STAR POWER: HOW DOES A CELEBRITY IN MULTIPLE TV COMMERCIALS INFLUENCE BRAND RECALL, ATTITUDE, AND CELEBRITY-BRAND FIT?

Öz

Celebrity endorsement is a major topic in marketing and advertising research. This study investigates consumer perceptions of brands in celebrity-endorsed television ads, focusing on brand recall, celebrity-brand fit, and brand attitudes. Specifically, it examines ads featuring Cem Yılmaz across multiple brands. Data was collected in two phases via Qualtrics XM: 89 participants performed an unassisted brand recall test to identify brands most linked to Yılmaz, and 259 participants later evaluated three randomly assigned ads for brand recall, celebrity-brand fit, and brand attitudes. Analyses included exploratory factor analysis, validity and reliability tests, and PROCESS macro models 4 and 59. Findings show that celebrity-brand fit significantly mediates the link between brand recall and attitudes, although attitudes weren’t directly influenced by recall. This study contributes to the source attractiveness model and associative network theory through an emphasis on the role of celebrity-brand fit, especially for situations where the brand/ad is new and less recalled. Recall and celebrity-brand fit are two factors that are together efficient on the attitudes in the case of the brand/ad being new. It demonstrates how a suitable celebrity for advertising can increase positive attitudes, with useful marketing strategy implications, particularly in a developing country setting.

Anahtar Kelimeler

• Celebrity-Brand Fit
• Brand Recall
• Attitude
• Process Model 4
• Process Model 59

ÜNLÜ GÜCÜ: BİRÇOK TELEVİZYON REKLAMINDA YER ALAN BİR ÜNLÜ MARKA HATIRLANMASINI, TUTUMU VE ÜNLÜ-MARKA UYUMUNU NASIL ETKİLER?

Öz

Ünlü reklamcılığı pazarlama ve reklam araştırmalarında önemli bir konudur. Bu çalışma, ünlülerin rol aldığı televizyon reklamlarındaki markalara ilişkin tüketici algılarını araştırarak marka hatırlanabilirliği, ünlü-marka uyumu ve marka tutumlarına odaklanmaktadır. Özellikle, Cem Yılmaz’ın birden fazla markada yer aldığı reklamları incelenmektedir. Veriler Qualtrics XM aracılığıyla iki aşamada toplanmıştır: 89 katılımcı Yılmaz ile en çok ilişkilendirilen markaları belirlemek için yardımsız bir marka hatırlanabilirliği testi gerçekleştirmiş ve daha sonra 259 katılımcı marka hatırlanabilirliği, ünlü-marka uyumu ve marka tutumları açısından rastgele atanan üç reklamı değerlendirmiştir. Analizler, keşfedici faktör analizi, geçerlilik ve güvenilirlik testleri ve PROCESS makro modelleri 4 ve 59’u içermiştir. Bulgular, tutumların hatırlanabilirlikten doğrudan etkilenmemesine rağmen, ünlü-marka uyumunun marka hatırlanabilirliği ve tutumlar arasındaki bağlantıya önemli ölçüde aracılık ettiğini göstermektedir. Bu çalışma, özellikle marka/reklamın yeni ve daha az hatırlanabilir olduğu durumlarda ünlü-marka uyumunun rolüne vurgu yaparak “Kaynak Çekiciliği Modeline” ve “İlişkisel Ağ Teorisine” katkıda bulunmaktadır. Hatırlanma ve ünlü-marka uyumu, marka/reklamın yeni olması durumunda tutumlar üzerinde birlikte etkili olan iki faktördür. Reklam için uygun bir ünlünün, olumlu tutumları nasıl artırabileceğini ve özellikle gelişmekte olan bir ülke bağlamında yararlı pazarlama stratejisi çıkarımları olabileceğini göstermektedir.

Anahtar Kelimeler

• Ünlü-Marka Uyumu
• Marka Hatırlanması
• Tutum
• Process Model 4
• Process Model 59

Kaynakça

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