T.C. ISTANBUL AYDIN UNIVERSITY INSTITUTE OF SOCIAL SCIENCES THE DIGITALIZATION IMPACT ON BRAND INTEGRATION AMONG THE CONSUMER TYPES OF X, Y AND Z GENERATIONS THESIS Alper ARSLAN Department of Business Business Management Program Thesis Advisor: Asst. Prof. Dr. Burçin KAPLAN June, 2019 T.C. ISTANBUL AYDIN UNIVERSITY INSTITUTE OF SOCIAL SCIENCES THE DIGITALIZATION IMPACT ON BRAND INTEGRATION AMONG THE CONSUMER TYPES OF X, Y AND Z GENERATIONS THESIS Alper ARSLAN (Y1612.130106) Department of Business Business Management Program Thesis Advisor: Asst. Prof. Dr. Burçin KAPLAN June, 2019 ii iv DECLARATION I hereby declare that all information in this thesis document has been obtained and presented in accordance with academic rules and ethical conduct. I also declare that, as required by these rules and conduct, I have fully cited and referenced all material and results, which are not original to this thesis. Alper ARSLAN v vi Hayatımın her noktasında yardımını ve desteğini hiçbir zaman esirgemeyen, tez konusu bulma sürecinde en az benim kadar yorulan; Canımın diğer yarısı Kardeşim Alpay’a, Her daim yaptığım işlerle gurur duyan, bütün varıyla yoğuyla eğitimim için kendini seferber eden ve bugünlere gelmemi sağlayan; Koca Çınar Babam Alp’e, Dünyanın her neresinde olursam olayım, sevdiğim yemekleri pişirdiğinde benim payımı her daim ayırabilen; Yoğun geçen iş günü sonrasında bütün gece tezimi yazmakla meşgul iken güzel sözleri ve kahve molaları ile beni sürekli motive eden ve en büyük destekçim olan; Sevgili Annem Zuhal’e ithafen… İyi ki varsınız. vii viii FOREWORD This thesis is about the Digitalization Impact on Brand Integration through Brand Funnel Model where it examines the impact of digitalization among the generations of X, Y and Z. A well-structured questionnaire used to collect the data and the most interactive digital sector with its consumers of smartphone sector was used in the questionnaire for the focus of the study in where the brand integration was put into question for generations. The thesis was managed to finish within eight months period under the guide of Assistant Professor Burçin KAPLAN. June, 2019 Alper ARSLAN ix x TABLE OF CONTENT Page FOREWORD ................................................................................................................................ ix TABLE OF CONTENT ............................................................................................................... xi ABBREVIATONS ...................................................................................................................... xiii LIST OF TABLES ....................................................................................................................... xv LIST OF FIGURES ................................................................................................................... xvii ABSTRACT ................................................................................................................................ xix ÖZET ................................................................................................................................ xxi 1. INTRODUCTION ...................................................................................................................... 1 1.1 Background of the Problem .............................................................................................. 1 1.2 Purpose and the Importance of the Study ......................................................................... 3 1.3 Method and Technique ..................................................................................................... 6 1.4 Construction of the Hypotheses Through Questionnaire .................................................. 7 1.5 Limitations and Delimitations......................................................................................... 11 2. GENERATIONAL MARKETING ......................................................................................... 13 2.1 Multi-Generational Marketing ........................................................................................ 13 2.1.1 How to apply Multi-Generational Marketing and its Benefits ................................ 14 2.2 Generations ..................................................................................................................... 15 2.2.1 The Greatest Generation (1901 – 1924) .................................................................. 18 2.2.2 The Silent Generation (1924 - 1945) ....................................................................... 18 2.2.3 The Boomers (1946 - 1964)..................................................................................... 19 2.2.4 X Generation (1964-1980)....................................................................................... 20 2.2.5 Y Generation-Millennials (1981-1995) ................................................................... 22 2.2.6 Z Generation- Post Millennials (1996-Today) ........................................................ 26 3. BRAND INTEGRATION AND DIGITALIZATION ........................................................... 29 3.1 Digitalization .................................................................................................................. 29 3.1.1 Digitalization Impact ............................................................................................... 29 3.2 Brand Integration through Brand Funnel Model ............................................................ 37 3.2.1 Awareness ................................................................................................................ 43 3.2.2 Consideration (Evaluation) ...................................................................................... 44 3.2.3 Purchase (Conversation) .......................................................................................... 45 3.2.4 Loyalty ..................................................................................................................... 45 3.2.5 Engagement (Advocation) ....................................................................................... 46 3.3 Brand Funnel Curve Analyses for Smartphone Brands .................................................. 47 3.3.1 Samsung’s Brand Curve .......................................................................................... 47 3.3.2 Apple’s Brand Curve ............................................................................................... 48 3.3.3 Huawei’s Brand Curve Analysis ............................................................................. 50 xi 3.3.4 Xiaomi’s Brand Curve Analysis .............................................................................. 51 3.3.5 LG’s Brand Curve Analysis .................................................................................... 52 3.3.6 Nokia’s Brand Curve Analysis ................................................................................ 53 3.3.7 General Mobile’s Brand Curve Analysis................................................................. 54 3.3.8 Sony’s Brand Curve Analysis.................................................................................. 55 4. ANALYSES OF THE STUDY ................................................................................................ 57 4.1 Sampling Frame .............................................................................................................. 58 4.2 Reliability Analysis of the Study .................................................................................... 67 4.3 Brand Integration in Different Media Drivers ................................................................ 69 4.3.1 Brand Integration for Media Driver’s Awareness Creation in Generations ............ 69 4.3.2 Brand Integration for Media Driver’s Importance in Generations .......................... 74 4.4 Decision Making Analyses ............................................................................................. 83 4.4.1 Being Impressed by Commercials in Purchasing Decision ..................................... 84 4.4.2 Social Media Effect in Purchasing Decision ........................................................... 85 4.4.3 Social Media Influencer’s Effect in Purchasing Decision ....................................... 87 4.4.4 Word of Mouth Effect in Purchasing Decision ....................................................... 89 4.5 Smartphone Sector Investigation .................................................................................... 91 4.5.1 Smartphone Purchasing Criteria .............................................................................. 91 4.5.2 Smartphone Payment Method Choice ..................................................................... 92 4.5.3 Smartphone Purchasing Location Choices .............................................................. 93 5. CONCLUSION ......................................................................................................................... 97 5.1 Conclusion ...................................................................................................................... 97 5.2 Conclusion of the Study .................................................................................................. 99 5.3 Recommendations ......................................................................................................... 105 REFERENCES ..........................................................................................................................