Araştırma Makalesi
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PAZARLAMADA ÜNLÜ KULLANIM STRATEJİSİ: TÜRK HAVA YOLLARI ÖRNEĞİ

Yıl 2022, Cilt: 3 Sayı: 1, 66 - 82, 05.07.2022
https://doi.org/10.54969/abuijss.1069452

Öz

ÖZ: Günümüz rekabetçi pazar ortamında, ünlülerin ürün ve markaların pazarlama iletişiminde kullanılması oldukça popüler olan bir pazarlama tekniğidir. Ünlü kullanımı birçok marka tarafından onaylanmış; hem yerel hem de global pazarlardaki tüketicilere ulaşmak için kullanılan güvenilir pazarlama stratejilerinden biridir. Araştırma bulguları, ünlü kullanımının ya da ünlü desteğinin etkili bir şekilde kullanılması halinde satın alma niyetini etkilediği ve satışları artırdığını göstermekte olup, buna ek olarak tüketiciler arasında marka bilinirliğini de artırmaktadır. Bu makale, ünlü kullanımı stratejisinin kültürel temellerini anlam transferi modeli bağlamında açıklamayı amaçlamakta olup, Türkiye’nin önde gelen havayolu firmalarından biri olan Türk Hava Yolları (THY) markasının ünlü kullanımı stratejisini analiz etmektedir. Türk Hava Yolları firması, globalleşme stratejileri çerçevesinde dünyaca ünlü global isimler ve kurumlar ile ortak çalışmalar yapmış ve bu çalışmalar neticesinde olumlu sonuçlar elde etmiş başarılı bir Türk markasıdır.

