TÜKETİCİLERİN BÜTÜNLEŞİK PAZARLAMA İLETİŞİMİ İLE REKLAM VE PARASAL SATIŞ PROMOSYONLARININ KULLANILMASINA YÖNELİK ALGILARININ MARKA DENKLİĞİ ÜZERİNDEKİ ETKİLERİ

Yıl 2021, Cilt: 20 Sayı: 77, 217 - 239, 03.01.2021

Selver Güler Bağdat , Esra Arıkan

https://doi.org/10.17755/esosder.679413

Cited By: 2

Öz

Bu çalışma, bütünleşik pazarlama iletişiminin, reklam harcamalarının, reklama yönelik tutumların ve parasal satış promosyonlarının marka denkliğinin bileşenleri üzerindeki etkilerini ve de marka denkliği bileşenlerinin kendi aralarındaki ilişkileri marka denkliği yaratma süreci kapsamında havayolu taşımacılığı sektörü özelinde incelemektedir. Bu çalışmada kolayda örnekleme yönteminden yararlanılmış ve çevrimiçi anket tekniği ile 403 kullanılabilir anket elde edilmiştir. Veriler SPSS 24 ve AMOS 24 istatistik paket programları kullanılarak, yapısal eşitlik modellemesi aracılığıyla analiz edilmiştir. Bu analizler sonucunda elde edilen bulgular, bütünleşik pazarlama iletişiminin, reklam harcamalarının, reklama yönelik tutumların ve parasal satış promosyonlarının marka denkliğinin bileşenleri üzerinde öngörülen etkilerini genel olarak desteklemekte ve de marka denkliği bileşenleri arasında hiyerarşik bir düzen olduğunu ortaya koymaktadır. Bu bulgular özellikle rekabetin yoğun olarak yaşandığı havayolu taşımacılığı sektöründe firmalarının rakiplerine karşı avantaj elde etmeleri ve bu avantajı sürdürebilmeleri açısından büyük önem taşımaktadır. Çalışmanın sonunda, bu bulguların hem teoriye hem de uygulamaya yönelik katkıları tartışılmış ve gelecekteki araştırmalar için bazı önerilerde bulunulmuştur.

Anahtar Kelimeler

Marka Denkliği, Bütünleşik Pazarlama İletişimi, Reklam, Parasal Satış Promosyonları, Havayolu Taşımacılığı

THE EFFECTS OF CONSUMERS' PERCEPTIONS TOWARDS THE INTEGRATED MARKETING COMMUNICATIONS AND THE USE OF ADVERTISING AND MONETARY SALES PROMOTIONS ON BRAND EQUITY

Öz

This study examines the effects of integrated marketing communications, advertising spending, attitudes towards advertisements and monetary sales promotions on the dimensions of brand equity and the relationships among the dimensions of brand equity themselves within the process of brand equity creation in the airline transportation sector. In this study, convenience sampling method is employed and 403 useable surveys are obtained by using online survey technique. The data are analyzed via structural equation modeling using SPSS 24 and AMOS 24 statistical software. The results of these analyses generally support the hypothesized effects of integrated marketing communication, advertising spending, attitudes towards advertisements and monetary sales promotions on the dimensions of brand equity and also reveal that there is a hierarchical order among the dimensions of brand equity. These findings are of great importance for the companies in order to gain advantage over their competitors and sustain this advantage, especially in the airline transportation sector where the competition is intense. At the end of the study, both the theoretical and the practical contributions of these findings are discussed and some suggestions for future research are provided.

Anahtar Kelimeler

Brand Equity, Integrated Marketing Communications, Advertisement, Monetary Sales Promotions, Airline Transportation

Kaynakça

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