The effect of perception between sponsorship activities and brand and the attitude of sponsorship activities on brand value

Today, the concept of sponsorship draws attention as a way of establishing a certain link between businesses and consumers. Businesses see sponsorship as a tool to fulfill their social responsibility duties. In this way, they try to create positive perceptions about the brand. In addition, sponsorship has an important share in communication budgets in terms of brand awareness, brand image, brand loyalty, the creation of brand associations and the development of perceived quality. The aim of the study is to investigate the effect of sponsorship activities on consumer based brand value. The impact among sponsorship and brand value elements reveals the importance of research. To this end, consumers' attitudes towards sponsorship activities and the effect of perceived harmony between brand and sponsorship related to these attitudes and brand value components constitute the subject of the research. In this study, four different brands (Adidas, Elidor, Sompo Japan, Beko) were used to find the average based on the perceived quality of the pre-test results of Düzce University students and academic and administrative staff working in Düzce University. Questionnaire was applied to 400 consumers by easy sampling method. Obtained data, exploratory and confirmatory factor analysis and Lisrel program as a result of the structural equation modeling research model and hypotheses were tested. According to the findings of the study, brand awareness / associations had a positive effect on perceived harmony between brand and sponsorship and perceived quality had a positive effect on attitude towards sponsorship activities. Furthermore, the attitude towards sponsorship activities has a positive effect on perceived quality. The perceived quality also has a positive effect on the loyalty to the brand. As a result, sponsorship has a positive effect on consumer-based brand value components and suggestions have been presented.