Abstract:

It is important for businesses to know the demands and thoughts of customers in a competitive environment. This information helps businesses improve their competitiveness and performance to advance both their commercial and advertising goals. Research on consumer awareness is important for businesses and sponsoring companies in sports organizations and events, where many businesses try to provide advertisements to consumers and create awareness of goods and services. In this study, the awareness of the athletes and consumers, who have a history of participating in sports competitions, about the advertisements, brands, logos and colors of the businesses while watching the sports events in the media was investigated. As a result of the research, it was found that after a sports event broadcast by the media, there were differences in the attitude and attention of the audience towards logos, brands and colors. Although all subjects noticed the logos and advertisements at the sporting event, half of the subjects could not remember the name of any logo, brand or banner after watching the event. It is believed that this study on brand recognition and brand awareness, which is an important step toward creating a competitive environment and positioning in the market, is important for all businesses.

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