Genç İzleyicilerin Markaların Reklam Kişiliğini Algılamalarına Yönelik Bir Araştırma

Year 2016, , 83 - 90, 01.01.2016

D.zeynep Bayazıt Sahınoglu Figen Yıldırım

https://doi.org/10.5824/1309-1581.2016.1.006.x

Abstract

Keywords

marka kişiliği, reklam kişiliği, Türk Kişisel bakım ürünleri pazarı, algısal harita

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

Abstract

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.

Keywords

brand personality, advertising personality, Turkey’s personal care market, perceptual mapping

References

• Aaker, J. L. 1997. ‚Dimensions of brand personality‛. Journal of Marketing Research, Vol.34, No:3, pp. 347–356.
• Aksoy, L. ve A. Özsomer, 2007 ‚Türkiye’de Marka Kişiliği Oluşturan Boyutlar‛ 12. Ulusal Pazarlama Kongresi Proceedings, Sakarya Üniversitesi, pp.1-14.
• BKP Consulting Report, 2012 ‚Cosmetic Sector in Turkey‛ Retrived 8.10.2013 from www.bkpconsulting.com.
• Cash, T.F. and D.W.Cash, 1982. ‚Women’s use of cosmetics psychosocial correlates and consequences‛, International Journal of Cosmetics Science, Vol.4, No:1, pp.1-13.
• Cook, G. 2001. Discourse of advertising. New York, NY: Routledge.
• De Raad, B. 2000, The Big Five Personality Factors: The Psycholexical Approach to Personality, Hogrefe & Huber, Göttingen, Germany.
• Dolich, I.J. 1969, ‚Congruence Relation between Self-Image and Product Brands‛, Journal of Marketing Research, Vol:6, Feb., pp.80-84.
• Fournier, S. 1998, ‚Consumers and Their Brands: Developing Relationship Theory in Consumer Research‛, Journal of Consumer Research, Vol.24, No:4, pp.343-353.
• Kapferer , J . N. 1998. Strategic Brand Management, Kogan Page, London .
• Kotler, P. 2000. Marketing Management, Millenium, 10th ed., Prentice-Hall, Inc., Englewood Cliffs, NJ.
• Keller, K.L, 1993. ‚Conceptualizing, Measuring, and Managing Customer-Based Brand Equity‛, Journal of Marketing, Vol.57 ,No.1, pp. 1-22.
• Laurent, G. and J.N. Kapferer. 1985, ‚Measuring Consumer Involvement Profiles,‛ Journal of Marketing Research, Vol. 22, pp. 41-53.
• Meenaghan, T. 2001. ‚Sponsorship and Advertising: A Comparison to Consumer Perception‛, Psychology & Marketing, Vol.18, No.2, pp. 191-215.
• Mitchell, A. A. 1981. ‚The Dimensions of Advertising Involvement‛ Advances in Consumer Research, eds. Kent B. Monroe, Ann Abor, MI : Association for Consumer Research, Vol.8 pp.25-30.
• Norudin, M.., D. E. B. M. Ali and M. R. Yaacob, 2010 ‚Cosmetic Usage in Malaysia: Understanding of the Major Determinants Affecting the Users‛, International Journal of Business and Social Sciences, Vol.1, No.2, pp. 273-281.
• Republic of Turkey Ministry of Economy, 2012 ‚Industry Report on Cosmetics and Personal Care Products Report‛ Retrived 7.10.2013 from www.economy.gov.tr, prepared by; General Directorate of Exports.
• Schneider, D. A., A. H. Hastorf, and P. C. Ellsworth. 1979, Person Perception, Reading, MA: AddisonWesley.
• Stern, B. 1991. ‚Who Talks Advertising? Literary Theory and Narrative Point of View‛, Journal of Advertising, Vol. 20, No. 3, pp. 9-22.
• Wells, W., S. Moriarity and J. Burnett. 2006. Advertising Principles and Practices. 7th Edition, Pearson Books.