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Marka Yerleştirme Uygulamalarının Tüketicilerin Tepki Süreci Üzerine Etkisi: Nitel Bir Çalışma

Year 2021, Volume: 16 Issue: 62, 890 - 921, 30.04.2021

Pinar Basgoze Burcu Tekin

https://doi.org/10.19168/jyasar.806911

Abstract

Bu çalışmanın amacı, marka yerleştirme uygulamalarının tüketicilerin tepki süreci basamaklarından olan farkındalık, markaya yönelik tutum, kulaktan kulağa iletişim ve satın alma niyeti üzerine etkilerinin saptanmasıdır. Çalışmanın amacına uygun olarak belirlenen araştırma sorusunu test etmek için nitel araştırma tekniği kullanılmıştır. Bu amaçla, derinlemesine görüşme ile 43 katılımcıdan veri toplanmıştır. Toplanan veriler, betimsel analiz ve içerik analizi kullanılarak test edilmiştir. Analizler sonucunda, marka yerleştirme uygulamalarının, marka farkındalığı, markaya yönelik tutum ve olumlu kulaktan kulağa iletişim üzerine olumlu etkisi olduğu görülmüştür. Ancak, marka yerleştirme uygulamalarının satın alma niyeti üzerinde etkisinin bulunmadığı tespit edilmiştir. Marka yerleştirme uygulamalarının sırasıyla; en çok farkındalık ve tutum, daha sonra kulaktan kulağa iletişim üzerinde etkisinin olduğu bulunmuştur.

Keywords

Marka yerleştirme farkındalık markaya yönelik tutum kulaktan kulağa iletişim satın alma niyeti

