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A Qualitative Study About the Role of Brand User Stereotypes on Advertising Efficiency

Yıl 2014, Sayı: 13, 57 - 74, 01.06.2014
https://doi.org/10.18092/ijeas.32677

Öz

Drawing on social cognitive theory and self congruity theory, this study examines the role of brand user stereotypes (in advertisements) on developing favorable intentions toward the ad (and thus toward the brand). Moderating effects of product involvement level within this relationship was also explored. Using qualitative methodology, five focus groups were conducted. Results support that brand user stereotypes in ads operate on advertising efficiency through the self-congruity theory. However, regardless of involvement level, consumers prefer to see a reflection of their ideal selves’ rather than actual selves through the stereotypes.Also, this is also one among few studies that emphasized brand user stereotypes should be consistent with not only the ideal selves of consumers but also the social gender role perceptions of them in creating advertising efficiency.

Kaynakça

  • ADAVAL, R. and R. S. WYER JR. (1998), “The Role of Narratives in Consumer Information Processing”, Journal of Consumer Psychology, 7, 207–245. AGUIRRE-RODRIGUEZ, A., BOSNJAK, M., and J. SIRGY (2011), “Moderators of the Self-congruity Effect on Consumer Decision-making: A Metaanalysis”, Journal of Business Research, Article in Press. AHN, S. J., and J. N. Bailenson (2011), “Self-endorsing Versus Otherendorsing in Virtual Environments: the Effect on Brand Attitude and Purchase Intention”, Journal of Advertising, 40(2 Summer), 93–106. ARIMA, A. N. (2003), “Gender Stereotypes in Japanese Television Advertisements”, Sex Roles, 49, 81–90. BANDURA, A. (2001), “Social Cognitive Theory: An Agentic Perspective”, Annual Review of Psychology, 52, 1–26 BANISTER, E.N. ans M.K. HOGG (2004), “Negative Symbolic Consumption And Consumers' Drive For Self- Esteem: The Case Of The Fashion ındustry”, European Journal of Marketing, 38(7), 850–68. BAUDRILLARD, J. (1981), For a Critique of the Economy of the Sign, Telos Press, St Louis. BELCH, G. E. and E. L. LANDON (1977), “Discriminant Validity of a Product-anchored Self-concept Measure”, Journal of Marketing Research, 14, 2522 BELCH, G. E. (1978), “Belief Systems and the Differential Role of the Selfconcept”, in H. K. Hunt (Ed.), Advances in Consumer Research, Association for Consumer Research, Ann Arbor, Vol. 5, pp. 20-325. BJERKE, R. and R. POLEGATO (2006), “How Well Do Advertising Images of Health and Beauty Travel Across Cultures? A Self-concept Perspective” Psychology Marketing, 23(10), 865–84. BRETL, D. J., and J. CANTOR (1988), “The Portrayal of Men and Women in U.S. Television Commercials: A Recent Content Analysis and Trends over 15 Years”, Sex Roles, 18, 595–609. BROCK, T. C., BRANNON, L. A. And C. BRIDGWATER (1990), “Message Effectiveness Can Be Increased By Matching Appeals To Recipients’ SelfSchemas:Laboratory Demonstrations and A National Field Experiment” in S. J. Agres, J. A. Edell and T. M. Dubitsky (Eds.), Emotion in Advertising: Theoretical and Practical Exploration, New York: Quorum Books.
  • BRUNER, J. (1986), Actual Minds, Possible Worlds, Harvard University Press, Cambridge, MA. CALDER, B.J. (1977), “Focus Groups and the Nature of Qualitative Marketing Research”, Journal of Marketing Research, 14, 353-364. COURTNEY, A. E. and T.W. WHIPPLE (1974), “Women in TV Commercials”, Journal of Communication, 24, 110–118. DARLEY, W.K., and R.E. SMITH (1995), “Gender Differences in Information Processing Strategies: An Empirical Test of the Selectivity Model in Advertising Response”, Journal of Advertising, 24(1), 41-56. DOLICH, I. J. (1969), “Congruence Relationships between Self Images and Product Brands”, Journal of Marketing Research, 6, 80-84. DOMINICK, J., and G. RAUCH (1972), “The Image of Women in Network TV Commercials” Journal of Broadcasting, 16, 259–265. ERICKSEN M.K. (1996), “Using Self-congruity and Ideal Congruity to Predict Purchase Intention: A European Perspective”, European Journal of Marketing, 6(1), 41–56. ESCALAS, J.E. (2004), “Narrative Processing: Building Consumer Connections to Brands”, Journal