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Marka Farkındalığını Etkileyen Unsurlar

Yıl 2021, Sayı: 31, 675 - 680, 31.12.2021
https://doi.org/10.31590/ejosat.906281

Öz

Sanayi döneminden bu yana hızla değişen ve gelişen koşullar tüketicilerin seçim şansını artırmış bu durum örgütleri güçlü bir rekabet ile karşı karşıya bırakmıştır. Ürünlerin tanıtılması ve tüketiciyi satın almaya yöneltmek için yapılan tutundurma faaliyetleri neticesinde tüketiciler çok fazla mesaj ile karşı karşıya kalmaktadır.
Bu bağlamda tüketiciler sadece salt ürün veya hizmeti değil satın almayı düşündükleri ürün veya hizmetin katacağı değeri markanın imajını ve statüsünü de satın almaktadırlar. Bu durum karşısında kurumlar gerekli stratejiler belirleyerek müşteri ile duygusal bağ kurabilme ve bu yolla marka farkındalığını artırma çabasına girmektedirler.
Marka farkındalığını attırmanın en iyi yollarından biri olabildiğince çok müşteriye maruz bırakılmasıdır ve oluşan bu farkındalık markaya dair fikir ve algı oluşabilmesinin ön koşuludur. Markaya yönelik oluşan bu fikir markanın hem hatırlanmasını hem de tanınmasını içermektedir.
Bu bilgiler ışığında bu çalışmada marka bağlılığına etkisi olan değişkenlerden reklam, maskot kullanımı, ürün yerleştirme, olay pazarlaması ve sosyal sorumluluk kavramlarının etkilerine yer verilmiştir.

