Research Article
BibTex RIS Cite

Attitude Towards Cause Related Marketing Ads

Year 2014, Volume: 4 Issue: 2, 2 - 31, 31.12.2014

Abstract

Cause related marketing (CRM) is an emerging area within the marketing dicipline, originating in the United States in the 1980’s. There is considerable initiative and growth in this strategy both in Turkey and world country from the start. CRM is a kind of corporate social responsibility. In CRM campaigns when the consumer purchases a product some amount of money they pay is donated to the cause.In examining the literature relating to crm, a need research was identified for reasons.This study reported in this article investigates the attitudes of consumers towards cause related marketing ads. Eskisehir Anadolu University academic staff have been constituted the universe of this research. Main purpose of this research, the attitudes of the subjects towards the ad, their brand attitudes and purchase intentions  towards CRM ads have been measured. As a result it has been revealed that CRM ads have a positive effect on brand attitudes and purchase intentions of the subjects. 

References

  • Basil, D. Z. ve Herr, P. M. (2008), “Dangerous donations? The effects of cause-related marketing on charity attitude”, Journal of Nonprofit & Public Sector Marketing, Vol. 11 No.1, pp. 59-76.
  • Berger, İ. E., Cunnigham, P. H. ve Kozinets, R. V. (1999),“Consumer persuasion though cause-related advertising”,Advances in Consumer Research, 26 (1): 491-497.
  • Biel, A. L. ve Bridgewater A. C. (1990),“Attributes of likable television commercials”,Journal of Advertising Research. Vol.30 No.3, pp.38-44.
  • Brink, D., Odekerken-Schroder, G. ve Pauwels, P. (2006),“The effect of strategic and tactical causerelated marketing on consumers brand loyalty”, Journal of Consumer Marketing. Vol. 23 No.1, pp. 1525.
  • Büyüköztürk, Ş. (2011),Sosyal bilimler için veri analizi elkitabı, Pegem Yayınları, Ankara.
  • Decock, B. ve De Pelsmacker, P. (2001),“Emotions matter: reinventing advertising”, Excellence in international research. (http://www.esomar.nl/ Publications/excellence 2001.htm Erişim tarihi05.03.2005).
  • Desphande, S. ve Hitchon, J. C. (2002),“Cause related marketing ads in the light of negative news”, J&MC Quarterly, Vol. 79 No. 4, pp. 905-926.
  • Ferlea, C. La., Kuberb, G. ve Edwards, S. M. (2013),“Factors impacting responses to cause-related marketing in India and the United States: novelty, altruistic motives, and company origin”,Journal of Business Research,Vol. 66 No. 3, pp. 364-373.
  • Franzen, G. (2005),Reklamın Marka Değerine Etkisi (Çev: Fevzi Yalım), MediaCat Kitapları,İstanbul.
  • Grau, S. L., Garretson, J., Folse, A. (2007),“CRM:The influence of donation proximity and messageframing cues on the less-involved consumer”,Journal of Advertising,Vol.36 No.4,pp. 19-25.
  • Hajaat, M. (2003), “Effect of cause-related marketing on attitudes and purchase intentions:the moderating role of cause involvement and donation”, Journal of Nonprofit&Public Sector Marketing,Vol.11 No.1,pp. 93-111.
  • Homer, P. M. ve Sun-Gill, Y. (1992),“Message framing and the interrelationships among ad-based feelings, affect and cognition”,Journalof Advertising, Vol. 21 No.1, pp. 19-33.
  • Human, D. ve Terblanche, N. (2009),“Cause-related marketing in South Africa – A qualitative exploration”, ANZMAC Papers.http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009681.pdf
  • Hürmeriç, P. (2009), Sosyal Pazarlama Yöntemi Olarak Karşılıklı Yarar Odaklı Sponsorluk (Neden İliskili Pazarlama) Uygulamalarının Tutumlar Üzerine Etkisi(Yayınlanmamış Doktora Tezi), Marmara Üniversitesi,İstanbul.
  • Kahraman, H. (2007), Pazarlama iletişimi aracı olarak amaca yönelik pazarlama: Turkcell iletişim hizmetleri A.Ş.’de bir uygulama, (Yayınlanmamış Yüksek Lisans Tezi), Dumlupınar Üniversitesi,Kütahya.
  • Kotler, P. ve Lee, N. (2008),Kurumsal sosyal sorumluluk. (Çev: S. Kaçamak), MediaCat Kitapları,İstanbul.
  • Lafferty, B. (2009),“A selecting the right cause partners for the right reasons: the role of importance and fit in cause–brand alliances”Psychology & Marketing,Vol. 26 No.4, pp. 359-382.
  • Lien, N. (2001), Elaboration likelihood model in consumer research: a review. Proc.Natl. Sci. Counc. ROC (C).Vol. 11 No.4, pp. 301-310.
  • MacKenzie, S. B., Lutz, R. J. ve 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,Vol. 2. pp.130-138.
  • MacKenzie, S.B. ve Lutz, R.J. (1989), “An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context.” Journal of Marketing, Vol. 53 No. 2 pp. 48 – 65.
