Abstract:

Today, businesses have begun to make more effort to differentiate themselves from their competitors. It is through brands that businesses can be different from their competitors and reflect their identity. Cause-oriented marketing and sponsorship activities are effective marketing tools that differentiate the brand from its competitors, create positive associations with the brand, enable the target audience to place high quality products in their minds, and increase the loyalty to the brand by establishing an emotional connection with the consumer. The aim of this study is to determine the impact of brand value supported by purpose-built marketing and sponsorship activities on consumers ' purchasing intentions. In line with the aim of the study, the effect of consumer perceptions on brand value of companies engaged in cause-related marketing and sponsorship activities on their purchasing intention was explained as a result of regression analysis with data collected from 339 students by face-to-face survey method at Faculty of Economics and Administrative Sciences Of Kütahya Dumlupınar Univesty. It has been determined that sponsorship practices are more effective on brand value than cause-related marketing. In addition, it was determined that the purpose-oriented marketing activities of the enterprises were successful in increasing short-term sales and brand preference.

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