FROM ADVERSTISING IRRITATION TO BRAND IRRITATION
REKLAM İRRİTASYONUNDAN MARKA İRRİTASYONUNA

Author : Arif YILDIZ - - Hatice Seçil FETTAHLIOĞLU - Cansu BİRİN
Number of pages : 240-253

Summary

Advertising and brand strategies that are effective in consumers' purchasing processes are important factors. This strategy also is considered as a tool that add value to the business' products or services. These two tools can give direction to the buying behavior of consumers, as may also be influential in the decision to purchase. The presence of disturbing content of the message in advertisements to consumers can cause to occur negative perception and not purchase intent on consumers against that product. This situation is called in the literature as advertising irritation. Furthermore, brand irritation is expressed as all brand in the portfolio of products related to the formation of negative perceptions as a result of increase in dissatisfaction degree of consumer for an item. Although there are branding and advertising irritation studies in the international arena, brand irritation studies in the Turkish area had been found. Therefore, this study examined in more detail the con

Keywords

Irritation, Brand Irritation, Irritation in Advertising

Read:335

Download: 120