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The Effect of Sponsorship Activities and Consumer-Oriented Activities on Growth Performance

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  • Miray Çelik
  • Volkan Öngel

Abstract

Sponsorship activities, which mean that an organization should be supported by another institution to promote itself or a product without waiting for monetary provisions, is an important tactical move for companies that want to gain competitive advantage today. The aim of this study is to investigate the effects of sponsorship activities and consumer-oriented activities on the firm's growth performance. The survey method was preferred as a method of measurement and a total of 310 participants were evaluated by using 5-point Likert technique. As a result of the study, it was determined that both sponsorship activities and consumer-oriented activities had a direct and positive effect on the growth performance of the enterprise. It has been observed that companies that allocate budget for sponsorship activities and which shape their activities with consumer feedbacks have a direct impact on their growth performance. The results were interpreted in detail for academicians and senior executives and various suggestions were made for future research.

Suggested Citation

  • Miray Çelik & Volkan Öngel, 2019. "The Effect of Sponsorship Activities and Consumer-Oriented Activities on Growth Performance," American Journal of Economics and Business Administration, Science Publications, vol. 11(1), pages 47-60, October.
    • Handle: RePEc:abk:jajeba:ajebasp.2019.47.60
    DOI: 10.3844/ajebasp.2019.47.60
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    References listed on IDEAS

    as
    1. Ittner, CD & Larcker, DF, 1998. "Are nonfinancial measures leading indicators of financial performance? An analysis of customer satisfaction," Journal of Accounting Research, Wiley Blackwell, vol. 36, pages 1-35.
    2. Hoque, Hafiz & Mu, Shaolong, 2019. "Partial private sector oversight in China's A-share IPO market: An empirical study of the sponsorship system," Journal of Corporate Finance, Elsevier, vol. 56(C), pages 15-37.
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    More about this item

    Keywords

    Sponsorship Activities; Consumer Oriented Activities; Growth Performance JEL CODES: M10; M30; M31;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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