Abstract
İmaj, halkla ilişkiler açısından bireylerin, kuruluşla ilgili bilgi ve deneyimleri vasıtasıyla oluşmaktadır. Kurum imajı, kuruluşun kavranma tarzının bir sonucudur. Marka imajı ise hafızadaki marka çağrışımları tarafından yansıtılan algılardır. Son olarak, transfer imajı, imaj transferi süreciyle etkinlikten markaya transfer edilen imajdır. İmaj, hedef kitle tarafından alınan birtakım mesajlar neticesinde ortaya çıkmaktadır. Bu durum göz önünde bulundurulduğunda sponsorluk, imaj açısından son derece önemli bir hale gelmektedir. En yalın anlatımla sponsorluk, sponsor ve desteklenen arasındaki ilişkidir ve kuruluşlara, hedef kitlesiyle buluşma ve sıcak bir atmosfer yaratma olanağı sunmaktadır. Çalışmada, sponsorluk yoluyla bir imajın nasıl transfer edilebileceğini açıklama amacı taşıyan dört örnek model bir değerlendirmeye tabi tutulmuştur. Çalışmanın başlıca önerisi, Türk insanının sosyolojik ve psikolojik yapısı temelinde yeni modellerin ortaya koyulmasıdır.
Keywords
References
- Biber, A. (2007). Halkla İlişkilerde Temel Kavramlar. Ankara: Nobel.
- Canöz, K. ve Canöz, N. (2020). Halkla İlişkiler. Konya: Palet.
- Carrillat, F. A., Solomon, P. J. ve D’Astous, A. (2015). Brand Stereotyping and Image Transfer in Concurrent Sponsorships. Journal of Advertising, 44(4), 300–314.
- Deutsch, K. W. (1952). On Communication Models in the Social Sciences. The Public Opinion Quarterly, 16(3), 356–380.
- Doğan, İ. (2018). Kurumsal İmaj Oluşturmada Sponsorluk Uygulamaları: Vodafone Örneği Üzerine Ampirik Bir Çalışma (Doktora Tezi). Selçuk Üniversitesi, Konya.
- Duimering, P. R. ve Safayeni, F. (1998). The Role of Language and Formal Structure in the Construction and Maintenance of Organizational Images. International Studies of Management & Organization, 28(3), 57–85.
- Erdoğan, B. Z. ve Kitchen, P. J. (1998). Managerial Mindsets and the Symbiotic Relationship between Sponsorship and Advertising. Marketing Intelligence & Planning, 16(6), 369–374.
- Grassinger, G. E. (2003). Sponsorluk Sözleşmesi. Ankara: Seçkin.
- Gray, E. R. ve Balmer, J. M. T. (1998). Managing Corporate Image and Corporate Reputation. Long Range Planning, 31(5), 695–702.
- Grohs, R. ve Reisinger, H. (2005). Image Transfer in Sports Sponsorships: An Assessment of Moderating Effects. International Journal of Sports Marketing and Sponsorship, 7(1), 36–42.
- Grönroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36–44.
- Gwinner, K. (1997). A Model of Image Creation and Image Transfer in Event Sponsorship. International Marketing Review, 14(3), 145–158.
- Jefkins, F. (2000). Advertising. (D. Yadin, Ed.). Great Britain: Prentice Hall.
- Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22.
- Martenson, R. (2007). Corporate Brand Image, Satisfaction and Store Loyalty: A Study of the Store as A Brand, Store Brands and Manufacturer Brands. International Journal of Retail & Distribution Management, 35(7), 544–555.
- Meenaghan, T. (1991). Sponsorship – Legitimising the Medium. European Journal of Marketing, 25(11), 5–10.
- Nguyen, N. ve Leblanc, G. (2001). Corporate Image and Corporate Reputation in Customers’ Retention Decisions in Services. Journal of Retailing and Consumer Services, 8(4), 227–236.
- Novais, M. A. ve Arcodia, C. (2013). Measuring the Effects of Event Sponsorship: Theoretical Frameworks and Image Transfer Models. Journal of Travel & Tourism Marketing, 30(4), 308–334.
- Odabaşı, Y. ve Oyman, M. (2004). Pazarlama İletişimi Yönetimi. İstanbul: MediaCat.
- Okay, A. (2012). Sponsorluk. İstanbul: Der.
- Okay, A. (2018). Kurum Kimliği. İstanbul: Derin.
- Okay, A. ve Okay, A. (2018). Halkla İlişkiler: Kavram, Strateji ve Uygulamaları. İstanbul: Der.
- Pelsmacker, P. De, Geuens, M. ve Bergh, J. Van Den. (2017). Marketing Communications: A European Perspective. Slovakia: Pearson.
- Peltekoğlu, F. B. (2014). Halkla İlişkiler Nedir? İstanbul: Beta.
- Petty, R. E., Cacioppo, J. T. ve Schumann, D. (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research, 10(2), 135–146.
- Rifon, N. J., Choi, S. M., Trimble, C. S. ve Li, H. (2004). Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive. Journal of Advertising, 33(1), 29–42.
- Schultz, D. E. ve Barnes, B. E. (1999). Strategic Brand Communication Campaigns. Illinois: NTC Business Books.
- Smith, G. (2004). Brand Image Transfer Through Sponsorship: A Consumer Learning Perspective. Journal of Marketing Management, 3–4(20), 457–474.