Kaynakça

  • Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3), 102-120.
  • Aaker, D. (2007). Marka Değeri Yönetimi, İstanbul: MediaCat Kitapları.
  • Aaker, Jennifer ve Susan Fournier (1995), “A Brand as a Character, a Partner and a Person: Three Perspectives on the Question of Brand Personality,” Advances in Consumer Research, 22, 1:391-395.
  • Abratt, R., & Bick, G. (2003). Valuing brands and brand equity: Methods and processes. Journal of applied management and entrepreneurship, 8(1), 21.21-39.
  • Arslan, K. (2006). Marka Hukuku, İstanbul: Arıkan Basım Yayım Dağıtım Ltd. Şti.
  • Aslanoğlu, S., & Zor, İ. (2006). Bilgi Varlıklarının Değerlemesi: Entelektüel Sermaye Ölçüm ve Değerleme Modelleri; Karşılaştırmalı Bir Analiz. Muhasebe ve Finansman Dergisi, (29), 152-165.
  • Bakkaloğlu, B. (2000). Markalar, Yaşam Tarzları Tüketici Bilinci ve Marka Performans Ölçümü. Her Yönüyle Pazarlama İletişimi, MediaCat Kitapları, Ankara, 91-100.
  • Balasubramanian, Siva K., (1994). Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues. Journal Of Advertising, 23.2, 29-46.
  • Balkaş, E.E. (2006), “Which One Is More Important In Advertising? Creativity or Ethics in Designs? Wıth Case Study “, İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 5(9), 67-80.
  • Baudrillard, J. (1997). Tüketim Toplumu, Çev. Hazal Deliceçaylı ve Ferda Keskin, İstanbul: Ayrıntı Yayınları.
  • Bayrakdaroglu, A., & Mirgen, Ç. (2016). Marka Degerinin Hisse Senedi Getirisi Üzerine Etkisi: BIST'de Bir Arastirma*/The Impact of Brand Value on Stock Returns: A Empirical Research on the BIST. Business and Economics Research Journal, 7(3), 111.
  • Beder, S. (1998). A community view. In Caring for Children in the Media age, Papers from a national conference, edited by John Squires and Tracy Newlands, New College Institute for Values research, Sydney, 101-111.
  • Borça, G. (2002). Bu Topraklardan Dünya Markası Çıkar mı? Marka Olmanın ABC'si, İstanbul: mediacat Kitapları.
  • Callcott, M. F., & Lee, W. N. (1995). Establishing the spokes-character in academic inquiry: historical overview and framework for definition. ACR North American Advances.
  • Casadio, S., Luati, A., & Tassinari, G. (2002). Intervention analysis to assess advertising effectiveness on brand awareness.
  • Catty, J. (2011). ISO 10668 and Brand Valuations: A Summary for Appraisers. Business Valuation Update, 17(4), 1-7.
  • Certain, L. K., & Kahn, R. S. (2002). Prevalence, correlates, and trajectory of television viewing among infants and toddlers. Pediatrics, 109(4), 634-642.
  • Chadwick, S., & Thwaites, D. (2005). Managing sport sponsorship programs: Lessons from a critical assessment of English soccer. Journal of Advertising Research, 45(3), 328-338.
  • Chan, K. (2000). Hong Kong children's understanding of television advertising. Journal of Marketing Communications, 6(1), 37-52.
  • Cohen, J. (2005), Intangible Assets Valuation and Economic Benefit, John Wiley & Sons Inc, New Jersey.
  • Connor, S. M. (2006). Food-related advertising on preschool television: building brand recognition in young viewers. Pediatrics, 118(4), 1478-1485.
  • CRAVENS, K. S., & Guilding, C. (1999). Strategic brand valuation: a cross-functional perspective. Business Horizons, 42(4), 53-54.
  • Crimmins, J. C. (2000). Better measurement and management of brand value. Journal of Advertising Research, 40(6), 136-144.
  • Dımbıloğlu, A. A. (2014). Marka Değerinin Belirlenmesi: Örnek Olay Uygulaması BİST
  • Dotz, W., & Husain, M. (2003). Meet mr. product: The art of the advertising character. Chronicle Books.
  • Dyson, P, Farr, A. ve Hollis, N. S. (1996). Understanding, Measuring, and Using Brand Equity. Journal of Advertising Research, 36(6).
  • Elden, M. (2003). Reklam Yazarlığı, İstanbul: İletişim Yayınları.
  • Erdil, T. S., & Uzun, Y. (2009). Marka Olmak. Beta Basım Yayım Dağıtım.
  • Erdoğan, Z. (2002). Bütünleşik Pazarlama İletişimi Karmasında Splnslrluk, Pazarlama Dünyası, Nl: 4, Temmuz- Ağustos.
