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文章基本信息

  • 标题:The Mediating Role of Advertising in Corporate Reputation and Brand Equity Relationship
  • 其他标题:Kurumsal İtibar ile Marka Değeri İlişkisinde Reklamın Aracılık Rolü
  • 本地全文:下载
  • 作者:Özlem ÖNCEL GÜNEŞ ; İzlem GÖZÜKARA
  • 期刊名称:İşletme Araştırmaları Dergisi
  • 印刷版ISSN:1309-0712
  • 出版年度:2019
  • 卷号:11
  • 期号:2
  • DOI:10.20491/isarder.2019.646
  • 语种:English
  • 出版社:Isarder
  • 摘要:Purpose – The main purpose of this study was to examine whether advertising plays an intermediary role in the relationship between corporate reputation and brand equity. From the fact that corporations cannot survive or differentiate themselves only with products in the long run due to competitive environment,it was assumed that corporate reputation,brand value and advertising are significant contributors to corporate sustainable profitability,growth and existence Design/Method/Approach – The population of the study is the users of mobile phone service providers in Turkey. The study sample consisted of 324 people who were users of one of the three mobile phone service providers/operators currently operating in Turkey. Study data were collected using Corporate Reputation Scale,Brand Value Scale and Advertisement Scale,which was developed by the researchers with a pilot study. Statistical mediation analyses (via multiple linear regression analysis) were conducted to determine if advertising mediate the relationship between corporate reputation and brand value. Findings – As a result of the study,it was found that advertising statistically significantly partially mediates (mediator role) the relationship between corporate reputation and brand value. Discussion – Among GSM users,the level of perceived corporate reputation is an effective variable in terms of perceived brand equityi and adverstising has a mediating role in this positive relationship between corporate reputation and brand equity.
  • 其他摘要:Amaç – Bu çalışmanın temel amacı,kurumsal itibar ile marka değeri arasındaki ilişkide reklam değişkeninin aracı rolünü oynayıp oynamadığı incelemektir. Rekabet koşullarında kurumların sadece ürünleri (mal veya hizmet) ile uzun süreli var olamayacakları ge
  • 关键词:Corporate Reputation;Brand Value;Advertisement
  • 其他关键词:Kurumsal İtibar;Marka Değeri;Reklam
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