Abstract:

Sponsorship, which became a significant component of communication mix, is being widely used by the practitioners. Firms invest in sponsorships to increase the brand awareness and to strengthen the brand image. This paper aims to find out the effectiveness of sponsorship to accomplish the organizational goals. Brand awareness, brand image, and purchase intention are used as the relevant variables of the study. This paper presents that being a sponsor to television programs does not contribute much to recall the sponsor brand by the consumers on the other hand regardless of being an audience of the sponsored program; sponsorship increases the consumers’ recognition of the brand. Besides, it is concluded that television program sponsorships has positive impacts on strengthening the brand personality and brand attitude. Additionally, purchase intention to sponsor brand is higher among the audience of the sponsored program. Furthermore, it is found that there is a positive relationship between brand personality and brand attitude. TELEVİZYON PROGRAMLARINDA SPONSORLUK: MARKA FARKINDALIĞI, MARKA İMAJI VE SATIN ALMA NİYETİ ÜZERİNE ETKİLERİ

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