GELENEKSEL REKLAMCILIK VE GERİLLA REKLAMCILIĞIN TÜKETİCİLERİN KALİTE ALGILARI İLE SATIN ALMA DAVRANIŞLARINA ETKİSİ
IMPACT OF TRADITIONAL ADVERTISING AND GUERRILLA ADVERTISING ON QUALITY PERCEPTIONS AND PURCHASING BEHAVIORS OF CONSUMERS

Summary/Abstract: Along with the changes in marketing, the importance of the consumer is increasing in all areas. With the aim of catching the consumer, guerrilla marketing and advertising studies aim to aim at both the brand and the change in purchasing behavior. Guerrilla marketing is often defined as the work carried out by non-traditional marketing methods to obtain market share from competitors of small-scale enterprises. Guerrilla advertising, one of the areas of application of guerilla marketing, is the transmission of messages to the consumers without being noticed. From this point on, the aim of the research; The aim of the course is to examine the effects of traditional advertising and guerilla advertising on consumers' perceptions of quality and consumer behavior.

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