BibTex RIS Cite

Çoklu Ünlü Kullanılan Reklamlarda Cinsiyetin Rolü: Tüketicilerin Reklama, Markaya Karşı Tutumları ve Satın Alma Eğilimleri

Year 2013, Volume: 12 Issue: 3, 645 - 657, 01.12.2013

Abstract

Reklamcılık uygulamalarındaki yaygın kullanımına rağmen, birden fazla ünlünün yer aldığı reklamların tüketiciler üzerindeki etkisi net olarak bilinmemektedir. Dolayısıyla, bu çalışmanın amacı, çoklu ünlü kullanılması durumunda tüketicilerin reklama ve markaya karşı olan tutumları ile satın alma eğilimlerinin cinsiyete göre farklılık gösterip göstermediğini incelemektir. Bu doğrultuda 256 kişiyle anket çalışması gerçekleştirilmiştir. Araştırmanın bulguları, bir reklamda iki ünlü kullanıldığında tüketicilerin reklamlara ve markaya karşı tutumları, ve satın alma eğilimlerinin tüketicilerin bu ünlülere karşı tutumları doğrultusunda cinsiyetlerine göre farklılık gösterebildiğini ortaya koymuştur. Bu çalışmanın firmaların çoklu ünlü kullanımını pazarlama iletişimi stratejilerinde cinsiyet farklılıklarına odaklanarak daha doğru ve etkin bir biçimde kullanmaları konusunda yön verici olması beklenmektedir

References

  • Agrawal, J. ve W. A. Kamakura (1995). The Economic Worth of Celebrity Endorsers: An Event Study Analysis. The Journal of Marketing, 59 (3), 56-62.
  • Armstrong, G. ve P. Kotler (2005). Marketing: An introduction, New Jersey: Pearson Prentice Hall.
  • Atkin, C. ve M. Block (1983). An Experiment Revealed the Effectiveness of Celebrity Endorsers. Journal of Advertising Research, 23 (1), 57-61.
  • Biswas, S., M. Hussain, ve K. O’Donnell (2009). Celebrity Endorsements in Advertisements and Consumer Perceptions: A Cross-Cultural Study. Journal of Global Marketing, 22, 121–137.
  • Dayer,W.K. ve 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), 42-56.
  • Dursun, İ. ve E.T. Kabadayı (2012). Tüketicilerin İkna Çabalarına Karşın Gösterdikleri Direnç: Tutum Gücü, Tutum Yönü ve Mesaj Gücünün Etkileri Üzerine Deneysel Bir Araştırma. Uluslararası Yönetim İktisat ve İşletme Dergisi, 8 (6), 76-97.
  • Erdoğan, B.Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing, 15 (4), 291-314.
  • Erdogan, B. ve M. Baker (1999). Celebrity Endorsement: Advertising Agency Managers’ Perspective. Cyber-Journal of Sport Marketing [On-line serial], 3 (3).http://www.ausport.gov.au/fulltext/1999/cjsm.
  • Fischer, E. ve S.J. Arnold (1994). Sex, Gender Identity, Gender Role Attitudes and Consumer Behavior. Psychology & Marketing, 11 (2), 163-182.
  • Friedman, H. H. ve L. Friedman (1979). Endorser Effectiveness by Product Type. Journal of Advertising Research, 19 (5), 63-71.
  • Friedman,H., S., Termini ve R. Washington (1977). The Effectiveness of Advertisements Utilizing Four Types of Endorsers. Journal of Advertising, 6, 22-24.
  • Hakimi, B.Y., A. Abedniya ve M.N. Zaeim (2011). Investigate the Impact of Celebrity Endorsement on Brand Image. European Journal of Scientific Research, 58 (1), 116-132.
  • Hogg, M.K. ve J. Garrow (2003). Gender, Identity and the Consumption of Advertising. Qualitative Market Research: An International Journal, 6 (3), 160-174.
  • Hovland, C. I., I. L. Janis, ve H. H. Kelley (1953). Communication and Persuasion, New Haven, CT: Yale University Press.
  • Hsu, C. ve D. McDonald (2002). An Examination on Multiple Celebrity Endorsers in Advertising. Journal of Product & Brand Management, 11 (1), 19-29.
  • Kamins, M.A. (1990). An Investigation into the Match-Up Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep. Journal of Advertising, 19 (1), 4-13.
  • Keller, K.L. (2001). Mastering the Marketing Communications Mix: Micro and Macro Perspectives Integrated Marketing Communication Programs. Journal of Marketing Management, 17, 819-847.
  • Kolyesnikova, N., T.H. Dodd ve J.B. Wilcox (2009). Gender as a Moderator of Reciprocal Consumer Behavior. Journal of Consumer Marketing, 26 (3), 200-213.
  • McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16 (3), 310- 321.
  • Mowen, J. C. ve S. W. Brown (1981). On Explaining and Predicting the Effectiveness of Celebrity Endorsers. Ed. K. B. Monroe Handbook of Advances in Consumer Research (8, 437-441). Ann Arbor, MI: Association for Consumer Research.
  • Palan, K.M. (2001). Gender Identity in Consumer Behavior Research: A Literature Review and Research Agenda. Academy of Marketing Science, 10, 1-24.
  • Palmer, A. ve D. Bejou (1995). The Effects of Gender on the Development of Relationship Between Clients and Financial Advisers. International Journal of Bank Marketing, 13 (3), 18-27.
  • Saleem, F. (2007). Effect of Single and Multiple Celebrity Endorsement on Low Involvement and High Involvement Product Advertisement. European Journal of Social Sciences, 5 (3), 125-132.
  • Seno, D. ve B. A. Lukas (2007). The Equity Effect of Product Endorsement by Celebrities: A Conceptual Framework from a Co-Branding Perspective. European Journal of Marketing, 41 (1/2), 121-134.
  • Silvera, D. H. ve B. Austad (2004). Factors Predicting the Effectiveness of Celebrity Endorsement Advertisements. European Journal of Marketing, 38 (11/12), 1509-1526.
  • Singer, B. D. (1983). The Case for Using "Real People" in Advertising. Business Quarterly, 48, Winter, 32-37.
  • Tosun, N.B. (2003). Negatif Politik Reklamların Etkisinin Değerlendirilmesi. İktisadi ve İdari Bilimler Dergisi, 3-4, 322-337.
  • Yağcı, M.İ. ve N. İlarslan (2010). Reklamların ve Cinsiyet Kimliği Rolünün Tüketicilerin Satın Alma Davranışları Üzerindeki Etkisi. Doğuş Üniversitesi Dergisi, 11(1), 138-155.