References

  • Aaker D. A. (1991). Managing Brand Equity. New York: The Free Press.
  • Alba, J. W. ve Chattopadhyay, A. (1986). Salience Effect in Brand Recall. Journal of Marketing Research, 23(4), 363-369.
  • Andriasova, A. V. (2006). They Placed, I Saw, I Was Conquered: Evaluating the Effects of Persuasion Knowledge and Prominence of Brand Placement on Viewers’ Attitudes and Behavior. Yayınlanmamış Doktora Tezi, Texas Üniversitesi.
  • Arias-Bolzmann, L., Chakraborty, G. ve Mowen J. C. (2000). Effects of Absurdity in Advertising: The Moderating Role of Product Category Attitude and the Mediating Role of Cognitive Responses. Journal of Advertising, 29(9), 35–49.
  • Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4(3), 291-295.
  • Babin, L. A. ve Carder, S. T. (1996). Viewer’ Recognition of Brands Placed Within a Film. Internetional Journal of Advertising: The Review of Marketing Communications, 15(2), 140-151.
  • Balasubramanian, S. K. (1994). Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues. Journal of Advertising, 23(4), 29-46.
  • Belch, G. E. ve Belch, M. A. (2017). Advertising and Promotion An integrated Marketing Communications Perspective. New York: The McGraw-Hill Irwin.
  • Boyce, C. ve Neale, P. (2006). Conducting in-depth Interviews: A Guide for Designing and Conducting in-depth Interviews for Evaluation Input. Watertown: Pathfinder International.
  • Brennan, I., Dubas, K. M. ve Babin, L. A. (1999). The Influence of Product Placement Type & Exposure Time on Product Placement Recognition. International Journal of Advertising: The Review of Marketing Communications. 18(3), 323-337.
  • Brennan, S., Rosenberger, P.J. ve Hementera, V. (2004). Product Placement in Movies: An Australian Consumer Perspective on Their Ethicality and Acceptability. Marketing Bulletin, 5, 1-16.
  • Brennan, I. ve Babin, L. A. (2004). Brand Placement Recognition. Journal of Promotion Management, 10(1-2), 185,202.
  • Buttle, F. A. (1998). Word of Mouth: Understanding and Managing Referral Marketing. Journal of Strategic Marketing. 6, 241-254.
  • Burke, L. A. ve Miller, M. K. 1999. Taking the Mystery Out of Intuitive Decision Making. Academy of Management Executive. 13(4), 91–99.
  • Chan, F. F. Y., Petrovici, D., Lowe, B., Cadogan, J., & Ford, J. (2016). Antecedents of product placement effectiveness across cultures. International Marketing Review, 33(1).
  • Cowley, E. ve Barron, C. (2008). When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence. Journal of Advertising, 37(1), 89-98.
  • Creswell J.W. (1998). Qualitative Inquiry and Research Design. Choosing Among Five Traditions. Thousand Oaks: Sage Publication.
  • d’Astous, A. ve Berrada, C. (2011). Communication Strategies to Enhance the Effectiveness of Product Placement in Movies: The Case of Comparative Appeal. International Journal of Arts Management, 14(1), 45-55.
  • d’Astous, A. ve Chartier F. (2000). A Study of Factors Affecting Consumer Evaluations and Memory of Product Placement in Movies. Journal of Current Issues and Research in Advertising, 22, 31-40.
  • Delattre, E. Ve Colovic, A. (2009). Memory and Perception of Brand Mentions and Placement of Brabds in Songs. International Journal of Advertising. 28(5), 807-842.
  • Duncan, T. ve Moriarty S. E. (1998). A Communication-Based Marketing Model for Managing Relationships. Journal of Marketing, 62(2), 1-13.
  • Erdem, A. (2010). Televizyon Reklamlarının Marka tutumuna Etkisi. Konya: Eğitim Akademi.
  • Erlandson, D., Harris, E., Skipper, B. ve Allen, S. (1993). Doing Naturalistic Inquiry. Newbury Park: Sage Publications.
  • Fill, C. (2009). Marketing Communications: Interactivity, Communities and Content. Harlow: Prince Hall Europe.
  • Friestad, M., ve Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of consumer research, 21(1), 1-31.
  • Gould, S. J., Gupta, P. B. ve Brabner-Krauter, S. (2000). Product Placement in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers’ Attitudes Toward This Emerging, International Promotional Medium. Journal of Advertising, 29(4), 41-58.
  • Guba, E. G. ve Lincoln, Y. S. (1985). Naturalistic inquiry. Beverly Hills, CA: Sage.
  • Guennemann, F., & Cho, Y. C. (2014). The effectiveness of product placement by media types: Impact of image and intention to purchase. Journal of Service Science (JSS), 7(1), 29-42.
  • Gupta, P. B. Ve Gould, S. J. (1997). Consumer’s Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences. Journal of Current Issues and Research in Advertising, 19(1), 37-50.
  • Gupta, P. B. ve Lord K. R. (1998). Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall. Journal of Current Issues & Research in Advertising, 20(1), 47-59.
  • Harrison-Walker, L.J. (2001). The measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents. Journal of Service Research, 4(1), 60-75.
  • İslamoğlu, H. Ve Altunışık, R. (2013). Tüketici Davranışları. Beta Yayınları, İstanbul. Keller, L.K., (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
