publication . Article . 2017

Impacts of Integrated Marketing Communication Strategies Applied for Geographical Indications on Purchasing Behavior

Kırgız, Ayça;
Open Access
  • Published: 30 Apr 2017 Journal: İşletme Bilimi Dergisi (issn: 2147-6276, Copyright policy)
  • Publisher: The Journal of Business Science
Abstract
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 h...
Subjects
free text keywords: Incentive, Business, Purchasing, Simple linear regression analysis, Integrated marketing communications, Food products, Tourism, Marketing, Geographical indication, Geographical indication,integrated marketing communication,local products,perceived quality of GI,high-value food products
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publication . Article . 2017

Impacts of Integrated Marketing Communication Strategies Applied for Geographical Indications on Purchasing Behavior

Kırgız, Ayça;