Araştırma Makalesi
BibTex RIS Kaynak Göster

Bir Ünlünün Rakip Marka Reklamlarında Yer Almasına Yönelik Tüketici Tutumlarının Belirlenmesi

Yıl 2020, Cilt: 20 Sayı: 4, 1 - 22, 23.12.2020
https://doi.org/10.18037/ausbd.845682

Öz

Günümüzde markalar, reklamlarında ünlü kullanımına sıklıkla yer vermektedirler. Bu çalışmanın amacı genç tüketicilerin bir ünlünün aynı sektörde ve birbirine rakip olan markaların reklamlarında yer almasına yönelik tutumlarının keşfedilmesidir. Bu doğrultuda veri ve bilgilerin toplanmasında odak grup görüşmesinden yararlanılmıştır. Araştırmanın örneklem büyüklüğü 40 kişi olarak belirlenmiş olup bu kapsamda toplam dört adet odak grup görüşmesi gerçekleştirilmiştir. Verilerin analizinde içerik analizi yönteminden yararlanılmıştır. Araştırma bulguları, genç tüketicilerin tutumlarının ünlüye yönelik tutumlar ve ikinci markaya yönelik tutumlar olmak üzere ikiye ayrıldığını ortaya koymuştur. Buna göre ünlüye yönelik tutumlar, inandırıcı bulmama, doğru bulmama, samimiyetsiz bulma, etik bulmama, para odaklı bulma, olumsuz bulma, nötr bulma, farkında olmama, profesyonel bulma, markaya yönelik tutum ve olumlu bulma temaları altında toplanmıştır. İkinci markaya yönelik tutumlar ise olumsuz bulma, samimiyetsiz bulma, taklitçi bulma, etik bulmama, nötr bulma, profesyonel bulma, markaya yönelik tutum ve olumlu bulma temaları altında toplanmıştır.

