Academic Review of Humanities and Social Sciences

Academic Review of Humanities and Social Sciences

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

Yazarlar: Dilaysu ÇINAR

Cilt 2 , Sayı 2 , 2019 , Sayfalar 88 - 108

Konular:İşletme

Anahtar Kelimeler:Perceived Advertising Expenditures,Customer-Brand Engagement,Emotional Brand Engagement,Cognitive Brand Engagement,Behavioral Brand Engagement

Özet: 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.

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@article{2019, title={DİJİTAL ORTAMDA YAPILAN REKLAM HARCAMALARINA YÖNELİK ALGILAMALARIN TÜKETİCİ-MARKA BAĞLILIĞI BOYUTLARI ÜZERİNDEKİ ETKİSİ}, volume={2}, number={2}, publisher={Academic Review of Humanities and Social Sciences}, author={Dilaysu ÇINAR}, year={2019}, pages={88–108} }
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Dilaysu ÇINAR. (2019). DİJİTAL ORTAMDA YAPILAN REKLAM HARCAMALARINA YÖNELİK ALGILAMALARIN TÜKETİCİ-MARKA BAĞLILIĞI BOYUTLARI ÜZERİNDEKİ ETKİSİ (Vol. 2, pp. 88–108). Vol. 2, pp. 88–108. Academic Review of Humanities and Social Sciences.
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Dilaysu ÇINAR. DİJİTAL ORTAMDA YAPILAN REKLAM HARCAMALARINA YÖNELİK ALGILAMALARIN TÜKETİCİ-MARKA BAĞLILIĞI BOYUTLARI ÜZERİNDEKİ ETKİSİ. no. 2, Academic Review of Humanities and Social Sciences, 2019, pp. 88–108.
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