GERÇEK ZAMANLI PAZARLAMANIN MARKA DENKLİĞİNE ETKİSİ
THE EFFECT OF REAL-TIME MARKETING ON BRAND EQUITY
Author(s): Aydan BABAYEVASubject(s): Media studies, Marxist economics, Marketing / Advertising, Socio-Economic Research
Published by: Sage Yayınları
Keywords: real-time marketing; brand equity; brand loyalty; brand awareness; brand image;
Summary/Abstract: The purpose of this research is to reveal the effect of real-time marketing on the elements of brand equity. Browsing was used as a data collection method. The data were analyzed by factor analysis and structural equation model. The research has revealed that real-time marketing has a positive impact on brand equity elements. The scarcity of literature on the subject explains the originality and contribution of the current research.
Journal: TURAN-SAM
- Issue Year: 16/2024
- Issue No: 62
- Page Range: 292-296
- Page Count: 5
- Language: Turkish
