Journal of Yaşar University
Yazarlar: Pinar BASGOZE, Burcu TEKİN
Konular:Sosyal
DOI:10.19168/jyasar.806911
Anahtar Kelimeler:Brand Placement,Awareness,Attitude Towards Brand,Word of Mouth,Purchase Intention
Özet: Purpose of this study is to investigate the effects of brand placement on consumer response process in terms of awareness, attitude towards brand, word of mouth and purchase intention. Qualitative research method is used to test the hypotheses determined in line with the purpose of the study. Data was collected by using in-depth interview from 43 participants. Data was analyzed through descriptive and content analysis methods. Results show that, brand placement has positive effects on brand awareness, attitude towards brand and word of mouth. However, brand placement has no effect on purchase intention. It has been determined that the brand placement applications have the biggest influence on, respectively, awareness and attitude toward brand, and then on word of mouth.