Araştırma Makalesi
BibTex RIS Kaynak Göster

THE EFFECTS OF ADVERTISEMENTS ON THE CONSUMERS’ BRAND PREFERENCE OF WHITE GOODS

Yıl 2013, Cilt: 34 Sayı: 1, 191 - 210, 14.03.2015

Öz

The most important reasons for buying white goods according to consumers are to use or take advantage of them for various purposes. Meanwhile, consumers may also have other purposes such as innovation, prestige, brand and flashiness. Many people perceive white goods as comfort and ease of life. However, the most important thing is to figure out why or why not consumers buy and the factors which affect their brand preference most.

During brand life cycle, the links produced by advertisements in consumers’ mind will determine consumers’ decision for brand preference, in addition to brand awareness. 

Although there are several researches on the effects of advertisements on consumers’ decision in general, there are no researches about effects of advertisement on decision of white goods. This situation required this study.

The aim of this research is to explore the effects of advertisements in white goods sector on brand preference. According to this aim, firstly brand and ad concepts are reviewed and then the relationship between them is stated. Afterwards for the preference of white goods brands are evaluated
through results of the research.

The study participants are customers of white goods brands in Istanbul and the data collection method used is questionnaire. (After questionnaires recovered, SPSS 11.5 was used for frequence analysis, reliability & validity analysis, anovo and t-tests respectively).It is assessed that the results and findings of the research will be helpful for white goods vendors about advertisement decisions.

