Sponsorship, advertising and promotion effect on brand awareness and purchasing preference: Application on air transport

In this thesis, it is aimed to investigate whether brand awareness has an effect with advertising, sponsorship and promotion, which are among the promotional mix elements in the choice of the passengers who use the services of X airline operating in the airline transportation sector. Together with the information obtained from this study, it is aimed to present concrete data on the brand awareness of the participants who prefer air transportation and the effects of promotion mix on their purchasing preferences. In this research, questionnaire technique which is one of the primary data collection tools was used. Questionnaires prepared in accordance with the model and hypotheses of the research were transferred to digital customers and asked to answer. There are 36 statements in the questionnaire form. 7 of these statements consist of questions that define the demographic characteristics of the participants. The remaining 29 statements consist of advertising, sponsorship, promotion, brand awareness and purchasing preference scales. According to the information obtained from the analysis, it has been concluded that advertising, sponsorship and promotion activities, which are among the promotional mix elements of airline companies, increase brand awareness and brand awareness has a positive effect on consumer purchasing preferences.