and integral communication of sponsorship. Such integrity is also essential for brand equity creation. The institutions or brands that desire to dominate the consumer’s world should primarily create brand equity in their mind map. Brand equity is a concept with various sub-dimensions including brand awareness, brand association, brand loyalty, perceived quality and general brand equity. With the sponsorship applications aimed at marketing, such as introducing a new product, supporting the use of an existing product, positioning the product, supporting the dealers, creating a change in the marketing strategy, and supporting the international marketing strategy, awareness of, and association with a brand name can be developed in the target groups; the perceived quality can be raised, and client loyalty towards the brand can be achieved. In other words, the results of many scientific researches have shown that sponsorship practices are beneficial towards increasing the equity of a brand in general terms.

This study consists of three main sections. In the first part, the concepts of sponsorship for marketing and related subheadings are given. In the second part, the concept of brand equity and its sub-dimensions are mentioned. In the third and last section, the practical results of the research are described. Accordingly, information about the research method, data collection method and tools, and limitations, are given first. The findings of the socio-demographic characteristics of the participants, factor, correlation and regression analyzes of the variables are included in the final part.

This study was conducted to measure the impact of sponsorship activities for marketing purposes on consumer-based brand equity over the dates ranging from February 2018 to May 2018. The purpose of the study is to determine whether there is a meaningful relationship between the concept of brand equity at the consumer level and the sponsorship activities for marketing purposes, as well as to determine the direction and strength of the relationship between the two. The research was conducted with over 412 participants using a survey technique. In the two-part survey questionnaire, the scales developed by Speed and Thompson (2000) for measuring participants’ perceptions on sponsorship for marketing purposes was used together with another scale by Yoo and Donthu (2001); Taşkın and Akat (2010) for measuring brand equity perception of consumers. The questionnaire was prepared as a Likert scale with 32 variables. Scale expressions of the research were prepared through the sponsorship of A National Teams of Arçelik brand. SPSS was used in the realization of the research analyses. According the factor analysis results, the sponsorship scale for marketing was perceived by the participants in one dimension while the brand equity scale was perceived by the participants in 4 subdimensions namely, brand awareness / brand association, perceived quality, brand loyalty and general brand equity.

According to the results of the correlation analysis, it was determined that there is a moderate strength and meaningful correlation between the sponsorship for marketing factor and the brand equity factor. According to these results, there is a significant positive relationship and strength of β=500 between the sponsorship for marketing factor, and the brand awareness / association factor; β=462 between sponsorship for marketing factor and the perceived quality factor; β=480 between sponsorship for marketing factor and the brand loyalty factor; and β=508 between the sponsorship for marketing factor and the general brand equity factor. When looking at the regression results, it was understood that the model is meaningful. According to the regression coefficient results, the correlation between brand awareness / brand association dependent variable and the sponsorship for marketing independent variable was 25%. The perceived quality and the sponsorship for marketing purposes perception were found to 21.3% correlated. The rate of explaining the brand loyalty dependent variable of the sponsorship perception for marketing purposes variable is 23%. Lastly, the link between the general brand equity and the sponsorship for marketing perception was 25.8%. According to the results of both the previous study, which was obtained through literature review, and this study, which was carried out to determine the effect of sponsorship activities for marketing purposes on the consumer-based brand equity, sponsorship for marketing and brand equity significantly affect each other.


