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The Brand Image Perception of Indirect Comparative Advertisements: Lipton Ice Tea “Don’t Choose the Easy Way” Ad Case

Year 2024, Issue: 66, 160 - 174, 26.03.2024
https://doi.org/10.47998/ikad.1348307

Abstract

Comparative advertising is to make comparisons between two brands by making indirect or direct explicit references to the product of a certain brand. Comparative advertising is used to reveal the advantages, differences and qualities of a certain product or brand in a way that will attract the attention of the consumer. The impact of comparative advertisements on brand image has been discussed by advertising agency managers and in academic researches for many years. For this purpose, a sample of 18 participants, 9 males and 9 females, aged 22-59, from different professional groups was selected for the study using purposive sampling. In the research where the content analysis method was used, the brand image perception of indirect comparative ads was examined through Lipton Ice Tea's 'Drink Lipton, Don't Choose the Easy Way' advertising case. According to the findings, the participants above middle age have a more positive attitude towards comparative ads and the purchasing intention of the female participants, especially mothers, increased after watching the ad.

Project Number

28921

References

  • Angela, K. (2022). Assessing the impact of brand trust and brand image on consumer behaviour during a time of crisis [Unpublished master’s thesis]. Malardalen University.
  • Barry, T. E. (1993). Comparative advertising: What have we learned in two decades?. Journal of Advertising Research, 33(2), 19-29.
  • Beard, F. (2010). Comparative advertising wars: A historical analysis of their causes and consequences. Journal of Macromarketing, 30(3), 270-286.
  • Belch, G. E., & Belch, M. A. (2003). Advertising and promotion. The McGraw−Hill Companies.
  • Cop, R., & Baş, Y. (2010), Marka farkındalığı ve marka imajı unsurlarına karşı tüketici algıları üzerine bir araştırma. Selçuk Üniversitesi İBFF Sosyal ve Ekonomik Araştırma Dergisi, (19), 321-340.
  • Dobni, D., & Zinkhan, G. M. (1990). In search of brand image: A foundation analysis. Advances in Consumer Research Volume, (17), 110-119.
  • Donthu, N. (1998). A cross-country investigation of recall of and attitude toward comparative advertising. Journal of Advertising, 27(2), 111-122.
  • Elden, M. (2009). Reklam ve reklamcılık. Say Yayınları.
  • Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4.
  • Fianto, A. Y., Hadiwidjojo, D., Aisjah, S., & Solimun. (2014). The influence of brand image on purchase behavior through brand trust. Business Management and Strategy, 58-76.
  • Galletta, A. (2013). Mastering the semi-structured interview and beyond: From research design to analysis and publication. NYU Press.
  • Gardner, B. B., & Levy, S. J. (1955), The product and the brand. Harvard Business Review, (33), 33-9.
  • Grewal, D., Kavanoor, S., Fern, E. F., Costley, C., & Barnes, J., (1997). Comparative versus noncomparative advertising: A meta-analysis. Journal of Marketing, 61(10), 1-15.
  • Gürdin, B. (2020). Doğrudan ve dolaylı karşılaştırmalı reklamların etkinliği. Süleyman Demirel Üniversitesi Dergisi, (36), 131-163.
  • Kallio, H., Pietilä, A. M., Johnson, M., & Kangasniemi, M. (2016). Systematic methodological review: developing a framework for a qualitative semi‐structured interview guide. Journal of Advanced Nursing, 72(12), 2954-2965.
  • Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
  • Khattri, V., & Tewary, T. (2018). Comparative vs non comparative advertising: Examining its impact and purchase intentions. Pacific Bussiness Review International, 10(12), 51-60.
  • Kobitek Kobilerin İş Portalı. (2023). Kafa kafaya vuruşarak rekabet: Fairy vakası. https://kobitek.com/kafa-kafaya-vurusarak-rekabet-fairy-vakasi
  • Lipton Çay. (2019). Lipton iç, kolaya kaçma. https://www.youtube.com/watch?v=BC3O-pheX8g