  • Mizerski, D., Mizerski, K. ve Sadler, O. (2002), “A field experiment comparing the effectiveness of ambush and cause related ad appeals for social marketing causes”, Journal of Nonprofit & Public Sector Marketing, Vol. 9 No. 4, pp. 25-45.
  • Nan, X. ve Heo, K.(2007),“Consumer responses to corporate social responsibility (CSR) initiativesexamining the role of brand-cause fit in cause-related marketing”,Journal of Advertising, Vol. 36 No. 2, pp. 63-74.
  • Obermiller, C. ve Spangenberg, E. (2000),Ad skepticism:the consequences of disbelief (file:///C:/Users/MacBook%20Pro/Downloads/79e4150e717787d7c3.pdf/Erişim Tarihi: 8 Ocak 2014).
  • O’Brien, C. G. (2004),Building a case for the unfamiliar cause in cause-related marketing: the importance of cause vested interest, Yayınlanmamış Yüksek LisansTezi. University of South Florida.
  • O’Shaughnessy, J. ve O’Shaughnessy, N. J. (2004),Persuasion in advertising, Routledge, New York.
  • Oyman, M. (2000),“Amaca yönelik pazarlama”, Pazarlama Dünyası,Vol.6 pp.4-11.
  • Öztürk, S. A. ve Oyman. M. (2004),“Attitudes towards cause related marketing: the case of Turkish consumers”,Proceedings ofthe ninth ınternational conference on corporate and marketingcommunications, The University Of Warwick, Warwick.
  • Pope, N. K. L., Voges ,K. E. ve Brown, M. R. (2004), The Effect of Provocation in the form of Mild erotica on Attitude to the ad and Corporate image DifferencesBetween Cause-Related and Product-Based Advertising. Journal of Advertising,33 (1), 69-82.
  • Petty, R. E. ve Cacioppo, J. T. (1981), Personal involvement as a determinant of argument-based persuasion. Journal of Personality and Social Psychology, Vol. 41 No.5.
  • Petty, R. E., Cacioppo, J. T. ve Schumann, D. (1983), Central and peripheral routes to advertising effectiveness: the moderating role of ınvolvement. Journal of Consumer Research, Vol. 10 No.2, pp. 135146.
  • Sherif, M. ve Sherif, C. W. (1996),Sosyal Psikolojiye Giriş, Sosyal Yayınları, İstanbul.
  • Singh, S. (2009),“Overcoming skepticism towards cause related claims: the case of Norway.”, International Marketing Review, Vol. 26 No.3,pp.312-326
  • Sipahi, B. E., Yurtkoru, S. ve Çinko, M. (2008),Sosyal Bilimlerde SPSS’le Veri Analizi, Beta Basım Yayım Dağıtım A.Ş., İstanbul.
  • Soh, H. (2009), “Measuring trust in advertising development and validation of the adtrust scale”, Journal of Advertising,Vol. 38 No.2, pp. 83-103.
  • Steckstor, D. (2012),The effects of cause-related marketing on customers' attitudes, Dissertation technische universitat,München.
  • Polonsky, M. J. ve Wood, G. (2001), “Can the overcommercialization of cause-related marketing harm society? Journal of Macromarketing. Vol. 21 No.8.
  • Pracejus, J. W. ve Olsen, G. D. (2004),“The role of brand/cause fit in the effectiveness of cause-related marketing campaigns”, Journal of Business Research,Vol. 57 pp. 635-640.
  • Rossitter, J. ve Percy, L. (1997),Advertising communications&promotion management. Int Ed: Mc. Graw-Hill.
  • Songil, E. C. (2009),Marka konumlandırma sürecinde nedene dayalı pazarlamanın değerlendirilmesi: bir uygulama örneği (Yayınlanmamış yüksek lisans tezi), Selçuk Üniversitesi,Konya.
  • Tek, Ö. B. (1997), Pazarlama ilkeleri global yönetimsel yaklaşım Türkiye uygulamaları,Cem Ofset, İstanbul.
  • Trimble, C. S. ve Rifon, N. J. (2006), Consumer perceptions of compatibility in cause-related marketing messages,Int. J. Nonprofit Volunt. Sect. Mark. Vol. 11, pp. 29-47.
  • Varadarajan, R. ve Menon, A., (1988), “Cause-Related Marketing: A Coalignment Of Marketing Strategy And Corporate Philanthropy” Journal Of Marketing. Vol.52.
  • Vilela, A. M. (2010),Consumer processing of cause-related marketing (crm) the influence of gender on message evaluations, VDM Verlag Dr. Müller Aktiengesselschaft&co. KG,Berlin.
  • Yechiam, E., Barron, G., Erev, İ. ve Erez. M. (2006),“On the robustness and the direction of the effect of cause-related marketing”,Journal of Consumer Behaviour,http://onlinelibrary.wiley.com/doi/10.1002/cb.111/abstract (Erişim tarihi: 15.07.2010).
  • Waters, J. ve MacDonald, J. (2011),Cause Marketing for Dummies.Wiley Publishing, Indiana.
  • Uztuğ, F. (2003),Markan kadar konuş, Mediacat Yayınları,İstanbul.
  • Zaichkowsky, J. (1985), Measuring the involvement construct, Journal of Consumer Research,Vol.12, pp. 341-352.
  • http://www.ankayasam.com/hp-ve-tegv-isbirligiyle-egitime-destek.html(Erişim tarihi: 08.04.2013). http://arsiv.ntvmsnbc.com/news/33039.asp(Erişim tarihi: 19.04.2013). http://www.tdk.gov.trErişim tarihi: 15.04.2013).

