文章基本信息

标题：Duygusal Pazarlamada Değer Yıldız Modeli: Beyaz Eşya TV Reklam MesajlarıÜzerine Bir İnceleme
其他标题：Value Star Model in Emotional Marketing: A Research on Television Commercial Messages of White Goods
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作者：Mine YENİÇERİ ALEMDAR
期刊名称：Global Media Journal : Turkish Edition
电子版ISSN：1309-7601
出版年度：2012
卷号：3
期号：5
页码：208-245
出版社：Yeditepe University
摘要：It is observed that companies are trying to differentiate their brands by creating value through aiming to satisfy their customers' emotional needs. Value creation is realized by a set of propositions which contain functional and emotional benefits. Companies sometimes use functional value that focus on product and price, and sometimes use emotional values to create value. Assessing value creation with an integrated point of view, is a way to reach current customers, by both presenting functional benefits and emotional satisfaction. With this purpose, this study first deals with; what emotional marketing is and its' importance. This study also deals with the components that create functional and emotional value according to value star model for emotional marketing. In the research section, white goods firms which took place in the research named "Turkey's 500 Biggest Industrial Institution" made by Istanbul Industrial Chamber in the year of 2010 have been undertaken. These firms are chosen and they are examined to see if they contain the content of rational and emotional mesagges according to value star model
关键词：: Emotions; emotional marketing; value star model