THE INTERACTION BETWEEN PERCEPTION OF THE BRAND VALUE OF THE WOMAN CONSUMER AND THE MARKETING PUBLIC RELATIONS TOOLS AND AN APPLICATION IN THE GSM SECTOR
Journal Title: The Journal of International Social Research - Year 2015, Vol 8, Issue 37
Abstract
The purpose of this study is to determining the interaction between perception of the brand value of the woman consumer and the marketing public relations tools and present the extent of each tool’s influence on female consumer’s perception of brand value. The sample of the study comprise of female consumers in the province of Trabzon. Survey questionnaires was distributed to 375 consumers by meeting face to face. SPSS 20 data analysis program was used in the data analysis. Averages, Standard deviation, frequence distributions, correlation and regression analysis has been used in the data analysis. According to the findings of the study, the majority of the famale consumers present their preferences. Television and radio advertisements, sponsorships, promotions, publicity campaigns and electronic mails are influential on the famale people’s perception of brand value. On the other hand fairs, festivals, and newspaper and magazine advertisements are not found to be influential.
Authors and Affiliations
M. Serdar ERCİŞ
Keywords
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