Kaynakça

  • Adnan, A., Jan, F. A., & Alam, W. (2017). Relationship between Celebrity Endorsements & Consumer Purchase Intention. Abasyn University Journal of Social Sciences, 10(2), 356-372. http://Ajss.Abasyn.Edu.Pk/Article?Paperid=198
  • Alston, M and Bowles, W. (2003). Research for Social Workers: An Introduction for Methods 2nd Edition. New York: Oxford University Press
  • Ambroise, L., Pantin-Sohier, G., Valette-Florence, P., & Albert, N. (2014). From endorsement to velebrity co-branding: Personality transfer. Journal of Brand Management, 21(4), 273-285. doi:10.1057/Bm.2014.7
  • Austin, E. W., Vord, R. V. d., Pinkleton, B. E., & Epstein, E. (2008). Celebrity endorsements and their potential to motivate young voters. Mass Communication and Society, 11(4), 420-436. doi:10.1080/15205430701866600
  • Bafna, A., Gandhi, P., Jain, A., Dantara, V., Desai, K., Dholakiya, M., Gumani, N., Gagnani, P., Udhani, D., Keswani, K. & Kanabar, H. (2016). Influence of Celebrity Endorsements on the Consumer Behavior for Facial Care Product. Imperial Journal of Interdisciplinary Research, 2(5), 219-235. https://www.onlinejournal.in//
  • Balakrishnan, L., & Kumar, C. S. (2011). Effect of Celebrity Based Advertisements on the Purchase Attitude of Consumers towards Durable Products (A study with reference to the city of Chennai). World Review of Business Research, 1(2), 98-112. https://www.semanticscholar.org/paper/Effect-of-Celebrity-Based-Advertisements-on-the-of-Balakrishnan/1f25538c4e1625f2da3a6a9676703f764ffc8de3?p2df
  • Bekk, M., & Spörrle, M. (2010). The influence of perceived personality characteristics on positive attitude towards and suitability of a celebrity as a marketing campaign endorser. The Open Psychology Journal, 3(1). doi:10.2174/1874350101003010054
  • Bhatt, N., Jayswal, R. M., & Patel, J. D. (2013). Impact of celebrity endorser's source credibility on attitude towards advertisements and brands. South Asian Journal of Management, 20(4), 74-95.
  • https://www.researchgate.net/profile/Jayesh_Patel20/publication/283299097_Impact_of_Celebrity_Endorser's_Source_Credibility_on_Attitude_Towards_Advertisements_and_Brands/links/57f22e5108ae8da3ce4ed49e/Impact-of-Celebrity-Endorsers-Source-Credibility-on-Attitude-Towards-Advertisements-and-Brands.pdf
  • Bird, S., Wiles, J. L., Okalik, L., Kilabuk, J., & Egeland, G. M. (2009). Methodological consideration of story telling in qualitative research involving Indigenous Peoples. Global Health Promotion, 16(4), 16-26. doi:10.1177/1757975909348111
  • Biswas, S., Hussain, M., & O'Donnell, K. (2009). Celebrity endorsements in advertisements and consumer perceptions: A cross-cultural study. Journal of Global Marketing, 22(2), 121-137. doi:10.1080/08911760902765940
  • Bower, A. B., & Landreth, S. (2001). Is beauty best? Highly versus normally attractive models in advertising. Journal of Advertising, 30(1), 1-12. doi:10.1080/00913367.2001.10673627
  • Bowman, J. (2002). Facing advertising reality. Media Asia, 7(26), 14-15.
  • Butler-Kisber, L. (2010). Qualitative inquiry: Thematic, narrative and arts-informed perspectives. Thousand Oaks, CA: Sage. doi:10.41.35/9781526435408
  • Byberg, A., Hansen, J., & Basic, M. (2015). Celebrity Endorsement's Impact on Brand Image and Sales: A Case Study on Volvo Cars Sweden. https://www.diva-portal.org/smash/get/diva2:812912/FULLTEXT01.pdf
  • Carroll, A. (2009). Brand communications in fashion categories using celebrity endorsement. Journal of Brand Management, 17(2), 146-158. doi:10.1057/bm.2008.42
  • Chung, C., & Austria, K. (2010). Social Media Gratification and Attitude toward Social Media Marketing Messages: A Study of the Effect of Social Media Marketing Messages on Online Shopping Value. Proceedings of the Northeast Business & Economics Association, 581-586.
  • https://web.b.ebscohost.com/abstract?direct=true&profile=ehost&scope=site&authtype=crawler&jrnl=1936203X&AN=56100920&h=%2b9QpIFVR78SgwHLgsczDa%2bP9XrdZV7WL2eMQ5iw6dloqLWjBrLr1AJojyRNegHuuUB6TnPALtwBpVNIgjQCQvA%3d%3d&crl=c&resultNs=AdminWebAuth&resultLocal=ErrCrlNotAuth&crlhashurl=login.aspx%3fdirect%3dtrue%26profile%3dehost%26scope%3dsite%26authtype%3dcrawler%26jrnl%3d1936203X%26AN%3d56100920
  • Daymon, C., & Holloway, I. (2010). Qualitative research methods in public relations and marketing communications. London: Routledge.
  • Dean, D. H., & Biswas, A. (2001). Third-party organization endorsement of products: An advertising cue affecting consumer prepurchase evaluation of goods and services. Journal of Advertising, 30(4), 41-57. doi:10.1080/00913367.2001.10673650
  • De Run, E. C., & Ting, H. (2013). Attitude of marketing and non-marketing students towards advertising. Paper presented at the Global Conference on Business, Economics and Social Sciences, Kuala Lumpur. https://www.researchgate.net/publication/256115589_Attitude_of_Marketing_and_Non-marketing_Students_towards_Advertising
  • Doss, S. (2011). The transference of brand attitude: the effect on the celebrity endorser. Journal of Management and Marketing Research, 7, 1-11. https://ieeexplore.ieee.org/document/5979012