The Role of Gender on Consumer Attitudes toward Multiple Celebrity Advertisements

Year 2013, Volume: 12 Issue: 3, 645 - 657, 01.12.2013

Abstract

Although its has been widely used in advertising, the impact of multiple celebrity endorsement on consumers has not been known. Therefore, the aim of this study is to examine whether consumers’ attitudes towards advertisement and brand, and their purchase intention differ regarding to the gender of consumers in multiple celebrity endorsement. Hence, survey study was conducted with 256 individuals. The findings of this study indicates that when two celebrities are used in an advertisement, based on the consumers’ attitudes towards the celebrities, the attitudes towards advertisement and brand, and purchase intentions may show discrepancies according to the gender of consumers. This study may shed light on how to use multiple celebrities in companies’ marketing strategies in a more accurate and effective way while considering consumer gender differences

References

  • Agrawal, J. ve W. A. Kamakura (1995). The Economic Worth of Celebrity Endorsers: An Event Study Analysis. The Journal of Marketing, 59 (3), 56-62.
  • Armstrong, G. ve P. Kotler (2005). Marketing: An introduction, New Jersey: Pearson Prentice Hall.
  • Atkin, C. ve M. Block (1983). An Experiment Revealed the Effectiveness of Celebrity Endorsers. Journal of Advertising Research, 23 (1), 57-61.
  • Biswas, S., M. Hussain, ve K. O’Donnell (2009). Celebrity Endorsements in Advertisements and Consumer Perceptions: A Cross-Cultural Study. Journal of Global Marketing, 22, 121–137.
  • Dayer,W.K. ve 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), 42-56.
  • Dursun, İ. ve E.T. Kabadayı (2012). Tüketicilerin İkna Çabalarına Karşın Gösterdikleri Direnç: Tutum Gücü, Tutum Yönü ve Mesaj Gücünün Etkileri Üzerine Deneysel Bir Araştırma. Uluslararası Yönetim İktisat ve İşletme Dergisi, 8 (6), 76-97.
  • Erdoğan, B.Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing, 15 (4), 291-314.
  • Erdogan, B. ve M. Baker (1999). Celebrity Endorsement: Advertising Agency Managers’ Perspective. Cyber-Journal of Sport Marketing [On-line serial], 3 (3).http://www.ausport.gov.au/fulltext/1999/cjsm.
  • Fischer, E. ve S.J. Arnold (1994). Sex, Gender Identity, Gender Role Attitudes and Consumer Behavior. Psychology & Marketing, 11 (2), 163-182.
  • Friedman, H. H. ve L. Friedman (1979). Endorser Effectiveness by Product Type. Journal of Advertising Research, 19 (5), 63-71.
  • Friedman,H., S., Termini ve R. Washington (1977). The Effectiveness of Advertisements Utilizing Four Types of Endorsers. Journal of Advertising, 6, 22-24.
  • Hakimi, B.Y., A. Abedniya ve M.N. Zaeim (2011). Investigate the Impact of Celebrity Endorsement on Brand Image. European Journal of Scientific Research, 58 (1), 116-132.
  • Hogg, M.K. ve J. Garrow (2003). Gender, Identity and the Consumption of Advertising. Qualitative Market Research: An International Journal, 6 (3), 160-174.