  • Lipton Çay. 2019). Lipton iç, kolaya kaçma. https://www.youtube.com/watch?v=RxaEaFe6D7M
  • Lipton Çay. (2019). Lipton iç, kolaya kaçma. https://www.youtube.com/watch?v=kBqk4QmY0Ro
  • Lipton Çay. (2019). Lipton iç, kolaya kaçma. https://www.youtube.com/watch?v=hzYp_rVWptk
  • Lipton Çay. (2019). Lipton iç, kolaya kaçma. https://www.youtube.com/watch?v=2ePuQfsnE2c
  • Lipton Çay. (2019). Lipton iç, kolaya kaçma. https://www.youtube.com/watch?v=JmBdY8ijJxU
  • Mehra, A., & Jain, V. (2021). A review study on the brand image on the customer’s perspective. Journal of Contemporary Issues in Business and Government, 27(3), 772-778.
  • Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., & Ahmad, B. (2013). Impact of brand image and advertisement on consumer buying behavior. World Applied Sciences Journal, 23(1), 117-122.
  • Marketing Türkiye. (2023). Reklamcılığın dahi ismi: Wiliam Bernbach. https://www.marketingturkiye.com.tr/haberler/reklamciligin-dahi-ismi-william-bernbach/.
  • Nodesis. (2019). Lipton iç, kolaya kaçma. https://www.youtube.com/watch?v=61l8a593DzQ
  • Padgett, D., & Allen, D. (1997). Communicating experiences: A narrative approach to creating service brand image. Journal of Advertising, 26(4), 49-62.
  • Park, W. C., Jaworski, B. C., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50(10), 135-45.
  • Pechmann, C., & Stewart, D. W. (1990). The effects of comparative advertising on attention, memory, and purchase intentions. Journal of Consumer Research, 17(2), 180-191.
  • Polat, A. (2022). Nitel araştırmalarda yarı-yapılandırılmış görüşme soruları: Soru form ve türleri, nitelikler ve sıralama. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 22(Özel Sayı 2), 161-182.
  • Priester, R. J., Godek, J., Nayakankuppum, D. J., & Park, K. (2004). Brand congruity and comparative advertising: When and why comparative advertisements lead to greater elaboration, Journal of Consumer Psychology, 14(1&2), 115-123.
  • Sarker, M., & AL-Muaalemi, M. A. (2022). Sampling techniques for quantitative research. In M. R. Islam, N. A. Khan & R. Baikady (Eds.), Principles of Social Research Methodology (pp. 221-234). Springer.
  • Schmidt, C. (2004). The analysis of semi-structured interviews. In U. Flick, E. V. Kardorff & I. Steinke (Eds.), A Companion to Qualitative Research (pp. 253-258). Sage Publication.
  • Sensodyne. (2023). Sensodyne. https://www.sensodyne.com/tr-tr/sensodyne-hakk%C4%B1nda.html
  • Singh, M. (2014). Comparative advertising effectiveness with legal and cross culture framework. International Journal for Research in Management and Pharmacy, 3(3), 54-61.
  • Smith, R. E., & Hunt, S. D. (1978). Attributional processes and effects in promotional situations. Journal of Consumer Research, 5(December), 149-58.
  • Swinyard, W. R. (1981). The interaction between comparative advertising and copy claim variation. Journal of Marketing Research, 18(2), 175–86.
  • Tosun, B. N. (2010). İletişim temelli marka yönetimi. Beta.
  • Tüketicinin Korunması Hakkındaki Kanun. (2013). https://www.mevzuat.gov.tr/MevzuatMetin/1.5.6502.pdf
  • Türk Ticaret Kanunu. (2011). https://www.mevzuat.gov.tr/MevzuatMetin/1.5.6102.doc
  • Türk Ticari Reklam ve Haksız Ticari Uygulamalar Yönetmeliği. (2015). https://www.mevzuat.gov.tr/mevzuat?MevzuatNo=20435&MevzuatTur=7&MevzuatTertip=5
  • Wijaya, S. B. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Management, 5(31), 55-65.
  • Yagci, M. I. (2000). The effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance [Unpublished doctoral thesis]. Lousiana State University.
  • Yagci, M. I., Biswas, A., & Dutta, S. (2009). Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance. Journal of Business Research, 62(8), 768-774.

Dolaylı Karşılaştırmalı Reklamların Marka İmajı Algısı: Lipton Ice Tea “Lipton İç, Kolaya Kaçma” Reklam Vakası

Year 2024, Issue: 66, 160 - 174, 26.03.2024
https://doi.org/10.47998/ikad.1348307

