2015
DOI: 10.5901/mjss.2015.v6n1p443
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Talk's about the Saving Discourse of 'Türkiye Is Bankasi' at Consumer Society: A Rebellion Against Mainstream or a Nostalgic Branding?

Abstract: TürkiyeBankas was founded in 1924, after the military victory that is the Turkish War of Independence, with the contributions of Mustafa Kemal Ataturk in order to boost the economic growth of the young Republic of Turkey. Türkiye Bankas became a precursor of the country's economic growth by presenting the concept of 'saving' which means a lot to the individual of the modern period. As one of the economic agents of the young Turkey, Türkiye Bankas took it as its mission to raise awareness for the importance of … Show more

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“…Although this type of brand presents its message in a nostalgic setting to its customers, as was concluded in the analysis of Turkey's first national bank's advertisements (Demir & Çiçek, 2015: 451), they do not consider corporate history only as a message to be transferred to customers. Heritage brands are long-standing brands that have long-held core values in their corporate identities and legacies that offer timeless relationships with all stakeholders and society (Balmer et al, 2004: 17;Urde et al, 2007).…”
Section: Introductionmentioning
confidence: 99%
“…Although this type of brand presents its message in a nostalgic setting to its customers, as was concluded in the analysis of Turkey's first national bank's advertisements (Demir & Çiçek, 2015: 451), they do not consider corporate history only as a message to be transferred to customers. Heritage brands are long-standing brands that have long-held core values in their corporate identities and legacies that offer timeless relationships with all stakeholders and society (Balmer et al, 2004: 17;Urde et al, 2007).…”
Section: Introductionmentioning
confidence: 99%