  • Eren, E. (2006). Örgütsel Davranş ve Yönetim Psikolojisi. 9. Basım İstanbul: Beta Kitap.
  • Ertaş, A. (2003). Ürün Yerleştirme İçin Yeni Bir Rol. Mediacat Dergisi. 11.(98) , 26.
  • Excellence, B. E. (2001). Volume 1: Brand Equity Review. BBDO Group Germany, November.
  • Fırat, D., & Badem, A. C. (2008). Marka Değerleme Yöntemleri ve Marka Değerinin Mali Tablolara Yansıtılması. Muhasebe ve Finansman Dergisi, (38), 210-219.
  • Fischer, P. M., Schwartz, M. P., Richards, J. W., Goldstein, A. O., & Rojas, T. H. (1991). Brand logo recognition by children aged 3 to 6 years: Mickey Mouse and Old Joe the Camel. Jama, 266(22), 3145-3148.
  • Franses, P., & Vriens, M. (2004). Advertising effects on awareness, consideration and brand choice using tracking data.
  • Franzen, G., (2002). Reklamın Marka Değerine Etkisi, çev: F. Yalım. İstanbul: Mediacat Yayınları.
  • Grigsby, D. W., & Stahl, M. J. (1997). Strategic Management: Total Quality and Global Competition. Blacwell Pub, (s 4).
  • Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of consumer research, 17(2), 141-148.
  • Huston, A. C. (1994). Children in poverty: Designing research to affect policy. Society for Research in Child Development. İlik, S. (2014). Finansal Temelli Marka Değeri Tespiti: Boya Sektörü Üzerinde Uygulama. 47. Ankara: Türk Patent Enstitüsü.
  • JohanssoN, J. K., Dimofte, C. V., & Mazvancheryl, S. K. (2012). The performance of global brands in the 2008 financial crisis: A test of two brand value measures. International Journal of Research in Marketing, 29(3), 235-245.
  • Kadıbeşgil, S., (2006). İtibar Yönetimi, 1. Basım, İstanbul: Mediacat Yayıunları.
  • Kapferer, J. N. (2008). The New Strategic Brand Managemenet. London: Kogan Page.
  • Karpat, I. A. (2004). Marka Yönetimi, 1. Basım İstanbul: İletişim Yayınları, 2004.
  • Kim, G., Kim, A., & Sohn, S. Y. (2009). Conjoint analysis for luxury brand outlet malls in Korea with consideration of customer lifetime value. Expert Systems with Applications, 36(1), 922-932.
  • Klein-Boltıng, U., & Busch, O. (2000). Markenführung im Digital Age. Das Handbuch der Unternehmenskommunikation, 148-161.
  • Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of consumer research, 29(4), 595-600.
  • Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
  • Latour, B. (2004). How to talk about the body? The normative dimension of science studies. Body & society, 10(2-3), 205-229.
  • Macklin, M. C. (1996). Preschoolers' learning of brand names from visual cues. Journal of consumer Research, 23(3), 251-261.
  • Macdonald, E & Sharp, B., (2003). Management Perceptions of the Importance of Brand Awareness as an Indication od Advertising Effectiviness, Marketing Bulletin, 14(2).
  • Madden, T. J., Fehle, F., & Fournier, S. (2006). Brands matter: An empirical demonstration of the creation of shareholder value through branding. Journal of the Academy of Marketing Science, 34(2), 224-235.
  • Mediacat Dergisi, (Şubat 2004). Ürün Yerleştirmeye Global Bir Yaklaşım, 12.109:36-37.
  • Mizerski, R., (1995). The Relationship between Cartoon Trade Character Recognition and Attitude Toward Product Category in Young Children, Journal of Marketing, 59, 58–70.
  • Morton, J. (1994). The EquiTrend Survey. Marketing Management, 2(4), 37.
  • Odabaşı, Y. ve Oyman, M. (2005), Pazarlama İletişimi Yönetimi, MediaCat Kitapları.
  • Ogilvy, D. (1955). The image of the brand–a new approach to creative operations. Reprinted by Courtesy of Ogilvy & Mather, 1-6.
  • Okay, A., (1998). Halkla İlişkiler Aracı Olarak Sponsorluk, İstanbul: Epsilon Yayıncılık.
  • Percy, L. &. Rossiter, J. R., (1992). A Model of Brand Awareness and Brand Attitude Advertising Strategies, Psychology & Marketing, 9(4), 263-264.
  • Peirce, K., & McBride, M. (1999). Aunt Jemima isn't keeping up with the Energizer bunny: Stereotyping of animated spokescharacters in advertising. Sex roles, 40(11-12), 959-968.
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Factors Affecting Brand Awareness

