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Journals / Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi / 2018 / Cilt: 9 - Sayı: 24

University Students Purchases Attitude Toward Advertising and Brand Preferences

Üniversite Öğrencilerinin Hazır Giyim Satınalma Kararlarında Reklamlara Yönelik Tutumları Ve Marka Tercihleri

İbrahim DURMUŞ
Fetullah BATTAL
Pages
147–176
Publication Date
2018-12-31
DOI
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AI Summary & Key Takeaways

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

When the result of the Sructural Equation Model were evaluated all hypotheses were accepted.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Nowadays, it is important to determine which advertising media are affected by consumers and which brands they prefer in terms of marketing.
📊
Key Findings & Data:In this respect, atotal of 612 students studying in Gumushane University and Bayburt University in 2018 were interviewed by using face-to-face survey method.
💡
Conclusion & Impact:When the result of the Sructural Equation Model were evaluated all hypotheses were accepted.
🔬Design:Survey & Empirical Study
📍Scope:2018 Verileri
⚙️Variables:Attitudes Towards Advertising · Brand Awareness · Brand Loyalty

Abstract

Nowadays, it is important to determine which advertising media are affected by consumers and which brands they prefer in terms of marketing. In this respect, atotal of 612 students studying in Gumushane University and Bayburt University in 2018 were interviewed by using face-to-face survey method. Unlike previous studies in the study, 11 different brands of university students (Blue Jeans, Kinetix, Adidas, Nike, DeFacto, Lcw, Levi’s, Lacoste, Puma, Loft, Koton) from 7 different advertising tool (TV, Internet, Newspaper, Magazine, Radio, Banner Ads and People in the Circle) the effects of consumers attitudes toward advertisements (TM) brand awareness (MB), brand loyalty (MS), brand orientation (MO) and brand trust (MG) the effects on procurement decisions (SK) have been tried to be interpreted. When the result of the Sructural Equation Model were evaluated all hypotheses were accepted.

Özet

Günümüzde tüketicilerin hazır giyim ürünlerinde hangi reklam aracından etkilendikleri ve hangi markaları tercih ettiklerinin belirlenmesi pazarlama açısından büyük önem arz etmektedir. Bu açıdan çalışma 2018 yılında Gümüşhane Üniversitesi ve Bayburt Üniversitesinde eğitim gören lisans ve önlisans öğrencisi toplam 612 tüketiciye yüzyüze anket yöntemi uygulanarak gerçekleştirilmiştir. Çalışmada daha önce yapılan çalışmalardan farklı olarak üniversite öğrencilerinin 11 farklı marka için (Mavi Jeans, Kinetix, Adidas, Nike, DeFacto, Lcw, Levi’s, Lacoste, Puma, Loft, Koton) 7 farklı reklam aracından (TV, İnternet, Gazete, Dergi, Radyo, Afiş Reklamları ve Çevremdeki Kişiler) hangilerini tercih ettiklerini, tüketicilerin reklamlara yönelik tutumları (TM) ile marka bilinirliği (MB), marka sadakati (MS), marka odaklılığı (MO) ve marka güvenilirliğinin (MG) satınalma kararları (SK) üzerindeki etkileri yorumlanmaya çalışılmıştır. Çalışmada gerçekleştirilen Yapısal Eşitlik Modeli’nin sonuçları değerlendirildiğinde bütün hipotezler kabul edilmiştir.

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Cite This Article

DURMUŞ, İ., BATTAL, F. (2018). University Students Purchases Attitude Toward Advertising and Brand Preferences. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, Cilt: 9 - Sayı: 24, 147–176. https://ajindex.com/articles/91615

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