Research Article Open Access

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

Miray Çelik1 and Volkan Öngel1
  • 1 Beykent University, Turkey

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.

American Journal of Economics and Business Administration
Volume 11 No. 1, 2019, 47-60

DOI: https://doi.org/10.3844/ajebasp.2019.47.60

Submitted On: 15 September 2019 Published On: 31 October 2019

How to Cite: Çelik, M. & Öngel, V. (2019). The Effect of Sponsorship Activities and Consumer-Oriented Activities on Growth Performance. American Journal of Economics and Business Administration, 11(1), 47-60. https://doi.org/10.3844/ajebasp.2019.47.60

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Keywords

  • Sponsorship Activities
  • Consumer Oriented Activities
  • Growth Performance JEL CODES: M10, M30, M31