Investigation of the Relationship between Marketing Purpose Sponsorship Activities and Consumer Based Brand Equity: Consumer Research on a Turkish Brand

Abstract

Sponsorship activities, which are a strategic public relations practice in today’s competitive marketplace where capital wars are held, are used by brands for various communication aims. These aims are in the form of public relations, advertisement, and marketing. The aim of this research was to determine whether there is a significant relationship between sponsorship activities for marketing purposes and brand equity, and the direction and strength of this relationship. In this study, the scale expressions were fictionalized based on the sponsorship of National Teams of Arçelik brand. 412 people were surveyed using a questionnaire technique on the subject of brand equity. Accordingly, the meaning and strengths of the relations between data and variables, and the underlying hypotheses were tested. Firstly, the  demographic variables of the participants were explored. Correlation and simple linear regression analyses were then performed to measure the relationship and the level of effect between sponsorship activities for marketing purposes and brand equity sub-dimensions. According to the research findings, it was established that there is a significant (p= ,000) and moderate impact relationship between sponsorship activities for marketing purposes and brand equity sub-dimensions (‘brand loyalty’, ‘perceived quality’, ‘brand association/awareness’, ‘general brand equity’). Additionally, it was confirmed that as a result of simple linear regression analysis, sponsorship activities for marketing purposes have a direct and significant impact on brand equity sub-dimensions.