The Effect of Sponsorship Activities and Consumer-Oriented Activities on Growth Performance

Miray Çelik and Volkan Öngel

American Journal of Economics and Business Administration, 2019, vol. 11, issue 1, 47-60

Abstract:

Sponsorship activities, which mean that an organization should be supported by another institution to promote itself or a product without waiting for monetary provisions, is an important tactical move for companies that want to gain competitive advantage today. The aim of this study is to investigate the effects of sponsorship activities and consumer-oriented activities on the firm's growth performance. The survey method was preferred as a method of measurement and a total of 310 participants were evaluated by using 5-point Likert technique. As a result of the study, it was determined that both sponsorship activities and consumer-oriented activities had a direct and positive effect on the growth performance of the enterprise. It has been observed that companies that allocate budget for sponsorship activities and which shape their activities with consumer feedbacks have a direct impact on their growth performance. The results were interpreted in detail for academicians and senior executives and various suggestions were made for future research.

Keywords: Sponsorship Activities; Consumer Oriented Activities; Growth Performance JEL CODES: M10; M30; M31 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:abk:jajeba:ajebasp.2019.47.60

DOI: 10.3844/ajebasp.2019.47.60

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