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Journals / Journal of Yasar University / 2021 / Cilt: 16 - Sayı: 62

The Effects of Brand Placement on Consumer Response Process: A Qualitative Research

Marka Yerleştirme Uygulamalarının Tüketicilerin Tepki Süreci Üzerine Etkisi: Nitel Bir Çalışma

Pınar BAŞGÖZE
Burcu TEKİN
Pages
890–821
DOI
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AI Summary & Key Takeaways

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

Data wasanalyzed through descriptive and content analysis methods.Results showthat,brand placement haspositive effects on brand awareness, attitudetowards brand and word of mouth.

📌 3 Key Takeaways

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Objective & Hypothesis:Purpose of this study is to investigate the effects of brand placement on consumer response process in terms of awareness, attitudetowards brand, word of mouth and purchase intention.
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Key Findings & Data:Data wascollected by using in-depth interview from 43 participants.
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Conclusion & Impact:Data wasanalyzed through descriptive and content analysis methods.Results showthat,brand placement haspositive effects on brand awareness, attitudetowards brand and word of mouth.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Purpose of this study is to investigate the effects of brand placement on consumer response process in terms of awareness, attitudetowards brand, word of mouth and purchase intention. Qualitative research method is used to test the hypotheses determined in line with the purpose of the study. Data wascollected by using in-depth interview from 43 participants. Data wasanalyzed through descriptive and content analysis methods.Results showthat,brand placement haspositive effects on brand awareness, attitudetowards brand and word of mouth. However, brand placement hasno effect on purchase intention. It has been determined that the brand placement applications have the biggest influence on, respectively, awareness and attitudetoward brand, and then on word of mouth.

Özet

Bu çalışmanın amacı, marka yerleştirme uygulamalarının tüketicilerin tepki süreci basamaklarından olan farkındalık, markaya yönelik tutum, kulaktan kulağa iletişim ve satın alma niyeti üzerine etkilerininsaptanmasıdır. Çalışmanın amacına uygun olarak belirlenen araştırma sorusunutest etmek için nitel araştırma tekniği kullanılmıştır. Bu amaçla, derinlemesine görüşme ile 43 katılımcıdan veri toplanmıştır. Toplanan veriler, betimsel analiz ve içerik analizi kullanılaraktest edilmiştir. Analizler sonucunda, marka yerleştirme uygulamalarının, marka farkındalığı, markaya yönelik tutum ve olumlu kulaktan kulağa iletişimüzerine olumlu etkisi olduğu görülmüştür. Ancak, marka yerleştirme uygulamalarının satınalma niyeti üzerinde etkisinin bulunmadığı tespit edilmiştir. Marka yerleştirmeuygulamalarının sırasıyla; en çok farkındalık ve tutum, daha sonra kulaktan kulağa iletişim üzerinde etkisinin olduğu bulunmuştur.

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Cite This Article

BAŞGÖZE, P., TEKİN, B. (2021). The Effects of Brand Placement on Consumer Response Process: A Qualitative Research. Journal of Yasar University, Cilt: 16 - Sayı: 62, 890–821. https://ajindex.com/articles/219074

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