Kaynakça

  • AAKER David A., Building Strong Brands, New York, The Free Press, 1996.
  • AILAWADI L. Kusum, NESLIN Scott A. and LEHMANN Donald R., “Revenue Premium as an Outcame Measure of Brand Equity”, Journal of Marketing, Vol.67, Issue 4, October 2003, pp 1-17.
  • AKYOL Ayça Çekic, “Gazete Reklamlarının Nitel ve Nicel Özellikleri (Qualitative and quantitative features of newspaper advertising: A concent analysis of automotive advertisements)”, Yüksek Lisans Tezi, Selçuk Universitesi Sosyal Bilimler Enstitisü, 2004.
  • ARORA Amit, RAISINGHANI Mahesh and ARORA Anshu, “Building Global Brand Equity Through Advertising: Developing A Conceptual Framework Of Managing Global Brand Equity”, Journal of Global Management Studies, Vol. 1, Issue 4, 2009, pp.75-96.
  • ARSLAN Kahraman, “Otomobil Alımında Tüketici Davranışlarını Etkileyen Faktörler”, İstanbul Ticaret Üniversitesi Dergisi, Yıl: 2, Sayı:3, Haziran 2003, pp.83-103, İstanbul.
  • BABAOĞUL Müberra ve ŞENER Arzu, “Kadınların Aynı Markalı Ürünleri Tekrar Satın Alma Davranışlarının İncelenmesi”, Hacettepe Üniversitesi Sosyolojik Araştırmalar E-dergisi, 04 Haziran 2003. http://www.sdergi.hacettepe.edu.tr/aysesener_makale.htm, Accessed (23-06-2012).
  • BAKER William E., HONEA Heather and RUSSELL Cristel Antonia, “Do Not Wait To Reveal The Brand Name”, Journal of Advertising, Vol. 33, Issue 3, Fall 2004, pp.77-85.
  • BAMBAUER-SACHSE Silke and HUTTL Verena and GIERL Heribert, “An Advertising Elements Improve Consumer Evaluations of Brand Extensions with a Moderate or Low Fit?”, Psychology & Marketing, Vol. 28, Issue 2, February 2011, pp.205-218.
  • BARONE J. Michael, TAYLOR Valeria A. and URBANY Joel E. “Advertising Signalling Effects for New Brands: The moderating Role of Perceived Brand Differences”, Journal of Marketing, Vol 13, Issue 1, Winter 2005, pp.1-13.
  • CHUANG Shih-Chieh, TSAİ Chia-Ching, CHENG Yin Hui and SUN Ya-Chung, “The Effects of Terminologies on attidutes towards advertisements and brands: consumer pproduct knowledge as a moderator”, Journal of Business & Psychology,Vol 24, Issue 4, July 2009, pp. 485-491.
  • DEIGHTON John, “The Effects of Advertising On Brand Switching And Repeat Purchasing”, Journal of Marketing Research, Vol. 31, Issue 1, February 1994, pp.28-43.
  • DERELİ Türkay, A. Baykasoğlu, Toplam Marka Yönetimi, Hayat Yayınları, 1. Baskı, Ocak 2007, Istanbul, 2007.
  • HAMPEL Stefan, HEINRICH Daniel and CAMPBELL Colin, “Is An Advertisement Worth The Paper It’s Printed on?”, Journal Of Advertising Research, Vol. 52, Issue 1, March 2012, pp.118-127.
  • HARRIS Michael S., “Institutional Brand Personality and Advertisements During Televised Games”, New Directions for Higher Education, Issue 148, Winter 2009, pp.23-33.
  • HASSAN Azize, YAYLA Özgür ve BAYHAN İsa, “Üniversite Öğrencilerinin Bilinirliği Yüksek Markalı Ürünlere Yönelik Bilgi”, İşletme Araştırmaları Dergisi, Cilt:3, Sayı:4, 2011, pp.104-120.
  • JANSSENS Wim and DE PELSMACKER Patrick, “Advertising for New and Existing Brands: The Impact of Media Context and Type of Advertisement”, Journal of Marketing Communications, Vol. 11, Issue 2, June 2005, pp.113-128.
  • KELLER Kevin Lane, “Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluation,” Journal of Consumer Research, Vol. 14, Issue 3, December 1987, pp.316–333.
  • KELLER Kevin Lane, “Conceptualizing, Measuring and Managing Customer-Based Brand Equity”, Journal of Marketing 1993:1, pp.1-22.
  • KELLER Kevin Lane, Strategic Brand Management, 2e, PrenticeHall, 2008.
  • KOCABAŞ Füsun, Reklam ve Halka İlişkilerde Hedef Kitle, 4e, İstanbul, İletişim Yayınları, 2004.
  • KOTLER Philip and Kevin Lane Keller, Marketing Management, 12e, PrenticeHall, 2010.
  • KOTLER, Philip and Gary Armstrong. Principles Of Marketing. 11th Edition, New Jersey, 2006.
  • PIN-Chang Lin and CHAO-Ming Yang, “Impact of product pictures and brand names on memory of Chinese metaphorical advertisements”, International Journal of Design, Vol. 4, Issue 1, 2010, pp.57-70.
  • LOEWENSTEIN Jeffrey, RAGHUNATHAN Rajagopal and HEATH Chip, “The Repetition-Break Plot Structure Makes Effective Television Advertisements”, Journal of Marketing, Vol. 75, Issue 5, September 2011, pp.105–119.
  • MACHLEIT Karen A. and WILSON R. Dale, “Emotional Feelings and Attitude Toward the Advertisement: The Roles of Brand Familarity and Repetition”, Journal of Advertising, Volume 17, Issue 3, 1988, pp.27-35.
  • NEWSTEAD Kate and ROMANIUK Jenni, “The Relative Effectiveness of 15- and 30-Second Television Advertisements”, Journal of Advertising Research, Vol. 50, Issue 1, Mar. 2010, pp.68-76.
  • ODABAŞI Yavuz, Tüketici Davranışı, 5. Baskı, İstanbul, Mediacat, 2005.
  • PUNJ Girish N., and HILLYER Clayton L., “A Cognitive Model of Customerbased Brand Equity for Frequently Purchase Products: Conceptual Framework and empirical Results” Journal of Consumer Psychology, 14(1/2), 2004, pp.124-131.
  • RECKLIES Dagmar, “Managing Marketing Branding Services, Selected Questions at the Example of the Accounting and Auditing Industry”, http://www.themanager.org/pdf/ branding.pdf, Accessed, (23-06-2012).
  • ROMANIUK Jenni, “Evaluating Advertising Effects on Brand Perceptions: İncorporating Prior Knowledge”, Internatioal Journal of Market Research, Vol 48, Issue 2, 2006, pp.179- 192.
  • ROMANİUK Jenni, “The Efficacy of Brand-Execution Tactics in TV Advertisements”, Brand Placements, and Internet Advertising, Vol 49, Issue 2, 2009, pp.143-150.
  • SUPPHELLEN Magne, Eismann Øivind and Hem Leif E., “Can advertisements for brand extensions revitalise flagship products? An experiment”, International Journal of Advertising, Vol 23, Issue 2, 2004, pp.173–196.
  • TUOMINEN Pekka, Managing Brand, http://lta.hse.fi/1999/1/lta_1999_01_a4.pdf, Accessed (23-06-2012).
  • UZTUĞ Ferruh, Markan Kadar Konuş, İstanbul, MediaCat, 2002.
  • http://ilef.ankara.edu.tr/reklam/yazi.php?yad=6007, “Türkiye’nin Reklamcılık Tarihi”, Accessed (23-06-2012).
  • http://sophisticated.at/blogs/thomas/2-4-challenges-for-brand-management/THOMAS, “The Evolving Role of Creativity in Brand Management”, Challenges for Brand Managaments, 2011, Accessed (23-06-2012).

