THE EFFECT OF CONSUMER PERCEPTION OF ADVERTISING SPENDING ON BRAND EQUITY AND PURCHASE INTENTION: A STUDY ON YOUNG CONSUMERS

Yıl 2025, Cilt: 20 Sayı: 63, 148 - 170, 27.01.2025

Görkem Erdoğan

https://doi.org/10.14783/maruoneri.1545889

Öz

This study aims to examine the relationships between advertising spending, factors affecting brand equity, brand equity and purchase intention variables. The research has been conducted on young consumers aged between 18-29 living in Ankara and data has been collected from 263 people. The study has concluded that advertising spending has an impact on brand awareness, brand associations and brand loyalty. In addition, it has been revealed that all the factors affecting brand equity in the research model affect brand equity and brand awareness and brand loyalty influence purchase intention. It has been determined that brand associations do not have a significant impact on purchase intention, perceived quality does not significantly affect purchase intention, and advertising spending do not have a meaningful effect on perceived quality.

Anahtar Kelimeler

Perceived advertising spending, Brand equity, Purchase intention, Consumer behavior

TÜKETİCİLERİN REKLAM HARCAMASI ALGILARININ MARKA DEĞERİ VE SATIN ALMA NİYETİ ÜZERİNE ETKİSİ: GENÇ TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA

Öz

Bu araştırmada algılanan reklam harcamaları, marka değeri boyutlarını etkileyen faktörler, marka değeri ve satın alma niyeti değişkenleri arasındaki ilişkilerin incelenmesi amaçlanmaktadır. Araştırma, Ankara’da yaşayan yaşları 18-29 arasında olan genç tüketiciler üzerinde gerçekleştirilmiş ve toplamda 263 kişiden veri toplanmıştır. Araştırma sonucunda algılanan reklam harcamalarının marka farkındalığı, marka çağrışımları ve marka sadakati üzerinde etkisi olduğu sonucuna ulaşılmıştır. Ayrıca araştırma modelinde yer alan bütün marka değerini etkileyen faktörlerin marka değerini etkilediği ve marka farkındalığı ile marka sadakatinin satın alma niyetini etkilediği ortaya konmuştur. Marka çağrışımlarının satın alma niyeti üzerinde, algılanan kalitenin satın alma niyeti üzerinde ve algılanan reklam harcamalarının algılanan kalite üzerinde anlamlı bir etkisi olmadığı tespit edilmiştir.

Anahtar Kelimeler

Algılanan Reklam Harcamaları, Marka değeri, Satın alma niyeti, Tüketici davranışları

Kaynakça

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