Kaynakça

  • Ambroise, L., & Albert, N. (2020). Celebrity endorsement: Conceptual clarifications, critical review, and future research perspectives. Recherche et Applications En Marketing (English Edition), 35(2), 97-122.
  • ATAS, U., MORRIS, G., & BAT, M. (2015). THE IMPORTANCE OF SPONSORHSHIP IN CORPORATE COMMUNICATION: A CASE STUDY OF TURKISH AIRLINES. Global Media Journal: Turkish Edition, 6(11).
  • Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of advertising research.
  • Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: a literature review and research agenda. International Journal of Advertising, 35(4), 642-663.
  • Biswas, S., Hussain, M., & O'Donnell, K. (2009). Celebrity endorsements in advertisements and consumer perceptions: A cross-cultural study. Journal of global marketing, 22(2), 121-137.
  • Chia, S. C., & Poo, Y. L. (2009). Media, celebrities, and fans: An examination of adolescents' media usage and involvement with entertainment celebrities. Journalism & Mass Communication Quarterly, 86(1), 23-44.
  • ÇİLİNGİR, Z. (2014). Tüketici etnik kökenciliği eğilimi ölçeği (CETSCALE): İstanbul ili tüketicileri üzerine bir pilot araştırma. Uluslararası İktisadi Ve İdari İncelemeler Dergisi, (13), 209-232.
  • Clark, C. R., & Horstmann, I. J. (2003). Celebrity endorsements. Unpublished Manuscript Identified by Google Scholar.
  • Chao, P., Wührer, G., & Werani, T. (2005). Celebrity and foreign brand name as moderators of country-of-origin effects. International journal of advertising, 24(2), 173-192.
  • De Mooij, M., & Hofstede, G. (2010). The Hofstede model: Applications to global branding and advertising strategy and research. International Journal of advertising, 29(1), 85-110.
  • De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising, 36(5), 798-828.
  • Dean, D. H., & Biswas, A. (2001). Third-party organization endorsement of products: an advertising cue affecting consumer prepurchase evaluation of goods and services. Journal of advertising, 30(4), 41-57.
  • Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314.
  • Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of advertising research, 41(3), 39-48.
  • Foong, L. S., & Yazdanifard, R. (2014). Celebrity endorsement as a marketing tool. Global Journal of Management And Business Research.
  • Gräve, J. F. (2017, July). Exploring the perception of influencers vs. traditional celebrities: are social media stars a new type of endorser?. In Proceedings of the 8th international conference on Social Media & Society (pp. 1-5).
  • Gräve, J. F., & Bartsch, F. (2022). # Instafame: exploring the endorsement effectiveness of influencers compared to celebrities. International Journal of Advertising, 41(4), 591-622.
  • Halder, D., Pradhan, D., & Chaudhuri, H. R. (2021). Forty-five years of celebrity credibility and endorsement literature: Review and learnings. Journal of Business Research, 125, 397-415.
  • Hofstede, G. (2011). Dimensionalizing cultures: The Hofstede model in context. Online readings in psychology and culture, 2(1), 8.
  • Hollensen, S., & Schimmelpfennig, C. (2013). Selection of celebrity endorsers: A case approach to developing an endorser selection process model. Marketing Intelligence & Planning, 31(1), 88-102.
  • Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion.
  • Huotari, K., & Hamari, J. (2012, October). Defining gamification: a service marketing perspective. In Proceeding of the 16th international academic MindTrek conference (pp. 17-22). ACM.
  • Jain, V., & Roy, S. (2016). Understanding meaning transfer in celebrity endorsements: a qualitative exploration. Qualitative Market Research: An International Journal.
  • Kaikati, J. G. (1987). Celebrity advertising: a review and synthesis. International Journal of Advertising, 6(2), 93-105.
  • Kapitan, S., & Silvera, D. H. (2016). From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness. Marketing Letters, 27(3), 553-567.
  • Knoll, J., & Matthes, J. (2017). The effectiveness of celebrity endorsements: a meta-analysis. Journal of the Academy of Marketing Science, 45(1), 55-75.
  • Khatri, P. (2006). Celebrity endorsement: A strategic promotion perspective. Indian Media Studies Journal, 1(1), 25-37.
  • Malik, G., & Guptha, A. (2014). Impact of celebrity endorsements and brand mascots on consumer buying behavior. Journal of Global Marketing, 27(2), 128-143.
  • Mamuti, A., & Kansu, A. (2013). The use of celebrity endorsement as marketing communication strategy by Turkish Airlines. International Journal of Academic Research in Business and Social Sciences, 3(12).
  • McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
  • McCracken, G. (1988). The long interview (Vol. 13). Sage.
  • McGuire, W.J. (1985) Attitudes and Attitude Change
  • Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
  • Paek, H. (2003). Understanding Celebrity Endorsers in Cross-Cultural Contexts: An Exploratory Analysis of South Korean and US Advertising, paper submitted to the Association for Education in Journalism and Mass Communication 2003 Annual Conference
  • Roy, S. (2018). Meaning transfer in celebrity endorsements: an explanation using metaphors. Journal of Marketing Communications, 24(8), 843-862.
  • Schimmelpfennig, C., & Hunt, J. B. (2020). Fifty years of celebrity endorser research: Support for a comprehensive celebrity endorsement strategy framework. Psychology & Marketing, 37(3), 488-505.
  • Schlecht, C. (2003). Celebrities’ impact on branding. Center on Global Brand Leadership, Columbia: Columbia Business School.
  • Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International journal of advertising, 39(2), 258-281.
  • Shimp, T. A. (1997). Advertising, promotion, and supplemental aspects of integrated marketing communications. Harcourt Brace College Publishers.
  • Steve Olenski (2016). How Brands Should Use Celebrities For Endorsements, Forbes, 2016
  • Winterich, K. P., Gangwar, M., & Grewal, R. (2018). When celebrities count: Power distance beliefs and celebrity endorsements. Journal of Marketing, 82(3), 70-86.
  • Wood, N. T., & Burkhalter, J. N. (2014). Tweet this, not that: A comparison between brand promotions in microblogging environments using celebrity and company-generated tweets. Journal of Marketing Communications, 20(1-2), 129-146.
  • Yang, W. (2018). Star power: the evolution of celebrity endorsement research. International Journal of Contemporary Hospitality Management.
  • Zeren, D., & Gökdağlı, N. (2020). Influencer versus celebrity endorser performance on Instagram. In Strategic Innovative Marketing and Tourism (pp. 695-704). Springer, Cham.
  • aa.com., 2021. Türkiye'nin en değerli markası THY, 2021. https://www.aa.com.tr/tr/ekonomi/turkiyenin-en-degerli-markasi-thy/1870125
  • Bbc.com., 2010. Manchester United in Turkish Airlines sponsorship deal, 2010. http://news.bbc.co.uk/2/hi/business/8473236.stm#:~:text=Manchester%20United%20have%20signed%20a,released%20the%20exact%20financial%20details.
  • businesswire.com, 2014. https://www.businesswire.com/news/home/20140410006048/en/Turkish-Airlines-Wins-Most-Viral-Celebrity-Spot-at-Advertising-Age%E2%80%99s-2014-Viral-Video-Awards
  • Fcbarcelona.com., 2012. FC Barcelona Grateful for collaboration with Turkish Airlines, 2012. https://www.fcbarcelona.com/en/news/1147562/fc-barcelona-grateful-for-collaboration-with-turkish-airlines
  • forbes.com, 2018. https://www.forbes.com/sites/larryolmsted/2018/02/05/why-turkish-airlines-is-great-choice-for-your-travels-business-or-leisure/?sh=4cee795e2363
  • gobankingrates.com, 2021. Celebrity Endorsement Deals With Insane Payouts | GOBankingRates
  • google trends, 2022. https://trends.google.com/trends/explore?date=all&q=celebrity%20endorsement
  • Hurriyet.com., 2019. Dünyaca ünlü yönetmen THY için çekti.., 2019. https://www.hurriyet.com.tr/gundem/dunyaca-unlu-yonetmen-thy-icin-cekti-abd-dun-bu-reklami-izledi-41104814
  • hurriyetdailynews.com, 2022. https://www.hurriyetdailynews.com/turkish-airlines-named-most-valuable-brand-174449#:~:text=ISTANBUL,brand%20value%20of%20%241.60%20billion.
  • hurriyetdailynews.com., Turkish Airlines becomes official sponsor of Batman v Superman, 2016. https://www.hurriyetdailynews.com/turkish-airlines-becomes-official-sponsor-of-batman-v-superman--94303
  • scholar.google.com, 2022. https://scholar.google.com/scholarhl=en&as_sdt=0%2C5&q=WHO+IS+THE+CELEBRITY+ENDORSER+-+CULTURAL+FOUNDATIONS+OF+THE+ENDORSEMENT+PROCESS&btnG=
  • shanebarker.com, 2022. https://shanebarker.com/blog/influencer-marketing-celebrity-endorsements/ skift.com., 2013. https://skift.com/2013/01/08/turkish-airlines-bryant-messi-is-the-most-viral-travel-ad-of-2012-with-90-million-youtube-views/
  • staralliance.com, 2022. www.staralliance.com
  • statista.com., 2017. https://www.statista.com/statistics/407838/celebrity-endorsement-brand-discovery-online-age/
  • thy.com., THY website, 2022. www.thy.com
  • traveldailymedia.com., Turkish Airlines unveils new motto and Messi vs Kobe vid, 2013. https://www.traveldailymedia.com/turkish-airlines-unveils-new-motto/
  • 1000logos.net., Turkish Airlines Logo | evolution history and meaning, 2021. https://1000logos.net/turkish-airlines-logo/

