Filtreler

2016 - 20202
Filtreleri Sıfırla

Ayarlar

Bölüm: Işık University, Faculty of Economics and Administrative Sciences, Department of Management × Konu: Impact ×

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Listeleniyor 1 - 2 / 2
  • Küçük Resim
    Yayın
    Did you read the news before playing the advergame? The effects of priming, persuasion knowledge and placement strength on brand attitude and recall in advergames
    (Inderscience Publishers, 2020-06-01) Sağkaya Güngör, Ayşegül
    With the advergames, marketers reach their goal of conveying their message to their target audience in an entertaining way. The study aims to find out, first, how the priming effects responses of the advergame players toward the brand. Additionally, persuasion knowledge and placement strength were investigated, along with priming. A 2 × 2 × 2 between-subjects laboratory experiment was conducted with 204 participants. Results show that priming has significant effects on brand attitude and recall. The effects were partially persistent after the introduction of persuasion knowledge. When the placement strength was introduced, it was observed significant differences on brand attitude and recall.
  • Küçük Resim
    Yayın
    Sales promotional strategies and buying behavior in an emerging market at the post recession period
    (IGI Global, 2016) Nasır, Suphan; Bal, Esra
    The aim of this study is to investigate the influence of sales promotional tools on consumer buying behavior in an emerging market at the post-recession period. This study assesses consumers' proneness to sales promotions and examines the effectiveness of four promotional tools that are premium offers, coupons, buy and get promotions, and price discounts on buying behavior in terms of brand switching, stockpiling, purchase acceleration, and product trial. The findings reveal that consumers are more prone to price discount and buy and get promotions, respectively. Among the four promotional tools, price discount is the most effective to influence product acceleration, brand switching, stockpiling, and product trial behavior respectively. However, there is no statistically significance difference between the effectiveness of premium offer and buy and get deals with regard to brand switching behavior, product acceleration, and product trail responses. In contrast, coupons are the least ineffective promotional tool in terms of generating all types of consumer response.