Role on the sponsorship of brand loyalty

During more than 150 years after the beginning of mass production by the Industrial Revolution, the strategy of producing for the market, which has become prevalent through the world, has brought together the concept of consumption. Consumption has become an essential part of the daily life as the mass production and the free market concept have become effective in terms of determining the political systems and the lifestyles of the individuals. Especially during the recent years, introducing the produced goods and services to consumers and to the society has become problematic, due to the increased number and diversity of commercial products, increased purchasing power, changing consumer habits and preferences, increased technological availabilities and rapidly changing lifestyles. Therefore, at that point, the brand loyalty has even become more important for the companies, in order to assure the continuity of the consumers' interest towards the brand. Here, the sponsorship activities constitute an important part among the factors, which all together contribute to the construction of the brand engagement and loyalty. In the scope of the current research, the effect of the sponsorship activities on the brand loyalty will be investigated in depth. Key words: consumption, brand, brand loyalty, sponsorship, sponsorship types