Bütünleşik Pazarlama İletişimi ve Marka Bilinirliği İlişkisi Üzerine Bir Araştırma
A Research on the Relationship between Integrated Marketing Communications and Brand Awareness
Author(s): Hilal Uygurtürk, Elif Mağden
Subject(s): Business Economy / Management, Communication studies, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Özgür Yayın Dağıtım Ltd. Şti.
Keywords: Marketing; Marketing Communications; integrated marketing; businesses;
Summary/Abstract: Marketing managers have started to pay more attention to integrated marketing communication in order to gain competitive advantage, increase sales in the long term, increase market share, brand value and awareness. The reason for this is that the increase in brand awareness of businesses will provide them with competitive advantage. This study aims to determine whether integrated marketing communication and brand awareness differ according to demographic factors and the relationship between integrated marketing communication and brand awareness. In this context, a research was carried out on Bağlar Gazoz, a well-known local brand of Karabük-Safranbolu. As a result of the study; It was determined that integrated marketing communication did not show a significant difference according to demographic factors. It was determined that brand awareness did not show a significant difference according to gender, but showed a significant difference according to age and occupational status. As a result of the regression analysis carried out in the study, it was determined that integrated marketing communication had a positive and significant effect on brand awareness.
- Page Range: 117-141
- Page Count: 25
- Publication Year: 2023
- Language: Turkish