Yıl 2021, Sayı: 31, 675 - 680, 31.12.2021
https://doi.org/10.31590/ejosat.906281

Öz

The rapidly changing and developing conditions since the industrial era have increased the consumers' chances of choice, and this situation has exposed organizations to a strong competition. As a result of the promotional activities carried out to promote the products and to direct the consumer to purchase, consumers are faced with too many messages.
In this context, consumers buy not only the product or service, but also the image and status of the brand, the value of the product or service they intend to purchase. In the face of this situation, institutions try to establish an emotional bond with the customer by determining the necessary strategies and in this way increase brand awareness.
One of the best ways to increase brand awareness is to expose it to as many customers as possible, and this awareness is a prerequisite for an idea and perception of the brand. This idea for the brand includes both remembering and recognition of the brand.
In the light of this information, the effects of advertising, mascot use, product placement, event marketing and social responsibility concepts, which are among the variables that affect brand loyalty, are included in this study.

Kaynakça

  • Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3), 102-120.
  • Aaker, D. (2007). Marka Değeri Yönetimi, İstanbul: MediaCat Kitapları.
  • Aaker, Jennifer ve Susan Fournier (1995), “A Brand as a Character, a Partner and a Person: Three Perspectives on the Question of Brand Personality,” Advances in Consumer Research, 22, 1:391-395.
  • Abratt, R., & Bick, G. (2003). Valuing brands and brand equity: Methods and processes. Journal of applied management and entrepreneurship, 8(1), 21.21-39.
  • Arslan, K. (2006). Marka Hukuku, İstanbul: Arıkan Basım Yayım Dağıtım Ltd. Şti.
  • Aslanoğlu, S., & Zor, İ. (2006). Bilgi Varlıklarının Değerlemesi: Entelektüel Sermaye Ölçüm ve Değerleme Modelleri; Karşılaştırmalı Bir Analiz. Muhasebe ve Finansman Dergisi, (29), 152-165.
  • Bakkaloğlu, B. (2000). Markalar, Yaşam Tarzları Tüketici Bilinci ve Marka Performans Ölçümü. Her Yönüyle Pazarlama İletişimi, MediaCat Kitapları, Ankara, 91-100.
  • Balasubramanian, Siva K., (1994). Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues. Journal Of Advertising, 23.2, 29-46.
  • Balkaş, E.E. (2006), “Which One Is More Important In Advertising? Creativity or Ethics in Designs? Wıth Case Study “, İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 5(9), 67-80.
  • Baudrillard, J. (1997). Tüketim Toplumu, Çev. Hazal Deliceçaylı ve Ferda Keskin, İstanbul: Ayrıntı Yayınları.
  • Bayrakdaroglu, A., & Mirgen, Ç. (2016). Marka Degerinin Hisse Senedi Getirisi Üzerine Etkisi: BIST'de Bir Arastirma*/The Impact of Brand Value on Stock Returns: A Empirical Research on the BIST. Business and Economics Research Journal, 7(3), 111.
  • Beder, S. (1998). A community view. In Caring for Children in the Media age, Papers from a national conference, edited by John Squires and Tracy Newlands, New College Institute for Values research, Sydney, 101-111.
  • Borça, G. (2002). Bu Topraklardan Dünya Markası Çıkar mı? Marka Olmanın ABC'si, İstanbul: mediacat Kitapları.
  • Callcott, M. F., & Lee, W. N. (1995). Establishing the spokes-character in academic inquiry: historical overview and framework for definition. ACR North American Advances.
