Reklamlarda Ünlü-Marka Uyumu, Ünlü-Tüketici Benzerliği ve Ünlüye Karşı Tutumun Marka Değerine Etkisi

Yıl 2017, Cilt: 7 Sayı: 2, 669 - 694, 07.09.2017

Saida Ahmedova Kamile Jamontaite

Öz

Bu araştırma, televizyon reklamlarında ünlü kişileri kullanmanın tüketici temelli marka değerine olan olası etkilerini üç farklı perspektiften değerlendirmeyi amaçlamaktadır. Bu boyutlar, ünlü ve marka arasındaki uyum, ünlü ile tüketici benzerliği ve tüketicinin ünlüye karşı tutumudur. Araştırma, saç bakım ürünleri pazarında birbirine rakip olan ve reklamlarında ünlü kullanan dört farklı şampuan markası üzerinde gerçekleştirilmiştir. Araştırmada anket tekniği kullanılmıştır. Veriler çoklu regresyon analizi ile analiz edilmiştir. Çalışmada üç şampuan markasında ünlü-marka arasındaki uyum değişkeninin kalite alt boyutu üzerinde etkisi belirlenmiş ancak hiçbir şampuan markasında ünlü-tüketici benzerliğinin şampuanın marka değerine etkisi bulunamamıştır. Bunun yanı sıra, şampuan markaları arasında sadece Loreal reklamında oynayan ünlüye karşı tutumun marka değeri üzerinde olumlu etkiye sahip olduğu ortaya çıkmıştır. Reklamdaki ünlüye karşı olan tutum ile markanın kalite alt boyutu arasında pozitif yönlü bir ilişkinin olması Loreal'in diğer şampuan markaları ile kıyaslandığında daha pahalı olması ile açıklanabilir.

Anahtar Kelimeler

Ünlü-ürün uyumu, ünlü-tüketici benzerliği, ünlüye karşı tutum, marka değeri

Kaynakça

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