The effects of mobi̇le marketi̇ng on consumers brand percepti̇ons:a case study

Increasing of rivalry, composing possible brand perception on consumers become more important by marketers at the present day. It has accrued how consumers perceive brand. Researching brand and its products play an important role on market area about setting strategies. On the other hand, mobile marketing is another factor that has effect on consumers' brand perceptions. The puspose of this study is to explore the effect of mobile marketing on consumers' brand perceptions. This study contains five main chapters. At first chapter the definitions, types and historical background of marketing is presented. At second chapter mobile marketing is studied in depth within the light of technological developments. In second chapter mobile technology is explained. At third cahpter the perception of consumers' on brands and the factors which have effect on these perceptions are examined. At fourth cahapter the datas that come from mobile marketing and consumers' brand perceptions scales are analyzed and the interpretentations are given at final chapter named as results with suggestions for literature.