AJIT-e Online Academic Journal of Information Technology
5195 times viewed.
2377 times downloaded.
Genç izleyicilerin markaların reklam kişiliğini algılamalarına yönelik bir araştırma
The preliminary investigation of brands’ advertising personality on young viewers’ perceptions
D.Zeynep BAYAZIT SAHINOGLU Istanbul Commerce University firstname.lastname@example.org Figen YILDIRIM Istanbul Commerce University email@example.com
Abstract in Turkish
Keywords in Turkish
Anahtar kelimeler: marka kişiliği, reklam kişiliği, Türk Kişisel bakım ürünleri pazarı, algısal harita
Abstract in English
Most of the multinational companies believe that advertising plays a crucial role in building a brand. Developing and maintaining a powerful brand in the fullest sense requires a convincing promise of value/benefit for consumers and conforming that the promise is kept. Mostly, the literature reviews brand personality as one of the core dimensions of the brand identity and perhaps as the closest variable to the consumers’ buying process. All marketing communication tools, especially advertising, are pivotal to create awareness, influence and form a desire to buy a specific brand. This paper attempts to explore the tendency to present how one company manages to create two different brand personalities on the same sector that are supported by advertising.
Keywords in English
Keywords: brand personality, advertising personality, Turkey’s personal care market, perceptual mapping