of consumer Psychology, 14(1&2), 168–180. FAM, K-S., D.S. WALLER (2006). “Identifying Likeable Attributes: A Qualitative Study of Television Advertisements in Asia”, Qualitative Market Research: An International Journal”, 9(1),38 – 50. FURNHAM, A., and S. SHOFIELD (1986), “Sex-role Stereotyping in British Radio advertisements”, British Journal of Social Psychology, 25,165–171. FURNHAM, A., and N. BITAR (1993), “The Stereotype Portrayal of Men and Women in British Advertisements”, Sex Roles, 29, 97-310. GOUGH, B., and P. PEACE (2000), “Reconstructing Gender at University: Men as victims”, Gender and Education, 12:3, 385-398. GRAEFF, T.R. (1996). “Image Congruence Effects on Product Evaluation: The Role of Self-Monitoring and Public/Private Consumption”, Psychology & Marketing, 13(5), 481–99. GRAEFF T.R.(1997), “Consumption Situations and the Effects of Brand Image on Consumers' Brand Evaluations”, Psychology & Marketing, 14(1), 49–70. GREGORY, G. D., and J. M. MUNCH (1997), “Cultural Values in International Advertising: An Examination of Familial Norms and Roles in Mexico”, Psychology & Marketing, 14(2), 99-119.
  • GRUBB, E.L., and H. L. GRATHWOHL, H.L. (1967), “Consumer SelfConcept, Symbolism and Market Behavior: A Theoretical Approach”, Journal of Marketing, 31(4), 22–7. HARRIS, P. R., and J. STOBART (1986), “Sex-role Stereotyping in British Television Advertisements at Different Times of the Day: An Extension and Refinement of Manstead and McCulloch (1981)”, British Journal of Social Psychology, 25, 155–164. HEATH, A.P., and D. SCOTT (1998), “The Self-Concept and Image Congruence Hypothesis: An Empirical Investigation in the Motor Vehicle Market”, European Journal of Marketing, 32(11/12), 1110–23. HOGG, M. K., Cox, A. J., and K. KEELING (2000), “The Impact of SelfMonitoring on Image Congruence and Product/Brand Evaluation”, European Journal of Marketing, 34(5/6), 641-666. HONG, J.W., and G. M. ZINKHAN (1995), “Self Concept and Advertising Effectiveness: The Influences of Congruency, Conspicuousness and Response Modes”, Psychology & Marketing, 12(1), 53–77. HOSANY, S., and D. MARTIN (2012), “Self-Image Congruence In Consumer Behavior”, Journal of Business Research 65, 685–691. IBRAHIM, H., and F. NAJJAR (2008), “Assessing the Effects of SelfCongruity, Attitudes and Customer Satisfaction on Customer Behavioral Intentions in Retail Environment”, Marketing Intelligence & Planning, 26(2), 207-227. JAMAL, A., and M. AL-MARRI (2007), “Exploring the Effect of Self-Image Congruence and Brand Preference on Satisfaction: The Role of Expertise”, Journal of Marketing Management, 23(7/8), 613–29. JOHAR, J.S. , and M. J. SIRGY (1991), “Value-expressive versus Utilitarian Advertising Appeals: When and Why To Use Which Appeal”, Journal of Advertising, 20, 23–33. JOHNSON, M.D. (1984) “Consumer Choice Strategies For Comparing Noncomparable Alternatives”, Journal of Consumer Research, 11, 741–53. KANG, M. (1997), “The Portrayal of Women’s Images in Magazine Advertisements: Goffman’s Gender Analysis Revisited”, Sex Roles, 37, 979–996. KARACA, Y., and N. PAPATYA (2011), “Reklamlardaki Kadın İmgesi: Ulusal Televizyon Reklamlarına İlişkin Bir Değerlendirme”, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 16(3), 479–500. KLEINE, R. E., KLEINE, S. S., and J. B. KERNAN (1993), “Mundane Consumption and the Self: A Social- Identity Perspective”, Journal of Consumer Psychology, 2 (3), 209-235.
  • KRESSMANN, F., SIRGY, M. J., HERRMANN, A., HUBER, F., HUBER, S., and D.-J. LEE (2006), “Direct and Indirect Effects of Self-image Congruence on Brand Loyalty”, Journal of Business Research, 59(9), 955-964. LEE, S.W., MOTION, J., and D. CONROY (2009), “Anti-consumption and Brand Avoidance”, Journal of Business Research, 62(2), 169–180. LEVY, S.J. (1959), “Symbols for Sale”,Harvard Business Review. 37(July/Aug). 