  • Eisend, M., & T. Langner. (2010). Immediate and delayed advertising effects of celebrity endorsers’ attractiveness and expertise. International Journal of Advertising, 29(4), 527–46. doi:10.2501/S0265048710201336
  • Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314. doi:10.1362/026725799784870379
  • Erdogan, B. Z., Baker, M. J., ve Tagg, S. (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of Advertising Research, 41(3), 39-48. doi:10.2501/JAR-41-3-39-48
  • Friedman, H. H., ve Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 63-71. https://psycnet.apa.org/record/1981-04308-001
  • Gillham, B. (2005). Research Interviewing: The range of techniques: A practical guide: McGraw-Hill Education (UK).
  • Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54. doi:10.1080/00913367.2000.10673616
  • Hair, J., Wolfinbarger, M., Ortinau, D., & Bush, R. (2010). Essentials of marketing research. New York, NY: McGraw-Hill Irwin.
  • Hakimi, B. Y., Abedniya, A., & Zaeim, M. N. (2011). Investigate the impact of celebrity endorsement on brand image. European Journal of Scientific Research, 58(1), 116-132. https://www.researchgate.net/publication/285721869_Investigate_the_impact_of_celebrity_endorsement_on_brand_image
  • Howcroft, B., Hamilton, R., & Hewer, P. (2002). Consumer attitude and the usage and adoption of home-based banking in the United Kingdom. International Journal of Bank Marketing, 20(3), 111-121. doi:10.1108/02652320210424205
  • Hung, K. (2014). Why celebrity sells: A dual entertainment path model of brand endorsement. Journal of Advertising, 43(2), 155-166. doi:10.1080/00913367.2013.838720
  • Ilicic, J., & Webster, C. M. (2013). Celebrity co-branding partners as irrelevant brand information in advertisements. Journal of Business Research, 66(7), 941-947. doi:10.1016/j.jbusres.2011.12.014
  • Jamil, R. A., & Rameez ul Hassan, S. (2014). Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study. Journal of Management Info, 4(1), 1-23. doi:10.31580/jmi.v4i1.18
  • Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961. doi:10.1086/209029
  • Kaikati, J. G. (1987). Celebrity advertising: a review and synthesis. International Journal of Advertising, 6(2), 93-105. doi:10.1080/02650487.1987.11107007
  • Kang, J., & Choi, W. J. (2016). Endorsed sustainable products: The role of celebrity ethicality and brand ethicality. Clothing and Textiles Research Journal, 34(4), 303-319. doi:10.1177/0887302X16658345
  • Khan, M. M. (2018). The effect of celebrity endorsement on consumer purchase intention–evidence from q mobile linq advertisement. Pakistan Business Review, 19(4), 1065-1082. doi:10.22555/pbr.v19i4.1882
  • Koç, E. (2016). Tüketici Davranışı ve Pazarlama Stratejileri Global ve Yerel Yaklaşım (Vol. 7. Baskı). Ankara: Seçkin Yayıncılık.
  • Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility's role in consumers' attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of Business Research, 44(2), 109–116. doi:10.1016/S0148-2963(98)00002-2
  • Lohneiss, A., & Hill, B. (2014). The impact of processing athlete transgressions on brand image and purchase intent. European Sport Management Quarterly, 14(2), 171-193. doi:10.1080/16184742.2013.838282
  • Louie, T. A., & Obermiller, C. (2002). Consumer response to a firm's endorser (dis) association decisions. Journal of Advertising, 31(4), 41-52. doi:10.1080/00913367.2002.10673684
  • MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 130-143. doi:10.1177/002224378602300205
  • Mansour, I. H. F., & Diab, D.M.E. (2016). The relationship between celebrities’ credibility and advertising effectiveness: The mediation role of religiosity. Journal of Islamic Marketing, 7(2), 148-166. doi:10.1108/JIMA-05-2013-0036
  • McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of Retailing and Consumer Services, 32, 39-45. doi:10.1016/j.jretconser.2016.05.012
  • McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321. doi:10.1086/209217 Mikuláš, P., & Světlík, J. (2016). Execution Of Advertising And Celebrity Endorsement. Communication Today, 7(1), 92-103. https://web.b.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=0&sid=3343318a-7340-49b3-aa53-e9055f4ec0ff%40pdc-v-sessmgr04
  • Mishra, A. S., Roy, S., & Bailey, A. A. (2015). Exploring brand personality–celebrity endorser personality congruence in celebrity endorsements in the Indian context. Psychology ve Marketing, 32(12), 1158-1174. doi:10.1002/mar.20846
  • Min, J. H. J., Chang, H. J. J., Jai, T.-M. C., & Ziegler, M. (2019). The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior. Fashion and Textiles, 6(10), 1-19. doi:10.1186/s40691-018-0159-8
  • Mittal, M. (2017). Attractiveness of Celebrity Endorsed Advertisements, Brand Acceptance, Brand Recall and Buying Behavior: An Empirical Study. Pacific Business Review International, 10(2), 53-63. http://www.pbr.co.in/2017/2017_month/August/5.pdf
  • Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182-192. doi:10.1108/JCM-11-2014-1221
  • Ong, Z. Q., & Ong, D. L. T. (2015). The impact of celebrity credibility on consumer’s purchase intention toward the footwear industry in Malaysia: The mediating effect of attitude toward advertisement. Information Management and Business Review, 7(4), 55-63. doi:10.22610/imbr.v7i4.1163
