AN INVESTIGATION ON THE EFFECT OF AD EXPENSES ON BRAND VALUE IN THE BANKING SECTOR THROUGH PANEL DATA ANALYSIS

Authors : Tamer BARAN

Pages : 403-420

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Publication Date : 2023-05-31

Article Type : Research Paper

Abstract :This paper aims to investigate the effect of ad expenses on brand value in the banking sector. The study was conducted based on the marketing investment approach, one of Keller and Lehmann\`s insert ignore into journalissuearticles values(2003); brand value chain model stages. In the study, banks that published their financial reports on the Public Disclosure Platform insert ignore into journalissuearticles values(PDP); between 2012-2021 and were in the top 100 in the Brand Finance Turkey-100 brand value ranking report in the same period were included. In this direction, data on the firms’ ad expenses were obtained from the PDP, and brand values were collected from Brand Finance Turkey-100 reports. Panel Data Analysis was used to reveal the effect between ad expenses and brand value. Findings showed that ad expenses have a significant and strong positive effect on brand value.
Keywords : Bankacılık, Reklam Harcamaları, Marka Değeri, Panel Veri Analizi