117–9. MACINNIS, D. J., and B.J. JAWORSKI (1989), “Information Processing from Advertisements: Towards an Integrative Framework”, Journal of Marketing, 53 (October), 1-23. MANSTEAD, A. S. R., and C. McCULLOCH (1981), “Sex-Role Stereotyping in British Television Advertisements”. British Journal of Social Psychology, 20, 171-1 MALHOTRA, N.K. (1988), “Self-concept and Product Choice: An Integrated Perspective”, Journal of Economic Psychology, 9(1), 1-28. McARTHUR, L.Z., and B. G. RESKO (1975), “The Portrayal of Men and Women in American Television Commercials”, The Journal of Social Psychology, 97, 209-220. McCRACKEN, G. (1986), “Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods”, Journal of Consumer Research, 13 (June), 71-84. McDONALD, W.J. (1993), “Focus Group Research Dynamics and Reporting: An Examination of Research Objectives and Moderator Influences”, Journal of the Academy of Marketing Science, 21, 161-8. MEHTA, A. (1999), “Using Self-Concept to Assess Advertising Effectiveness”, Journal of Advertising Research, 39 (January/February), 81-89. MUNSON, J.M., and W. A. SPIVEY (1981), “Product and Brand User Stereotypes among Social Classes”, Journal of Advertising Research, 21, 37-46. MYERS, J. H. (1976), “Benefit Structure Analysis: A New Tool for Product Planning”, Journal of Marketing, 40 (October), 23-32. NEUMAN, L. W. (2006). Social Research Methods, Qualitative and Quantitative Approaches, Allyn and Bacon, Boston. OGILVY, D. (1963). Confessions of an Advertising Man, Ballantine Books, New York. POLKINGHORNE, D. E. (1991), “Narrative and Self-concept”, Journal of Narrative and Life History, 1, 135–153.
  • ROSENBERG, M. (1979). Conceiving the Self. Basic Books, Inc., New York. ROSS, I. (1971), “Self-concept and Brand Preference”, Journal of Business, 44, 38 -50. RUSSO, N. F., L. FELLER, and P.H. DeLEON (1982), “Sex Role Stereotypes in Television Advertising: Strategies for Change in the 80’s”, Academic Psychology Bulletin, 4, 117–134. SHANK, R. C. (1990). Tell me a Story: Narrative and Intelligence, IL: Northwestern University Press, Evanston. SHEN, Y-C., and T. CHEN (2006), “When East Meets West: The Effect of Cultural Tone Congruity in Ad Music and Message on Consumer Ad Memory and Attitude”, International Journal of Advertising, 25 (1), 51-70. SIRGY, M. J. (1980), “Self-Concept in Relation to Product Preference and Purchase Intention”, In V. V. Bellur (Ed.), Developments in Marketing Science, Marquette, MI: Academy of Marketing Science, Vol. 3, 350-354. SIRGY, M. J. (1982), “Self-concept in Consumer Behavior: A Critical Review”, Journal of Consumer Research, 9(3), 287–300. SIRGY, M. J. (1986). Self-congruity: Toward a Theory of Personality and Cybernetics, Praeger Publishers, New York. SIRGY, M. J., and A. C. SAMLI (1985), “A Path Analytic Model of Store Loyalty Involving Self-Concept, Storeimage, Geographic Loyalty and Socioeconomic Status”, Journal of Academy of Marketing Science, 13(3), 265–91. SIRGY, M. J., GREWAL, D., MANGLEBURG, T. F., PARK, J., CHANG, K. S., CLAIBORNE, C. B., JOHAR, J. S., and H. BERKMAN (1997), “Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence”, Journal of the Academy of Marketing Science, 25(3), 229–241. STRAUSS, A., and J. CORBIN (1998). Basics of Qualitative Research Techniques and Procedures for Developing Grounded Theory, 2nd edition, Sage Publications, London. TORRES, I. M. and E. BRIGGS (2005), “Does Hispanic-targeted Advertising Work for Services?”, Journal of Sales Marketing, 19(3), 150-156. TRAMPE, D., STAPEL, D. A., and F. W. SIERO (2009), “The Selfactivation Effect of Advertisements: Ads Can Affect Whether and How Consumers Think about the Self”, Advances in Consumer Research, 36, 638-639. URAY, N., and Ş. BURNAZ (2003), “An Analysis of the Portrayal of Gender Roles in Turkish Television Advertisements”, Sex Roles, 48, 77–87.
  • WEE, C-H, CHOONG, M-L., and S-K. TAMBYAH (1995), “Sex Role Portrayal in Television Advertising: A Comparative Study of Singapore and Malaysia”, International Marketing Review, 12(1), 49-64. WOLIN, L. D. (2003), “Gender Issues in Advertising – An Oversight Synthesis of Research: 1970-2002”., Journal of Advertising Research, March, 111-129. ZINKHAN, G. M., and J. W. HONG (1991), “Self Concept and Advertising Effectiveness: A Conceptual Model of Congruency, Conspicuousness, and Response Mode”, In R. Holman and M. Solomon (Eds.), Advances In Consumer Research, Ann Arbor: Association for Consumer Research, Vol. XVIII, 348-354. www.visit4ads.com/advert/Kitchen-Sink-Unblocked-by-Mr-Muscle-MrMuscle-Cleaner-Range/68793.