THE EFFECTS OF ADVERTISEMENTS ON THE CONSUMERS’ BRAND PREFERENCE OF WHITE GOODS

Yıl 2013, Cilt: 34 Sayı: 1, 191 - 210, 14.03.2015

Öz

The most important reasons for buying white goods according to consumers are to use or take advantage of them for various purposes. Meanwhile, consumers may also have other purposes such as innovation, prestige, brand and flashiness. Many people perceive white goods as comfort and ease of life. However, the most important thing is to figure out why or why not consumers buy and the factors which affect their brand preference most. During brand life cycle, the links produced by advertisements in consumers’ mind will determine consumers’ decision for brand preference, in addition to brand awareness.Although there are several researches on the effects of advertisements on consumers’ decision in general, there are no researches about effects of advertisement on decision of white goods. This situation required this study.The aim of this research is to explore the effects of advertisements in white goods sector on brand preference. According to this aim, firstly brand and ad concepts are reviewed and then the relationship between them is stated. Afterwards for the preference of white goods brands are evaluated through results of the research. The study participants are customers of white goods brands in Istanbul and the data collection method used is questionnaire. (After questionnaires recovered, SPSS 11.5 was used for frequence analysis, reliability & validity analysis, anovo and t-tests respectively).It is assessed that the results and findings of the research will be helpful for white goods vendors about advertisement decisions

