Effects of sponsorship activities on brand awareness in civil aviation sector: Study from Turkey

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.