- Speed, R. ve Thompson, P. (2000). Determinants of Sports Sponsorship Response. Journal of the Academy of Marketing Science, 28(2), 226–238.
Abstract
In terms of public relations, the image is formed by the information and experiences of individuals about the organization. Corporate image is a result of the way the organization is comprehended. Brand image, on the other hand, is the perceptions reflected by the brand associations in memory. Finally, the transfer image is the image transferred from the event to the brand through the image transfer process. The image emerges as a result of some messages received by the target audience. Considering this situation, sponsorship becomes extremely important in terms of image. In the simplest terms, sponsorship is the relationship between the sponsor and the supported, and it gives organizations the opportunity to meet their target audience and create a warm atmosphere. In the study, four sample models that aim to explain how an image can be transferred through sponsorship were evaluated. The main recommendation of the study is to develop new models on the basis of the sociological and psychological structure of the Turkish people.
References
- Biber, A. (2007). Halkla İlişkilerde Temel Kavramlar. Ankara: Nobel.
- Canöz, K. ve Canöz, N. (2020). Halkla İlişkiler. Konya: Palet.
- Carrillat, F. A., Solomon, P. J. ve D’Astous, A. (2015). Brand Stereotyping and Image Transfer in Concurrent Sponsorships. Journal of Advertising, 44(4), 300–314.
- Deutsch, K. W. (1952). On Communication Models in the Social Sciences. The Public Opinion Quarterly, 16(3), 356–380.
- Doğan, İ. (2018). Kurumsal İmaj Oluşturmada Sponsorluk Uygulamaları: Vodafone Örneği Üzerine Ampirik Bir Çalışma (Doktora Tezi). Selçuk Üniversitesi, Konya.
- Duimering, P. R. ve Safayeni, F. (1998). The Role of Language and Formal Structure in the Construction and Maintenance of Organizational Images. International Studies of Management & Organization, 28(3), 57–85.
- Erdoğan, B. Z. ve Kitchen, P. J. (1998). Managerial Mindsets and the Symbiotic Relationship between Sponsorship and Advertising. Marketing Intelligence & Planning, 16(6), 369–374.
- Grassinger, G. E. (2003). Sponsorluk Sözleşmesi. Ankara: Seçkin.
- Gray, E. R. ve Balmer, J. M. T. (1998). Managing Corporate Image and Corporate Reputation. Long Range Planning, 31(5), 695–702.
- Grohs, R. ve Reisinger, H. (2005). Image Transfer in Sports Sponsorships: An Assessment of Moderating Effects. International Journal of Sports Marketing and Sponsorship, 7(1), 36–42.
- Grönroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36–44.
- Gwinner, K. (1997). A Model of Image Creation and Image Transfer in Event Sponsorship. International Marketing Review, 14(3), 145–158.
- Jefkins, F. (2000). Advertising. (D. Yadin, Ed.). Great Britain: Prentice Hall.
- Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22.
- Martenson, R. (2007). Corporate Brand Image, Satisfaction and Store Loyalty: A Study of the Store as A Brand, Store Brands and Manufacturer Brands. International Journal of Retail & Distribution Management, 35(7), 544–555.
- Meenaghan, T. (1991). Sponsorship – Legitimising the Medium. European Journal of Marketing, 25(11), 5–10.
- Nguyen, N. ve Leblanc, G. (2001). Corporate Image and Corporate Reputation in Customers’ Retention Decisions in Services. Journal of Retailing and Consumer Services, 8(4), 227–236.
- Novais, M. A. ve Arcodia, C. (2013). Measuring the Effects of Event Sponsorship: Theoretical Frameworks and Image Transfer Models. Journal of Travel & Tourism Marketing, 30(4), 308–334.
- Odabaşı, Y. ve Oyman, M. (2004). Pazarlama İletişimi Yönetimi. İstanbul: MediaCat.
- Okay, A. (2012). Sponsorluk. İstanbul: Der.
- Okay, A. (2018). Kurum Kimliği. İstanbul: Derin.
- Okay, A. ve Okay, A. (2018). Halkla İlişkiler: Kavram, Strateji ve Uygulamaları. İstanbul: Der.
- Pelsmacker, P. De, Geuens, M. ve Bergh, J. Van Den. (2017). Marketing Communications: A European Perspective. Slovakia: Pearson.
- Peltekoğlu, F. B. (2014). Halkla İlişkiler Nedir? İstanbul: Beta.
- Petty, R. E., Cacioppo, J. T. ve Schumann, D. (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research, 10(2), 135–146.
- Rifon, N. J., Choi, S. M., Trimble, C. S. ve Li, H. (2004). Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive. Journal of Advertising, 33(1), 29–42.
- Schultz, D. E. ve Barnes, B. E. (1999). Strategic Brand Communication Campaigns. Illinois: NTC Business Books.
- Smith, G. (2004). Brand Image Transfer Through Sponsorship: A Consumer Learning Perspective. Journal of Marketing Management, 3–4(20), 457–474.
- Speed, R. ve Thompson, P. (2000). Determinants of Sports Sponsorship Response. Journal of the Academy of Marketing Science, 28(2), 226–238.
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Public Relations |
| Journal Section | Review Articles |
| Authors | |
| Publication Date | December 31, 2022 |
| Submission Date | August 19, 2022 |
| Published in Issue | Year 2022 Issue: 9 |
Çatalhöyük International Journal of Tourism and Social Research is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY NC).