2023/11/30 by Kubra Uygur, Cagri Yalkin, Çağrı Yalkın +2 · 1 citation
Business, Management and Accounting · Arts and Humanities · Agricultural and Biological Sciences · #Consumer Behavior in Brand Consumption and Identification #Fashion and Cultural Textiles #Culinary Culture and Tourism
paper · pdf · doi:10.1080/00076791.2023.2279128
Focusing on a pivotal period of the Ottoman Empire, we illustrate how advertising tactics act as market-making tools for local and non-local businesses during the Tanzimat (1839-1876) (Re-organization) era through a study of advertisements in the popular Armeno-Turkish daily newspaper Manzume-i Efkr. We show that using standardised marketing communications in both form and content to invoke Westernness, forging dealership networks to induce demand, and legitimising the products and brands acted as market-making mechanisms and helped to introduce new products into the local market. Our findings further illuminate that although the market making efforts of the era might suggest the existence of a multilingual, ethnically, and culturally diverse consumer group, the adverts only speak to a limited and inorganically bound set of consumers.