THE ROLE OF PUBLİC RELATİONS APPLİCATİONS İN PRİVATE BUSİNESS ENTERPRİSES İN THE BRAND MANAGEMENT PROCESS: TEPE HOME CASE

Abstract

In the research, the role of public relations practices in private business enterprises in the brand management process has been examined on the grounds of “Tepe Home” case. The aim of this study is to examine the concept of public relations and the role and importance of public relations practices.

While staff of public relations department in Tepe Home company and customers of Tepe Home constitute population of the research, 400 customers constitute the sample. Consumer sample has been calculated as 384 at 95 percent confidence interval. Survey sheets have been applied to total 420 consumers; however 400 of them have been evaluated.
In the research, interview questions have been used for manager and staff of public relations department; on the other hand, survey sheets have been used for consumers. (Cronbach's Alpha: 0,895) It has been used descriptive statistical formulas in the analysises.
In the research, it has been come to the conclusion that there is significant relationship between public relations applications in Tepe Home and brand management process.