  • Casadio, S., Luati, A., & Tassinari, G. (2002). Intervention analysis to assess advertising effectiveness on brand awareness.
  • Catty, J. (2011). ISO 10668 and Brand Valuations: A Summary for Appraisers. Business Valuation Update, 17(4), 1-7.
  • Certain, L. K., & Kahn, R. S. (2002). Prevalence, correlates, and trajectory of television viewing among infants and toddlers. Pediatrics, 109(4), 634-642.
  • Chadwick, S., & Thwaites, D. (2005). Managing sport sponsorship programs: Lessons from a critical assessment of English soccer. Journal of Advertising Research, 45(3), 328-338.
  • Chan, K. (2000). Hong Kong children's understanding of television advertising. Journal of Marketing Communications, 6(1), 37-52.
  • Cohen, J. (2005), Intangible Assets Valuation and Economic Benefit, John Wiley & Sons Inc, New Jersey.
  • Connor, S. M. (2006). Food-related advertising on preschool television: building brand recognition in young viewers. Pediatrics, 118(4), 1478-1485.
  • CRAVENS, K. S., & Guilding, C. (1999). Strategic brand valuation: a cross-functional perspective. Business Horizons, 42(4), 53-54.
  • Crimmins, J. C. (2000). Better measurement and management of brand value. Journal of Advertising Research, 40(6), 136-144.
  • Dımbıloğlu, A. A. (2014). Marka Değerinin Belirlenmesi: Örnek Olay Uygulaması BİST
  • Dotz, W., & Husain, M. (2003). Meet mr. product: The art of the advertising character. Chronicle Books.
  • Dyson, P, Farr, A. ve Hollis, N. S. (1996). Understanding, Measuring, and Using Brand Equity. Journal of Advertising Research, 36(6).
  • Elden, M. (2003). Reklam Yazarlığı, İstanbul: İletişim Yayınları.
  • Erdil, T. S., & Uzun, Y. (2009). Marka Olmak. Beta Basım Yayım Dağıtım.
  • Erdoğan, Z. (2002). Bütünleşik Pazarlama İletişimi Karmasında Splnslrluk, Pazarlama Dünyası, Nl: 4, Temmuz- Ağustos.
  • Eren, E. (2006). Örgütsel Davranş ve Yönetim Psikolojisi. 9. Basım İstanbul: Beta Kitap.
  • Ertaş, A. (2003). Ürün Yerleştirme İçin Yeni Bir Rol. Mediacat Dergisi. 11.(98) , 26.
  • Excellence, B. E. (2001). Volume 1: Brand Equity Review. BBDO Group Germany, November.
  • Fırat, D., & Badem, A. C. (2008). Marka Değerleme Yöntemleri ve Marka Değerinin Mali Tablolara Yansıtılması. Muhasebe ve Finansman Dergisi, (38), 210-219.
  • Fischer, P. M., Schwartz, M. P., Richards, J. W., Goldstein, A. O., & Rojas, T. H. (1991). Brand logo recognition by children aged 3 to 6 years: Mickey Mouse and Old Joe the Camel. Jama, 266(22), 3145-3148.
  • Franses, P., & Vriens, M. (2004). Advertising effects on awareness, consideration and brand choice using tracking data.
  • Franzen, G., (2002). Reklamın Marka Değerine Etkisi, çev: F. Yalım. İstanbul: Mediacat Yayınları.
  • Grigsby, D. W., & Stahl, M. J. (1997). Strategic Management: Total Quality and Global Competition. Blacwell Pub, (s 4).
  • Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of consumer research, 17(2), 141-148.
  • Huston, A. C. (1994). Children in poverty: Designing research to affect policy. Society for Research in Child Development. İlik, S. (2014). Finansal Temelli Marka Değeri Tespiti: Boya Sektörü Üzerinde Uygulama. 47. Ankara: Türk Patent Enstitüsü.
  • JohanssoN, J. K., Dimofte, C. V., & Mazvancheryl, S. K. (2012). The performance of global brands in the 2008 financial crisis: A test of two brand value measures. International Journal of Research in Marketing, 29(3), 235-245.
  • Kadıbeşgil, S., (2006). İtibar Yönetimi, 1. Basım, İstanbul: Mediacat Yayıunları.
