TY  - JOUR
TT  - Impacts of Integrated Marketing Communication Strategies Applied for Geographical Indications on Purchasing Behavior
AU  - Kırgız, Ayça
PY  - 2017
DA  - April
Y2  - 2017
DO  - 10.22139/jobs.303277
JF  - İşletme Bilimi Dergisi
JO  - About the Journal
PB  - Sakarya University
WT  - DergiPark
SN  - 2148-0737
SP  - 87
EP  - 100
VL  - 5
IS  - 1
KW  - Geographical indication
KW  - integrated marketing communication
KW  - local products
KW  - perceived quality of GI
KW  - high-value food products
N2  - The purpose of this study is to raise the awarenessfor products with geographical indication (GI) which directly influence thedevelopment of local and nation-wide economies, marketing of tourism activitiesand branding of destination and to investigate the integrated marketing communication(IMC) tools applied for realization of selling and the impact of such tools onshopping behavior. In this study, simple linear regression analysis have beenused. The data analysis showed that the perceived quality of food products andIMC tools appear to affect purchase behavior in a positive way. But there areonly 200 products in Turkey with GI registration despite the high GI potentialthereof. This result reveals the fact that despite the rapidly increasing stateincentive the GI concept of Turkey is not yet understood fully and itssignificance is not understood sufficiently. This has revealed the existence ofother fundamental problems which are discussed in part of conclusion andrecommendation.
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UR  - https://doi.org/10.22139/jobs.303277
L1  - https://dergipark.org.tr/en/download/article-file/290099
ER  -