From a theoretical perspective, there is an emergent trend toward the planning of financial public relations strategies in order to add financial value to businesses. However, the benefits of strategising and planning cannot be fully realised unless they are supported by the entire range of corporate communications activities. In this paper, we explore the idea that to create financial value in business there should be a synergistic interaction among all public relations activities, here exemplified through an embryonic process model.
Brand communication studies objective is formed sometimes the target audience by affecting existing beliefs and values on occasion by creating the new beliefs and values is to create a brand image. To contribute to both their image and brands competing brands negatively influence their image in order to spoof ad messages. In order to criticize a work of parody existing structure by changing the satire, hyperbole and emulated by using a common type that was used to create a new work. Uses of a brand's image and the spoof ad message to rival brands image their positive or negative direction. In this study, the use of brand image in the ad parody in order to determine the impact of the two brands in the telecommunications industry uses advertising of parody and spoof commercials that do not use. All this work is performed by the method of experimental research group pre-test and post-test analysis. Contains the current brand image and parody advertisingf post on whether differences between the image that occurs after watching the ad, the main objective of our study to examine in the context of the policy. Research of preliminary test of attitudes toward the brand and the brand awareness, brand image is taken from the scale. The research is the latest test of brand image scales. Research as a tool for survey data collection method was carried out on 131 participants, using. Criticism, satire and parody of the ads containing the imitation brand image dimensions, social awareness, brand identity, brand elements, size of the brand's commercial elements of brand value, consumer-oriented brand effect in brand and consumer attitudes.
The Role of Social Responsibility Activities on Brand Attitude in the Context of Demographic Characteristics of ConsumersAs a result of the rise in public awareness and technological developments, consumers have become more sensitive to the events in their surroundings. This sensitivity is reflected both on the consumer culture, and everyday life practices. In this context, consumers want their brands to be sensitive to the issues that are relevant to the society and they show a positive attitude towards the brands that show this sensitivity. In other words, brands are oriented towards social responsibility projects in order to gain awareness, to increase brand loyalty, to improve its image, and to strengthen brand values. In this study, it was aimed to determine the relationship between consumers' demographic characteristics and their attitudes towards brands that carried out social responsibility projects. To this end, a survey has been conducted with 435 consumers who shop at A101 markets on both sides of Istanbul. Questionnaires used in the study are based on attitude scales of Putrevu and Lord (1994),
The consumer having high brand loyalty has been replaced with the consumer with low brand loyalty who change ideas rapidly together with postmodernism. Thereby brands started to seek communication methods which may attract care and interest of consumers and which will be able to maintain long-term relationships with them. Postmodern advertising which is focused on brand has gained importance in this point. Postmodern advertising approach utilizes hyperreality for taking interest of consumer and for performing functions for creating plausibility and awareness. At this point, recently transmedia storytelling takes attraction within framework of postmodern advertising. Transmedia storytelling participates to consumers actively and presents them a fictional hyperreality brand story universe where they can direct process by participating actively. Consumers can direct process by participating to communication process and may create their own reality. Thereby they maintain long-term interaction and communication media between consumers and brand.
Hazcı ve Faydacı Yaklaşımın Marka Bağı Oluşumundaki Rolü mesajların birlikte kullanımının yaptığı görülürken, ikinci sırada hazcı mesajlar yer almakta ve bağın oluşumunda üç mesaj tipi arasında en düşük etkiye sahip mesaj tipinin faydacı reklam mesajlarının olduğu görülmüştür.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.