  • Kapferer, J. N. (2008). The New Strategic Brand Managemenet. London: Kogan Page.
  • Karpat, I. A. (2004). Marka Yönetimi, 1. Basım İstanbul: İletişim Yayınları, 2004.
  • Kim, G., Kim, A., & Sohn, S. Y. (2009). Conjoint analysis for luxury brand outlet malls in Korea with consideration of customer lifetime value. Expert Systems with Applications, 36(1), 922-932.
  • Klein-Boltıng, U., & Busch, O. (2000). Markenführung im Digital Age. Das Handbuch der Unternehmenskommunikation, 148-161.
  • Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of consumer research, 29(4), 595-600.
  • Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
  • Latour, B. (2004). How to talk about the body? The normative dimension of science studies. Body & society, 10(2-3), 205-229.
  • Macklin, M. C. (1996). Preschoolers' learning of brand names from visual cues. Journal of consumer Research, 23(3), 251-261.
  • Macdonald, E & Sharp, B., (2003). Management Perceptions of the Importance of Brand Awareness as an Indication od Advertising Effectiviness, Marketing Bulletin, 14(2).
  • Madden, T. J., Fehle, F., & Fournier, S. (2006). Brands matter: An empirical demonstration of the creation of shareholder value through branding. Journal of the Academy of Marketing Science, 34(2), 224-235.
  • Mediacat Dergisi, (Şubat 2004). Ürün Yerleştirmeye Global Bir Yaklaşım, 12.109:36-37.
  • Mizerski, R., (1995). The Relationship between Cartoon Trade Character Recognition and Attitude Toward Product Category in Young Children, Journal of Marketing, 59, 58–70.
  • Morton, J. (1994). The EquiTrend Survey. Marketing Management, 2(4), 37.
  • Odabaşı, Y. ve Oyman, M. (2005), Pazarlama İletişimi Yönetimi, MediaCat Kitapları.
  • Ogilvy, D. (1955). The image of the brand–a new approach to creative operations. Reprinted by Courtesy of Ogilvy & Mather, 1-6.
  • Okay, A., (1998). Halkla İlişkiler Aracı Olarak Sponsorluk, İstanbul: Epsilon Yayıncılık.
  • Percy, L. &. Rossiter, J. R., (1992). A Model of Brand Awareness and Brand Attitude Advertising Strategies, Psychology & Marketing, 9(4), 263-264.
  • Peirce, K., & McBride, M. (1999). Aunt Jemima isn't keeping up with the Energizer bunny: Stereotyping of animated spokescharacters in advertising. Sex roles, 40(11-12), 959-968.
  • Phillips, B. J. (1996). Defining trade characters and their role in American popular culture. The Journal of Popular Culture, 29(4), 143-158.
  • Pope, N. (1998). Consumption values, sponsorship awareness, brand and product use. Journal of product & brand management, 7(2), 124-136.
  • Raggio, R. D., & Leone, R. P. (2007). The theoretical separation of brand equity and brand value: Managerial implications for strategic planning. Journal of Brand Management, 14(5), 380-395.
  • Reilly, R. F., & Schweihs, R. P. (1998). Valuing intangible assets. McGraw Hill Professional.
  • Resnik, A., & Stern, B. L. (1977). Children's television advertising and brand choice: A laboratory experiment. Journal of Advertising, 6(3), 11-17.
  • Robertson, P. (1998). New Brand Development in Brand: The New Wealth Creators. Susannah Hart & John Murphy eds. New York: Macmillan Business.
  • Rodrigue, C. S. (2006). The Impact of Masking of Persuasive Intent On Persuasive Message Effectiveness.Yayımlanmamış Doktora Tezi, Business Administration (Marketing). U.S.A: Lousiana State University
  • Salinas, G., & Ambler, T. (2009). A taxonomy of brand valuation practice: Methodologies and purposes. Journal of Brand Management, 17(1), 39-61.
