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Dergiler / AJIT-e: Bilişim Teknolojileri Online Dergisi / 2016 / Cilt: 7 - Sayı: 22

Genç İzleyicilerin Markaların Reklam Kişiliğini Algılamalarına Yönelik Bir Araştırma

The Preliminary Investigation of Brands’ Advertising Personality on Young Viewers’ Perceptions

D.zeynep BAYAZIT SAHINOGLU
Figen YILDIRIM
Sayfa
83–90
Yayın Tarihi
2016-01-01
DOI
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

This paper attempts to explore the tendency to present how one company manages to create two different brand personalities on the same sector that are supported by advertising.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Öz Most of the multinational companies believe that advertising plays a crucial role in building a brand.
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Temel Bulgular & Veri:Developing and maintaining a powerful brand in the fullest sense requires a convincing promise of value/benefit for consumers and conforming that the promise is kept.
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Sonuç & Katkı:This paper attempts to explore the tendency to present how one company manages to create two different brand personalities on the same sector that are supported by advertising.
🔬Tür:Literatür & Derleme Çalışması
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:brand personality · advertising personality · Turkey’s personal care market

Özet

Öz Most of the multinational companies believe that advertising plays a crucial role in building a brand. Developing and maintaining a powerful brand in the fullest sense requires a convincing promise of value/benefit for consumers and conforming that the promise is kept. Mostly, the literature reviews brand personality as one of the core dimensions of the brand identity and perhaps as the closest variable to the consumers’ buying process. All marketing communication tools, especially advertising, are pivotal to create awareness, influence and form a desire to buy a specific brand. This paper attempts to explore the tendency to present how one company manages to create two different brand personalities on the same sector that are supported by advertising.

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Bu Makaleye Atıf Yap

SAHINOGLU, D. B., YILDIRIM, F. (2016). Genç İzleyicilerin Markaların Reklam Kişiliğini Algılamalarına Yönelik Bir Araştırma. AJIT-e: Bilişim Teknolojileri Online Dergisi, Cilt: 7 - Sayı: 22, 83–90. https://ajindex.com/articles/156775

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Kaynakça (14)

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