Year 2021, Volume 29 , Issue 47, Pages 285 - 299 2021-01-25

Tüketicinin Kurgusal Markalara Yönelik Tutumunu Etkileyen Faktörler: Türk Dizilerinde Uygulama
Factors Affecting Consumer’s Attitude Toward Fictional Brands: Turkish TV Series Case

Pinar BASGOZE [1] , Ezel BOZLAK [2]


Tersine Ürün Yerleştirme; kurgusal markaların eğlence dünyasından çıkarak gerçek dünya ürünlerine dönüşmesi ve ticarileştirileşmesi anlamına gelmektedir. Bu nedenle, Tersine Ürün Yerleştirme’yi etkileyen faktörleri incelemek kurgusal markaların ticarileştirilme kararları açısından oldukça önemlidir. Bu çalışmanın amacı, tüketicinin Türk dizilerinde yer alan kurgusal hizmet markalarına yönelik tutumunu etkileyen faktörleri incelemektir. Dolayısıyla çalışmada tüketicinin televizyon programına yönelik tutumunun, televizyon programında yer alan kurgusal hizmete yönelik olarak algıladığı kalitenin ve kurgusal hizmet markası ile benlik bağı kurmasının kurgusal hizmet markasına olan tutumu üzerine etkileri incelenmiştir. Bu kapsamda önerilmiş̧ olan model doğrultusunda 400 katılımcıdan veri toplanmış̧ ve elde edilen veriler doğrusal regresyon analizi ile test edilmiştir. Uygulanan analiz sonucu elde edilen bulgulara göre; tüketicinin televizyon programına yönelik tutumu, televizyon programında yer alan kurgusal hizmete dair algıladığı kalite ve kurgusal bir hizmet markası ile benlik bağı kurması Türk dizilerinde yer alan kurgusal hizmet markasına olan tutumunu olumlu yönde etkileyebilecektir.
Reverse product placement (RPP) is the commercialization of fictional brands from entertainment media into real world products. The factors effecting RPP is crucial for the commercialization of fictional brands. Purpose of this study is to investigate the factors affecting consumer’s attitude toward fictional brands. Thus, the effects of consumer's attitude towards television programs, perceived quality of fictional service in television programs and self-connection with a fictional service brand on the attitude of fictional service brand were examined. The data were collected from 400 participants and analysed with linear regression. According to the findings of the study, the attitudes of the consumers towards the television program, perceived service quality, and selfconnection with the fictional service brand positively affect the attitudes towards the fictional service brand in Turkish TV Series.
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Primary Language tr
Subjects Social
Journal Section Articles
Authors

Orcid: 0000-0003-4597-5752
Author: Pinar BASGOZE (Primary Author)
Institution: HACETTEPE UNIVERSITY
Country: Turkey


Orcid: 0000-0002-6604-6066
Author: Ezel BOZLAK
Institution: HACETTEPE UNIVERSITY
Country: Turkey


Dates

Publication Date : January 25, 2021

Bibtex @research article { sosyoekonomi701539, journal = {Sosyoekonomi}, issn = {1305-5577}, address = {}, publisher = {Sosyoekonomi Society}, year = {2021}, volume = {29}, pages = {285 - 299}, doi = {10.17233/sosyoekonomi.2021.01.14}, title = {Tüketicinin Kurgusal Markalara Yönelik Tutumunu Etkileyen Faktörler: Türk Dizilerinde Uygulama}, key = {cite}, author = {Basgoze, Pinar and Bozlak, Ezel} }
APA Basgoze, P , Bozlak, E . (2021). Tüketicinin Kurgusal Markalara Yönelik Tutumunu Etkileyen Faktörler: Türk Dizilerinde Uygulama . Sosyoekonomi , 29 (47) , 285-299 . DOI: 10.17233/sosyoekonomi.2021.01.14
MLA Basgoze, P , Bozlak, E . "Tüketicinin Kurgusal Markalara Yönelik Tutumunu Etkileyen Faktörler: Türk Dizilerinde Uygulama" . Sosyoekonomi 29 (2021 ): 285-299 <https://dergipark.org.tr/en/pub/sosyoekonomi/issue/59997/701539>
Chicago Basgoze, P , Bozlak, E . "Tüketicinin Kurgusal Markalara Yönelik Tutumunu Etkileyen Faktörler: Türk Dizilerinde Uygulama". Sosyoekonomi 29 (2021 ): 285-299
RIS TY - JOUR T1 - Tüketicinin Kurgusal Markalara Yönelik Tutumunu Etkileyen Faktörler: Türk Dizilerinde Uygulama AU - Pinar Basgoze , Ezel Bozlak Y1 - 2021 PY - 2021 N1 - doi: 10.17233/sosyoekonomi.2021.01.14 DO - 10.17233/sosyoekonomi.2021.01.14 T2 - Sosyoekonomi JF - Journal JO - JOR SP - 285 EP - 299 VL - 29 IS - 47 SN - 1305-5577- M3 - doi: 10.17233/sosyoekonomi.2021.01.14 UR - https://doi.org/10.17233/sosyoekonomi.2021.01.14 Y2 - 2020 ER -
EndNote %0 Sosyoekonomi Tüketicinin Kurgusal Markalara Yönelik Tutumunu Etkileyen Faktörler: Türk Dizilerinde Uygulama %A Pinar Basgoze , Ezel Bozlak %T Tüketicinin Kurgusal Markalara Yönelik Tutumunu Etkileyen Faktörler: Türk Dizilerinde Uygulama %D 2021 %J Sosyoekonomi %P 1305-5577- %V 29 %N 47 %R doi: 10.17233/sosyoekonomi.2021.01.14 %U 10.17233/sosyoekonomi.2021.01.14
ISNAD Basgoze, Pinar , Bozlak, Ezel . "Tüketicinin Kurgusal Markalara Yönelik Tutumunu Etkileyen Faktörler: Türk Dizilerinde Uygulama". Sosyoekonomi 29 / 47 (January 2021): 285-299 . https://doi.org/10.17233/sosyoekonomi.2021.01.14
AMA Basgoze P , Bozlak E . Tüketicinin Kurgusal Markalara Yönelik Tutumunu Etkileyen Faktörler: Türk Dizilerinde Uygulama. Sosyoekonomi. 2021; 29(47): 285-299.
Vancouver Basgoze P , Bozlak E . Tüketicinin Kurgusal Markalara Yönelik Tutumunu Etkileyen Faktörler: Türk Dizilerinde Uygulama. Sosyoekonomi. 2021; 29(47): 285-299.
IEEE P. Basgoze and E. Bozlak , "Tüketicinin Kurgusal Markalara Yönelik Tutumunu Etkileyen Faktörler: Türk Dizilerinde Uygulama", Sosyoekonomi, vol. 29, no. 47, pp. 285-299, Jan. 2021, doi:10.17233/sosyoekonomi.2021.01.14