The Preliminary Investigation of Brands' Advertising Personality on Young Viewers' Perceptions

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dc.contributor.authorŞahinoğlu, D. Zeynep Beyazıt
dc.contributor.authorYıldırım, Figen
dc.date.accessioned2024-10-12T19:51:20Z
dc.date.available2024-10-12T19:51:20Z
dc.date.issued2016
dc.departmentİstanbul Ticaret Üniversitesien_US
dc.description.abstractMost 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 advertisingen_US
dc.identifier.endpage90en_US
dc.identifier.issn1309-1581
dc.identifier.issue22en_US
dc.identifier.startpage83en_US
dc.identifier.trdizinid260288en_US
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/260288
dc.identifier.urihttps://hdl.handle.net/11467/9146
dc.identifier.volume7en_US
dc.indekslendigikaynakTR-Dizinen_US
dc.language.isoenen_US
dc.relation.ispartofAJIT-e: Bilişim Teknolojileri Online Dergisien_US
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.snmzTR-Dizin_20241012en_US
dc.titleThe Preliminary Investigation of Brands' Advertising Personality on Young Viewers' Perceptionsen_US
dc.typeArticleen_US

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