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Journals / İşletme Araştırmaları Dergisi / 2019 / Cilt: 11 - Sayı: 2

The Mediating Role of Advertising in Corporate Reputation and Brand Equity Relationship

Kurumsal İtibar ile Marka Değeri İlişkisinde Reklamın Aracılık Rolü

ÖZLEM ÖNCEL GÜNEŞ
İzlem GÖZÜKARA
Pages
937–948
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Findings – As a result of the study, it was found that advertising statistically significantly partially mediates (mediator role) the relationship between corporate reputation and brand value.

📌 3 Key Takeaways

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Objective & Hypothesis:Purpose – The main purpose of this study was to examine whether advertising plays an intermediary role in the relationship between corporate reputation and brand equity.
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Key Findings & Data:From the fact that corporations cannot survive or differentiate themselves only with products in the long run due to competitive environment, it was assumed that corporate reputation, brand value and advertising are significant contributors to corporate sustainable profitability, growth and existence Design/Method/Approach – The population of the study is the users of mobile phone service providers in Turkey.
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Conclusion & Impact:Findings – As a result of the study, it was found that advertising statistically significantly partially mediates (mediator role) the relationship between corporate reputation and brand value.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Purpose – The main purpose of this study was to examine whether advertising plays an intermediary role in the relationship between corporate reputation and brand equity. From the fact that corporations cannot survive or differentiate themselves only with products in the long run due to competitive environment, it was assumed that corporate reputation, brand value and advertising are significant contributors to corporate sustainable profitability, growth and existence Design/Method/Approach – The population of the study is the users of mobile phone service providers in Turkey. The study sample consisted of 324 people who were users of one of the three mobile phone service providers/operators currently operating in Turkey. Study data were collected using Corporate Reputation Scale, Brand Value Scale and Advertisement Scale, which was developed by the researchers with a pilot study. Statistical mediation analyses (via multiple linear regression analysis) were conducted to determine if advertising mediate the relationship between corporate reputation and brand value. Findings – As a result of the study, it was found that advertising statistically significantly partially mediates (mediator role) the relationship between corporate reputation and brand value. Discussion – Among GSM users, the level of perceived corporate reputation is an effective variable in terms of perceived brand equityi and adverstising has a mediating role in this positive relationship between corporate reputation and brand equity.

Özet

Amaç – Bu çalışmanın temel amacı, kurumsal itibar ile marka değeri arasındaki ilişkide reklam değişkeninin aracı rolünü oynayıp oynamadığı incelemektir. Rekabet koşullarında kurumların sadece ürünleri (mal veya hizmet) ile uzun süreli var olamayacakları gerçeğinden hareketle, kurumların sürdürülebilir kârlılık, büyüme ve varoluşları üzerinde kurumsal itibar, marka değeri ve reklamın önemli katkısının olduğu varsayılmıştır. Yöntem – Çalışmanın evreni Türkiye’deki GSM servis operatörlerinin kullanıcılarıdır. Çalışmanın örneklemini ise Türkiye’de halen faaliyet göstermekte olan üç cep telefonu servis operatöründen hizmet alan 324 kişi oluşturmaktadır. Çalışmanın verileri Kurumsal İtibar Ölçeği, Marka Değeri Ölçeği ve Reklam Ölçeği kullanılarak toplanmıştır. GSM kullanıcılarının kurumsal itibar algısının reklam aracılığıyla marka değeri algısı üzerinde etkili olup olmadığı, yani reklamın aracı etkisi çoklu doğrusal regresyon analizi ile araştırılmıştır. Bulgular – Yapılan analizler sonucunda, kurumsal itibarın marka değeri üzerinde etkisi olduğu ve GSM kullanıcılarının kurumsal itibar algısının reklam aracılığıyla marka değeri algısını etkilediği saptanmıştır Tartışma – GSM kullanıcılarının kurumsal itibara ilişkin algı düzeyleri marka değerine ilişkin algı düzeyleri üzerinde etkili bir değişken olup kurumsal itibar ile marka değeri arasındaki bu pozitif ilişkide reklam ise aracı değişken olarak etkilidir.

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Cite This Article

GÜNEŞ, Ö. Ö., GÖZÜKARA, İ. (2019). The Mediating Role of Advertising in Corporate Reputation and Brand Equity Relationship. İşletme Araştırmaları Dergisi, Cilt: 11 - Sayı: 2, 937–948. https://ajindex.com/articles/217690

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