  • Khan, M. (2006). Consumer Behaviour and Advertising Management. New Delhi: New Age International Publishers.
  • Köllish, F, Nurminen, V. ve Tiavin, K. (2015). Product Placement in Hollywood Blockbusters: Brand recognition and Attitude Towards the Practice: A Case Study on Product Placement Attitudes Among International Students. Yayınlanmamış Çalışma, Jönköping Üniversitesi.
  • Law, S. ve Braun, K. A. (2000). I’II have What She is Having: Gauging the Impact of Product Placement on Viewers. Psychology & Marketing, 17(12), 1059-1075.
  • Longhurst, R. (2010). Semi-Structured Interviews and Focus Groups. N. Clifford, S. French ve G. Valantine (Ed.). Key Methods in Geography. (103-117). London: Sage Publications.
  • Lull, J. (1980). The social uses of television. Human communication research, 6(3), 197-209.
  • McCarty, J. A. (2004). Product Placement: The Nature of the Practice and Potential Avenues of Inquiry. L. J. Shrum (Ed.) The Psychology of Entertainment Media Blurring the Lines Between Entertainment and Persuasion. (45-61). London: Lawrence Erlbaum.
  • Miles, M. B. ve Huberman M. (1994). Qualitative Data Analysis: A Sourcebook of New Methods. 2d Edition. Beverly Hills, CA: Sage Publications.
  • Mitchell, A.A. and J.C. Olson, 1981. Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? Journal of Marketing Research, 18, 318-332.
  • Morse, J. M. (1994). Designing funded qualitative research. N. K. Denzin ve Y. S. Lincoln (Ed.), Handbook of qualitative research (s. 220-235). Thousand Oaks, CA: Sage.
  • Nelson, R. A. (2002). The Bulgari Connection: A Novel Form of Product Placement. Journal of Promotion Management, 10, 203-212.
  • Nelson, M. R., Keum, H. Ve Yaros, R. A. (2004). Advertainment or Adcreep Game Players’ Attitudes Toward Advertising and Product Placements in Computer Games. Journal of Interactive Advertising, 5(1), 3-21.
  • Nelson, R. A. (2004). The Bulgari Connection: A Novel Form of Product Placement. Journal of Promotion Management, 10, 203-212.
  • Newell, J., Salmon, C. T. ve Chang, S. (2006). The Hidden History of Product Placement. Journal of Broadcasting ve Electronic Media, 50, 575-594.
  • Noel, H. (2009). Consumer Behaviour. UK: AVA Publishing Limited.
  • Ong, B. S. ve Meri, D. (1994). Schould Product Placement in Movies Be Banned?. Journal of Promotion Management, 2(3/4), 159-175.
  • Oskamp, S. (2004). Attitudes and Options. Mahwah: Lawrence Erlbaum Associates.
  • Özer, L. ve Anteplioğlu, P. (2005). Hizmet Satın Alma Sürecinde Kulaktan Kulağa İletişimin Etkisi. Hacettepe Üniversitesi İ.İ.B.F. Dergisi, 23(1), 202‐22.
  • Pardun, C. J. ve McKee, K. B. (1999). Product Placement as Public Relations: An Exploratory Study of The Role of The Public Relations Firm. Public Relation Review. 25(4), 481-493.
  • Patton, M. Q. (1990). Qualitative Evaluation and Research Methods. Newbury Park, CA: Sage.
  • Podnar, K. ve Javernik P. (2012). The Effect of Word of Mouth on Consumers’ Attitudes Toward Products and Their Purchase Probability. Journal of Promotion Management. 18(2), 145-168.
  • Russell, C. A., Norman, A. T., & Heckler, S. E. (2004). People and “their” television shows: An overview of television connectedness. The psychology of entertainment media: Blurring the lines between entertainment and persuasion, 275-290.
  • Russell, C. A. (1998). Toward a Framework of Product Placement: Theoretical Propositions. Advances in Consumer Research, 25, 357-362.
  • Schiffman, L. G. ve Kanuk, L. L. (1997). Consumer Behaviour. USA: Upper Saddle River.
  • Silverman D. (1993). Interpreting Qualitative Data. London: Sage Publication.
  • Solomon, M., Bamossy, G., Askegaard, S. ve Hogg, M. K. (2006). Consumer Behavior A Europe Perspective. Prentice Hall, Harlow.
  • Spears, N. and Singh, S. (2004). Measuring Attitude Aoward the Brand and Purchase İntentions. Journal of Current Issues and Research in Advertising, 26(2), 53-66.
  • Srivastava, R. K. (2014). Product Placement By Global Brands As An Alternative Strategy: Is it Worth in Emerging Market? Journal of Strategic Marketing, 23(2), 141-156.
  • Srivastava, R. K. (2016). Promoting Brands Through Product Placement in Successful and Unsuccessful Films in Emerging Markets. Journal of Promotion Management, 22(3), 281-300.
  • Tığlı, M. (2004). Bir Aktör Olarak Markalar: Ürün Yerleştirme. İstanbul: Türkmen Kitapevi.
  • Wei, M., Fisher, E. ve Main, K. J. (2008). An Examination of the Effects of Activating Persuasion Knowledge on Consumer Response to Brands Engaging in Covert Marketing. Journal of Public Policy an Marketing, 27(1), 34-44.
  • Yıldırım, A. ve Şimşek, H. (2005). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık.
  • Yoo, B. ve Donthu N. (2001). Developing and Validating a Multidimensional Consumer Based Brand Equity Scale. Journal of Business Research. 52(1), 1–14.