Kaynakça

  • AAKER David A., Building Strong Brands, New York, The Free Press, 1996.
  • AILAWADI L. Kusum, NESLIN Scott A. and LEHMANN Donald R., “Revenue Premium as an Outcame Measure of Brand Equity”, Journal of Marketing, Vol.67, Issue 4, October 2003, pp 1-17.
  • AKYOL Ayça Çekic, “Gazete Reklamlarının Nitel ve Nicel Özellikleri (Qualitative and quantitative features of newspaper advertising: A concent analysis of automotive advertisements)”, Yüksek Lisans Tezi, Selçuk Universitesi Sosyal Bilimler Enstitisü, 2004.
  • ARORA Amit, RAISINGHANI Mahesh and ARORA Anshu, “Building Global Brand Equity Through Advertising: Developing A Conceptual Framework Of Managing Global Brand Equity”, Journal of Global Management Studies, Vol. 1, Issue 4, 2009, pp.75-96.
  • ARSLAN Kahraman, “Otomobil Alımında Tüketici Davranışlarını Etkileyen Faktörler”, İstanbul Ticaret Üniversitesi Dergisi, Yıl: 2, Sayı:3, Haziran 2003, pp.83-103, İstanbul.
  • BABAOĞUL Müberra ve ŞENER Arzu, “Kadınların Aynı Markalı Ürünleri Tekrar Satın Alma Davranışlarının İncelenmesi”, Hacettepe Üniversitesi Sosyolojik Araştırmalar E-dergisi, 04 Haziran 2003. http://www.sdergi.hacettepe.edu.tr/aysesener_makale.htm, Accessed (23-06-2012).
  • BAKER William E., HONEA Heather and RUSSELL Cristel Antonia, “Do Not Wait To Reveal The Brand Name”, Journal of Advertising, Vol. 33, Issue 3, Fall 2004, pp.77-85.
  • BAMBAUER-SACHSE Silke and HUTTL Verena and GIERL Heribert, “An Advertising Elements Improve Consumer Evaluations of Brand Extensions with a Moderate or Low Fit?”, Psychology & Marketing, Vol. 28, Issue 2, February 2011, pp.205-218.
  • BARONE J. Michael, TAYLOR Valeria A. and URBANY Joel E. “Advertising Signalling Effects for New Brands: The moderating Role of Perceived Brand Differences”, Journal of Marketing, Vol 13, Issue 1, Winter 2005, pp.1-13.
  • CHUANG Shih-Chieh, TSAİ Chia-Ching, CHENG Yin Hui and SUN Ya-Chung, “The Effects of Terminologies on attidutes towards advertisements and brands: consumer pproduct knowledge as a moderator”, Journal of Business & Psychology,Vol 24, Issue 4, July 2009, pp. 485-491.
  • DEIGHTON John, “The Effects of Advertising On Brand Switching And Repeat Purchasing”, Journal of Marketing Research, Vol. 31, Issue 1, February 1994, pp.28-43.
  • DERELİ Türkay, A. Baykasoğlu, Toplam Marka Yönetimi, Hayat Yayınları, 1. Baskı, Ocak 2007, Istanbul, 2007.
  • HAMPEL Stefan, HEINRICH Daniel and CAMPBELL Colin, “Is An Advertisement Worth The Paper It’s Printed on?”, Journal Of Advertising Research, Vol. 52, Issue 1, March 2012, pp.118-127.
  • HARRIS Michael S., “Institutional Brand Personality and Advertisements During Televised Games”, New Directions for Higher Education, Issue 148, Winter 2009, pp.23-33.
  • HASSAN Azize, YAYLA Özgür ve BAYHAN İsa, “Üniversite Öğrencilerinin Bilinirliği Yüksek Markalı Ürünlere Yönelik Bilgi”, İşletme Araştırmaları Dergisi, Cilt:3, Sayı:4, 2011, pp.104-120.
  • JANSSENS Wim and DE PELSMACKER Patrick, “Advertising for New and Existing Brands: The Impact of Media Context and Type of Advertisement”, Journal of Marketing Communications, Vol. 11, Issue 2, June 2005, pp.113-128.
  • KELLER Kevin Lane, “Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluation,” Journal of Consumer Research, Vol. 14, Issue 3, December 1987, pp.316–333.
  • KELLER Kevin Lane, “Conceptualizing, Measuring and Managing Customer-Based Brand Equity”, Journal of Marketing 1993:1, pp.1-22.
  • KELLER Kevin Lane, Strategic Brand Management, 2e, PrenticeHall, 2008.
  • KOCABAŞ Füsun, Reklam ve Halka İlişkilerde Hedef Kitle, 4e, İstanbul, İletişim Yayınları, 2004.
  • KOTLER Philip and Kevin Lane Keller, Marketing Management, 12e, PrenticeHall, 2010.
  • KOTLER, Philip and Gary Armstrong. Principles Of Marketing. 11th Edition, New Jersey, 2006.
  • PIN-Chang Lin and CHAO-Ming Yang, “Impact of product pictures and brand names on memory of Chinese metaphorical advertisements”, International Journal of Design, Vol. 4, Issue 1, 2010, pp.57-70.
  • LOEWENSTEIN Jeffrey, RAGHUNATHAN Rajagopal and HEATH Chip, “The Repetition-Break Plot Structure Makes Effective Television Advertisements”, Journal of Marketing, Vol. 75, Issue 5, September 2011, pp.105–119.
  • MACHLEIT Karen A. and WILSON R. Dale, “Emotional Feelings and Attitude Toward the Advertisement: The Roles of Brand Familarity and Repetition”, Journal of Advertising, Volume 17, Issue 3, 1988, pp.27-35.
  • NEWSTEAD Kate and ROMANIUK Jenni, “The Relative Effectiveness of 15- and 30-Second Television Advertisements”, Journal of Advertising Research, Vol. 50, Issue 1, Mar. 2010, pp.68-76.
  • ODABAŞI Yavuz, Tüketici Davranışı, 5. Baskı, İstanbul, Mediacat, 2005.
  • PUNJ Girish N., and HILLYER Clayton L., “A Cognitive Model of Customerbased Brand Equity for Frequently Purchase Products: Conceptual Framework and empirical Results” Journal of Consumer Psychology, 14(1/2), 2004, pp.124-131.
  • RECKLIES Dagmar, “Managing Marketing Branding Services, Selected Questions at the Example of the Accounting and Auditing Industry”, http://www.themanager.org/pdf/ branding.pdf, Accessed, (23-06-2012).
  • ROMANIUK Jenni, “Evaluating Advertising Effects on Brand Perceptions: İncorporating Prior Knowledge”, Internatioal Journal of Market Research, Vol 48, Issue 2, 2006, pp.179- 192.
  • ROMANİUK Jenni, “The Efficacy of Brand-Execution Tactics in TV Advertisements”, Brand Placements, and Internet Advertising, Vol 49, Issue 2, 2009, pp.143-150.
  • SUPPHELLEN Magne, Eismann Øivind and Hem Leif E., “Can advertisements for brand extensions revitalise flagship products? An experiment”, International Journal of Advertising, Vol 23, Issue 2, 2004, pp.173–196.
  • TUOMINEN Pekka, Managing Brand, http://lta.hse.fi/1999/1/lta_1999_01_a4.pdf, Accessed (23-06-2012).
  • UZTUĞ Ferruh, Markan Kadar Konuş, İstanbul, MediaCat, 2002.
  • http://ilef.ankara.edu.tr/reklam/yazi.php?yad=6007, “Türkiye’nin Reklamcılık Tarihi”, Accessed (23-06-2012).
  • http://sophisticated.at/blogs/thomas/2-4-challenges-for-brand-management/THOMAS, “The Evolving Role of Creativity in Brand Management”, Challenges for Brand Managaments, 2011, Accessed (23-06-2012).
Toplam 36 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Mustafa Karadeniz