PDF View

References

  • Aaker, D. (1991). Managing brand equity capitalizing on the value of a brand name. New York, NY: Simon & Schuster. google scholar
  • Aaker, D. (1992). The value of brand equity. Journal of Business Strategy, 13(4), 27–32. google scholar
  • Aaker, D. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102–120. google scholar
  • Aaker, D. (1996). Building strong brands. New York, NY: Simon & Schuster. google scholar
  • Amoako, G. K., Dartey-Baah, K., Dzogbenuku, R. K., & Junior, S. K. (2012). The effect of sponsorship on marketing communication performance: A case study of Airtel Ghana. African Journal of Marketing Management, 4(2), 65–79. google scholar
  • Baines, P., Egan, J., & Jefkins, F. (2004). Public relations contemporary issues and techniques. Oxford, UK: Elsevier. google scholar
  • Baş, M. (2015). Marka yönetimi. Ankara, Turkey: Detay Yayıncılık. google scholar
  • Bennett, R. (1999). Sport sponsorship, spectator recall and false consensus. European Journal of Marketing, 33(3–4), 291–313. google scholar
  • Blackston, M. (1992). Observations: Building brand equity by managing the brand’s relationships. Journal of Advertising Research, 32(3), 79–83. google scholar
  • Dumanlı, D. (2011). Sponsorluk etkinliklerinin marka değeri üzerine etkisi ve uygulama örneği. (Yüksek Lisans Tezi). Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul, Turkey. google scholar
  • Durmuş, B., Yurtkoru, E. S., & Çinko, M. (2013). Sosyal bilimlerde SPSS’le veri analizi. İstanbul, Turkey: Beta Yayıncılık. google scholar
  • Erciş, M. S. (2012). Pazarlama iletişimi kapsamında sponsorluk faaliyetlerinin önemi ve bir sponsorluk uygulaması: Türk Hava Yolları. Marmara İletişim Dergisi, 19, 112–124. google scholar
  • Erdil, T. S., & Uzun, Y. (2010). Marka olmak. İstanbul, Turkey: Beta Basım Yayım. google scholar
  • Ertekin, A. B. (2016). Uluslararası spor organizasyonlarindaki sponsorluğun kurumların marka değeri üzerine yarattığı etkinin incelenmesi. (Doktora Tezi). Marmara Üniversitesi Sağlık Bilimleri Enstitüsü, İstanbul, Turkey. google scholar
  • Ferrand, A., Torrigiani L., & Povill, A. C. (2007). Routledge handbook of sports sponsorship successful strategies. London, UK: Routledge. google scholar
  • Fill, C., Hughes, G., & Francesco, S. D. (2013). Advertising strategy, creativity and media. UK: Pearson Education Ltd. google scholar
  • Henslowe, P. (1999). Public relations a practical guide to the basics. London, UK: Kogan Page Ltd. google scholar
  • Jefkins, F. (1977). Advertising today. London, UK: International Textbook Company Ltd. google scholar
  • Jefkins, F. (1992). Advertising. London, UK: Made Simple Books. google scholar
  • Karadeniz, M. (2009). Pazarlama iletişimi kapsamında sponsorluk faaliyetlerinin önemi. Journal of Naval Science and Engineering, 5(1), 62–75. google scholar
  • Keller, K. L. (1993). Conceptualizing, measuring and managing consumer-based brand equity. Journal of Marketing, 57(1), 1–22. google scholar
  • Kotler, P. (2000). Marketing management. Millenium edition. New Jersey, US: Pearson Custom Publishing. google scholar
  • Kotler, P., Wong, V., Saunders, J., & Armstrong, G. (2005). Principles of marketing. England: Pearson Education Limited. google scholar
  • Kürkçü, D. D. (2015). Sponsorluğun marka değeri üzerine etkisi. Yıldız Journal of Art and Design, 2(1), 1–18. google scholar
  • Masterman, G. (2007). Sponsorship for a return on investment. Oxford, UK: Elsevier. google scholar
  • Meenaghan, T. (1991). Sponsorship-legitimising the medium. European Journal of Marketing, 25(11), 5–10. google scholar
  • 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. google scholar
  • Overton, R. (2007). Sponsorships findings and selling marketing partnerships. Australia: Martin Books Pty. google scholar
  • Pelsmacker, P. D., Geuens, M., & Bergh, J. V. (2010). Marketing communications: A European perspective. UK: Pearson Education. google scholar
  • Peltekoğlu, F. B. (2016). Halkla ilişkiler nedir? İstanbul, Turkey: Beta Basım Yayım. google scholar
  • Rifon, N. J., Choi, S, M., Trimble, C. S., & Li, H. (2004). Congruence effects in sponsorship the mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 29–42. google scholar
  • Speed, R., & Thompson, P. (2000). Determinants of sport sponsorship response. Journal of the Academy of Marketing Science, 28(2), 226–238. google scholar
  • Taşkın, Ç., & Akat, Ö. (2010). Tüketici temelli marka değerinin yapısal eşitlik modelleme ile ölçümü ve dayanikli tüketim mallari sektöründe bir araştırma. İşletme ve Ekonomi Araştırmaları Dergisi, 1(2), 1–16. google scholar
  • Temporal, P. (2015). Branding for the public sector creating, building and managing brands people will value. Chichester, UK: John Wiley and Sons. google scholar
  • Tengilimoğlu, D., & Öztürk, Y. (2011). İşletmelerde halkla ilişkiler. Ankara, Turkey: Seçkin Yayıncılık. google scholar
  • Tosun, N. B. (2010). İletişim temelli marka yönetimi. İstanbul, Turkey: Beta Basım Yayım Dağıtım A.Ş. google scholar
  • Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52, 1–14. google scholar

Citations

Copy and paste a formatted citation or use one of the options to export in your chosen format


