Sivil havacılık sektöründeki sponsorluk uygulamalarının marka bilinirliği üzerindeki etkileri: Türkiye örneği
Küçük Resim Yok
Tarih
2018
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Çalışmasının temel amacı, sivil havacılık sektöründeki sponsorluk uygulamalarının Türkiye'de bu sektörde hizmet veren hava yolu şirketlerinin marka bilinirliği üzerindeki etkilerinin araştırılmasıdır. Çalışmanın ilk üç bölümünde; sivil havacılık sektörü, sponsorluk ve marka bilinirliği, kavramsal olarak ele alınmıştır. Araştırmanın son bölümünde yer alan analiz ile sivil havacılık sektöründe benimsenen sponsorluk uygulamalarının, hava yolu şirketlerinin bilinirlik algısı üzerindeki etkisine değinilmiştir. Bu bölümde, sektör analizi gerçekleştirilmiş ve sektörden seçilen dört hava yolu şirketi olan Türk Hava Yolları, Pegasus Hava Yolları, Onur Air ve Atlasglobal Hava Yolları şirketlerinin sponsorluk faaliyetleri incelenmiştir. Bu hava yolu şirketleri, çeşitli ölçeklerde sponsorluk faaliyetleri gerçekleştirmekte ve bunların neticesinde de işletmelerinin sahip olduğu markanın kamuoyu ve yolcular nezdinde bilinirlik düzeyini artırmayı hedeflemektedirler. Bu bölümde kullanılan analiz yöntemi ile, gerçekleştirilen sponsorluk faaliyetlerinin hava yolu şirketlerinin marka bilinirliğine olan etkisi üzerine odaklanılmaktadır
The purpose of the study is to investigate the effects of sponsorship activities on brand awareness in the civil aviation sector concerning the airline companies located in Turkey. In the first three chapters of the study; civil aviation sector, sponsorship and brand awareness have been discussed conceptually. Along with the analysis in the last part of the research, the impact of the sponsorship activities adopted in the civil aviation sector on the perception of brand awareness of airline companies has been studied. In this section, the sector analysis was carried out and the sponsorship activities of Turkish Airlines, Pegasus Airlines, Onur Air and Atlasglobal Airlines, four airline companies selected from the sector, were analyzed. These airline companies carry out sponsorship activities on a variety of scales, and as a result of these, they are aiming to increase the awareness level of the brand owned by their business enterprises in public and among the passengers. With the analysis method used in this section, the impact of executed sponsorship activities on brand awareness of airline companies is focused.
The purpose of the study is to investigate the effects of sponsorship activities on brand awareness in the civil aviation sector concerning the airline companies located in Turkey. In the first three chapters of the study; civil aviation sector, sponsorship and brand awareness have been discussed conceptually. Along with the analysis in the last part of the research, the impact of the sponsorship activities adopted in the civil aviation sector on the perception of brand awareness of airline companies has been studied. In this section, the sector analysis was carried out and the sponsorship activities of Turkish Airlines, Pegasus Airlines, Onur Air and Atlasglobal Airlines, four airline companies selected from the sector, were analyzed. These airline companies carry out sponsorship activities on a variety of scales, and as a result of these, they are aiming to increase the awareness level of the brand owned by their business enterprises in public and among the passengers. With the analysis method used in this section, the impact of executed sponsorship activities on brand awareness of airline companies is focused.
Açıklama
Anahtar Kelimeler
Sivil Havacılık, Civil Aviation, İşletme
