Branding- how it influences customer behavior?
Öz
The marketers can assess and examine the influences of branding on
customers so that they can develop convincing brand messages to target
the right customer using the right message. Branding is developing into
one of the most successful tactics of marketing teams in recent times;
so much that it has almost become a prioritized area of study for future
marketers. This was the main rationale behind conducting this research
to understand how branding influences the customer psyche and purchase
inclinations so that marketers exert more efforts towards branding as a
constant activity for increased brand equity and enhanced company image.
A survey was used in this research. The questionnaire which includes a
total of 19 questions was submitted by 200 customers. Data were analyzed
using SPSS.
Anahtar Kelimeler
Kaynakça
- [1] Aaker, D.A., (2011). Building brand relevance”, John Boss, San Francisco.
- [2] Allender, W.J. & Richards, T.J., (2012). Brand loyalty and price promotion strategies: an empirical Analysis. Journal of Retailing 88(3), 323–342.
- [3] Keller, K.L., (2008), “Strategic brand management: building, measuring and managing brand equity”, 3rd edition, Pearson Prentice Hall, New Jersey.
- [4] Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595- 600.
- [5] Marken G.A, (2003). Emotional Branding, How Successful Brands the Irrational Edge, Public Relations Quarterly, Vol. 48, Issue2, 12-25.
- [6] Morschett, D., (2001). Retail Branding As a Goal of Strategic Retail Marketing-a Causal Model From the Perspective of Consumer Research. European Advances in Consumer Research, 5, 107-110.
- [9] Mullen, B., Johnson, C., (2013). The Psychology of Consumer Behavior. Psychology Press. New Jersey.
- [10] Hopkins, Ed., (2007). Adaptive Learning Models of Consumer Behavior. Journal of Economic Behavior and Organization, Vol-64, 348-368.
Ayrıntılar
Birincil Dil
İngilizce
Konular
-
Bölüm
Araştırma Makalesi
Yayımlanma Tarihi
31 Mart 2018
Gönderilme Tarihi
1 Temmuz 2016
Kabul Tarihi
2 Ağustos 2016
Yayımlandığı Sayı
Yıl 2018 Cilt: 13 Sayı: 49
APA
Lutfı, R., & Altıntaş, T. (2018). Branding- how it influences customer behavior? Anadolu Bil Meslek Yüksekokulu Dergisi, 13(49), 77-92. https://izlik.org/JA39AY22FH
AMA
1.Lutfı R, Altıntaş T. Branding- how it influences customer behavior? ABMYO Dergisi. 2018;13(49):77-92. https://izlik.org/JA39AY22FH
Chicago
Lutfı, Raghda, ve Tuğçe Altıntaş. 2018. “Branding- how it influences customer behavior?”. Anadolu Bil Meslek Yüksekokulu Dergisi 13 (49): 77-92. https://izlik.org/JA39AY22FH.
EndNote
Lutfı R, Altıntaş T (01 Mart 2018) Branding- how it influences customer behavior? Anadolu Bil Meslek Yüksekokulu Dergisi 13 49 77–92.
IEEE
[1]R. Lutfı ve T. Altıntaş, “Branding- how it influences customer behavior?”, ABMYO Dergisi, c. 13, sy 49, ss. 77–92, Mar. 2018, [çevrimiçi]. Erişim adresi: https://izlik.org/JA39AY22FH
ISNAD
Lutfı, Raghda - Altıntaş, Tuğçe. “Branding- how it influences customer behavior?”. Anadolu Bil Meslek Yüksekokulu Dergisi 13/49 (01 Mart 2018): 77-92. https://izlik.org/JA39AY22FH.
JAMA
1.Lutfı R, Altıntaş T. Branding- how it influences customer behavior? ABMYO Dergisi. 2018;13:77–92.
MLA
Lutfı, Raghda, ve Tuğçe Altıntaş. “Branding- how it influences customer behavior?”. Anadolu Bil Meslek Yüksekokulu Dergisi, c. 13, sy 49, Mart 2018, ss. 77-92, https://izlik.org/JA39AY22FH.
Vancouver
1.Raghda Lutfı, Tuğçe Altıntaş. Branding- how it influences customer behavior? ABMYO Dergisi [Internet]. 01 Mart 2018;13(49):77-92. Erişim adresi: https://izlik.org/JA39AY22FH
