Marketing and Advertising Strategies

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• ŞEVKİ ÖZGENER

Purpose The purpose of this paper is to determine attitudes towards the advertising of certain controversial products/services and reasons for being offensive across four different countries, Malaysia, New Zealand, Turkey and the UK. Design/methodology/approach This was achieved by analyzing the responses to a questio…

• BAYRAM ZAFER ERDOĞAN

The purpose of this paper is to provide an overview of the corporate identity concept. This investigation initially provides a brief review of the literature and clarification of the various components of the corporate identity concept. Then, through a series of in-depth interviews with 32 individuals from twenty diff…

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• ELİF KARAOSMANOĞLU

Focusing on the dimensions and measurement, this study is based on the concept of brand equity for global brands with empirical evidence from three economically and culturally dissimilar countries—USA, Turkey, and Russia. The brand equity for global brands can be measured under four basic dimensions: perceived quality…

• SERKAN AKINCI

Both advertising and sponsorship are key areas of marketing communications activity, though the latter has acted as a somewhat “Cinderella” subject. In the heightened and increasing consumer‐oriented marketing communications world of the 1990s, this paper asks whether these two marketing communications methods exist i…

• BAYRAM ZAFER ERDOĞAN

The purpose of this study is to reveal the effect of digital contents on tourists’ purchase intention using the persuasion knowledge model. For this purpose, data were collected by purpose sampling method between 25 December 2018 and 31 January 2019 with the approval of Bartin University Social and Humanities Ethics C…

• AZİZE HASSAN
• ŞERİFE YAZGAN PEKTAŞ

Cellular industry of Pakistan has grown many folds in recent years. Many new entrants have also joined the market to reap the potentials of this growing industry. This situation has originated a hyper competition among major cellular service providers in Pakistan. Companies are working hard to introduce more innovativ…

Since the term "Market Orientation" is recognised as the critical factor in business success there has been an overwhelming increase in research issues linking market orientation with company performance. The term market orientation has been employed by scholars to indicate the implementation of the marketing concept.…

• GÜLGÜN NAZAN GÜNAY

The purpose of this paper is to measure the quality of service of the distance education that received from the educational institutions which are among the leading service enterprises, to find out students’ expectations, to what extend students expectations are met and whether or not the acquired findings vary by dem…

• TOLGA DURSUN

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• SEMA KİP

Product placement is the conceived insertion of a brand within a movie, broadcast, computer, cable TV programs,blogs, video games, music video/DVD’s, magazine, books, musicals, internet and mobile phones and etc.Humankind are exposed to product placement in mainstream media, occasionally even without knowing it.While…

• MUSTAFA SOBA