Proceedings of the 19th International Academic Conference, Florence

THE ANALYSIS OF THE SPONSORSHIP ACTIVITIES OF THE BANKS THROUGH THEIR CORPORATE WEB PAGES

AHMET TARHAN, KADIR CANOZ, OMER BAKAN

Abstract:

As a result of the developments such as current competition environment, the rise of self-awareness among the consumers, and the requests and expectations of the consumers; the banks in the service sector were in the quest of being different from their rivals. Upon those developments, banks turned into sponsorship activities which are based on mutual benefits. The corporate web pages are among the instruments which banks have utilized recently in announcing their sponsorship activities for their corporate publicity, establishing their corporate images and increase their recognition. In the study, the sponsorship activities of 9 banks which serve in Turkey and listed in the categories such as public, private and participation banks were analyzed through their corporate web page sand using content analysis. Among the 191 sponsorship activities, it was found at the end of the analysis that 92 of the sponsorship activities were carried out by the private banks, 68 of them by public banks and 31 of them by participation banks. The most common type of sponsorship preferred by the banks was determined as the sports sponsorship while the least preferred one was environment sponsorship.

Keywords: sponsorship, public relations, banking sector, corporate web page, content analysis.

DOI: 10.20472/IAC.2015.019.132

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