Aslan, Emre S.; Demirel, Cagatay

Discourses have been a determiner effect through human history. However, only with the development of communication technologies and globalization of trade the strategic importance of discourse has increased. Especially establishments comprehending the importance of branding have been searching for a strong discourse. The most effective and catchy of those discourses are called slogans. Slogans present the power of brand discourse while determining the superiority of the brand in commercial wars. Especially global brands are aware of the powerful effect of slogans. Based on this awareness, while they conduct their communication efforts, they endeavour to have strong slogans. When the literature is inspected it is seen that there are not enough studies regarding slogans which have a strong effect on both commercial and social life. This study is conducted both with the aim of satisfying this need and revealing the power of brand discourse in liking and purchasing behavior. Within this aim, an experimental study is applied, and it is tried to measure the effect of slogan liking to slogan purchasing behaviour, brand liking, brand purchasing behaviour, brand and slogan relationship liking and purchasing behaviour. In this study, a quantitative research method is applied, and the data is collected through questionnaires; the gathered data were analyzed in terms of frequency, regression and correlation. According to the results slogan liking greatly affects all the variables presented in the research model. Thus, it is concluded that brand discourse has a very powerful effect.

Aslan, Emre S.; Türten, Elif; Solik, M; Rybansky, R

Brands are a part of society because they are human made products so they are affected by social, political, cultural and military events. As a result they determine strategies to protect themselves, to continue to exist or to carry on developing. Social media management of brands have always been an issue of concern specially with the rise of social media, when their interaction with the society increased and they became more open to individual reactions. This study focuses on what kind of a position the brands took on social media during the coup attempt that happened in Turkey on 15th July, 2016. In this study, brands' Twitter use during 15th July, 2016 were examined and their attitude during crisis situations were tried to be determined and their strategies were tried to viewed. According to the results reached with the study it is observed that brands prefer to stay inactive during crisis.

Aslan, Emre S.