Impacts of Integrated Marketing Communication Strategies Applied for Geographical Indications on Purchasing Behavior
The purpose of this study is to raise the awareness for products with geographical indication (GI) which directly influence the development of local and nation-wide economies, marketing of tourism activities and branding of destination and to investigate the integrated marketing communication (IMC)...
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| Format: | Article |
| Language: | English |
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Sakarya University
2017-04-01
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| Series: | İşletme Bilimi Dergisi |
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| Online Access: | https://dergipark.org.tr/tr/download/article-file/290099 |
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| _version_ | 1849691833302515712 |
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| author | Ayça Kırgız |
| author_facet | Ayça Kırgız |
| author_sort | Ayça Kırgız |
| collection | DOAJ |
| description | The purpose of this study is to raise the awareness
for products with geographical indication (GI) which directly influence the
development of local and nation-wide economies, marketing of tourism activities
and branding of destination and to investigate the integrated marketing communication
(IMC) tools applied for realization of selling and the impact of such tools on
shopping behavior. In this study, simple linear regression analysis have been
used. The data analysis showed that the perceived quality of food products and
IMC tools appear to affect purchase behavior in a positive way. But there are
only 200 products in Turkey with GI registration despite the high GI potential
thereof. This result reveals the fact that despite the rapidly increasing state
incentive the GI concept of Turkey is not yet understood fully and its
significance is not understood sufficiently. This has revealed the existence of
other fundamental problems which are discussed in part of conclusion and
recommendation. |
| format | Article |
| id | doaj-art-b5f6abd08f894e0bb9c96c21d3826900 |
| institution | DOAJ |
| issn | 2148-0737 |
| language | English |
| publishDate | 2017-04-01 |
| publisher | Sakarya University |
| record_format | Article |
| series | İşletme Bilimi Dergisi |
| spelling | doaj-art-b5f6abd08f894e0bb9c96c21d38269002025-08-20T03:20:54ZengSakarya Universityİşletme Bilimi Dergisi2148-07372017-04-01518710010.22139/jobs.30327728Impacts of Integrated Marketing Communication Strategies Applied for Geographical Indications on Purchasing BehaviorAyça KırgızThe purpose of this study is to raise the awareness for products with geographical indication (GI) which directly influence the development of local and nation-wide economies, marketing of tourism activities and branding of destination and to investigate the integrated marketing communication (IMC) tools applied for realization of selling and the impact of such tools on shopping behavior. In this study, simple linear regression analysis have been used. The data analysis showed that the perceived quality of food products and IMC tools appear to affect purchase behavior in a positive way. But there are only 200 products in Turkey with GI registration despite the high GI potential thereof. This result reveals the fact that despite the rapidly increasing state incentive the GI concept of Turkey is not yet understood fully and its significance is not understood sufficiently. This has revealed the existence of other fundamental problems which are discussed in part of conclusion and recommendation.https://dergipark.org.tr/tr/download/article-file/290099geographical indicationintegrated marketing communicationlocal productsperceived quality of gihigh-value food productsgeographical indicationintegrated marketing communicationlocal productsperceived quality of gihigh-value food products |
| spellingShingle | Ayça Kırgız Impacts of Integrated Marketing Communication Strategies Applied for Geographical Indications on Purchasing Behavior İşletme Bilimi Dergisi geographical indication integrated marketing communication local products perceived quality of gi high-value food products geographical indication integrated marketing communication local products perceived quality of gi high-value food products |
| title | Impacts of Integrated Marketing Communication Strategies Applied for Geographical Indications on Purchasing Behavior |
| title_full | Impacts of Integrated Marketing Communication Strategies Applied for Geographical Indications on Purchasing Behavior |
| title_fullStr | Impacts of Integrated Marketing Communication Strategies Applied for Geographical Indications on Purchasing Behavior |
| title_full_unstemmed | Impacts of Integrated Marketing Communication Strategies Applied for Geographical Indications on Purchasing Behavior |
| title_short | Impacts of Integrated Marketing Communication Strategies Applied for Geographical Indications on Purchasing Behavior |
| title_sort | impacts of integrated marketing communication strategies applied for geographical indications on purchasing behavior |
| topic | geographical indication integrated marketing communication local products perceived quality of gi high-value food products geographical indication integrated marketing communication local products perceived quality of gi high-value food products |
| url | https://dergipark.org.tr/tr/download/article-file/290099 |
| work_keys_str_mv | AT aycakırgız impactsofintegratedmarketingcommunicationstrategiesappliedforgeographicalindicationsonpurchasingbehavior |