Araştırma Makalesi
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YOUNG CONSUMERS’ ATTITUDES TOWARD CELEBRITY ENDORSERS IN ADVERTISING

Yıl 2020, Cilt: 13 Sayı: 2, 824 - 838, 01.07.2020

Öz

Using celebrities as brand endorsers may seem like a simple shortcut for an effective advertising. Celebrities are attention grabbing and they possess many meanings that they can transfer to brands. However, there are several risks in using celebrities, such as overshadowing the brand, scandals that the celebrity might get involved, and the possibility of conflicting meanings that the celebrity might bring. This study focuses on the first three commercials by Rexona starring Orhan Gencebay. A survey was conducted on 280 university students to reveal attitudes toward the brand and the commercials, perceived match-up between the brand and celebrity, in addition to the perceived attractiveness, trustworthiness and expertise of Orhan Gencebay. The findings suggest that the participants like the Rexona brand more than the commercials, and they do not perceive the brand and the endorser as a fit. The meanings that Orhan Gencebay bears according to the participants were also explored. The word “arabesque” is followed by words about sadness. The results of this study suggest that brands should take celebrity-product match-up into account when selecting an endorser and not be contented with the endorser’s attention grabbing power.

Kaynakça

  • Arman, A (2018). “Ter Kokusuyla Mücadele Benim İçin Sosyal Görev”. http://www.hurriyet.com.tr/yazarlar/ayse-arman/ter-kokusuyla-mucadele-benim-icin-sosyal-gorev-40844918. Retrieved: 11.12.2018.
  • Atkin, C and Block, M (1983). Effectiveness Of Celebrity Endorsers. Journal of Advertising Research, 23(1), 57-61.
  • Belch, G E and Belch, M A (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw-Hill.
  • Erdogan, B Z (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15, 291-314.
  • Ersavaş, S (2007). Televizyon Reklamlarında Ünlü Kullanımı: 2005 Yılı Televizyon Reklamlarına Yönelik Bir İçerik Analizi. Unpublished Master’s Thesis. Eskişehir: Anadolu Üniversitesi Sosyal Bilimler Enstitüsü.
  • Fleck-Dousteyssier, N, Korchia, M, and Le Roy, I (2012). Celebrities in Advertising: Looking for Congruence or Likability. Psychology and Marketing, 29(9), 651–662.
  • Holbrook, M B and Batra, R (1987). Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising. Journal of Consumer Research, 14, 404-420.
  • Kahle, L R and Homer, P M (1985). Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective. Journal of Consumer Research, 11, 954-61.
  • 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.
  • Kardes, F R, Cronley, M L, and Cline, T W (2011). Consumer Behavior. Mason: Cengage Learning.
  • Kelman, H C (1961). Processes of Opinion Change. Public Opinion Quarterly, 25, 57–78.
  • Mccracken, G (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16, 310–321.
  • O’shaughnessy, J and O’shaughnessy N J (2004). Persuasion in Advertising.New York: Routledge.
  • 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.
  • Page-Winterich, K, Gangwar, M, and Grewal, R (2018). When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements. Journal of Marketing, 82(3), 70–86.
  • Reklamcilik Vakfi (2015). Kazananlar: VII. Effie Türkiye Reklam Etkinliği Yarışması.İstanbul: Reklamcılık Vakfı.
  • Rice, D H, Kelting, K and Lutz, R J (2012). Multiple Endorsers and Multiple Endorsements: The Influence of Message Repetition, Source Congruence and Involvement on Brand Attitudes. Journal of Consumer Psychology, 22, 249-259.
  • Schimmelpfennig, C (2018). Who is the Celebrity Endorser? A Content Analysis of Celebrity Endorsements. Journal of International Consumer Marketing, 30(4), 220–234.
  • Shimp, T A and Andrews, J C (2013). Integrated Marketing Communications. Mason: Cengage Learning.
  • Till, B D and Busler, M (1998). Matching Products with Endorsers: Attractiveness versus Expertise. Journal of Consumer Marketing, 15(6), 576-586.
  • Weigold, M F and Arens, W F (2018). Advertising. New York: McGraw-Hill.
  • Zengin, G (2017). Dikkat Çek, Eğlendir, İkna Et: Reklamda Mizah ve Ünlü Kullanımı. Konya: Literatürk.
  • Zyman, S and Brott, A (2002). The End of Advertising As We Know It. New Jersey: John Wiley & Sons.

