| Yazarlar (1) |
Arş. Gör. Dr. Halil TAŞTEKİN
Kastamonu Üniversitesi, Türkiye |
| Özet |
| The culture and art sponsorship is a versatile medium which transcends all boundries of marketing and public relations. Today, to create a brand image and awareness over consumers, companies often use culture and art sponsorship activities, which is one of the elements of marketing mix. The culture and art sponsorship has three main aims for the purpose of public relations, advertisement and marketing. Because of creating more awareness over target group and being convincing, culture and art sponsorship is very effective. Nowadays, we live in the era of the images and it is extremely important that have a positive image for the institutions to survive. There are some ways to be able to have a positive corporate image for the institutions. One of these ways is to invest in culture and art sponsorship activities. The culture and art investments gain reputation to the institutions and play a significant role in the process of creating a positive corporate image. The culture and art sponsorship activities are preferred by many institutions, predominantly are favored by private sector companies. The reason of private sector companies’ culture and art sponsorship activities preference is to effort achieving corporate reputation and building a positive corporate image. However, there are some critiques about the culture and art sponsorship activities’ hidden purposes. From this perspective, this paper aims to discuss culture and art sponsorship activities’ role in the process of creating a positive corporate image. |
| Anahtar Kelimeler |
| Bildiri Türü | Tebliğ/Bildiri |
| Bildiri Alt Türü | Özet Metin Olarak Yayınlanan Tebliğ (Uluslararası Kongre/Sempozyum) |
| Bildiri Niteliği | Alanında Hakemli Uluslararası Kongre/Sempozyum |
| Bildiri Dili | İngilizce |
| Kongre Adı | X. European Conference on Social and Behavioral Sciences |
| Kongre Tarihi | 19-05-2016 / 22-05-2016 |
| Basıldığı Ülke | Bosna Hersek |
| Basıldığı Şehir | Saraybosna |
