Abstract:

Today we live in an era of brands invasion. Competitors that emerge almost every day about the same product or service, with new and more creative marketing tactics, try to influence consumers’ preferences. Without doubt, in this process the ultimate goal for enterprises is to become a brand. Brand that used to be a logo and/or name of a product, symbolize today almost a mystical creation including unique identity and quality of a product. In other words, brand is a series of promises that consumers purchase and by which satisfaction is provided. Qualities can be concretes or invisible; rational or emotional. Eventually brand is a promise or guarantee of quality in the mutual relationship between the entreprises and the customers. Today in the branding process, one of the most commonly used strategies is the “product-star” match. In this study, the role and the effect of “star-brand” strategy in television advertisements in creating brand awareness and brand loyalty is investigated. In this context on a sample of ten different televison advertisements using celebrities, 500 subjects have been questionned in Elazığ and the results have been evaluated with the SPSS program.

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