CELEBRITY ENDORSEMENT STARATEGY IN MARKETING: TURKISH AIRLANES CASE

Yıl 2022, Cilt: 3 Sayı: 1, 66 - 82, 05.07.2022
https://doi.org/10.54969/abuijss.1069452

Öz

ABSTRACT: In today’s highly competitive market, celebrity endorsement is a widely used marketing technique in marketing communications; a credible strategy endorsed by brands not only used to attract and engage target customers in local markets but also used to reach out the global communities in the overseas markets. Research findings show that celebrity endorsement, when used effectively, increases purchase intention and sales; enabling brand familiarity and awareness among consumers. This paper aims to explain the cultural foundations of the celebrity endorsement in the context of meaning transfer model; concurrently examining the Turkish Airlines (THY) celebrity endorsement strategy; a full service carrier operating in Turkey. THY proved itself as a successful brand in Turkey in the use of global celebrities in integrated marketing communications while reaching up to the global customer base; in summary ended up with positive outcomes.

Kaynakça

  • Ambroise, L., & Albert, N. (2020). Celebrity endorsement: Conceptual clarifications, critical review, and future research perspectives. Recherche et Applications En Marketing (English Edition), 35(2), 97-122.
  • ATAS, U., MORRIS, G., & BAT, M. (2015). THE IMPORTANCE OF SPONSORHSHIP IN CORPORATE COMMUNICATION: A CASE STUDY OF TURKISH AIRLINES. Global Media Journal: Turkish Edition, 6(11).
  • Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of advertising research.
  • Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: a literature review and research agenda. International Journal of Advertising, 35(4), 642-663.
  • Biswas, S., Hussain, M., & O'Donnell, K. (2009). Celebrity endorsements in advertisements and consumer perceptions: A cross-cultural study. Journal of global marketing, 22(2), 121-137.
  • Chia, S. C., & Poo, Y. L. (2009). Media, celebrities, and fans: An examination of adolescents' media usage and involvement with entertainment celebrities. Journalism & Mass Communication Quarterly, 86(1), 23-44.
  • ÇİLİNGİR, Z. (2014). Tüketici etnik kökenciliği eğilimi ölçeği (CETSCALE): İstanbul ili tüketicileri üzerine bir pilot araştırma. Uluslararası İktisadi Ve İdari İncelemeler Dergisi, (13), 209-232.
  • Clark, C. R., & Horstmann, I. J. (2003). Celebrity endorsements. Unpublished Manuscript Identified by Google Scholar.
  • Chao, P., Wührer, G., & Werani, T. (2005). Celebrity and foreign brand name as moderators of country-of-origin effects. International journal of advertising, 24(2), 173-192.
  • De Mooij, M., & Hofstede, G. (2010). The Hofstede model: Applications to global branding and advertising strategy and research. International Journal of advertising, 29(1), 85-110.
  • De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising, 36(5), 798-828.
  • Dean, D. H., & Biswas, A. (2001). Third-party organization endorsement of products: an advertising cue affecting consumer prepurchase evaluation of goods and services. Journal of advertising, 30(4), 41-57.
  • Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314.
  • Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of advertising research, 41(3), 39-48.
  • Foong, L. S., & Yazdanifard, R. (2014). Celebrity endorsement as a marketing tool. Global Journal of Management And Business Research.
  • Gräve, J. F. (2017, July). Exploring the perception of influencers vs. traditional celebrities: are social media stars a new type of endorser?. In Proceedings of the 8th international conference on Social Media & Society (pp. 1-5).
  • Gräve, J. F., & Bartsch, F. (2022). # Instafame: exploring the endorsement effectiveness of influencers compared to celebrities. International Journal of Advertising, 41(4), 591-622.
  • Halder, D., Pradhan, D., & Chaudhuri, H. R. (2021). Forty-five years of celebrity credibility and endorsement literature: Review and learnings. Journal of Business Research, 125, 397-415.
  • Hofstede, G. (2011). Dimensionalizing cultures: The Hofstede model in context. Online readings in psychology and culture, 2(1), 8.
  • Hollensen, S., & Schimmelpfennig, C. (2013). Selection of celebrity endorsers: A case approach to developing an endorser selection process model. Marketing Intelligence & Planning, 31(1), 88-102.
  • Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion.
  • Huotari, K., & Hamari, J. (2012, October). Defining gamification: a service marketing perspective. In Proceeding of the 16th international academic MindTrek conference (pp. 17-22). ACM.
  • Jain, V., & Roy, S. (2016). Understanding meaning transfer in celebrity endorsements: a qualitative exploration. Qualitative Market Research: An International Journal.
  • Kaikati, J. G. (1987). Celebrity advertising: a review and synthesis. International Journal of Advertising, 6(2), 93-105.
  • Kapitan, S., & Silvera, D. H. (2016). From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness. Marketing Letters, 27(3), 553-567.
  • Knoll, J., & Matthes, J. (2017). The effectiveness of celebrity endorsements: a meta-analysis. Journal of the Academy of Marketing Science, 45(1), 55-75.
  • Khatri, P. (2006). Celebrity endorsement: A strategic promotion perspective. Indian Media Studies Journal, 1(1), 25-37.
  • Malik, G., & Guptha, A. (2014). Impact of celebrity endorsements and brand mascots on consumer buying behavior. Journal of Global Marketing, 27(2), 128-143.
