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Girişimciler Açısından Televizyon Reklamlarının Marka Tanınırlığına Etkisi

EFFECT OF BRAND FAMILIARITY ON TELEVISION ADVERTISEMENT FOR ENTREPRENEUR

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Abstract (2. Language): 
Brand familiarity contains a consumer's level of direct and indirect experiences with a product. In this study, the effect of television advertisement on brand familiarity was evaluated. This study was applied upon 376 customers in Çanakkale. The chi-square analysis indicates that there is a relatively strong relationship between television advertisement and brand familiarity. The consumers' expectations from television advertisement were specified thanks to factor analysis. These expectations are desire, trust and curiosity. Given that, discriminant analysis was used to find out if there were any differences between the levels of brand familiarity. It was found out that those who wondered television advertisements preferred unfamiliar brands.
Abstract (Original Language): 
Marka tanınırlığı, tüketicinin ürünle ilgili doğrudan ya da dolaylı olarak maruz kaldığı tecrübeleri içerir. Bu çalışmada, televizyon reklâmlarının marka tanınırlığına etkisi araştırılmıştır. Araştırma, Çanakkale merkezinde yaşayan 376 tüketici üzerinde yapılmıştır. Televizyon reklâmları ile marka tanınırlığı arasında nispeten güçlü bir ilişki olduğu ki-kare analizi kullanılarak tespit edilmiştir. Tüketicilerin televizyon reklâmlarından beklentileri ise faktör analizi yardımıyla saptanmıştır. Bu beklentiler; istek, güven ve merak olarak adlandırılmıştır. Bu beklentiler itibarıyla marka tanınırlık düzeyleri arasında fark olup olmadığı ayırma analiziyle belirlenmiştir. Televizyon reklâmlarını merak eden tüketicilerin tanınmayan markaları tercih ettikleri ortaya çıkmıştır.
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