A Study On The Theory Of Social Sponsorship And Corporate Image Relationship

Created by today’s free market conditions, the competition environment has necessitated the companies to come into prominence among their competitors and have a positive image in the eye of their target audience and society. Companies that comprehend the fulfillment of this requirement attempt to benefit from many practices of public relations in creating a positive image, protecting their current image or turning their negative image into positive and one of these practices is sponsorship. Divided into categories such as sports, culture-art, environment, adventure-travel, program and social sponsorship, the sponsorship is made in line with the purposes of advertising, marketing and public relations. Based on their intended targets, companies apply to one or several sponsorship areas and conduct their activities by developing strategies accordingly. In this respect, social sponsorship offers important opportunities for companies. In particular, it is seen as an important type of sponsorship that the companies can use for their corporate image. The concept of image and sponsorship is discussed in this study which is prepared from the data obtained from literature studies. In the study of trying to put forward the role of image formation with contribution of image of social sponsor, it has been found that social sponsor has an important role in forming institutional image.