adam akademi̇

Adam Academy Journal of Social Sciences

2146-4936 2645-9019

Ankara Düşünce ve Araştırma Merkezi

10.31679/adamakademi.1264658

The Effect and Measurement of Public Relations On Brand Equity

HALKLA İLİŞKİLERİN MARKA DEĞERİNE ETKİSİ VE ÖLÇÜMLENMESİ

https://orcid.org/0000-0003-0351-2493

Armutlu

İsnur İnci

NİŞANTAŞI ÜNİVERSİTESİ

06 30 2023

13 1 151 175 03 13 2023 04 15 2023

2011

Adam Akademi Sosyal Bilimler Dergisi

The present study examines public relations (PR), its impact on concepts such as corporate communications, and integrated marketing, and its role in creating, maintaining, and shaping brand equity. Also, the interaction between the company's reputation and brand equity is one of the other essential criteria examined in this study. After examining the techniques for measuring corporate reputation and brand equity, we used two models of Fombrun's Reputation Quotient and Aaker's Brand Equity to measure these two criteria. We have included GSM operators such as Turkcell, Vodafone, and Avea. Using questionnaires, end users and dealers (as the internal stakeholder) were asked about the brand equity and items related to the company's reputation. Interviews were conducted with 300 dealers as required by PR's "Stakeholder Theory" in-house staff study. We also surveyed 400 end users. Our research showed that public relations affect brand equity, and this effect varies based on stakeholders.

Bu çalışma, halkla ilişkilerin (PR), kurumsal iletişim ve bütünleşik pazarlama kavramları üzerindeki etkisi ve özellikle de marka değerini yaratma, sürdürme ve şekillendirmedeki rolünü incelemektedir. Ayrıca kurum itibarı ile marka değeri arasındaki etkileşim de bu çalışmada incelenen diğer temel kriterlerden biridir. Araştırmamızda kurumsal itibar ve marka değerini ölçme teknikleri inceledikten sonra, Fombrun'un İtibar Katsayısı ve Aaker'in Marka Değeri araştırmaları olmak üzere iki model kullanılmıştır. Turkcell, Vodafone, Avea gibi GSM operatörlerini dahil edilerek, anketler hazırlanmış, son kullanıcılara ve bayilere (iç paydaş olarak) marka değeri ve kurum itibarıyla ilgili sorular sorulmuştur. PR'ın "Paydaş Teorisi" kapsamında kurum içi personel çalışması gereği 300 bayi ve 400 son kullanıcı araştırmaya dahil edilmiştir. Araştırmamız, halkla ilişkilerin marka değerini etkilediğini ve bu etkinin paydaşlara göre değiştiğini kanıtlamıştır.

Public relations Brand equity Reputation management Marketing communication

Halkla İlişkiler Marka Değeri İtibar Yönetimi Pazarlama İletişimi

İstanbul Üniversitesi BAP

Aaker, D. A. 2012. Building strong brands, Simon and Schuster.

Akcay, E. E., Kooli, K. & Gaber, H. R. J. J. O. C. B. 2020. Does perceived social responsibility affect consumer attitudes towards global brands? Lessons from the Nescafé Case in Turkey. 19, 226-251.

Algharabat, R., Rana, N. P., Alalwan, A. A., Baabdullah, A. & Gupta, A. 2020. Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services, 53, 101767.

Caywood, C. L. 2012. The handbook of strategic public relations and integrated marketing communications.

Chakraborty, U. 2019. The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing.

Ebrahim, R. S. 2020. The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19, 287-308.

Fombrun, C. J., 1996, Reputation: Realizing Value from the Corporate Image, Harvard Business School Press, Boston, Massachusetts.

Fombrun, C. J. J. T. B. H. O. S. M. 2005. Corporate reputations as economic assets. 285-308.

Freeman, R. E., Harrison, J. S., Wicks, A. C., Parmar, B. L. & De Colle, S. 2010. Stakeholder theory: The state of the art.

Fried, G. & Zehle, S. 2004. Guide to business planning, Profile Books Limited.

Hafez, M. 2018. Measuring the impact of corporate social responsibility practices on brand equity in the banking industry in Bangladesh: The mediating effect of corporate image and brand awareness. International Journal of Bank Marketing.