The Effects of Brand Placement on Consumer Response Process: A Qualitative Research

Year 2021, Volume: 16 Issue: 62, 890 - 921, 30.04.2021

Pinar Basgoze Burcu Tekin

https://doi.org/10.19168/jyasar.806911

Abstract

Purpose of this study is to investigate the effects of brand placement on consumer response process in terms of awareness, attitude towards brand, word of mouth and purchase intention. Qualitative research method is used to test the hypotheses determined in line with the purpose of the study. Data was collected by using in-depth interview from 43 participants. Data was analyzed through descriptive and content analysis methods. Results show that, brand placement has positive effects on brand awareness, attitude towards brand and word of mouth. However, brand placement has no effect on purchase intention. It has been determined that the brand placement applications have the biggest influence on, respectively, awareness and attitude toward brand, and then on word of mouth.

Keywords

Brand Placement Awareness Attitude Towards Brand Word of Mouth Purchase Intention

References

  • Aaker D. A. (1991). Managing Brand Equity. New York: The Free Press.
  • Alba, J. W. ve Chattopadhyay, A. (1986). Salience Effect in Brand Recall. Journal of Marketing Research, 23(4), 363-369.
  • Andriasova, A. V. (2006). They Placed, I Saw, I Was Conquered: Evaluating the Effects of Persuasion Knowledge and Prominence of Brand Placement on Viewers’ Attitudes and Behavior. Yayınlanmamış Doktora Tezi, Texas Üniversitesi.
  • Arias-Bolzmann, L., Chakraborty, G. ve Mowen J. C. (2000). Effects of Absurdity in Advertising: The Moderating Role of Product Category Attitude and the Mediating Role of Cognitive Responses. Journal of Advertising, 29(9), 35–49.
  • Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4(3), 291-295.
  • Babin, L. A. ve Carder, S. T. (1996). Viewer’ Recognition of Brands Placed Within a Film. Internetional Journal of Advertising: The Review of Marketing Communications, 15(2), 140-151.
  • Balasubramanian, S. K. (1994). Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues. Journal of Advertising, 23(4), 29-46.
  • Belch, G. E. ve Belch, M. A. (2017). Advertising and Promotion An integrated Marketing Communications Perspective. New York: The McGraw-Hill Irwin.
  • Boyce, C. ve Neale, P. (2006). Conducting in-depth Interviews: A Guide for Designing and Conducting in-depth Interviews for Evaluation Input. Watertown: Pathfinder International.
  • Brennan, I., Dubas, K. M. ve Babin, L. A. (1999). The Influence of Product Placement Type & Exposure Time on Product Placement Recognition. International Journal of Advertising: The Review of Marketing Communications. 18(3), 323-337.
  • Brennan, S., Rosenberger, P.J. ve Hementera, V. (2004). Product Placement in Movies: An Australian Consumer Perspective on Their Ethicality and Acceptability. Marketing Bulletin, 5, 1-16.
  • Brennan, I. ve Babin, L. A. (2004). Brand Placement Recognition. Journal of Promotion Management, 10(1-2), 185,202.
  • Buttle, F. A. (1998). Word of Mouth: Understanding and Managing Referral Marketing. Journal of Strategic Marketing. 6, 241-254.
  • Burke, L. A. ve Miller, M. K. 1999. Taking the Mystery Out of Intuitive Decision Making. Academy of Management Executive. 13(4), 91–99.
  • Chan, F. F. Y., Petrovici, D., Lowe, B., Cadogan, J., & Ford, J. (2016). Antecedents of product placement effectiveness across cultures. International Marketing Review, 33(1).
  • Cowley, E. ve Barron, C. (2008). When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence. Journal of Advertising, 37(1), 89-98.
