ROLE OF CREATIVE ADVERTISING ON BRAND IMAGE AND ITS EFFECT ON PERCEIVED QUALITY, BRAND LOYALTY AND PURCHASE INTENTION

Authors : Şevin Abbasoğlu Bostancı, Yunus Dursun

Pages : 75-80

Doi:10.18070/erciyesiibd.1364712

View : 37 | Download : 48

Publication Date : 2024-08-31

Article Type : Research Paper

Abstract :The aim of this study is to investigate the role of creative advertising on brand image and its effect on perceived quality, brand loyalty and purchase intention. Thus, the effect of creative advertising on brand components was determined and the results obtained were compared with other results in the literature, and suggestions were presented to guide businesses. In the field of advertising, three of the ads that received the creativity award were selected and questions were asked to the consumers through the survey method. Through these questions, content analysis was conducted to measure the extent to which the concepts of brand image, brand loyalty, perceived quality and purchase intention, which are brand components, are affected by creative advertisements. This questionnaire was applied to 485 people and some results were obtained. According to the results of the study; It has been concluded that the role of creative advertising on brand image has a positive and significant effect on brand loyalty and perceived quality, and brand loyalty has a positive and significant effect on purchase intention.
Keywords : Reklamda Yaratıcılık, Marka İmajı, Marka Sadakati, Algılanan Kalite ve Satın Alma Niyeti