DİJİTAL ORTAMDA YAPILAN REKLAM HARCAMALARINA YÖNELİK ALGILAMALARIN TÜKETİCİ-MARKA BAĞLILIĞI BOYUTLARI ÜZERİNDEKİ ETKİSİ

Yıl 2019, Cilt: 2 Sayı: 2, 88 - 108, 16.08.2019

Dilaysu Çınar

Öz

Bu
çalışmanın temel amacı, firma tarafından dijital ortamda yapılan reklam
harcamalarına yönelik algılamaların tüketici-marka bağlılığı boyutları üzerinde
nasıl bir etkiye sahip olduğunu irdelemek olup, söz konusu etkiyi ölçmek
amacıyla anket uygulaması yapılmıştır. Çalışma sonucunda, firma tarafından
dijital ortamda yapılan reklam harcamalarına yönelik algılamaların tüketicide
markaya karşı duygusal, bilişsel ve davranışsal bağlılık düzeyine istatistiksel
olarak etki ettiği gözlemlenmiştir. Konu ile ilgili bilimsel çalışmanın daha
önce yapılmamış olması sebebiyle, çalışmanın literatüre katkı sağlayacağı
düşünülmektedir.

Anahtar Kelimeler

Algılanan Reklam Harcaması, Tüketici-Marka Bağlılığı

THE EFFECT OF PERCEIVED ADVERTISING EXPENDITURES IN THE DIGITAL ENVIRONMENT ON THE CUSTOMER-BRAND ENGAGEMENT

Öz

The main purpose of this study is to examine
how the perceptions of advertising expenditures made by the company on digital
media have an impact on the dimensions of consumer-brand engagement and in
order to measure this effect, a questionnaire was applied As a result of the study,
it was observed that the perceptions of advertising expenditures made by the
company in the digital environment 
affects statistically to customer towards the brand engagement level
that emotional cognitive and behavioral sense. Since the scientific study on
this subject has not been done before, it is thought that the study will
contribute to the literature.

Anahtar Kelimeler

Perceived Advertising Expenditures, Customer-Brand Engagement, Emotional Brand Engagement, Cognitive Brand Engagement, Behavioral Brand Engagement

Kaynakça

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