  • Creswell J.W. (1998). Qualitative Inquiry and Research Design. Choosing Among Five Traditions. Thousand Oaks: Sage Publication.
  • d’Astous, A. ve Berrada, C. (2011). Communication Strategies to Enhance the Effectiveness of Product Placement in Movies: The Case of Comparative Appeal. International Journal of Arts Management, 14(1), 45-55.
  • d’Astous, A. ve Chartier F. (2000). A Study of Factors Affecting Consumer Evaluations and Memory of Product Placement in Movies. Journal of Current Issues and Research in Advertising, 22, 31-40.
  • Delattre, E. Ve Colovic, A. (2009). Memory and Perception of Brand Mentions and Placement of Brabds in Songs. International Journal of Advertising. 28(5), 807-842.
  • Duncan, T. ve Moriarty S. E. (1998). A Communication-Based Marketing Model for Managing Relationships. Journal of Marketing, 62(2), 1-13.
  • Erdem, A. (2010). Televizyon Reklamlarının Marka tutumuna Etkisi. Konya: Eğitim Akademi.
  • Erlandson, D., Harris, E., Skipper, B. ve Allen, S. (1993). Doing Naturalistic Inquiry. Newbury Park: Sage Publications.
  • Fill, C. (2009). Marketing Communications: Interactivity, Communities and Content. Harlow: Prince Hall Europe.
  • Friestad, M., ve Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of consumer research, 21(1), 1-31.
  • Gould, S. J., Gupta, P. B. ve Brabner-Krauter, S. (2000). Product Placement in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers’ Attitudes Toward This Emerging, International Promotional Medium. Journal of Advertising, 29(4), 41-58.
  • Guba, E. G. ve Lincoln, Y. S. (1985). Naturalistic inquiry. Beverly Hills, CA: Sage.
  • Guennemann, F., & Cho, Y. C. (2014). The effectiveness of product placement by media types: Impact of image and intention to purchase. Journal of Service Science (JSS), 7(1), 29-42.
  • Gupta, P. B. Ve Gould, S. J. (1997). Consumer’s Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences. Journal of Current Issues and Research in Advertising, 19(1), 37-50.
  • Gupta, P. B. ve Lord K. R. (1998). Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall. Journal of Current Issues & Research in Advertising, 20(1), 47-59.
  • Harrison-Walker, L.J. (2001). The measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents. Journal of Service Research, 4(1), 60-75.
  • İslamoğlu, H. Ve Altunışık, R. (2013). Tüketici Davranışları. Beta Yayınları, İstanbul. Keller, L.K., (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
  • Khan, M. (2006). Consumer Behaviour and Advertising Management. New Delhi: New Age International Publishers.
  • Köllish, F, Nurminen, V. ve Tiavin, K. (2015). Product Placement in Hollywood Blockbusters: Brand recognition and Attitude Towards the Practice: A Case Study on Product Placement Attitudes Among International Students. Yayınlanmamış Çalışma, Jönköping Üniversitesi.
  • Law, S. ve Braun, K. A. (2000). I’II have What She is Having: Gauging the Impact of Product Placement on Viewers. Psychology & Marketing, 17(12), 1059-1075.
  • Longhurst, R. (2010). Semi-Structured Interviews and Focus Groups. N. Clifford, S. French ve G. Valantine (Ed.). Key Methods in Geography. (103-117). London: Sage Publications.
  • Lull, J. (1980). The social uses of television. Human communication research, 6(3), 197-209.
  • McCarty, J. A. (2004). Product Placement: The Nature of the Practice and Potential Avenues of Inquiry. L. J. Shrum (Ed.) The Psychology of Entertainment Media Blurring the Lines Between Entertainment and Persuasion. (45-61). London: Lawrence Erlbaum.
  • Miles, M. B. ve Huberman M. (1994). Qualitative Data Analysis: A Sourcebook of New Methods. 2d Edition. Beverly Hills, CA: Sage Publications.