  • Hovland, C. I., I. L. Janis, ve H. H. Kelley (1953). Communication and Persuasion, New Haven, CT: Yale University Press.
  • Hsu, C. ve D. McDonald (2002). An Examination on Multiple Celebrity Endorsers in Advertising. Journal of Product & Brand Management, 11 (1), 19-29.
  • Kamins, M.A. (1990). An Investigation into the Match-Up Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep. Journal of Advertising, 19 (1), 4-13.
  • Keller, K.L. (2001). Mastering the Marketing Communications Mix: Micro and Macro Perspectives Integrated Marketing Communication Programs. Journal of Marketing Management, 17, 819-847.
  • Kolyesnikova, N., T.H. Dodd ve J.B. Wilcox (2009). Gender as a Moderator of Reciprocal Consumer Behavior. Journal of Consumer Marketing, 26 (3), 200-213.
  • McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16 (3), 310- 321.
  • Mowen, J. C. ve S. W. Brown (1981). On Explaining and Predicting the Effectiveness of Celebrity Endorsers. Ed. K. B. Monroe Handbook of Advances in Consumer Research (8, 437-441). Ann Arbor, MI: Association for Consumer Research.
  • Palan, K.M. (2001). Gender Identity in Consumer Behavior Research: A Literature Review and Research Agenda. Academy of Marketing Science, 10, 1-24.
  • Palmer, A. ve D. Bejou (1995). The Effects of Gender on the Development of Relationship Between Clients and Financial Advisers. International Journal of Bank Marketing, 13 (3), 18-27.
  • Saleem, F. (2007). Effect of Single and Multiple Celebrity Endorsement on Low Involvement and High Involvement Product Advertisement. European Journal of Social Sciences, 5 (3), 125-132.
  • Seno, D. ve B. A. Lukas (2007). The Equity Effect of Product Endorsement by Celebrities: A Conceptual Framework from a Co-Branding Perspective. European Journal of Marketing, 41 (1/2), 121-134.
  • Silvera, D. H. ve B. Austad (2004). Factors Predicting the Effectiveness of Celebrity Endorsement Advertisements. European Journal of Marketing, 38 (11/12), 1509-1526.
  • Singer, B. D. (1983). The Case for Using "Real People" in Advertising. Business Quarterly, 48, Winter, 32-37.
  • Tosun, N.B. (2003). Negatif Politik Reklamların Etkisinin Değerlendirilmesi. İktisadi ve İdari Bilimler Dergisi, 3-4, 322-337.
  • Yağcı, M.İ. ve N. İlarslan (2010). Reklamların ve Cinsiyet Kimliği Rolünün Tüketicilerin Satın Alma Davranışları Üzerindeki Etkisi. Doğuş Üniversitesi Dergisi, 11(1), 138-155.
There are 28 citations in total.

Details

Other ID JA33YE53MU
Journal Section Article
Authors

İşık Özge Yumurtacı This is me

Tuğba Örten Tuğrul This is me

Bengü Sevil Oflaç This is me

Publication Date December 1, 2013
Submission Date December 1, 2013
Published in Issue Year 2013 Volume: 12 Issue: 3

Cite

APA Yumurtacı, İ. Ö., Örten Tuğrul, T., & Oflaç, B. S. (2013). Çoklu Ünlü Kullanılan Reklamlarda Cinsiyetin Rolü: Tüketicilerin Reklama, Markaya Karşı Tutumları ve Satın Alma Eğilimleri. Gaziantep Üniversitesi Sosyal Bilimler Dergisi, 12(3), 645-657.