CONSUMER BRAND KNOWLEDGE: A RESEARCH ON STORYTELLING AND COLLAGE TECHNIQUE

Tuketiciler marka ile ilgili bilgileri, zihinlerinde episodik hafiza ve semantik hafiza olmak uzere iki sekilde saklamaktadirlar. Episodik hafizada; marka ile iliskili kisisel deneyimler, onemli bir olay ve baglantilarla iliskili daha fazla detay yer almakta iken semantik animsamalar, kelimelerin ve sembollerin anlamlari hatirlandiginda ortaya cikmaktadir.  Bu calismada, Gumushane Universitesi akademisyenlerinin ve ogrencilerinin kullandiklari GSM operatorlerine (Turkcell, Avea, Vodafone) yonelik tuketici marka bilgisi, markanin cagrisim yaptigi duygularin ve hikayelerin kolaj teknigi ile gosterimine dayanarak olculmustur. Arastirma, gonullu katilim esasina dayali toplamda 50 kisi ile yurutulmustur.  Katilimcilar kullandiklari markanin cagrisim yaptigi duygulari; fiyat, islevsel fayda ve sembolik kodlar araciligi ile ifade etmislerdir. Ayrica,  GSM operatorlerine yonelik deneyimlerini anlattiklari hikayelerde; arkadaslariyla, musteri hizmetleriyle, esleriyle ve rakip markalarla karsilastirmada bulunduklari olumlu ve olumsuz deneyimleri paylasmislardir. Katilimcilar son olarak kullandiklari GSM markasina yonelik duygulari ve hikayeyi, farkli gazetelere ait gorsellerden olusturduklari kolajlarla anlatmislardir. Bu calismadan elde edilen veriler, sozlu calismalarla da desteklenerek ileriki zamanlarda yapilacak olan arastirmalar icin kaynak niteligi gorebilir. Abstract The consumers store brand-related information in their minds through two ways, episodic and semantic memory. In the episodic memory, there are more details about personal experiences, significant events and links regarding the brand. Semantic recall appears when the meanings of words and symbols are remembered. In this study, Gumushane University’s academicians and students using GSM operators (Turkcell, Avea, Vodafone) concerning the consumer brand knowledge is measured with collage technique which demonstrates brand associations and storytelling. This research is based on the principle of voluntary participation is conducted with totally 50. The participants, brand owner, stated brand associations which evoked emotions: Price information, functional benefit and symbolic codes. Also, they share positive and negative experiences about their brands and compare it with their friends, customer services, spouses and the competing brands in their story which have experienced to GSM operators. Finally the participants explained emotions and story to their brands with collage technique which constitutes of different newspapers’ images. The data obtained from this study can be seen a starting-point for further researches by supporting it with verbal-based methods.