THE EFFECTS OF PRODUCT PLACEMENT ATTITUDES ON PURCHASE INTENTION AND BRAND IMAGE

Year 2014, Volume: 32 Issue: 1, 29 - 54, 30.06.2014

Pınar Başgöze , Şerife Kazancı

https://doi.org/10.17065/huiibf.89390

Cited By: 7

Abstract

The purpose of
this study is to investigate the effects of attitudes toward advertisement and
attitudes toward product placement strategies which is a newly communication
method in marketing, on purchase intention and brand image. Besides, another
goal of the study is to analyze the mediation effects of attitudes toward
advertisement both between attitude toward product placement and purchase
intention and between attitude toward product placement and brand image. Thus,
in the study a questionnaire was conducted in order to measure the attitudes of
consumer towards product placement, attitudes toward advertisement, purchase
intention and brand image perception. Regression analyses and mediation test were
used in order to analyze the direct relations between variables. According to
the results, attitudes toward product placement have significant and positive
effects on purchase intention and brand image as well as attitudes toward
advertisement. Also attitudes toward advertisement have mediation effect both
between “attitude toward product placement” and “purchase intention” and
between “attitude toward product placement” and “brand image”. 

Keywords

Attitude toward advertisement, attitude toward product placement, purchase intention, brand image

ÜRÜN YERLEŞTİRME VE REKLAMA İLİŞKİN TUTUMLARIN SATIN ALMA EĞİLİMİ VE MARKA İMAJI ÜZERİNE ETKİLERİ

Abstract

Bu çalısmada, reklam ve yeni bir pazarlama iletisimi olarak ortaya çıkan ürün yerlestirme stratejilerine karsı tüketicinin tutumlarının, satın alma egilimi ve marka imajı üzerindeki etkilerinin belirlenmesi amaçlanmıstır. Dolayısıyla çalısmada, tüketicilerin televizyon dizilerinde karsılastıkları reklamlara iliskin tutumları ile ürün yerlestirmelerine karsı tutumlarının, satın alma egilimleri ve markaya iliskin zihinlerinde olusturdukları imaj üzerine etkilerini ölçmeye yönelik anket soruları belirlenmistir. Bu iliskilere ek olarak, reklama karsı tutumların ürün yerlestirmeye yönelik tutumlar ile satın alma ve marka imajı arasında aracı iliskileri de ölçülmüstür. Bu dogrultuda, çalısmanın ana kitlesi televizyon izleyicileri olarak seçilmis ve veriler elektronik ortamda hazırlanan anket ile elde edilmistir. Verilerin analiz edilmesinde regresyon yöntemi ve aracı testi kullanılmıstır. Çalısmanın sonuçlarına göre, tüketiciler televizyon dizilerinde karsılastıkları ürün yerlestirmeye iliskin olumlu tutumlar gelistirdiklerinde, o ürünü satın almaya yönelik egilimlerinin arttıgı ve olumlu bir marka imajı algıladıkları ortaya çıkmıstır. Aynı sekilde, tüketicilerin reklama

karsı tutumları, satın alma egilimini ve marka imajını anlamlı ve olumlu bir sekilde etkilemektedir. Bu sonuçların yanı sıra, reklama iliskin tutumların, hem ürün yerlestirmeye karsı tutumlar ile satın alma egilimi, hem de ürün yerlestirmeye karsı tutum ile marka imajı arasında aracı bir etkiye sahiptir.

Keywords

Reklama karşı tutum, ürün yerleştirmeye karşı tutum, satın alma eğilimi, marka imajı

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