Abstract

Karşılaştırmalı reklam belirli bir markanın ürününün dolaylı ya da doğrudan açık göndermeler yaparak her iki marka arasında kıyaslamalar yapmak ve mevzubahis ürün ya da marka üstünlüklerini, farklarını, niteliklerini tüketicinin dikkatini çekecek biçimde ortaya koymaktır. Karşılaştırmalı reklamların marka imajı üzerindeki etkisi uzun yıllardır reklam ajansı yöneticileri ve akademik araştırmalarda tartışılmaktadır. Bu çerçevede; orta sınıf genç, orta yaş ve orta yaş üstü kadın ve erkek katılımcıların oluşturduğu araştırmaya, amaçsal örneklem yoluyla 22-59 yaş arası 9 erkek ve 9 kadının olduğu toplamda 18 katılımcıdan oluşan farklı meslek gruplarından bir örneklem seçilmiştir. İçerik analizi yönteminin kullanıldığı araştırmada; Lipton Ice Tea’nin ‘Lipton İç, Kolaya Kaçma’ reklam vakası üzerinden dolaylı karşılaştırmalı reklamların marka imajı algısı incelenmiştir. Elde edilen bulgulara göre orta yaş üzeri katılımcıların karşılaştırmalı reklamlara karşı daha olumlu tutuma sahip olduğu ve kadın katılımcıların özellikle annelerin reklamı izledikten sonra satın alma niyetinin arttığı görülmüştür.

Supporting Institution

İstanbul Esenyurt Üniversitesi

Project Number

28921

Thanks

İstanbul Esenyurt Üniversitesi'ne bu Bilimsel Araştırma Projesine verdikleri destek için teşekkür ederiz.

