Informacja

Drogi użytkowniku, aplikacja do prawidłowego działania wymaga obsługi JavaScript. Proszę włącz obsługę JavaScript w Twojej przeglądarce.

Wyszukujesz frazę "slogan" wg kryterium: Wszystkie pola


Wyświetlanie 1-1 z 1
Tytuł:
The Slogan Effect: The Power Of Brand Discourse In Liking And Purchasing Behaviour
Autorzy:
Aslan, Emre Ş
Demire, Çağatay
Powiązania:
https://bibliotekanauki.pl/articles/2150852.pdf
Data publikacji:
2021
Wydawca:
Univerzita sv. Cyrila a Metoda. Fakulta masmediálnej komunikácie
Tematy:
Slogan Effects
Brand Discourse
Brand Liking
Brand Purchasing Behaviour
Slogan Liking
Slogan Purchasing Behaviour
Opis:
Discourses have been a determiner effect through human history. However, only with the development of communication technologies and globalization of trade the strategic importance of discourse has increased. Especially establishments comprehending the importance of branding have been searching for a strong discourse. The most effective and catchy of those discourses are called slogans. Slogans present the power of brand discourse while determining the superiority of the brand in commercial wars. Especially global brands are aware of the powerful effect of slogans. Based on this awareness, while they conduct their communication efforts, they endeavour to have strong slogans. When the literature is inspected it is seen that there are not enough studies regarding slogans which have a strong effect on both commercial and social life. This study is conducted both with the aim of satisfying this need and revealing the power of brand discourse in liking and purchasing behavior. Within this aim, an experimental study is applied, and it is tried to measure the effect of slogan liking to slogan purchasing behaviour, brand liking, brand purchasing behaviour, brand and slogan relationship liking and purchasing behaviour. In this study, a quantitative research method is applied, and the data is collected through questionnaires; the gathered data were analyzed in terms of frequency, regression and correlation. According to the results slogan liking greatly affects all the variables presented in the research model. Thus, it is concluded that brand discourse has a very powerful effect.
Źródło:
Media Literacy and Academic Research; 2021, 4, 1; 70-88
2585-8726
Pojawia się w:
Media Literacy and Academic Research
Dostawca treści:
Biblioteka Nauki
Artykuł
    Wyświetlanie 1-1 z 1

    Ta witryna wykorzystuje pliki cookies do przechowywania informacji na Twoim komputerze. Pliki cookies stosujemy w celu świadczenia usług na najwyższym poziomie, w tym w sposób dostosowany do indywidualnych potrzeb. Korzystanie z witryny bez zmiany ustawień dotyczących cookies oznacza, że będą one zamieszczane w Twoim komputerze. W każdym momencie możesz dokonać zmiany ustawień dotyczących cookies