KATILIM BANKACILIĞI SEKTÖRÜNÜN FİNANSAL PERFORMANSI İLE REKLAM GİDERİ İLİŞKİSİNİN ARAŞTIRILMASI
RESEARCH ON RELATIONSHIP BETWEEN FINANCIAL PERFORMANCE OF PARTICIPATION BANKING AND ADVERTISING EXPENSE

Summary/Abstract: The significance of advertising and promotion, which is thought to have an impact on the profitability of different types of banks operating in the banking sector, where competition is gradually accelerated, is increasing day by day. The aim of the study is to investigate the relationship between advertising expenses and the financial performance of participation banking sector in Turkey. In this study, data for total 41 quarters between the of 2010/Q1-2020/Q1 have been analysed. The seasonally adjusted of series belonging to advertising expenses and financial performance indicators net operating profit, net income variables has been tested primarily and logarithmic transformation. Then, the stability of series has been tested and the long-term relationship of the series is analyzed with Engle-Granger cointegration. Finally, the direction of short term relationship between the series has been tried to be determined with VECM Granger causality test. According to findings from the analysis, advertising expenses and financial performance of participation banks are cointegrated. In other words, the variables move to in the same direction by coming to balance together in the long run. In addition, according to the results of VECM Granger one-way causality was determined from avdertising to financial performance in short term.

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