  • Salinas, Gabriela (2011), The International Brand Valuation Manual (2nd Edition), John Wiley & Sons Ltd, West Sussex.
  • Seetharaman, A., Azlan Bin Mohd Nadzir, Z., & Gunalan, S. (2001). A conceptual study on brand valuation. Journal of product & brand Management, 10(4), 243-256.
  • Smith, Gordon (1997), Trademark Valuation. John wiley & Sons, New Jersey.
  • Seock, Y. K., & Norton, M. J. (2008). College students' perceived attributes of internet websites and online shopping.
  • Sneath, J. Z., Finney, R. Z., & Close, A. G. (2005). An IMC approach to event marketing: The effects of sponsorship and experience on customer attitudes. Journal of Advertising Research, 45(4), 373-381.
  • Taşdemir, E. (2001). Hedef kitleye ulaşmada etkili bir araç: Sponsorluk. Selçuk üniversitesi iletişim fakültesi akademik dergisi, 2(1), 97-106.
  • Tek, Ö. B. (2004). Bütünleşik Pazarlama İletişiminde ve Markaların Yerleşiminde Maskotların Rolü ve Önemi. Pazarlama Dünyası, Yıl, 18, 2004-4.
  • Thompson, C. J., Rindfleisch, A., & Arsel, Z. (2006). Emotional branding and the strategic value of the doppelgänger brand image. Journal of marketing, 70(1), 50-64.
  • Tığlı, M. (2004) Bir Aktör Olarak Markalar: Ürün Yerleştirme. 1. Baskı. İstanbul: Türkmen Kitabevi
  • Tığlı, M. (2010). Pazarlama İletişiminde Şöhret Figürü, İstanbul: Beta Yayınları.
  • Tokol, T. (1994). Pazarlama Yönetimi. 5. Basım Bursa: Uludağ Üniversitesi Yayınları.
  • Tolungüç, A., (1992), Tanıtım ve İmaj, Anatolia Turizm-Çevre Dergisi, 3(27), 11-19.
  • Tosun, N.B. (2003) Pazarlama Halkla İlişkileri ve Reklam. 1. Baskı. İstanbul: Türkmen Kitabevi.
  • Tuğay, O., & Top, T. (2014). TMS 38'e Göre Marka Değerlemesi ve Muhasebeleştirilmesi. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (40).
  • Turner, G. (2006). The mass production of celebrity: ‘Celetoids’, reality TV and the ‘demotic turn’. International journal of cultural studies, 9(2), 153-165.
  • Uztuğ, F. (2005). Markan Kadar Konuş – Marka İletişimi Stratejileri-”3. Basım İstanbul: Mediacat Kitapları.
  • Valkenburg, P. M., & Buijzen, M. (2005). Identifying determinants of young children's brand awareness: Television, parents, and peers. Journal of Applied Developmental Psychology, 26(4), 456-468.
  • Vollmers , S. M.. (1995). The İmpact on Children of Brand And Product Placements In Films. Yayımlanmamış Doktora Tezi, Marketing. U.S.A: The Florida State University
  • Wohlfeil, M., & Whelan, S. (2006). Consumer motivations to participate in event-marketing strategies. Journal of Marketing Management, 22(5-6), 643-669.
  • Youn, S., Sun, T., Wells, W. D., & Zhao, X. (2001). Commercial liking and memory: moderating effects of product categories. Journal of advertising research, 41(3), 7-13.
  • http://www.academia.edu/3857509/Urun_yerlestirme 11.09.2018
  • Seock ve Norton, 2008, 197-199 https://vtechworks.lib.vt.edu/handle/10919/81075, 10.05.2018
  • http://www.sosyalhizmetuzmani.org/reklamvecocuk.htm. 11.08.2018
  • Young & Rubicam Brand Asset Valuator, http://ruby.fgcu.edu/courses/tdugas/ids3332/acrobat/bav.pdf 16.09.2018..
Toplam 91 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Mühendislik
Bölüm Makaleler
Yazarlar

Bora Gündüzyeli Bu kişi benim 0000-0001-5098-8713

Yayımlanma Tarihi 31 Aralık 2021
Yayımlandığı Sayı Yıl 2021 Sayı: 31

Kaynak Göster

APA Gündüzyeli, B. (2021). Factors Affecting Brand Awareness. Avrupa Bilim Ve Teknoloji Dergisi(31), 675-680. https://doi.org/10.31590/ejosat.906281