Keywords : Content Analysis


Comparing the Effective Factors of Traditional Archers’ Bow Brand Preferences

Tanyeri Uslu; Merve Yanar Gürce

Marketing and Branding Research, Volume 5, Issue 4, Pages 244-250
DOI: 10.33844/mbr.2018.60301

The aim of this study is to compare and determine the effective factors of traditional archers’ bow brands preferences from the multicultural perspective. In depth-interviews and focus group studies were conducted with senior and experienced traditional archers from different countries in order to collect the data. Content analysis technique was used to analyze the data and the proposed model was created accordingly. Traditional archers from Turkey and some European countries were participated in this research. According to the results of the analysis; perceived price of brand, customer relationships, product characteristics, and product availability were found as determiners of traditional archers’ bow brand preferences.

Usage of health-themed public service announcements as a social marketing communication tool: A content analysis related to public service announcements in the republic of Turkey, ministry of health’s web site

Burcu Inci; Oya Sancar; Seda H. Bostanci

Marketing and Branding Research, Volume 4, Issue 2, Pages 148-168
DOI: 10.33844/mbr.2017.60370

Public service announcements are informative short films that are made with the purpose of increasing the awareness of the society and/or creating behavioral changes. Also, they are communication tools used within the context of social marketing. One of the main themes of public service announcements which may have a substantial impact on masses is “health theme”. Tobacco, blood donation, breast milk, obesity, and diabetes themed public service announcements which aimed to protect and improve health are examples of health communication as a part of social marketing. The purpose of the current study was to evaluate all the public service announcements in the Republic of Turkey, Ministry of Health’s web site with a content analysis. Within this scope, characteristics of 52 health-themed public service announcements are analyzed according to nine main categories which include primary health issue, primary goal, target audience, role of the message source/ spokesperson, sex of the message source/ spokesperson, estimated age of the message source/ spokesperson, message appeal, message frame, and type of the PSA. Because of the increased importance of social marketing, it is estimated that the findings of this study will be beneficial for both public and private sectors besides non-governmental organizations. 

Sport celebrities multiple use in marketing messages: Example of the Spanish tennis player Rafael Nadal

Arta Antonovica; Javier de Esteban Curiel

Marketing and Branding Research, Volume 3, Issue 2, Pages 179-193
DOI: 10.33844/mbr.2016.60243

The use of a sport celebrity as a message source is a popular way how to convince many consumers around the world to buy and use different services. In the last decades, we have seen that many sport celebrities in a serial way promote products and services of different companies at the same time or in a sequence. Therefore, there arises a question of message source credibility and trustfulness. The main objective of this research paper is to study the world famous Spanish tennis player’s appearance, Rafael Nadal, as a message source in different companies’ advertisements and the kind of image he creates. In this sense, a content analysis technique and a face-to-face survey technique (328 subjects) have been conducted to know what the consumers’ attitudes towards serial sport endorsers are.