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RELATION OF MARKETING AND PROFITIBALITY OF KAZAKHSTAN BANKS

KAZAKİSTAN BANKALARINDA PAZARLAMA VE KARLILIK İLİŞKİSİ

Journal Name:

  • Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Publication Year:

  • 2016

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Currently, there are 38 commercial banks operating in Kazakhstan. Being competitive enough, they promote themselves by proper advertising campaigns. This paper is devoted to the issue of advertising campaign and explores whether or not it significantly affects profitability in the banking industry of Kazakhstan. Net incomes of the twenty largest banks in Kazakhstan are studied for the period of 2005 until 2012 consisting of 32 quarterly observations. Unit root test was employed to check marketing expenses, earnings before interest and taxes and net income. Regression analysis was conducted using marketing expenses from previous period and current profitability. Income was measured by Earnings Before Interest and Tax and Net Income of the largest twenty banks of Kazakhstan. Marketing expenses of previous periods were analyzed as well.
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Abstract (Original Language): 
Kazakistanda, şu anda faaliyet gösteren 38 ticari banka bulunmaktadır. Onların uygun reklam kampanyalarıyla kendilerini tanıtmaları oldukça rekabetçidir. Bu çalışmada, reklam kampanyalarının Kazakistan’ın bankacılık sektörünün karlılığında etkili olup olmadığı araştırlmaktadır. Kazakistanda faaliyet gösteren 20 büyük bankanın net gelirleri 2005’ten 2012 yılına kadar 32 çeyrek dönem periyodunda gözlemlenmiştir. Birim kök testi, faiz ve vergi öncesi net gelir pazarlama giderlerini denetlemek için kullanılmıştır. Regresyon analizi, önceki dönem pazarlama giderleri ve cari karlılıkları kullanılarak gerçekleştirilmiştir. Kazakistanın en büyük 20 bankasının geliri, faiz ve vergi öncesi net kar ile ölçülmüş ve önceki dönemlere ait pazarlama giderleri de analiz edeilmiştir.
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  • 3
239
247
  • Turkish

JEL Codes:

REFERENCES

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