SOSYAL AMACA YÖNELİK PAZARLAMA REKLAMLARINA YÖNELİK TUTUM

Year 2014, Volume: 4 Issue: 2, 2 - 31, 31.12.2014

Abstract

Sosyal Amaca Yönelik Pazarlama, 1980’ lerde ABD’de başlamış ve pazarlama disiplini içerisinde gelişmekte olan bir uygulama alanıdır. Başlangıcından bu yana hem Türkiye’de hem de dünyada büyüyen bu stratejinin uygulandığı önemli kampanyalar mevcuttur. SAYP bir kurumsal sosyal sorumluluk faaliyetidir. SAYP kampanyalarında; tüketici kampanyalı bir ürünü satın aldığı zaman ödediği ücretin bir kısmı sosyal bir sorunun çözümüne bağışlanmaktadır. Sosyal Amaca Yönelik Pazarlama ile ilgili literatür taranmış, bu araştırmaya yönelik ihtiyaç tespit edilmiştir, çünkü Türkçe literatürde SAYP reklamlarının tutuma yönelik etkisinin nasıl olduğu bilinmemektedir.Araştırmanın amacı, “Sosyal amaca yönelik pazarlama reklamlarına maruz kalanların,  reklama  yönelik tutum, markaya yönelik tutum ve satın alma niyeti nasıldır?” sorusuna cevap aramaktır.Araştırmanın evreni Eskişehir Anadolu Üniversitesi akademik personelidir. Araştırmanın sonucu olarak, sosyal amaca yönelik pazarlama reklamlarının, markaya yönelik tutumu ve satınalma niyetini olumlu olarak yönde etkilediği sonucuna ulaşılmıştır. 

