AN INVESTIGATION ON THE EFFECT OF AD EXPENSES ON BRAND VALUE IN THE BANKING SECTOR THROUGH PANEL DATA ANALYSIS

Öz

This paper aims to investigate the effect of ad expenses on brand value in the banking sector. The study was conducted based on the marketing investment approach, one of Keller and Lehmann's (2003) brand value chain model stages. In the study, banks that published their financial reports on the Public Disclosure Platform (PDP) between 2012-2021 and were in the top 100 in the Brand Finance Turkey-100 brand value ranking report in the same period were included. In this direction, data on the firms’ ad expenses were obtained from the PDP, and brand values were collected from Brand Finance Turkey-100 reports. Panel Data Analysis was used to reveal the effect between ad expenses and brand value. Findings showed that ad expenses have a significant and strong positive effect on brand value.

Anahtar Kelimeler

• Banking,
• Ad Expenses,
• Brand Value,
• Panel data Analysis (PDA).

BANKACILIK SEKTÖRÜNDE REKLAM HARCAMALARININ MARKA DEĞERİNE ETKİSİNİN PANEL VERİ ANALİZİ ARACILIĞIYLA İNCELENMESİ

Öz

Bu çalışmanın amacı bankacılık sektöründe reklam harcamalarının marka değerine etkisini araştırmaktır. Çalışma, Keller ve Lehmann'ın (2003) marka değer zinciri modeli aşamalarından biri olan pazarlama yatırımı yaklaşımı temel alınarak yapılmıştır. Çalışmaya 2012-2021 yılları arasında KAP'ta finansal raporlarını yayınlayan ve aynı dönemde Brand Finance Türkiye-100 marka değeri sıralamasında ilk 100'de yer alan bankalar dahil edilmiştir. In this direction, data on ad expenses of the firms were obtained from PDP, and brand values were collected from Brand Finance Turkey-100 reports. Reklam harcamaları ile marka değeri arasındaki etkiyi ortaya çıkarmak için Panel Veri Analizi kullanılmıştır. Bulgular, reklam harcamalarının marka değeri üzerinde anlamlı ve güçlü bir pozitif etkiye sahip olduğunu göstermektedir.

Anahtar Kelimeler

• Bankacılık,
• Reklam Harcamaları,
• Marka Değeri,
• Panel Veri Analizi.

Kaynakça

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