The effect of sponsorship on the brand equity

Institutions’ involvement in increasing competition jeopardizes the brands. It is highly important that an institution creates a distinguishable brand and its target market perceives it as a high-qualified one. The brand should have positive reflections upon the minds of the target market. An emotional boundary between the target market and the brand is a vital issue as well. This emotional boundary ensures commitment to the brand. Sponsorship, which is a public relations method, is a crucial marketing tool creating brand awareness, commitment and association about the brand. It is also important in means of increasing the quality and it has an important share in communication budgets. The purpose of the study is to reveal the effects of sponsorship activities applied in accordance with the purpose over the brand equity and brand equity components.