  • Mamuti, A., & Kansu, A. (2013). The use of celebrity endorsement as marketing communication strategy by Turkish Airlines. International Journal of Academic Research in Business and Social Sciences, 3(12).
  • McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
  • McCracken, G. (1988). The long interview (Vol. 13). Sage.
  • McGuire, W.J. (1985) Attitudes and Attitude Change
  • Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
  • Paek, H. (2003). Understanding Celebrity Endorsers in Cross-Cultural Contexts: An Exploratory Analysis of South Korean and US Advertising, paper submitted to the Association for Education in Journalism and Mass Communication 2003 Annual Conference
  • Roy, S. (2018). Meaning transfer in celebrity endorsements: an explanation using metaphors. Journal of Marketing Communications, 24(8), 843-862.
  • Schimmelpfennig, C., & Hunt, J. B. (2020). Fifty years of celebrity endorser research: Support for a comprehensive celebrity endorsement strategy framework. Psychology & Marketing, 37(3), 488-505.
  • Schlecht, C. (2003). Celebrities’ impact on branding. Center on Global Brand Leadership, Columbia: Columbia Business School.
  • Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International journal of advertising, 39(2), 258-281.
  • Shimp, T. A. (1997). Advertising, promotion, and supplemental aspects of integrated marketing communications. Harcourt Brace College Publishers.
  • Steve Olenski (2016). How Brands Should Use Celebrities For Endorsements, Forbes, 2016
  • Winterich, K. P., Gangwar, M., & Grewal, R. (2018). When celebrities count: Power distance beliefs and celebrity endorsements. Journal of Marketing, 82(3), 70-86.
  • Wood, N. T., & Burkhalter, J. N. (2014). Tweet this, not that: A comparison between brand promotions in microblogging environments using celebrity and company-generated tweets. Journal of Marketing Communications, 20(1-2), 129-146.
  • Yang, W. (2018). Star power: the evolution of celebrity endorsement research. International Journal of Contemporary Hospitality Management.
  • Zeren, D., & Gökdağlı, N. (2020). Influencer versus celebrity endorser performance on Instagram. In Strategic Innovative Marketing and Tourism (pp. 695-704). Springer, Cham.
  • aa.com., 2021. Türkiye'nin en değerli markası THY, 2021. https://www.aa.com.tr/tr/ekonomi/turkiyenin-en-degerli-markasi-thy/1870125
  • Bbc.com., 2010. Manchester United in Turkish Airlines sponsorship deal, 2010. http://news.bbc.co.uk/2/hi/business/8473236.stm#:~:text=Manchester%20United%20have%20signed%20a,released%20the%20exact%20financial%20details.
  • businesswire.com, 2014. https://www.businesswire.com/news/home/20140410006048/en/Turkish-Airlines-Wins-Most-Viral-Celebrity-Spot-at-Advertising-Age%E2%80%99s-2014-Viral-Video-Awards
  • Fcbarcelona.com., 2012. FC Barcelona Grateful for collaboration with Turkish Airlines, 2012. https://www.fcbarcelona.com/en/news/1147562/fc-barcelona-grateful-for-collaboration-with-turkish-airlines
  • forbes.com, 2018. https://www.forbes.com/sites/larryolmsted/2018/02/05/why-turkish-airlines-is-great-choice-for-your-travels-business-or-leisure/?sh=4cee795e2363
  • gobankingrates.com, 2021. Celebrity Endorsement Deals With Insane Payouts | GOBankingRates
  • google trends, 2022. https://trends.google.com/trends/explore?date=all&q=celebrity%20endorsement
  • Hurriyet.com., 2019. Dünyaca ünlü yönetmen THY için çekti.., 2019. https://www.hurriyet.com.tr/gundem/dunyaca-unlu-yonetmen-thy-icin-cekti-abd-dun-bu-reklami-izledi-41104814
  • hurriyetdailynews.com, 2022. https://www.hurriyetdailynews.com/turkish-airlines-named-most-valuable-brand-174449#:~:text=ISTANBUL,brand%20value%20of%20%241.60%20billion.
  • hurriyetdailynews.com., Turkish Airlines becomes official sponsor of Batman v Superman, 2016. https://www.hurriyetdailynews.com/turkish-airlines-becomes-official-sponsor-of-batman-v-superman--94303
  • scholar.google.com, 2022. https://scholar.google.com/scholarhl=en&as_sdt=0%2C5&q=WHO+IS+THE+CELEBRITY+ENDORSER+-+CULTURAL+FOUNDATIONS+OF+THE+ENDORSEMENT+PROCESS&btnG=
  • shanebarker.com, 2022. https://shanebarker.com/blog/influencer-marketing-celebrity-endorsements/ skift.com., 2013. https://skift.com/2013/01/08/turkish-airlines-bryant-messi-is-the-most-viral-travel-ad-of-2012-with-90-million-youtube-views/
  • staralliance.com, 2022. www.staralliance.com
  • statista.com., 2017. https://www.statista.com/statistics/407838/celebrity-endorsement-brand-discovery-online-age/
  • thy.com., THY website, 2022. www.thy.com
  • traveldailymedia.com., Turkish Airlines unveils new motto and Messi vs Kobe vid, 2013. https://www.traveldailymedia.com/turkish-airlines-unveils-new-motto/
  • 1000logos.net., Turkish Airlines Logo | evolution history and meaning, 2021. https://1000logos.net/turkish-airlines-logo/
Toplam 61 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Burcu Kantarcıoğlu 0000-0002-4826-2419

Erken Görünüm Tarihi 5 Temmuz 2022
Yayımlanma Tarihi 5 Temmuz 2022
Gönderilme Tarihi 7 Şubat 2022
Kabul Tarihi 27 Haziran 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 3 Sayı: 1

Kaynak Göster

APA Kantarcıoğlu, B. (2022). CELEBRITY ENDORSEMENT STARATEGY IN MARKETING: TURKISH AIRLANES CASE. Antalya Bilim Üniversitesi Uluslararası Sosyal Bilimler Dergisi, 3(1), 66-82. https://doi.org/10.54969/abuijss.1069452

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