Geleneksel İrfan Pazarlama Akademisyenlerine Karşı: Reklamın İyisi Kötüsü Var mı?

Yıl 2024, Cilt: 9 Sayı: 2, 499 - 518, 06.12.2024

Kemal Cem Söylemez , Mert Ersen , Semra Erpolat Taşabat

https://doi.org/10.54452/jrb.1453203

Öz

Literatür genellikle halkla ilişkiler olaylarının sadece pozitif veya negatif olduğunu varsaymaktadır. Ancak, bir olayın marka algısına aynı anda hem olumlu hem de olumsuz etkisi olabilecek durumlar vardır; örneğin, bir vaka ürünün performansına dair algıları güçlendirirken markanın etik değerlerine dair algıları olumsuz yönde etkileyebilmektedir. Bu çalışma, olumsuz halkla ilişkiler vakaları ve marka genişlemesi literatürünü birleştirerek, olumsuz halkla ilişkiler vakalarının sadece çekirdek marka ilişkilendirmeleriyle ve/veya olumsuz halkla ilişkilerinin marka yönetiminin fiilleri sonucunda gerçekleştiğinde satın alma davranışlarını olumsuz yönde etkilediğini iddia etmektedir. Birinci deneyde, katılımcılara, performansla ilgili algıları olumlu etkilerken değerlerle ilgili algıları olumsuz etkileyen bir olumsuz halkla ilişkiler olayı sunuldu. Bu senaryoda, olumsuz halkla ilişkiler vakasının temel veya çevresel çağrışımları etkilemesinden bağımsız olarak, yönetsel kararlardan kaynaklanması durumunda satın alma niyetinde önemli bir azalma gözlemlendi. İkinci deneydeyse, katılımcılara, değerle ilgili algıları olumlu etkilerken performansla ilgili algıları olumsuz etkileyen bir olumsuz halkla ilişkiler vakası sunuldu. Bu senaryodaysa vakanın şirket dışı gelişmelerden kaynaklanması ve temel çağrışımları etkilemesi durumunda satın alma niyetinde önemli bir azalma gözlemlendi. Çalışma aynı zamanda evli bireylerin olumsuz halkla ilişkiler vakalarına daha hassas olduğunu ortaya koymuştur. Bulguların neticesinde teorik ve yönetimsel çıkarımlara ve potansiyel yeni araştırma konularına da değinilmiştir.

Anahtar Kelimeler

Olumsuz Halkla İlişkiler Vakaları, Marka Çağırışımı, Çok Yönlü Halkla İlişkiler Vakaları, Yönetimsel Kontrol

Conventional Wisdom vs Marketing Academia: Is There Such a Thing as Bad Publicity

Öz

Literature often assumes that publicity events are strictly positive or negative. However, instances exist where both positive and negative impacts on attitudes toward the brand occur simultaneously, such as when performance-related perceptions are positively influenced while value-related perceptions are negatively affected, or vice versa. The literature on negative publicity and brand extension is combined in this study to argue that purchase intent is decreased by negative publicity if only core brand associations are affected by the negative publicity and/or if the negative publicity results from managerial decisions. In Experiment I, participants were presented with a negative publicity incident that positively impacted performance-related perceptions while negatively affecting value-related perceptions. In this scenario, a significant reduction in purchase intention is observed if the incident results from managerial decisions, regardless of whether the negative publicity impacts core or peripheral associations. In Experiment II, participants were presented with a negative publicity incident that positively impacted value-related perceptions while negatively affecting performance-related perceptions. In this scenario, a significant reduction is observed if the incident impacts core associations but arises from external events. Married individuals are also found to be more sensitive to publicity incidents. Based on the findings, theoretical and managerial implications and directions for further research are also discussed.

Anahtar Kelimeler

Negative Publicity, Brand Association, Multivalent Publicity Events, Managerial Control

Kaynakça

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