Reklamlarda Yer Alan Tipik Marka Kullanıcılarının Reklam Etkinliğindeki Rolüne Yönelik Kalitatif Bir Araştırma

Yıl 2014, Sayı: 13, 57 - 74, 01.06.2014
https://doi.org/10.18092/ijeas.32677

Öz

Bu çalışmada, bir marka kullanıcısının reklamdaki tipik tasvir ediliş biçiminin, reklama (dolayısıyla da markaya) ilişkin olumlu tutum geliştirme üzerindeki rolü sosyal bilişsel teori ve öz-kimlik uyumu teorisi açısından incelenmiştir. Ayrıca, bir marka kullanıcısının reklamdaki tipik tasvir ediliş biçiminin reklama ilişkin olumlu tutum geliştirme üzerindeki rolünün, o ürüne duyulan ilgi düzeyinden etkilenip etkilenmediği de ayrıca araştırılmıştır. Araştırmada kalitatif metodoloji kullanılmış ve beş odak grup çalışması yürütülmüştür. Sonuçlar, marka kullanıcısının reklamdaki tipik tasvir ediliş biçiminin, öz-kimlik uyumu aracılığıyla reklam etkinliği yaratabileceğini göstermektedir. Araştırmanın sonuçlarına göre tüketiciler, reklamda izledikleri tipik marka kullanıcısında ideal kimliklerinin yansımasını görmeyi, aktüel kimliklerinin yansımasını görmeye tercih etmektedirler. Üstelik bu durum, ürüne duyulan ilgi seviyesi ne olursa olsun değişmemektedir. Bir başka ifadeyle, katılımcılar düşük seviyede ilgi duydukları ürünlerin reklamlarında bile, kendilerinin ideal kimliklerini yansıtan bir marka kullanıcı tasviri ile karşılaşmak istemektedirler. Bildiğimiz kadarıyla bu çalışma, bir reklamın gereken etkinliği yaratabilmesi için, reklamda yer verilen tipik marka kullanıcısının, hedef kitlenin ideal kimlik algısının yanısıra toplumsal cinsiyet algıları ile de uyumlu olması gerektiğini vurgulayan ilk çalışmalar arasındadır.