  • Mitchell, A.A. and J.C. Olson, 1981. Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? Journal of Marketing Research, 18, 318-332.
  • Morse, J. M. (1994). Designing funded qualitative research. N. K. Denzin ve Y. S. Lincoln (Ed.), Handbook of qualitative research (s. 220-235). Thousand Oaks, CA: Sage.
  • Nelson, R. A. (2002). The Bulgari Connection: A Novel Form of Product Placement. Journal of Promotion Management, 10, 203-212.
  • Nelson, M. R., Keum, H. Ve Yaros, R. A. (2004). Advertainment or Adcreep Game Players’ Attitudes Toward Advertising and Product Placements in Computer Games. Journal of Interactive Advertising, 5(1), 3-21.
  • Nelson, R. A. (2004). The Bulgari Connection: A Novel Form of Product Placement. Journal of Promotion Management, 10, 203-212.
  • Newell, J., Salmon, C. T. ve Chang, S. (2006). The Hidden History of Product Placement. Journal of Broadcasting ve Electronic Media, 50, 575-594.
  • Noel, H. (2009). Consumer Behaviour. UK: AVA Publishing Limited.
  • Ong, B. S. ve Meri, D. (1994). Schould Product Placement in Movies Be Banned?. Journal of Promotion Management, 2(3/4), 159-175.
  • Oskamp, S. (2004). Attitudes and Options. Mahwah: Lawrence Erlbaum Associates.
  • Özer, L. ve Anteplioğlu, P. (2005). Hizmet Satın Alma Sürecinde Kulaktan Kulağa İletişimin Etkisi. Hacettepe Üniversitesi İ.İ.B.F. Dergisi, 23(1), 202‐22.
  • Pardun, C. J. ve McKee, K. B. (1999). Product Placement as Public Relations: An Exploratory Study of The Role of The Public Relations Firm. Public Relation Review. 25(4), 481-493.
  • Patton, M. Q. (1990). Qualitative Evaluation and Research Methods. Newbury Park, CA: Sage.
  • Podnar, K. ve Javernik P. (2012). The Effect of Word of Mouth on Consumers’ Attitudes Toward Products and Their Purchase Probability. Journal of Promotion Management. 18(2), 145-168.
  • Russell, C. A., Norman, A. T., & Heckler, S. E. (2004). People and “their” television shows: An overview of television connectedness. The psychology of entertainment media: Blurring the lines between entertainment and persuasion, 275-290.
  • Russell, C. A. (1998). Toward a Framework of Product Placement: Theoretical Propositions. Advances in Consumer Research, 25, 357-362.
  • Schiffman, L. G. ve Kanuk, L. L. (1997). Consumer Behaviour. USA: Upper Saddle River.
  • Silverman D. (1993). Interpreting Qualitative Data. London: Sage Publication.
  • Solomon, M., Bamossy, G., Askegaard, S. ve Hogg, M. K. (2006). Consumer Behavior A Europe Perspective. Prentice Hall, Harlow.
  • Spears, N. and Singh, S. (2004). Measuring Attitude Aoward the Brand and Purchase İntentions. Journal of Current Issues and Research in Advertising, 26(2), 53-66.
  • Srivastava, R. K. (2014). Product Placement By Global Brands As An Alternative Strategy: Is it Worth in Emerging Market? Journal of Strategic Marketing, 23(2), 141-156.
  • Srivastava, R. K. (2016). Promoting Brands Through Product Placement in Successful and Unsuccessful Films in Emerging Markets. Journal of Promotion Management, 22(3), 281-300.
  • Tığlı, M. (2004). Bir Aktör Olarak Markalar: Ürün Yerleştirme. İstanbul: Türkmen Kitapevi.
  • Wei, M., Fisher, E. ve Main, K. J. (2008). An Examination of the Effects of Activating Persuasion Knowledge on Consumer Response to Brands Engaging in Covert Marketing. Journal of Public Policy an Marketing, 27(1), 34-44.
  • Yıldırım, A. ve Şimşek, H. (2005). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık.
  • Yoo, B. ve Donthu N. (2001). Developing and Validating a Multidimensional Consumer Based Brand Equity Scale. Journal of Business Research. 52(1), 1–14.
There are 64 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Pinar Basgoze 0000-0003-4597-5752