  • Paskins, Z., John, H., Hassell, A., & Rowe, I. (2010). The perceived advantages and disadvantages of regional audit: a qualitative study. Clinical Governance: An International Journal, 15(3), 200-209. doi:10.1108/14777271011063832
  • Pornpitakpan, C. (2004). The effect of celebrity endorsers' perceived credibility on product purchase intention: The case of Singaporeans. Journal of International Consumer Marketing, 16(2), 55-74. doi:10.1300/J046v16n02_04
  • Pradhan, D., Duraipandian, I., & Sethi, D. (2016). Celebrity endorsement: How celebrity–Brand–User personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5), 456–473. doi:10.1080/13527266.2014.914561
  • Roll, M. (2015). Successful Asian Brand Cases. Asian Brand Strategy (pp. 141-182): Springer. doi: 10.1057/9781137359179_7
  • Roper, S., & Shah, B. (2007). Vulnerable consumers: the social impact of branding on children. Equal Opportunities International, 26(7), 712-728. doi:10.1108/02610150710822339
  • Ross, R. P., Campbell, T., Wright, J. C., Huston, A. C., Rice, M. L., & Turk, P. (1984). When celebrities talk, children listen: An experimental analysis of children's responses to TV ads with celebrity endorsement. Journal of Applied Developmental Psychology, 5(3), 185-202. doi:10.1016/0193-3973(84)90017-0
  • Roy, S., & Bagdare, S. (2015). The role of country of origin in celebrity endorsements: integrating effects of brand familiarity. Journal of Global Marketing, 28(3-5), 133-151. doi:10.1080/08911762.2015.1073413
  • Seno, D., & Lukas, B. A. (2007). The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective. European Journal of Marketing, 41(1/2), 121-134. doi:10.1108/03090560710718148
  • Shimp, T. A. (2003). Advertising ve Promotion Supplemental Aspect of Integrated Marketing Communication Penerj. Revyani Sjahrial ve Dyah Anikasari. Jakarta: Erlangga.
  • Solomon, M. R. (2014). Consumer behavior: Buying, having, and being. Engelwood Cliffs, NJ: Prentice Hall.
  • Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues ve Research in Advertising, 26(2), 53-66. doi:10.1080/10641734.2004.10505164
  • Spielman, H., & Hayes, S. (1981). The celebrity sell: Making it work/key words in booking stars: realism, budget, audience/speaker fit. Marketing Times, 28(6), 12.
  • Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882-909. doi:10.1108/03090561111119958
  • Strauss, A., & Corbin, J. M. (1990). Basics of qualitative research: Grounded theory procedures and techniques: Sage Publications, Inc.
  • Suegker, B. (2003). Lifestyles of the Fit and Famous. Biography, 7(1), 60-65.
  • Tek, Ö. B., & Özgül, E. (2013). Modern Pazarlama İlkeleri Uygulamalı Yönetimsel Yaklaşım, Birleşik Matbaacılık 4. Baskı, İzmir.
  • Thwaites, D., Lowe, B., Monkhouse, L. L., & Barnes, B. R. (2012). The impact of negative publicity on celebrity ad endorsements. Psychology & Marketing, 29(9), 663-673. doi:10.1002/mar.20552
  • Till, B. D., Stanley, S. M., & Priluck, R. (2008). Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction. Psychology & Marketing, 25(2), 179-196. doi:10.1002/mar.20205
  • Tingchi Liu, M., Huang, Y.-Y., & Minghua, J. (2007). Relations among attractiveness of endorsers, matchup, and purchase intention in sport marketing in China. Journal of Consumer Marketing, 24(6), 358-365. doi:10.1108/07363760710822945
  • Tripp, C., Jensen, T. D., & Carlson, L. (1994). The effects of multiple product endorsements by celebrities on consumers' attitudes and intentions. Journal of Consumer Research, 20(4), 535-547. doi:10.1086/209368
  • Twedt, D. W. (1967). How does brand awareness-attitude affect marketing strategy? Journal of Marketing (pre-1986), 4(31), 64. doi:10.1177/002224296703100414
  • Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310-320. doi:10.1509/jmkr.40.3.310.19238
  • Yaxuan, R., Jiani, L., Yishi, Z., & Haiying, W. (2020). The magic of one person: The effect of the number of endorsers on brand attitude. Acta Psychologica Sinica, 52(3), 371-385. doi:10.3724/SP.J.1041.2020.00371
  • Zarantonello, L., & Schmitt, B. H. (2013). The impact of event marketing on brand equity: The mediating roles of brand experience and brand attitude. International Journal of Advertising, 32(2), 255-280. doi:10.2501/IJA-32-2-255-280
  • Zhou, L., & Whitla, P. (2013). How negative celebrity publicity influences consumer attitudes: The mediating role of moral reputation. Journal of Business Research, 66(8), 1013-1020. doi:10.1016/j.jbusres.2011.12.025
  • Zhu, X., Teng, L., Foti, L., & Yuan, Y. (2019). Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation. Journal of Business Research, 103, 301-309. doi:10.1016/j.jbusres.2019.01.055
Toplam 77 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Zehra Bozbay Bu kişi benim

Emine Karakuş Başlar

Gülçin Erdoğan Bu kişi benim

Vahideh Arghashi Bu kişi benim

Yayımlanma Tarihi 23 Aralık 2020
Gönderilme Tarihi 13 Aralık 2019
Yayımlandığı Sayı Yıl 2020 Cilt: 20 Sayı: 4

Kaynak Göster

APA Bozbay, Z., Karakuş Başlar, E., Erdoğan, G., Arghashi, V. (2020). Bir Ünlünün Rakip Marka Reklamlarında Yer Almasına Yönelik Tüketici Tutumlarının Belirlenmesi. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 20(4), 1-22. https://doi.org/10.18037/ausbd.845682