Factors Affecting Consumer’s Attitude Toward Fictional Brands: Turkish TV Series Case

Year 2021, Volume: 29 Issue: 47, 285 - 299, 25.01.2021

Pinar Basgoze Ezel Bozlak

https://doi.org/10.17233/sosyoekonomi.2021.01.14

Abstract

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.

Keywords

Reverse Product Placement, Fictional Brand, Attitude Toward TV Program, Perceived Service Quality, Self-Connection

Tüketicinin Kurgusal Markalara Yönelik Tutumunu Etkileyen Faktörler: Türk Dizilerinde Uygulama

Abstract

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.

Keywords

Tersine Ürün Yerleştirme, Kurgusal Marka, TV Programına Yönelik Tutum, Algılanan Hizmet Kalitesi, Benlik Bağı

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