Burcu Tekin 0000-0002-8967-9181

Publication Date April 30, 2021
Published in Issue Year 2021 Volume: 16 Issue: 62

Cite

APA Basgoze, P., & Tekin, B. (2021). Marka Yerleştirme Uygulamalarının Tüketicilerin Tepki Süreci Üzerine Etkisi: Nitel Bir Çalışma. Yaşar Üniversitesi E-Dergisi, 16(62), 890-921. https://doi.org/10.19168/jyasar.806911
AMA Basgoze P, Tekin B. Marka Yerleştirme Uygulamalarının Tüketicilerin Tepki Süreci Üzerine Etkisi: Nitel Bir Çalışma. Yaşar Üniversitesi E-Dergisi. April 2021;16(62):890-921. doi:10.19168/jyasar.806911
Chicago Basgoze, Pinar, and Burcu Tekin. “Marka Yerleştirme Uygulamalarının Tüketicilerin Tepki Süreci Üzerine Etkisi: Nitel Bir Çalışma”. Yaşar Üniversitesi E-Dergisi 16, no. 62 (April 2021): 890-921. https://doi.org/10.19168/jyasar.806911.
EndNote Basgoze P, Tekin B (April 1, 2021) Marka Yerleştirme Uygulamalarının Tüketicilerin Tepki Süreci Üzerine Etkisi: Nitel Bir Çalışma. Yaşar Üniversitesi E-Dergisi 16 62 890–921.
IEEE P. Basgoze and B. Tekin, “Marka Yerleştirme Uygulamalarının Tüketicilerin Tepki Süreci Üzerine Etkisi: Nitel Bir Çalışma”, Yaşar Üniversitesi E-Dergisi, vol. 16, no. 62, pp. 890–921, 2021, doi: 10.19168/jyasar.806911.
ISNAD Basgoze, Pinar - Tekin, Burcu. “Marka Yerleştirme Uygulamalarının Tüketicilerin Tepki Süreci Üzerine Etkisi: Nitel Bir Çalışma”. Yaşar Üniversitesi E-Dergisi 16/62 (April 2021), 890-921. https://doi.org/10.19168/jyasar.806911.
JAMA Basgoze P, Tekin B. Marka Yerleştirme Uygulamalarının Tüketicilerin Tepki Süreci Üzerine Etkisi: Nitel Bir Çalışma. Yaşar Üniversitesi E-Dergisi. 2021;16:890–921.
MLA Basgoze, Pinar and Burcu Tekin. “Marka Yerleştirme Uygulamalarının Tüketicilerin Tepki Süreci Üzerine Etkisi: Nitel Bir Çalışma”. Yaşar Üniversitesi E-Dergisi, vol. 16, no. 62, 2021, pp. 890-21, doi:10.19168/jyasar.806911.
Vancouver Basgoze P, Tekin B. Marka Yerleştirme Uygulamalarının Tüketicilerin Tepki Süreci Üzerine Etkisi: Nitel Bir Çalışma. Yaşar Üniversitesi E-Dergisi. 2021;16(62):890-921.
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