文章基本信息

标题：An Experimental Study on Attitudes of University Students towards Guerilla Advertisements
其他标题：Üniversite Öğrencilerinin Gerilla Reklamlara Yönelik Tutumları Üzerine Deneysel Bir Çalışma
本地全文：下载
作者：Buket BORA SEMİZ ; Esra AKSOY
期刊名称：İşletme Araştırmaları Dergisi
印刷版ISSN：1309-0712
出版年度：2019
卷号：11
期号：4
DOI：10.20491/isarder.2019.795
语种：English
出版社：Isarder
摘要：Purpose – The aim of this study is to reveal the university students’ attitudes of towards guerilla ads,their level of involvements and whether guerilla ads increase the brand’s recall. Design/methodology/approach – An experimental method was used in the study. A number of ads were watched experimental groups (guerilla ads) and control groups (tradinational ads),then the data was collected by attitudes and involvement scales towards ads and recall forms. Data were collected from 100 students,half of which were the experimental groups and half of which were the control group,between 16 September and 31 October 2019. Findings – According to the findings,attitudes towards guerrilla ads are more positive than attitudes towards traditional ads. The level of involvement in guerrilla ads is higher than in traditional ads. In addition,both unaided and aided recall is more in guerrilla ads. Discussion – As an unusual marketing technique,guerilla advertising was a technique that smallbudget enterprises initially used to compete with large enterprises,but with the understanding of its power,it became a method frequently used by many businesses. It attracts the attention of consumers because they are unusual and often confronts consumers in unexpected times,thus causing the consumer to develop positive attitudes towards advertising and brand and at the same time they have high persistence.
其他摘要：Amaç – Bu çalışmanın amacı,üniversite öğrencilerinin geleneksel reklamlara kıyasla gerilla reklamlara yönelik tutumlarını,ilgilenim düzeylerini ve markanın hatırlanırlığını artırıp artırmadığını ortaya çıkarmaktır. Yöntem – Araştırmada deneysel bir yöntem
关键词：Guearilla ads;Recall;Attitude towards ads;İnvolvement;Experimental study
其他关键词：Gerilla reklamlar;Hatırlanırlık;Reklama yönelik tutum;İlgilenim;Deneysel çalışma