References

  • Basil, D. Z. ve Herr, P. M. (2008), “Dangerous donations? The effects of cause-related marketing on charity attitude”, Journal of Nonprofit & Public Sector Marketing, Vol. 11 No.1, pp. 59-76.
  • Berger, İ. E., Cunnigham, P. H. ve Kozinets, R. V. (1999),“Consumer persuasion though cause-related advertising”,Advances in Consumer Research, 26 (1): 491-497.
  • Biel, A. L. ve Bridgewater A. C. (1990),“Attributes of likable television commercials”,Journal of Advertising Research. Vol.30 No.3, pp.38-44.
  • Brink, D., Odekerken-Schroder, G. ve Pauwels, P. (2006),“The effect of strategic and tactical causerelated marketing on consumers brand loyalty”, Journal of Consumer Marketing. Vol. 23 No.1, pp. 1525.
  • Büyüköztürk, Ş. (2011),Sosyal bilimler için veri analizi elkitabı, Pegem Yayınları, Ankara.
  • Decock, B. ve De Pelsmacker, P. (2001),“Emotions matter: reinventing advertising”, Excellence in international research. (http://www.esomar.nl/ Publications/excellence 2001.htm Erişim tarihi05.03.2005).
  • Desphande, S. ve Hitchon, J. C. (2002),“Cause related marketing ads in the light of negative news”, J&MC Quarterly, Vol. 79 No. 4, pp. 905-926.
  • Ferlea, C. La., Kuberb, G. ve Edwards, S. M. (2013),“Factors impacting responses to cause-related marketing in India and the United States: novelty, altruistic motives, and company origin”,Journal of Business Research,Vol. 66 No. 3, pp. 364-373.
  • Franzen, G. (2005),Reklamın Marka Değerine Etkisi (Çev: Fevzi Yalım), MediaCat Kitapları,İstanbul.
  • Grau, S. L., Garretson, J., Folse, A. (2007),“CRM:The influence of donation proximity and messageframing cues on the less-involved consumer”,Journal of Advertising,Vol.36 No.4,pp. 19-25.
  • Hajaat, M. (2003), “Effect of cause-related marketing on attitudes and purchase intentions:the moderating role of cause involvement and donation”, Journal of Nonprofit&Public Sector Marketing,Vol.11 No.1,pp. 93-111.
  • Homer, P. M. ve Sun-Gill, Y. (1992),“Message framing and the interrelationships among ad-based feelings, affect and cognition”,Journalof Advertising, Vol. 21 No.1, pp. 19-33.
  • Human, D. ve Terblanche, N. (2009),“Cause-related marketing in South Africa – A qualitative exploration”, ANZMAC Papers.http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009681.pdf
  • Hürmeriç, P. (2009), Sosyal Pazarlama Yöntemi Olarak Karşılıklı Yarar Odaklı Sponsorluk (Neden İliskili Pazarlama) Uygulamalarının Tutumlar Üzerine Etkisi(Yayınlanmamış Doktora Tezi), Marmara Üniversitesi,İstanbul.
  • Kahraman, H. (2007), Pazarlama iletişimi aracı olarak amaca yönelik pazarlama: Turkcell iletişim hizmetleri A.Ş.’de bir uygulama, (Yayınlanmamış Yüksek Lisans Tezi), Dumlupınar Üniversitesi,Kütahya.
  • Kotler, P. ve Lee, N. (2008),Kurumsal sosyal sorumluluk. (Çev: S. Kaçamak), MediaCat Kitapları,İstanbul.
  • Lafferty, B. (2009),“A selecting the right cause partners for the right reasons: the role of importance and fit in cause–brand alliances”Psychology & Marketing,Vol. 26 No.4, pp. 359-382.
  • Lien, N. (2001), Elaboration likelihood model in consumer research: a review. Proc.Natl. Sci. Counc. ROC (C).Vol. 11 No.4, pp. 301-310.
  • MacKenzie, S. B., Lutz, R. J. ve 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,Vol. 2. pp.130-138.
  • MacKenzie, S.B. ve Lutz, R.J. (1989), “An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context.” Journal of Marketing, Vol. 53 No. 2 pp. 48 – 65.
  • Mizerski, D., Mizerski, K. ve Sadler, O. (2002), “A field experiment comparing the effectiveness of ambush and cause related ad appeals for social marketing causes”, Journal of Nonprofit & Public Sector Marketing, Vol. 9 No. 4, pp. 25-45.
  • Nan, X. ve Heo, K.(2007),“Consumer responses to corporate social responsibility (CSR) initiativesexamining the role of brand-cause fit in cause-related marketing”,Journal of Advertising, Vol. 36 No. 2, pp. 63-74.
  • Obermiller, C. ve Spangenberg, E. (2000),Ad skepticism:the consequences of disbelief (file:///C:/Users/MacBook%20Pro/Downloads/79e4150e717787d7c3.pdf/Erişim Tarihi: 8 Ocak 2014).
  • O’Brien, C. G. (2004),Building a case for the unfamiliar cause in cause-related marketing: the importance of cause vested interest, Yayınlanmamış Yüksek LisansTezi. University of South Florida.
