Pazarlama yönetiminde sponsorluk faaliyetleri ve tüketici odaklı faaliyetlerin firmanın büyüme performansı üzerindeki etkisi
Küçük Resim Yok
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bir kurumun kendisini veya bir ürününü tanıtmak için başka bir kurum tarafından maddi bir karşılık beklemeksizin desteklenmesi anlamına gelen sponsorluk faaliyetleri, günümüzde rekabet avantajı kazanmak isteyen şirketler için önemli bir taktiksel hamledir. Bu çalışmanın amacı sponsorluk faaliyetleri ve tüketici odaklı faaliyetlerin firmanın büyüme performansı üzerindeki etkileri araştırmaktır. Ölçüm metodu olarak anket yöntemi tercih edilmiş ve 5'li Likert tekniği kullanılarak toplam 310 katılımcı üzerinde değerlendirme yapılmıştır. Çalışma sonucunda, hem sponsorluk faaliyetlerinin, hem de tüketici odaklı faaliyetlerin işletmenin büyüme performansı üzerinde doğrudan ve pozitif yönde etkisi olduğu tespit edilmiştir. Sponsorluk faaliyetlerine bütçe ayıran, bu çalışmalarını tüketici geri beslemeleri ile şekillendiren firmaların büyüme performanslarına doğrudan etki ettiği gözlemlenmiştir. Ortaya çıkan sonuçlar akademisyenler ve üst düzey yöneticiler için detaylı bir şekilde yorumlanmış, gelecekte yapılacak araştırmalar için çeşitli öneriler getirilmiştir.
Sponsorship activities, which mean that an organization should be supported by another institution to promote itself or a product without waiting for monetary provisions, is an important tactical move for companies that want to gain competitive advantage today. The aim of this study is to investigate the effects of sponsorship activities and consumer-oriented activities on the firm's growth performance. The survey method was preferred as a method of measurement and a total of 310 participants were evaluated by using 5-point Likert technique. As a result of the study, it was determined that both sponsorship activities and consumer-oriented activities had a direct and positive effect on the growth performance of the enterprise. It has been observed that companies that allocate budget for sponsorship activities and which shape their activities with consumer feedbacks have a direct impact on their growth performance. The results were interpreted in detail for academicians and senior executives, and various suggestions were made for future research.
Sponsorship activities, which mean that an organization should be supported by another institution to promote itself or a product without waiting for monetary provisions, is an important tactical move for companies that want to gain competitive advantage today. The aim of this study is to investigate the effects of sponsorship activities and consumer-oriented activities on the firm's growth performance. The survey method was preferred as a method of measurement and a total of 310 participants were evaluated by using 5-point Likert technique. As a result of the study, it was determined that both sponsorship activities and consumer-oriented activities had a direct and positive effect on the growth performance of the enterprise. It has been observed that companies that allocate budget for sponsorship activities and which shape their activities with consumer feedbacks have a direct impact on their growth performance. The results were interpreted in detail for academicians and senior executives, and various suggestions were made for future research.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