Kaynakça

  • ADAVAL, R. and R. S. WYER JR. (1998), “The Role of Narratives in Consumer Information Processing”, Journal of Consumer Psychology, 7, 207–245. AGUIRRE-RODRIGUEZ, A., BOSNJAK, M., and J. SIRGY (2011), “Moderators of the Self-congruity Effect on Consumer Decision-making: A Metaanalysis”, Journal of Business Research, Article in Press. AHN, S. J., and J. N. Bailenson (2011), “Self-endorsing Versus Otherendorsing in Virtual Environments: the Effect on Brand Attitude and Purchase Intention”, Journal of Advertising, 40(2 Summer), 93–106. ARIMA, A. N. (2003), “Gender Stereotypes in Japanese Television Advertisements”, Sex Roles, 49, 81–90. BANDURA, A. (2001), “Social Cognitive Theory: An Agentic Perspective”, Annual Review of Psychology, 52, 1–26 BANISTER, E.N. ans M.K. HOGG (2004), “Negative Symbolic Consumption And Consumers' Drive For Self- Esteem: The Case Of The Fashion ındustry”, European Journal of Marketing, 38(7), 850–68. BAUDRILLARD, J. (1981), For a Critique of the Economy of the Sign, Telos Press, St Louis. BELCH, G. E. and E. L. LANDON (1977), “Discriminant Validity of a Product-anchored Self-concept Measure”, Journal of Marketing Research, 14, 2522 BELCH, G. E. (1978), “Belief Systems and the Differential Role of the Selfconcept”, in H. K. Hunt (Ed.), Advances in Consumer Research, Association for Consumer Research, Ann Arbor, Vol. 5, pp. 20-325. BJERKE, R. and R. POLEGATO (2006), “How Well Do Advertising Images of Health and Beauty Travel Across Cultures? A Self-concept Perspective” Psychology Marketing, 23(10), 865–84. BRETL, D. J., and J. CANTOR (1988), “The Portrayal of Men and Women in U.S. Television Commercials: A Recent Content Analysis and Trends over 15 Years”, Sex Roles, 18, 595–609. BROCK, T. C., BRANNON, L. A. And C. BRIDGWATER (1990), “Message Effectiveness Can Be Increased By Matching Appeals To Recipients’ SelfSchemas:Laboratory Demonstrations and A National Field Experiment” in S. J. Agres, J. A. Edell and T. M. Dubitsky (Eds.), Emotion in Advertising: Theoretical and Practical Exploration, New York: Quorum Books.
  • BRUNER, J. (1986), Actual Minds, Possible Worlds, Harvard University Press, Cambridge, MA. CALDER, B.J. (1977), “Focus Groups and the Nature of Qualitative Marketing Research”, Journal of Marketing Research, 14, 353-364. COURTNEY, A. E. and T.W. WHIPPLE (1974), “Women in TV Commercials”, Journal of Communication, 24, 110–118. DARLEY, W.K., and R.E. SMITH (1995), “Gender Differences in Information Processing Strategies: An Empirical Test of the Selectivity Model in Advertising Response”, Journal of Advertising, 24(1), 41-56. DOLICH, I. J. (1969), “Congruence Relationships between Self Images and Product Brands”, Journal of Marketing Research, 6, 80-84. DOMINICK, J., and G. RAUCH (1972), “The Image of Women in Network TV Commercials” Journal of Broadcasting, 16, 259–265. ERICKSEN M.K. (1996), “Using Self-congruity and Ideal Congruity to Predict Purchase Intention: A European Perspective”, European Journal of Marketing, 6(1), 41–56. ESCALAS, J.E. (2004), “Narrative Processing: Building Consumer Connections to Brands”, Journal of consumer Psychology, 14(1&2), 168–180. FAM, K-S., D.S. WALLER (2006). “Identifying Likeable Attributes: A Qualitative Study of Television Advertisements in Asia”, Qualitative Market Research: An International Journal”, 9(1),38 – 50. FURNHAM, A., and S. SHOFIELD (1986), “Sex-role Stereotyping in British Radio advertisements”, British Journal of Social Psychology, 25,165–171. FURNHAM, A., and N. BITAR (1993), “The Stereotype Portrayal of Men and Women in British Advertisements”, Sex Roles, 29, 97-310. GOUGH, B., and P. PEACE (2000), “Reconstructing Gender at University: Men as victims”, Gender and Education, 12:3, 385-398. GRAEFF, T.R. (1996). “Image Congruence Effects on Product Evaluation: The Role of Self-Monitoring and Public/Private Consumption”, Psychology & Marketing, 13(5), 481–99. GRAEFF T.R.(1997), “Consumption Situations and the Effects of Brand Image on Consumers' Brand Evaluations”, Psychology & Marketing, 14(1), 49–70. GREGORY, G. D., and J. M. MUNCH (1997), “Cultural Values in International Advertising: An Examination of Familial Norms and Roles in Mexico”, Psychology & Marketing, 14(2), 99-119.
