NDLI: Sosyal Sponsorluk Ve Kurumsal İmaj İli̇şki̇si̇ Üzeri̇ne Teori̇k Bi̇r Çalişma

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Sosyal Sponsorluk Ve Kurumsal İmaj İli̇şki̇si̇ Üzeri̇ne Teori̇k Bi̇r Çalişma

Content Provider	Semantic Scholar
Author	Doğan, İsmailcan Canöz, Kadir
Copyright Year	2017
Abstract	Gunumuz serbest piyasa sartlarinin yaratmis oldugu rekabet ortami, kurumlarin rakipleri arasinda on plana cikmalarini, hedef kitleleri ve toplum nezdinde olumlu imaja sahip olmalarini bir gereklilik haline getirmistir. Bu gerekliligi yerine getirmenin bilincine varan kurumlar ise, kendileri adina olumlu bir imaj olusturma, mevcut imajlarini koruma ya da olumsuz imajlarini olumluya cevirmede halkla iliskilerin bircok uygulamasindan yararlanma yoluna gitmektedirler ki; bunlardan birisi de sponsorluktur. Spor, kultur-sanat, cevre, macera-seyahat, program ve sosyal sponsorluk seklinde turlere ayrilan sponsorluk; reklam, pazarlama ve halkla iliskiler amaclari dogrultusunda yapilmaktadir. Kurumlar amacladiklari hedeflerine gore sponsorluk alanlarindan birine ya da birkacina basvurup, bu dogrultuda stratejilerini olusturup calismalarini yurutebilmektedirler. Sosyal sponsorluk bu anlamda kurumlar icin onemli firsatlar sunmaktadir. Ozellikle kurumsal imaj acisindan kurumlarin basvurabilecegi onemli bir sponsorluk cesidi olarak karsilarina cikmaktadir. Bu verilerden hareketle teorik cercevede hazirlanan bu calismada, imaj ve sponsorluk kavramlari ele alinmis; sosyal sponsorlugun imaja olan katkisi ile imaj olusturmadaki rolu literatur verileriyle ortaya konulmaya calisilmis ve nihayetinde sosyal sponsorlugun kurumsal imaj olusturmada onemli role sahip oldugu bulgusuna ulasilmistir.
Starting Page	59
Ending Page	68
Page Count	10
File Format	PDF HTM / HTML
Alternate Webpage(s)	http://dergisosyalbil.selcuk.edu.tr/susbed/article/download/1307/1096
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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