SPONSORLUK ARACILIĞIYLA İMAJ OLUŞTURMAK: MODELLER BAĞLAMINDA BİR DEĞERLENDİRME

Yıl 2022, Sayı: 9, 44 - 53, 31.12.2022

Kahraman Kağan Kaya , Şevval Karabacak

https://doi.org/10.58455/cutsad.1164555

Öz

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.

Anahtar Kelimeler

İmaj, Kurum İmajı, Marka İmajı, İmaj Transferi, Sponsorluk

CREATING AN IMAGE THROUGH SPONSORSHIP: AN EVALUATION IN THE CONTEXT OF MODELS

Öz

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.

Anahtar Kelimeler

Image, Corporate Image, Brand Image, Image Transfer, Sponsorship

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