  • GRUBB, E.L., and H. L. GRATHWOHL, H.L. (1967), “Consumer SelfConcept, Symbolism and Market Behavior: A Theoretical Approach”, Journal of Marketing, 31(4), 22–7. HARRIS, P. R., and J. STOBART (1986), “Sex-role Stereotyping in British Television Advertisements at Different Times of the Day: An Extension and Refinement of Manstead and McCulloch (1981)”, British Journal of Social Psychology, 25, 155–164. HEATH, A.P., and D. SCOTT (1998), “The Self-Concept and Image Congruence Hypothesis: An Empirical Investigation in the Motor Vehicle Market”, European Journal of Marketing, 32(11/12), 1110–23. HOGG, M. K., Cox, A. J., and K. KEELING (2000), “The Impact of SelfMonitoring on Image Congruence and Product/Brand Evaluation”, European Journal of Marketing, 34(5/6), 641-666. HONG, J.W., and G. M. ZINKHAN (1995), “Self Concept and Advertising Effectiveness: The Influences of Congruency, Conspicuousness and Response Modes”, Psychology & Marketing, 12(1), 53–77. HOSANY, S., and D. MARTIN (2012), “Self-Image Congruence In Consumer Behavior”, Journal of Business Research 65, 685–691. IBRAHIM, H., and F. NAJJAR (2008), “Assessing the Effects of SelfCongruity, Attitudes and Customer Satisfaction on Customer Behavioral Intentions in Retail Environment”, Marketing Intelligence & Planning, 26(2), 207-227. JAMAL, A., and M. AL-MARRI (2007), “Exploring the Effect of Self-Image Congruence and Brand Preference on Satisfaction: The Role of Expertise”, Journal of Marketing Management, 23(7/8), 613–29. JOHAR, J.S. , and M. J. SIRGY (1991), “Value-expressive versus Utilitarian Advertising Appeals: When and Why To Use Which Appeal”, Journal of Advertising, 20, 23–33. JOHNSON, M.D. (1984) “Consumer Choice Strategies For Comparing Noncomparable Alternatives”, Journal of Consumer Research, 11, 741–53. KANG, M. (1997), “The Portrayal of Women’s Images in Magazine Advertisements: Goffman’s Gender Analysis Revisited”, Sex Roles, 37, 979–996. KARACA, Y., and N. PAPATYA (2011), “Reklamlardaki Kadın İmgesi: Ulusal Televizyon Reklamlarına İlişkin Bir Değerlendirme”, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 16(3), 479–500. KLEINE, R. E., KLEINE, S. S., and J. B. KERNAN (1993), “Mundane Consumption and the Self: A Social- Identity Perspective”, Journal of Consumer Psychology, 2 (3), 209-235.
  • KRESSMANN, F., SIRGY, M. J., HERRMANN, A., HUBER, F., HUBER, S., and D.-J. LEE (2006), “Direct and Indirect Effects of Self-image Congruence on Brand Loyalty”, Journal of Business Research, 59(9), 955-964. LEE, S.W., MOTION, J., and D. CONROY (2009), “Anti-consumption and Brand Avoidance”, Journal of Business Research, 62(2), 169–180. LEVY, S.J. (1959), “Symbols for Sale”,Harvard Business Review. 37(July/Aug). 117–9. MACINNIS, D. J., and B.J. JAWORSKI (1989), “Information Processing from Advertisements: Towards an Integrative Framework”, Journal of Marketing, 53 (October), 1-23. MANSTEAD, A. S. R., and C. McCULLOCH (1981), “Sex-Role Stereotyping in British Television Advertisements”. British Journal of Social Psychology, 20, 171-1 MALHOTRA, N.K. (1988), “Self-concept and Product Choice: An Integrated Perspective”, Journal of Economic Psychology, 9(1), 1-28. McARTHUR, L.Z., and B. G. RESKO (1975), “The Portrayal of Men and Women in American Television Commercials”, The Journal of Social Psychology, 97, 209-220. McCRACKEN, G. (1986), “Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods”, Journal of Consumer Research, 13 (June), 71-84. McDONALD, W.J. (1993), “Focus Group Research Dynamics and Reporting: An Examination of Research Objectives and Moderator Influences”, Journal of the Academy of Marketing Science, 21, 161-8. MEHTA, A. (1999), “Using Self-Concept to Assess Advertising Effectiveness”, Journal of Advertising Research, 39 (January/February), 81-89. MUNSON, J.M., and W. A. SPIVEY (1981), “Product and Brand User Stereotypes among Social Classes”, Journal of Advertising Research, 21, 37-46. MYERS, J. H. (1976), “Benefit Structure Analysis: A New Tool for Product Planning”, Journal of Marketing, 40 (October), 23-32. NEUMAN, L. W. (2006). Social Research Methods, Qualitative and Quantitative Approaches, Allyn and Bacon, Boston. OGILVY, D. (1963). Confessions of an Advertising Man, Ballantine Books, New York. POLKINGHORNE, D. E. (1991), “Narrative and Self-concept”, Journal of Narrative and Life History, 1, 135–153.
