Examining the Effect of Digital Advertisements on Brand Awareness with the CBBE Model

Abstract

Technological developments have expanded the field of trade, and almost no brand has carried its commercial activities to digital media and has continued online. In an intensely competitive environment, brands continue their activities with digital marketing strategies and advertisements. Companies create strategies suitable for the brand by placing the consumer at the center of their digital advertising activities and managing their campaigns with advertising models accordingly. The consumer is in a significant position in this entire process. The main purpose of the research is to analyze how digital advertising models used in the e-commerce sector are perceived by consumers, how they are remembered by consumers and their effects on brand awareness through in-depth interview techniques. The data obtained from these interviews were used to examine the salience (level of importance) and brand image concepts in Keller's CBBE (Customer Based Brand Equity) model is used to examine the impact of digital advertising on brand awareness. The research was conducted face-to-face with 15 consumers living in Istanbul. As a result, data has been obtained that are consistent with the fact that digital advertising models not only create short-term brand awareness but also guide consumer behavior, increase brand loyalty, and become a fundamental part of brands' long-term strategies.