Bir Ünlünün Aynı Zaman Diliminde Farklı Markaların Reklamlarında Kullanılmasının Tüketici Tutumlarına Olan Etkisi

Yıl 2022, Cilt: 22 Sayı: 3, 1202 - 1211, 30.11.2022

Fatma Yiğit Açıkgöz , Burak Koktay

https://doi.org/10.11616/asbi.1148975

Öz

Dünyanın her yerinde markalar ürün ya da hizmetlerinin hedef kitleler tarafından benimsenmesini sağlamak adına reklamlardan yararlanmaktadır. Değişen pazar ve tüketici davranışları karşısında reklamlardan en iyi sonucu almak isteyen markalar, günlük yaşam içinde çok fazla uyarana maruz kalan tüketicinin dikkatini çekmek adına reklamlarında ünlü kullanmayı sıklıkla tercih etmektedir. Bu çalışmada da bir ünlünün aynı zaman dilimlerinde birden fazla reklamda yer almasının tüketiciler üzerindeki etkilerini araştırarak, reklamlardaki ünlü desteğinin tüketicilerin onaylanan marka veya ürünlere ilişkin algıları üzerindeki etkisini test etmek amaçlanmıştır.

Anahtar Kelimeler

Reklam, ünlü, tüketici, tutum

The Effect of Using a Celebrity in the Advertisements of Different Brands in the Same Time Period on Consumer Attitudes

Öz

All over the world, brands benefit from advertisements to ensure that their products or services are adopted by target audiences. Brands that want to get the best results from advertisements in the face of changing market and consumer behaviours often prefer to use celebrities in their advertisements in order to attract the attention of consumers who are exposed to too many stimuli in daily life. In this study, it is aimed to investigate the effects of a celebrity in more than one advertisement at the same time on consumers, and to test the effect of celebrity support in advertisements on consumers' perceptions of approved brands or products.

Anahtar Kelimeler

Advertising, celebrity, consumer, attitude

Kaynakça

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