The Attitudes of Turkish Spectators in Recalling the Sponsorship's Brands of "Formula 1 Turkey Grand Prix" and Their Brand Recall Levels

ARGAN M., SUHER H. K., ÖZER A.

ISTANBUL UNIVERSITESI ILETISIM FAKULTESI DERGISI, no.27, pp.17-31, 2006 (ESCI) identifier

  • Publication Type: Article / Article
  • Publication Date: 2006
  • Journal Name: ISTANBUL UNIVERSITESI ILETISIM FAKULTESI DERGISI
  • Journal Indexes: Emerging Sources Citation Index (ESCI), TR DİZİN (ULAKBİM)
  • Page Numbers: pp.17-31
  • Keywords: Sponsorship, sport sponsorship, Fl sponsorship, sponsorship effectiveness
  • Anadolu University Affiliated: Yes

Abstract

Brands have spent around 28 million dollars worldwide for sports sponsorship by the year 2005. Although such great amounts of money have been spent, the research about the effectiveness of sponsorship is limited. In our country, the researches regarding the recall of the brands that do sports sponsorship is extremely limited. This research is devoted to the measurement of the attitudes of the Formula 1 spectators regarding the recall of the brand and their level of brand awareness. In measuring the brand awareness, unaided recall test is utilized. The research is applied to 357 Turkish spectators who watched the Formula 1 Turkey Grand Prix in the area of the racetrack. The findings achieved indicate that the spectators remember correctly the first brand in the level of %68.4, the second brand in the level of %50.2 and the third brand in the level of %35.6. It is stated that the long-term sponsorships towards the recall of the sponsor brands will be remembered more. The recalls of the sponsor brands have shown significant differences with regard to the place where the race is watched, to the racetrack and the television.