  • ROSENBERG, M. (1979). Conceiving the Self. Basic Books, Inc., New York. ROSS, I. (1971), “Self-concept and Brand Preference”, Journal of Business, 44, 38 -50. RUSSO, N. F., L. FELLER, and P.H. DeLEON (1982), “Sex Role Stereotypes in Television Advertising: Strategies for Change in the 80’s”, Academic Psychology Bulletin, 4, 117–134. SHANK, R. C. (1990). Tell me a Story: Narrative and Intelligence, IL: Northwestern University Press, Evanston. SHEN, Y-C., and T. CHEN (2006), “When East Meets West: The Effect of Cultural Tone Congruity in Ad Music and Message on Consumer Ad Memory and Attitude”, International Journal of Advertising, 25 (1), 51-70. SIRGY, M. J. (1980), “Self-Concept in Relation to Product Preference and Purchase Intention”, In V. V. Bellur (Ed.), Developments in Marketing Science, Marquette, MI: Academy of Marketing Science, Vol. 3, 350-354. SIRGY, M. J. (1982), “Self-concept in Consumer Behavior: A Critical Review”, Journal of Consumer Research, 9(3), 287–300. SIRGY, M. J. (1986). Self-congruity: Toward a Theory of Personality and Cybernetics, Praeger Publishers, New York. SIRGY, M. J., and A. C. SAMLI (1985), “A Path Analytic Model of Store Loyalty Involving Self-Concept, Storeimage, Geographic Loyalty and Socioeconomic Status”, Journal of Academy of Marketing Science, 13(3), 265–91. SIRGY, M. J., GREWAL, D., MANGLEBURG, T. F., PARK, J., CHANG, K. S., CLAIBORNE, C. B., JOHAR, J. S., and H. BERKMAN (1997), “Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence”, Journal of the Academy of Marketing Science, 25(3), 229–241. STRAUSS, A., and J. CORBIN (1998). Basics of Qualitative Research Techniques and Procedures for Developing Grounded Theory, 2nd edition, Sage Publications, London. TORRES, I. M. and E. BRIGGS (2005), “Does Hispanic-targeted Advertising Work for Services?”, Journal of Sales Marketing, 19(3), 150-156. TRAMPE, D., STAPEL, D. A., and F. W. SIERO (2009), “The Selfactivation Effect of Advertisements: Ads Can Affect Whether and How Consumers Think about the Self”, Advances in Consumer Research, 36, 638-639. URAY, N., and Ş. BURNAZ (2003), “An Analysis of the Portrayal of Gender Roles in Turkish Television Advertisements”, Sex Roles, 48, 77–87.
  • WEE, C-H, CHOONG, M-L., and S-K. TAMBYAH (1995), “Sex Role Portrayal in Television Advertising: A Comparative Study of Singapore and Malaysia”, International Marketing Review, 12(1), 49-64. WOLIN, L. D. (2003), “Gender Issues in Advertising – An Oversight Synthesis of Research: 1970-2002”., Journal of Advertising Research, March, 111-129. ZINKHAN, G. M., and J. W. HONG (1991), “Self Concept and Advertising Effectiveness: A Conceptual Model of Congruency, Conspicuousness, and Response Mode”, In R. Holman and M. Solomon (Eds.), Advances In Consumer Research, Ann Arbor: Association for Consumer Research, Vol. XVIII, 348-354. www.visit4ads.com/advert/Kitchen-Sink-Unblocked-by-Mr-Muscle-MrMuscle-Cleaner-Range/68793.
Toplam 6 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm MAKALELER
Yazarlar

Çiğdem Başfırıncı Bu kişi benim

Yayımlanma Tarihi 1 Haziran 2014
Yayımlandığı Sayı Yıl 2014 Sayı: 13

Kaynak Göster

APA Başfırıncı, Ç. (2014). Reklamlarda Yer Alan Tipik Marka Kullanıcılarının Reklam Etkinliğindeki Rolüne Yönelik Kalitatif Bir Araştırma. Uluslararası İktisadi Ve İdari İncelemeler Dergisi(13), 57-74. https://doi.org/10.18092/ijeas.32677


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