References

  • Angela, K. (2022). Assessing the impact of brand trust and brand image on consumer behaviour during a time of crisis [Unpublished master’s thesis]. Malardalen University.
  • Barry, T. E. (1993). Comparative advertising: What have we learned in two decades?. Journal of Advertising Research, 33(2), 19-29.
  • Beard, F. (2010). Comparative advertising wars: A historical analysis of their causes and consequences. Journal of Macromarketing, 30(3), 270-286.
  • Belch, G. E., & Belch, M. A. (2003). Advertising and promotion. The McGraw−Hill Companies.
  • Cop, R., & Baş, Y. (2010), Marka farkındalığı ve marka imajı unsurlarına karşı tüketici algıları üzerine bir araştırma. Selçuk Üniversitesi İBFF Sosyal ve Ekonomik Araştırma Dergisi, (19), 321-340.
  • Dobni, D., & Zinkhan, G. M. (1990). In search of brand image: A foundation analysis. Advances in Consumer Research Volume, (17), 110-119.
  • Donthu, N. (1998). A cross-country investigation of recall of and attitude toward comparative advertising. Journal of Advertising, 27(2), 111-122.
  • Elden, M. (2009). Reklam ve reklamcılık. Say Yayınları.
  • Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4.
  • Fianto, A. Y., Hadiwidjojo, D., Aisjah, S., & Solimun. (2014). The influence of brand image on purchase behavior through brand trust. Business Management and Strategy, 58-76.
  • Galletta, A. (2013). Mastering the semi-structured interview and beyond: From research design to analysis and publication. NYU Press.
  • Gardner, B. B., & Levy, S. J. (1955), The product and the brand. Harvard Business Review, (33), 33-9.
  • Grewal, D., Kavanoor, S., Fern, E. F., Costley, C., & Barnes, J., (1997). Comparative versus noncomparative advertising: A meta-analysis. Journal of Marketing, 61(10), 1-15.
  • Gürdin, B. (2020). Doğrudan ve dolaylı karşılaştırmalı reklamların etkinliği. Süleyman Demirel Üniversitesi Dergisi, (36), 131-163.
  • Kallio, H., Pietilä, A. M., Johnson, M., & Kangasniemi, M. (2016). Systematic methodological review: developing a framework for a qualitative semi‐structured interview guide. Journal of Advanced Nursing, 72(12), 2954-2965.
  • Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
  • Khattri, V., & Tewary, T. (2018). Comparative vs non comparative advertising: Examining its impact and purchase intentions. Pacific Bussiness Review International, 10(12), 51-60.
  • Kobitek Kobilerin İş Portalı. (2023). Kafa kafaya vuruşarak rekabet: Fairy vakası. https://kobitek.com/kafa-kafaya-vurusarak-rekabet-fairy-vakasi
  • Lipton Çay. (2019). Lipton iç, kolaya kaçma. https://www.youtube.com/watch?v=BC3O-pheX8g
  • Lipton Çay. 2019). Lipton iç, kolaya kaçma. https://www.youtube.com/watch?v=RxaEaFe6D7M
  • Lipton Çay. (2019). Lipton iç, kolaya kaçma. https://www.youtube.com/watch?v=kBqk4QmY0Ro
  • Lipton Çay. (2019). Lipton iç, kolaya kaçma. https://www.youtube.com/watch?v=hzYp_rVWptk
  • Lipton Çay. (2019). Lipton iç, kolaya kaçma. https://www.youtube.com/watch?v=2ePuQfsnE2c
  • Lipton Çay. (2019). Lipton iç, kolaya kaçma. https://www.youtube.com/watch?v=JmBdY8ijJxU
  • Mehra, A., & Jain, V. (2021). A review study on the brand image on the customer’s perspective. Journal of Contemporary Issues in Business and Government, 27(3), 772-778.
  • Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., & Ahmad, B. (2013). Impact of brand image and advertisement on consumer buying behavior. World Applied Sciences Journal, 23(1), 117-122.
  • Marketing Türkiye. (2023). Reklamcılığın dahi ismi: Wiliam Bernbach. https://www.marketingturkiye.com.tr/haberler/reklamciligin-dahi-ismi-william-bernbach/.
  • Nodesis. (2019). Lipton iç, kolaya kaçma. https://www.youtube.com/watch?v=61l8a593DzQ
  • Padgett, D., & Allen, D. (1997). Communicating experiences: A narrative approach to creating service brand image. Journal of Advertising, 26(4), 49-62.
  • Park, W. C., Jaworski, B. C., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50(10), 135-45.
  • Pechmann, C., & Stewart, D. W. (1990). The effects of comparative advertising on attention, memory, and purchase intentions. Journal of Consumer Research, 17(2), 180-191.
  • Polat, A. (2022). Nitel araştırmalarda yarı-yapılandırılmış görüşme soruları: Soru form ve türleri, nitelikler ve sıralama. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 22(Özel Sayı 2), 161-182.
  • Priester, R. J., Godek, J., Nayakankuppum, D. J., & Park, K. (2004). Brand congruity and comparative advertising: When and why comparative advertisements lead to greater elaboration, Journal of Consumer Psychology, 14(1&2), 115-123.
  • Sarker, M., & AL-Muaalemi, M. A. (2022). Sampling techniques for quantitative research. In M. R. Islam, N. A. Khan & R. Baikady (Eds.), Principles of Social Research Methodology (pp. 221-234). Springer.
  • Schmidt, C. (2004). The analysis of semi-structured interviews. In U. Flick, E. V. Kardorff & I. Steinke (Eds.), A Companion to Qualitative Research (pp. 253-258). Sage Publication.
  • Sensodyne. (2023). Sensodyne. https://www.sensodyne.com/tr-tr/sensodyne-hakk%C4%B1nda.html
  • Singh, M. (2014). Comparative advertising effectiveness with legal and cross culture framework. International Journal for Research in Management and Pharmacy, 3(3), 54-61.
  • Smith, R. E., & Hunt, S. D. (1978). Attributional processes and effects in promotional situations. Journal of Consumer Research, 5(December), 149-58.
  • Swinyard, W. R. (1981). The interaction between comparative advertising and copy claim variation. Journal of Marketing Research, 18(2), 175–86.
  • Tosun, B. N. (2010). İletişim temelli marka yönetimi. Beta.
  • Tüketicinin Korunması Hakkındaki Kanun. (2013). https://www.mevzuat.gov.tr/MevzuatMetin/1.5.6502.pdf
  • Türk Ticaret Kanunu. (2011). https://www.mevzuat.gov.tr/MevzuatMetin/1.5.6102.doc
  • Türk Ticari Reklam ve Haksız Ticari Uygulamalar Yönetmeliği. (2015). https://www.mevzuat.gov.tr/mevzuat?MevzuatNo=20435&MevzuatTur=7&MevzuatTertip=5
  • Wijaya, S. B. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Management, 5(31), 55-65.
  • Yagci, M. I. (2000). The effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance [Unpublished doctoral thesis]. Lousiana State University.
  • Yagci, M. I., Biswas, A., & Dutta, S. (2009). Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance. Journal of Business Research, 62(8), 768-774.
There are 46 citations in total.

Details

Primary Language English
Subjects Communication and Media Studies (Other)
Journal Section Research Articles
Authors

İpek Krom 0000-0002-9420-0913

Mehmet Sinan Tam 0000-0001-9897-0803

Project Number 28921
Publication Date March 26, 2024
Submission Date August 22, 2023
Published in Issue Year 2024 Issue: 66

Cite

APA Krom, İ., & Tam, M. S. (2024). The Brand Image Perception of Indirect Comparative Advertisements: Lipton Ice Tea “Don’t Choose the Easy Way” Ad Case. İletişim Kuram Ve Araştırma Dergisi(66), 160-174. https://doi.org/10.47998/ikad.1348307