EXPORT



APA

Koçyiğit, M., & Küçükcivil, B. (2018). Investigation of the Relationship between Marketing Purpose Sponsorship Activities and Consumer Based Brand Equity: Consumer Research on a Turkish Brand. Connectist: Istanbul University Journal of Communication Sciences, 0(55), 113-141. https://doi.org/10.26650/CONNECTIST2018-0019


AMA

Koçyiğit M, Küçükcivil B. Investigation of the Relationship between Marketing Purpose Sponsorship Activities and Consumer Based Brand Equity: Consumer Research on a Turkish Brand. Connectist: Istanbul University Journal of Communication Sciences. 2018;0(55):113-141. https://doi.org/10.26650/CONNECTIST2018-0019


ABNT

Koçyiğit, M.; Küçükcivil, B. Investigation of the Relationship between Marketing Purpose Sponsorship Activities and Consumer Based Brand Equity: Consumer Research on a Turkish Brand. Connectist: Istanbul University Journal of Communication Sciences, [Publisher Location], v. 0, n. 55, p. 113-141, 2018.


Chicago: Author-Date Style

Koçyiğit, Murat, and Büşra Küçükcivil. 2018. “Investigation of the Relationship between Marketing Purpose Sponsorship Activities and Consumer Based Brand Equity: Consumer Research on a Turkish Brand.” Connectist: Istanbul University Journal of Communication Sciences 0, no. 55: 113-141. https://doi.org/10.26650/CONNECTIST2018-0019


Chicago: Humanities Style

Koçyiğit, Murat, and Büşra Küçükcivil. Investigation of the Relationship between Marketing Purpose Sponsorship Activities and Consumer Based Brand Equity: Consumer Research on a Turkish Brand.” Connectist: Istanbul University Journal of Communication Sciences 0, no. 55 (Mar. 2024): 113-141. https://doi.org/10.26650/CONNECTIST2018-0019


Harvard: Australian Style

Koçyiğit, M & Küçükcivil, B 2018, 'Investigation of the Relationship between Marketing Purpose Sponsorship Activities and Consumer Based Brand Equity: Consumer Research on a Turkish Brand', Connectist: Istanbul University Journal of Communication Sciences, vol. 0, no. 55, pp. 113-141, viewed 28 Mar. 2024, https://doi.org/10.26650/CONNECTIST2018-0019


Harvard: Author-Date Style

Koçyiğit, M. and Küçükcivil, B. (2018) ‘Investigation of the Relationship between Marketing Purpose Sponsorship Activities and Consumer Based Brand Equity: Consumer Research on a Turkish Brand’, Connectist: Istanbul University Journal of Communication Sciences, 0(55), pp. 113-141. https://doi.org/10.26650/CONNECTIST2018-0019 (28 Mar. 2024).


MLA

Koçyiğit, Murat, and Büşra Küçükcivil. Investigation of the Relationship between Marketing Purpose Sponsorship Activities and Consumer Based Brand Equity: Consumer Research on a Turkish Brand.” Connectist: Istanbul University Journal of Communication Sciences, vol. 0, no. 55, 2018, pp. 113-141. [Database Container], https://doi.org/10.26650/CONNECTIST2018-0019


Vancouver

Koçyiğit M, Küçükcivil B. Investigation of the Relationship between Marketing Purpose Sponsorship Activities and Consumer Based Brand Equity: Consumer Research on a Turkish Brand. Connectist: Istanbul University Journal of Communication Sciences [Internet]. 28 Mar. 2024 [cited 28 Mar. 2024];0(55):113-141. Available from: https://doi.org/10.26650/CONNECTIST2018-0019 doi: 10.26650/CONNECTIST2018-0019


ISNAD

Koçyiğit, Murat - Küçükcivil, Büşra. Investigation of the Relationship between Marketing Purpose Sponsorship Activities and Consumer Based Brand Equity: Consumer Research on a Turkish Brand”. Connectist: Istanbul University Journal of Communication Sciences 0/55 (Mar. 2024): 113-141. https://doi.org/10.26650/CONNECTIST2018-0019



TIMELINE


Submitted21.05.2018
Accepted26.11.2018

LICENCE


Attribution-NonCommercial (CC BY-NC)

This license lets others remix, tweak, and build upon your work non-commercially, and although their new works must also acknowledge you and be non-commercial, they don’t have to license their derivative works on the same terms.


SHARE




Istanbul University Press aims to contribute to the dissemination of ever growing scientific knowledge through publication of high quality scientific journals and books in accordance with the international publishing standards and ethics. Istanbul University Press follows an open access, non-commercial, scholarly publishing.