  • O’Shaughnessy, J. ve O’Shaughnessy, N. J. (2004),Persuasion in advertising, Routledge, New York.
  • Oyman, M. (2000),“Amaca yönelik pazarlama”, Pazarlama Dünyası,Vol.6 pp.4-11.
  • Öztürk, S. A. ve Oyman. M. (2004),“Attitudes towards cause related marketing: the case of Turkish consumers”,Proceedings ofthe ninth ınternational conference on corporate and marketingcommunications, The University Of Warwick, Warwick.
  • Pope, N. K. L., Voges ,K. E. ve Brown, M. R. (2004), The Effect of Provocation in the form of Mild erotica on Attitude to the ad and Corporate image DifferencesBetween Cause-Related and Product-Based Advertising. Journal of Advertising,33 (1), 69-82.
  • Petty, R. E. ve Cacioppo, J. T. (1981), Personal involvement as a determinant of argument-based persuasion. Journal of Personality and Social Psychology, Vol. 41 No.5.
  • Petty, R. E., Cacioppo, J. T. ve Schumann, D. (1983), Central and peripheral routes to advertising effectiveness: the moderating role of ınvolvement. Journal of Consumer Research, Vol. 10 No.2, pp. 135146.
  • Sherif, M. ve Sherif, C. W. (1996),Sosyal Psikolojiye Giriş, Sosyal Yayınları, İstanbul.
  • Singh, S. (2009),“Overcoming skepticism towards cause related claims: the case of Norway.”, International Marketing Review, Vol. 26 No.3,pp.312-326
  • Sipahi, B. E., Yurtkoru, S. ve Çinko, M. (2008),Sosyal Bilimlerde SPSS’le Veri Analizi, Beta Basım Yayım Dağıtım A.Ş., İstanbul.
  • Soh, H. (2009), “Measuring trust in advertising development and validation of the adtrust scale”, Journal of Advertising,Vol. 38 No.2, pp. 83-103.
  • Steckstor, D. (2012),The effects of cause-related marketing on customers' attitudes, Dissertation technische universitat,München.
  • Polonsky, M. J. ve Wood, G. (2001), “Can the overcommercialization of cause-related marketing harm society? Journal of Macromarketing. Vol. 21 No.8.
  • Pracejus, J. W. ve Olsen, G. D. (2004),“The role of brand/cause fit in the effectiveness of cause-related marketing campaigns”, Journal of Business Research,Vol. 57 pp. 635-640.
  • Rossitter, J. ve Percy, L. (1997),Advertising communications&promotion management. Int Ed: Mc. Graw-Hill.
  • Songil, E. C. (2009),Marka konumlandırma sürecinde nedene dayalı pazarlamanın değerlendirilmesi: bir uygulama örneği (Yayınlanmamış yüksek lisans tezi), Selçuk Üniversitesi,Konya.
  • Tek, Ö. B. (1997), Pazarlama ilkeleri global yönetimsel yaklaşım Türkiye uygulamaları,Cem Ofset, İstanbul.
  • Trimble, C. S. ve Rifon, N. J. (2006), Consumer perceptions of compatibility in cause-related marketing messages,Int. J. Nonprofit Volunt. Sect. Mark. Vol. 11, pp. 29-47.
  • Varadarajan, R. ve Menon, A., (1988), “Cause-Related Marketing: A Coalignment Of Marketing Strategy And Corporate Philanthropy” Journal Of Marketing. Vol.52.
  • Vilela, A. M. (2010),Consumer processing of cause-related marketing (crm) the influence of gender on message evaluations, VDM Verlag Dr. Müller Aktiengesselschaft&co. KG,Berlin.
  • Yechiam, E., Barron, G., Erev, İ. ve Erez. M. (2006),“On the robustness and the direction of the effect of cause-related marketing”,Journal of Consumer Behaviour,http://onlinelibrary.wiley.com/doi/10.1002/cb.111/abstract (Erişim tarihi: 15.07.2010).
  • Waters, J. ve MacDonald, J. (2011),Cause Marketing for Dummies.Wiley Publishing, Indiana.
  • Uztuğ, F. (2003),Markan kadar konuş, Mediacat Yayınları,İstanbul.
  • Zaichkowsky, J. (1985), Measuring the involvement construct, Journal of Consumer Research,Vol.12, pp. 341-352.
  • http://www.ankayasam.com/hp-ve-tegv-isbirligiyle-egitime-destek.html(Erişim tarihi: 08.04.2013). http://arsiv.ntvmsnbc.com/news/33039.asp(Erişim tarihi: 19.04.2013). http://www.tdk.gov.trErişim tarihi: 15.04.2013).
There are 48 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Research Articles
Authors

Ayla Topuz Savaş

Publication Date December 31, 2014
Submission Date December 1, 2014
Published in Issue Year 2014 Volume: 4 Issue: 2

Cite

APA Topuz Savaş, A. (2014). SOSYAL AMACA YÖNELİK PAZARLAMA REKLAMLARINA YÖNELİK TUTUM. Karadeniz Teknik Üniversitesi İletişim Araştırmaları Dergisi, 4(2), 2-31.