Havacılık işletmelerinde sponsorluk uygulamalarının kurum imajına ve tanıtımına etkisi: Türk Hava Yolları örneği

Abstract

With the change and development in the field of sponsorship, institutions make long-term and high-priced investments in various fields to create and promote their own identity and image. Thanks to its corporate image and sponsorship activities, businesses reach an honest, reliable, socially sensitive and participatory profile in the eyes of the target audience. Businesses operating in various fields carry out sponsorship activities in branches that will contribute to the institution in every sense. Sponsorship activities applied in aviation also provide benefits for both the business and the sponsored counterparty and meet the expectations of both parties. Turkish Airlines is considered among the brands that strengthen its corporate image with sponsorship activities in the field of aviation. THY sacrifices an important budget both locally and globally in its sponsorship activities and maintains an active sponsorship policy in order to increase its permanence in the minds. The aim of this study is to investigate the effect of sponsorship practices in aviation businesses on the corporate image and promotion and to examine the examples of Turkish Airlines in this context. While conducting this research, literature review method was used. As a result of the research, it has been measured that THY contributes to the corporate image and promotional activities in the eyes of the target audience, thanks to its sponsorship activities.