Yayımlanma Tarihi 14 Mart 2015
Gönderilme Tarihi 14 Mart 2015
Yayımlandığı Sayı Yıl 2013 Cilt: 34 Sayı: 1

Kaynak Göster

APA Karadeniz, M. (2015). THE EFFECTS OF ADVERTISEMENTS ON THE CONSUMERS’ BRAND PREFERENCE OF WHITE GOODS. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 34(1), 191-210.
AMA Karadeniz M. THE EFFECTS OF ADVERTISEMENTS ON THE CONSUMERS’ BRAND PREFERENCE OF WHITE GOODS. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. Mart 2015;34(1):191-210.
Chicago Karadeniz, Mustafa. “THE EFFECTS OF ADVERTISEMENTS ON THE CONSUMERS’ BRAND PREFERENCE OF WHITE GOODS”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi 34, sy. 1 (Mart 2015): 191-210.
EndNote Karadeniz M (01 Mart 2015) THE EFFECTS OF ADVERTISEMENTS ON THE CONSUMERS’ BRAND PREFERENCE OF WHITE GOODS. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi 34 1 191–210.
IEEE M. Karadeniz, “THE EFFECTS OF ADVERTISEMENTS ON THE CONSUMERS’ BRAND PREFERENCE OF WHITE GOODS”, Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, c. 34, sy. 1, ss. 191–210, 2015.
ISNAD Karadeniz, Mustafa. “THE EFFECTS OF ADVERTISEMENTS ON THE CONSUMERS’ BRAND PREFERENCE OF WHITE GOODS”. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi 34/1 (Mart 2015), 191-210.
JAMA Karadeniz M. THE EFFECTS OF ADVERTISEMENTS ON THE CONSUMERS’ BRAND PREFERENCE OF WHITE GOODS. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2015;34:191–210.
MLA Karadeniz, Mustafa. “THE EFFECTS OF ADVERTISEMENTS ON THE CONSUMERS’ BRAND PREFERENCE OF WHITE GOODS”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, c. 34, sy. 1, 2015, ss. 191-10.
Vancouver Karadeniz M. THE EFFECTS OF ADVERTISEMENTS ON THE CONSUMERS’ BRAND PREFERENCE OF WHITE GOODS. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2015;34(1):191-210.