Tüketicilerin Bütünleşik Pazarlama İletişimi Faaliyetlerine Yönelik Tutumlarının İncelenmesi: Mobilya Sektörü Örneği
Examining the Attitudes of Consumers towards Integrated Marketing Communication Activities: The Furniture Industry Example

Summary/Abstract: Purpose – In this study, it is aimed to determine the attitude levels towards integrated marketing communication activities carried out by the leading furniture brand of the sector (SÖMM) and to examine the attitudes towards this furniture brand. Design/methodology/approach – The population of this study, which is a quantitative research method, is composed of participants living in the central district of Kars in 2019. The sample of the study consisted of 395 individuals who were determined by simple random sampling method. As a data collection tool, “personal information form” and “attitude scale for Integrated Marketing Communication activities” developed by Göktaş (2017) were used. The validity and reliability of the um Attitude Scale for Integrated Marketing Communication Activities developed by Göktaş was re-tested and it was concluded that the data collection tool was valid and reliable.

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