Publication: Yapı- davranış- performans paradigması çerçevesinde reklamın piyasa yapısı üzerindeki etkilerinin incelenmesi ve eleştiriler
Abstract
Tezin amacı, Yapı-Davranış-Performans (S-C-P) Paradigması çerçevesinde, reklamın piyasa yapısı üzerindeki etkilerinin incelenmesi ve hem sözkonusu paradigma hem de ampirik çalışmalarıyla ilgili eleştiriler ortaya koymaktır. Tez üç bölümden oluşuyor. Bölüm 1'de, Yapı-Davranış-Performans Paradigması ve bu paradigmanın temel unsurlarına ilişkin teorik açıklamalarda bulunuluyor. Bölüm 2'de, Yapı-Davranış-Performans Paradigmasının temel çerçevesinde reklamın piyasa yapısı üzerindeki etkileri inceleniyor. Bu inceleme, Yapı-Davranış-Performans Paradigması çerçevesinde ikna edici reklam görüşü açıklanarak sunuluyor. Bölüm 3'de, hem teorik açıklamalara hem de uygulamalara yönelik eleştiriler ortaya atılıyor. Bu eleştiriler ise, teorik açıklamalar, ampirik uygulamalar, uygulamalarda kullanılan yöntemler, Yapı-Davranış-Performans Paradigması çerçevesindeki reklam harcamalarıyla ilgili ampirik uygulamalar, ekonometrik uygulamaların kullanılması konusundaki ve yöntem olarak zaman serilerinin tercih edilmesini kapsıyor. Sonuçta, üç bölüm değerlendirilerek, önemli noktalar not ediliyor. Özellikle, endüstriyel organizasyon literatüründe en etkili model olduğu ileri sürülen paradigmanın ve onun ampirik uygulamalarının tartışılabilir yönleri gösteriliyor. Sonuç olarak, reklamın her koşulda genelleştirilebilecek belirli etkilerinin bulunmadığı ortaya çıkmaktadır
The purpose of this thesis is to examine the effects of advertising on market structure in the framework of Structure-Conduct-Performance Paradigm (S-C-P) and to suggest criticisms which are related to the Paradigm and also its empirical works. This thesis comprises three chapters.In Chapter 1, there are Structure-Conduct-Performance Paradigm and the theoretical explanations of this paradigm's main elements. In Chapter 2, the effects of advertising on market structure in the framework of Structure-Conduct-Performance Paradigm are examined. This examination, explaining persuasive advertising perspective in the framework of Structure-Conduct-Performance Paradigm, is presented. In chapter 3, criticisms towards the theoretical explanations and also the empirical application are suggested. These criticisms include the theoretical explanations, the empirical explanations, the method has been used in application, the application which has been related to advertising expenditure in the framework of Structure-Conduct-Performance Paradigm, the subject of using of econometric application and the reason of using of time series as a method. In conclusion, considering all the chapters, there are noted the important points. Especially, the disputatious aspects of the paradigm which is asserted as the most influential model in the industrial organization literature, and its empirical application are demonstrated. Finally, there are no specific effects of advertising as a general rule.
The purpose of this thesis is to examine the effects of advertising on market structure in the framework of Structure-Conduct-Performance Paradigm (S-C-P) and to suggest criticisms which are related to the Paradigm and also its empirical works. This thesis comprises three chapters.In Chapter 1, there are Structure-Conduct-Performance Paradigm and the theoretical explanations of this paradigm's main elements. In Chapter 2, the effects of advertising on market structure in the framework of Structure-Conduct-Performance Paradigm are examined. This examination, explaining persuasive advertising perspective in the framework of Structure-Conduct-Performance Paradigm, is presented. In chapter 3, criticisms towards the theoretical explanations and also the empirical application are suggested. These criticisms include the theoretical explanations, the empirical explanations, the method has been used in application, the application which has been related to advertising expenditure in the framework of Structure-Conduct-Performance Paradigm, the subject of using of econometric application and the reason of using of time series as a method. In conclusion, considering all the chapters, there are noted the important points. Especially, the disputatious aspects of the paradigm which is asserted as the most influential model in the industrial organization literature, and its empirical application are demonstrated. Finally, there are no specific effects of advertising as a general rule.