Bir Ünlünün Rakip Marka Reklamlarında Yer Almasına Yönelik Tüketici Tutumlarının Belirlenmesi

Zehra Bozbay; Emine Karakuş Başlar; Gülçin Erdoğan; Vahideh Arghashi

doi:10.18037/ausbd.845682

Bir Ünlünün Rakip Marka Reklamlarında Yer Almasına Yönelik Tüketici Tutumlarının Belirlenmesi

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.

Anahtar Kelimeler

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Zehra Bozbay Bu kişi benim
Türkiye

Emine Karakuş Başlar
Türkiye

Gülçin Erdoğan Bu kişi benim
Türkiye

Vahideh Arghashi Bu kişi benim
Türkiye

Yayımlanma Tarihi

23 Aralık 2020

Gönderilme Tarihi

13 Aralık 2019

Kabul Tarihi

17 Ekim 2020

Yayımlandığı Sayı

Yıl 2020 Cilt: 20 Sayı: 4

DOI

https://doi.org/10.18037/ausbd.845682

IZ

https://izlik.org/JA78UG85ML

Kaynak Göster

RIS / Bibtex

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

AMA

1.Bozbay Z, Karakuş Başlar E, Erdoğan G, Arghashi V. Bir Ünlünün Rakip Marka Reklamlarında Yer Almasına Yönelik Tüketici Tutumlarının Belirlenmesi. AÜSBD. 2020;20(4):1-22. doi:10.18037/ausbd.845682

Chicago

Bozbay, Zehra, Emine Karakuş Başlar, Gülçin Erdoğan, ve Vahideh Arghashi. 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.

EndNote

Bozbay Z, Karakuş Başlar E, Erdoğan G, Arghashi V (01 Aralık 2020) Bir Ünlünün Rakip Marka Reklamlarında Yer Almasına Yönelik Tüketici Tutumlarının Belirlenmesi. Anadolu Üniversitesi Sosyal Bilimler Dergisi 20 4 1–22.

IEEE

[1]Z. Bozbay, E. Karakuş Başlar, G. Erdoğan, ve V. Arghashi, “Bir Ünlünün Rakip Marka Reklamlarında Yer Almasına Yönelik Tüketici Tutumlarının Belirlenmesi”, AÜSBD, c. 20, sy 4, ss. 1–22, Ara. 2020, doi: 10.18037/ausbd.845682.

ISNAD

Bozbay, Zehra - Karakuş Başlar, Emine - Erdoğan, Gülçin - Arghashi, Vahideh. “Bir Ünlünün Rakip Marka Reklamlarında Yer Almasına Yönelik Tüketici Tutumlarının Belirlenmesi”. Anadolu Üniversitesi Sosyal Bilimler Dergisi 20/4 (01 Aralık 2020): 1-22. https://doi.org/10.18037/ausbd.845682.

JAMA

1.Bozbay Z, Karakuş Başlar E, Erdoğan G, Arghashi V. Bir Ünlünün Rakip Marka Reklamlarında Yer Almasına Yönelik Tüketici Tutumlarının Belirlenmesi. AÜSBD. 2020;20:1–22.

MLA

Bozbay, Zehra, vd. “Bir Ünlünün Rakip Marka Reklamlarında Yer Almasına Yönelik Tüketici Tutumlarının Belirlenmesi”. Anadolu Üniversitesi Sosyal Bilimler Dergisi, c. 20, sy 4, Aralık 2020, ss. 1-22, doi:10.18037/ausbd.845682.

Vancouver

1.Zehra Bozbay, Emine Karakuş Başlar, Gülçin Erdoğan, Vahideh Arghashi. Bir Ünlünün Rakip Marka Reklamlarında Yer Almasına Yönelik Tüketici Tutumlarının Belirlenmesi. AÜSBD. 01 Aralık 2020;20(4):1-22. doi:10.18037/ausbd.845682