Juska, J. M. 2021. Integrated marketing communication: advertising and promotion in a digital world, Routledge.

Karaosmanoglu, E. & Salman, G. G. 2019. Corporate brand communication in higher education. Strategic Brand Management in Higher Education. Routledge.

Keller, K. L. & Brexendorf, T. O. 2019. Measuring brand equity. Handbuch Markenführung, 1409-1439.

Kılıç, F. & Yolbulan Okan, E. J. J. O. M. C. 2021. Storytelling and narrative tools in award-winning advertisements in Turkey: an interdisciplinary approach. 27, 881-896.

Kushwaha, B. P., Singh, R. K., Varghese, N., Singh, V. N. J. J. O. C., Community Communication 2020. Integrating social media and digital media as new elements of integrated marketing communication for creating brand equity. 11, 52-64.

Llopis-Amoros, M.-P., Gil-Saura, I., Ruiz-Molina, M. E., Fuentes-Blasco, M. J. J. O. H. & Management, T. 2019. Social media communications and festival brand equity: Millennials vs Centennials. 40, 134-144.

Machado, J. C., Vacas-De-Carvalho, L., Azar, S. L., André, A. R. & Dos Santos, B. P. 2019. Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love. Journal of Business Research, 96, 376-385.

Maulana, M., Kriyantono, R., Prasetyo, B. D. J. I. J. O. S. & Society 2021. Implementation of Marketing Communication Strategy for Alcoholic Products in Social Sensitivity and Legal Protection. 3, 221-238.

Nankali, A., Palazzo, M., Jalali, M., Foroudi, P., Amiri, N. S. & Salami, G. H. 2020. Integrated Marketing Communication in B2B2C Area. Beyond Multi-sector Marketing. Emerald Publishing Limited.

Neal, W. D. & Strauss, R. 2008. Value creation: the power of brand equity, South-Western Cengage Learning.

Öztürk, M. & Batum, T. P. J. Y. B. D. 2019. How do Housing Brands Use Social Media in Their Marketing Communications?: A Content Analysis. 17, 111-135.

Pinar, M., Girard, T. & Basfırıncı, C. J. I. J. O. E. M. 2020. Examining the relationship between brand equity dimensions and university brand equity: An empirical study in Turkey. 34, 1119-1141.

Porcu, L., Del Barrio-Garcia, S., Alcantara-Pilar, J. M. & Crespo-Almendros, E. J. I. J. O. H. M. 2019. Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry. 80, 13-24.

Porcu, L., Del Barrio-Garcia, S., Kitchen, P. J. & Tourky, M. J. J. O. B. R. 2020. The antecedent role of a collaborative vs. a controlling corporate culture on firm-wide integrated marketing communication and brand performance. 119, 435-443.

Ramesh, K., Saha, R., Goswami, S. & Dahiya, R. 2019. Consumer's response to CSR activities: Mediating role of brand image and brand attitude. Corporate Social Responsibility and Environmental Management, 26, 377-387.

Rodriguez-Molina, M., Frías-Jamilena, D., Del Barrio-García, S., Castañeda-García, J. J. J. O. D. M. & Management 2019. Destination brand equity-formation: Positioning by tourism type and message consistency. 12, 114-124.

Schultz, D. E. 2020. From Advertising to Integrated Marketing Communications. A Reader in Marketing Communications. Routledge.

Šerić, M., Ozretić-Došen, Đ. & Škare, V. J. E. M. J. 2020. How can perceived consistency in marketing communications influence customer–brand relationship outcomes? 38, 335-343.

Sezgin, M., Cesur, A. B. J. I. J. O. E. & Studies, E. 2019. Website Usage In Digital Public Relations–An Analysis Of It Companies In Turkey. 11, 134-149.

Shanahan, T., Tran, T. P. & Taylor, E. C. 2019. Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality. Journal of Retailing and Consumer Services, 47, 57-65.

Van Riel, C. B. & Fombrun, C. J. 2007. Essentials of corporate communication: Implementing practices for effective reputation management, Routledge.

Verčič, A. T. & Ćorić, D. S. 2018. The relationship between reputation, employer branding and corporate social responsibility. Public Relations Review, 44, 444-452.