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Journals / Dumlupınar Üniversitesi Sosyal Bilimler Dergisi / 2021 / Cilt: 0 - Sayı: 68

THE EFFECT OF BRAND VALUE SUPPORTED BY CAUSE-ORIENTED MARKETING AND SPONSORSHIP ACTIVITIES ON THE PURPOSE INTENTION OF THE CONSUMERS

AMACA YÖNELİK PAZARLAMA VE SPONSORLUK FAALİYETLERİYLE DESTEKLENEN MARKA DEĞERİNİN TÜKETİCİLERİN SATIN ALMA NİYETİ ÜZERİNE ETKİSİ

H. Yelda ŞENER
Rifat YURDAKUL
Pages
17–37
Publication Date
2022-10-11
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

In addition, it was determined that the purpose-oriented marketing activities of the enterprises were successful in increasing short-term sales and brand preference.

📌 3 Key Takeaways

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Objective & Hypothesis:Today, businesses have begun to make more effort to differentiate themselves from their competitors.
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Key Findings & Data: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.
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Conclusion & Impact:In addition, it was determined that the purpose-oriented marketing activities of the enterprises were successful in increasing short-term sales and brand preference.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

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.

Özet

Günümüzde işletmeler rakiplerinden farklılaşmak için daha fazla çaba harcamaya başlamıştır. İşletmelerin rakiplerinden farklı olabilmesi ve kimliklerini yansıtabilmeleri; markalar aracılığıyla gerçekleşmektedir. Amaca yönelik pazarlama ve sponsorluk faaliyetleri; markayı rakiplerinden farklılaştırmakta, markaya ilişkin olumlu çağrışımlar yaratabilmekte, hedef kitlenin zihninde yüksek kaliteli ürünlerle yer etmesini sağlamakta ve tüketiciyle duygusal bağ kurarak markaya olan bağlılığı arttırmakta etkili olan pazarlama araçlarıdır. Bu çalışmanın amacı, amaca yönelik pazarlama ve sponsorluk faaliyetleriyle desteklenen marka değerinin tüketicilerin satın alma niyetleri üzerindeki etkisini belirlemektir.Çalışmanın amacı doğrultusunda; Kütahya Dumlupınar Üniversitesi İktisadi ve İdari Bilimler Fakültesinde yüz yüze anket yöntemiyle 339 öğrenciden toplanan verilerle yapılan regresyon analizi sonucunda; amaca yönelik pazarlama ve sponsorluk faaliyetlerinde bulunan işletmelerin marka değerine ilişkin tüketici algılarının satın alma niyetine etkisi açıklanmıştır. Sponsorluk uygulamalarının amaca yönelik pazarlamaya göre, marka değeri üzerinde daha etkili olduğu belirlenmiştir. İlaveten, işletmelerin amaca yönelik pazarlama faaliyetlerinin kısa süreli satışları ve markanın tercih edilmesini arttırma da başarılı olduğu tespit edilmiştir.

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Cite This Article

ŞENER, H. Y., YURDAKUL, R. (2022). THE EFFECT OF BRAND VALUE SUPPORTED BY CAUSE-ORIENTED MARKETING AND SPONSORSHIP ACTIVITIES ON THE PURPOSE INTENTION OF THE CONSUMERS. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, Cilt: 0 - Sayı: 68, 17–37. https://ajindex.com/articles/492384

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