Genç Tüketicilerin Reklamda Ünlü Kullanımına Yönelik Tutumları

Yıl 2020, Cilt: 13 Sayı: 2, 824 - 838, 01.07.2020

Öz

Reklamda ünlü kullanımı, etkin reklama giden kestirme bir yol gibi görünebilir. Ünlüler tüketicilerin dikkatini çekmekte oldukça başarılıdır. Reklamında rol aldıkları markaya aktarabilecekleri pek çok anlam ile de yüklenmiş durumdadırlar. Ancak reklamda ünlü kullanımının riskleri de vardır, zira ünlü markanın önüne geçebilir, skandallara karışabilir, ya da taşıdığı anlamlar markaya uygun olmayabilir. Bu çalışma, Orhan Gencebay’ın rol aldığı ilk üç Rexona reklamına odaklanmaktadır. Anket formları 280 üniversite öğrencisi tarafından doldurulmuştur. Gençlerin Rexona markasına ve reklamlarına yönelik tutumu, Orhan Gencebay’ı bu markaya uygun bir ünlü olarak görme durumları ile Orhan Gencebay’ın çekiciliği, güvenilirliği ve uzmanlığına dair algıları ölçülmüştür. Bulgular, Rexona markasına yönelik tutumun, Orhan Gencebay’ın rol aldığı Rexona reklamlarına yönelik tutumdan daha yüksek olduğuna işaret etmektedir. Ünlü-ürün uyumu ile ilgili sorulara verilen cevaplara göre, katılımcılar Orhan Gencebay’ın Rexona markasına uygun bir ünlü olmadığını düşünmektedir. Buna ek olarak, Orhan Gencebay’ın taşıdığı anlamlar araştırılmıştır. İlk sırada arabesk kelimesi gelmekte, onu acı ve üzüntü ile ilgili kelimeler takip etmektedir. Bu çalışmanın sonuçlarına göre markaların ünlü seçimi yaparken sadece ünlünün dikkat çekme gücünü değil, ünlü-ürün uyumunu da göz önünde bulundurmaları gerektiği söylenebilir.

Kaynakça

  • Arman, A (2018). “Ter Kokusuyla Mücadele Benim İçin Sosyal Görev”. http://www.hurriyet.com.tr/yazarlar/ayse-arman/ter-kokusuyla-mucadele-benim-icin-sosyal-gorev-40844918. Retrieved: 11.12.2018.
  • Atkin, C and Block, M (1983). Effectiveness Of Celebrity Endorsers. Journal of Advertising Research, 23(1), 57-61.
  • Belch, G E and Belch, M A (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw-Hill.
  • Erdogan, B Z (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15, 291-314.
  • Ersavaş, S (2007). Televizyon Reklamlarında Ünlü Kullanımı: 2005 Yılı Televizyon Reklamlarına Yönelik Bir İçerik Analizi. Unpublished Master’s Thesis. Eskişehir: Anadolu Üniversitesi Sosyal Bilimler Enstitüsü.
  • Fleck-Dousteyssier, N, Korchia, M, and Le Roy, I (2012). Celebrities in Advertising: Looking for Congruence or Likability. Psychology and Marketing, 29(9), 651–662.
  • Holbrook, M B and Batra, R (1987). Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising. Journal of Consumer Research, 14, 404-420.
  • Kahle, L R and Homer, P M (1985). Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective. Journal of Consumer Research, 11, 954-61.
  • 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.
  • Kardes, F R, Cronley, M L, and Cline, T W (2011). Consumer Behavior. Mason: Cengage Learning.
  • Kelman, H C (1961). Processes of Opinion Change. Public Opinion Quarterly, 25, 57–78.
  • Mccracken, G (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16, 310–321.
  • O’shaughnessy, J and O’shaughnessy N J (2004). Persuasion in Advertising.New York: Routledge.
  • 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.
  • Page-Winterich, K, Gangwar, M, and Grewal, R (2018). When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements. Journal of Marketing, 82(3), 70–86.
  • Reklamcilik Vakfi (2015). Kazananlar: VII. Effie Türkiye Reklam Etkinliği Yarışması.İstanbul: Reklamcılık Vakfı.
  • Rice, D H, Kelting, K and Lutz, R J (2012). Multiple Endorsers and Multiple Endorsements: The Influence of Message Repetition, Source Congruence and Involvement on Brand Attitudes. Journal of Consumer Psychology, 22, 249-259.
  • Schimmelpfennig, C (2018). Who is the Celebrity Endorser? A Content Analysis of Celebrity Endorsements. Journal of International Consumer Marketing, 30(4), 220–234.
  • Shimp, T A and Andrews, J C (2013). Integrated Marketing Communications. Mason: Cengage Learning.
  • Till, B D and Busler, M (1998). Matching Products with Endorsers: Attractiveness versus Expertise. Journal of Consumer Marketing, 15(6), 576-586.
  • Weigold, M F and Arens, W F (2018). Advertising. New York: McGraw-Hill.
  • Zengin, G (2017). Dikkat Çek, Eğlendir, İkna Et: Reklamda Mizah ve Ünlü Kullanımı. Konya: Literatürk.
  • Zyman, S and Brott, A (2002). The End of Advertising As We Know It. New Jersey: John Wiley & Sons.
Toplam 23 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Araştırma Makaleleri
Yazarlar

A. Mücahid Zengin 0000-0002-1976-2748

Nuri Paşa Özer 0000-0001-9743-2878

Yayımlanma Tarihi 1 Temmuz 2020
Gönderilme Tarihi 12 Şubat 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 13 Sayı: 2

Kaynak Göster

APA Zengin, A. M., & Özer, N. P. (2020). YOUNG CONSUMERS’ ATTITUDES TOWARD CELEBRITY ENDORSERS IN ADVERTISING. Selçuk İletişim, 13(2), 824-838. https://doi.org/10.18094/josc.688405