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Sponsorship and It’s Role in Creating Brand Awareness- An Evaluation of EskiflehirFilm Days

Author

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  • R.Ayhan Yilmaz

    (Anadolu University)

Abstract

The sponsorship is a type of communication and marketing strategy that institutions and well-known trademarks employ for the purpose of fulfilling their marketing and public relation aims veryoften. Todays, it is an important issue to reveal the effectiveness of sponsorship that is encountered in many different fields in the market, and also to reveal the benefits that areobtained by many institutions andbrands.With this study,we attempt to bring to light the effectiveness of sponsorship on the awareness of the institutions/brands. To serve that purpose, before and during the sponsorship, the following variables towards the sponsors, such as awareness, associations, sponsorship- prestige, sponsorship-product and purchasing a certain service were investigated before the start of and during the 6. International Eskiflehir Film Days.

Suggested Citation

  • R.Ayhan Yilmaz, 2007. "Sponsorship and It’s Role in Creating Brand Awareness- An Evaluation of EskiflehirFilm Days," Anadolu University Journal of Social Sciences, Anadolu University, vol. 7(1), pages 587-608, December.
    • Handle: RePEc:and:journl:v:7:y:2007:i:1:p:587-608
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    File URL: http://www.anadolu.edu.tr/arastirma/hakemli_dergiler/sosyal_bilimler/pdf/2007-1/sos_bil_30.pdf
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    More about this item

    Keywords

    Sponsorship; Measurement of Sponsorship; Awareness.;
    All these keywords.

    JEL classification:

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

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