Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü
Yıl 2020,
, 603 - 624, 01.08.2020
Semra Doğan
,
Bayram Zafer Erdoğan
Öz
Bu çalışmada bireyin ünlü ile özdeşleşmesinin reklama karşı tutum ve satın alma niyetine etkisinde reklamdaki ünlü ve ürün arasında algılanan uyumun ılımlaştırıcı etkisi sınanmıştır. Bu kapsamda Facebook üzerinden 18 yaş üzeri 513 katılımcıdan toplanan örneklem üzerinde bahsedilen yapıların yer aldığı model test edilmiştir. Model testine yönelik analizler SPSS ve AMOS paket programlarıyla yapılmış ve özdeşleşmenin ünlüye özenme temelinde sadece reklama karşı tutum üzerinde etkisi olduğu görülürken inanç, tutum, değer ve diğer benzerlik kriterlerine bağlı benzerlik algısının konu yapılar üzerinde herhangi bir etkisi olmadığı ortaya konmuştur. Ünlü-ürün uyum düzeyinin ise yüksek uyumda etki katsayılarının çoğunluğunu anlamlı bir şekilde arttırdığı; satın alma niyetinde ise temel belirleyicinin markaya yönelik tutum olduğu görülmüştür.
Destekleyen Kurum
Eskişehir Anadolu Üniversitesi Bilimsel Araştırma Projeleri Komisyonu
Teşekkür
Birinci yazarın doktora tez çalışmasından üretilen bu çalışma Bilimsel Araştırma Projeleri kapsamında değerlendirilmiş ve Eskişehir Anadolu Üniversitesi Bilimsel Araştırma Projeleri Komisyonu tarafından ve ikinci yazarın asosye üyesi olduğu Türkiye Bilimler Akademisi tarafından desteklenmiştir.
Kaynakça
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- Bandura, Albert (1977), “Self-efficacy: Toward a Unifying Theory of Behavioral Change”, Psychological Review, Vol. 84, No.2: 191-215.
- Bandura, Albert (2001), “Social cognitive theory of mass communication”, Media Psychology, V.3: 265–299.
- Basil, Michael (1996), “Identification as a Mediator of Celebrity Effects”, Journal of Broadcasting and Electronic Me-dia, Vol. 40, No.4: 478-495.
- Batra, Rajeev & Homer, Pamela Miles (2004), “The Situational Impact of Brand Image Beliefs”, Journal of Consumer Psychology, V. 14, I. 3: 318–30.
- Belk, Russell W. (1988), “Possessions and the Extended Self”, Journal of Consumer Research, Vol. 15, No. 2: 139–68.
- Bergkvist, Lars & Zhou, Kris Qiang. (2016), “Celebrity Endorsements: A Literature Review And Research Agenda”, International Journal of Advertising, Vol. 35, No. 4: 642-663.
- Bergkvist, Lars, Hjalmarson, Hanna & Mägi, Anne W. (2016), “A New Model of How Celebrity Endorsements Work: Attitude Toward the Endorsement as A Mediator of Celebrity Source and Endorsement Effects”, International Journal of Advertising, Vol. 35, No. 2: 171-184.
- Biswas, Somdutta, Hussain, Mahmood & O’Donnell, Kathleen (2009), “Celebrity Endorsements in Advertisement and Consumer Perceptions: A Cross-Cultural Study”, Journal of Global Marketing, Vol. 22, No. 2: 121-137.
- Boon, Susan Diaanne & Lomore, Christine D. (2001), “Admirer-Celebrity Relationships Among Young Adults: Explaining Perceptions of Celebrity Influence on Identity”, Human Communication Research, Vol. 27, No. 3: 432-465.
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- Boyd, Thomas C. & Shank, Matthew D. (2004), “Athletes as Product Endorsers: The Effect of Gender and Product Relatedness”, Sport Marketing Quarterly, Vol. 13, No. 2: 82-93.
- Brown, William J. & Basil, Michael (1995), “Media Celebrities and Public Health: Responses to 'Magic' Johnson's HIV Disclosure and Its Impact on AIDS Risk and High-Risk Behaviors”, Health Communication, Vol. 7, No. 4: 45-70.
- Byrne, Donn Erwin (1971), The Attraction Paradigm, New York: Academic Press.
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- Choi, Sejung Marina & Rifon, Nora J. (2012), “It Is a Match: The Impact of Congruence Between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness”, Psychology and Marketing Vol. 29, No. 9: 639–650.
- Chory-Assad, Rebecca M & Yanen, Ashley (2005), “Hopelessness and Loneliness as Predictors Of Older Adults’ Involvement With Favorite Television Performers”, Journal of Broadcasting & Electronic Media, Vol. 49, No. 2: 182-201.
- Daneshvary, Rennae & Schwer, R. Keith (2000), “The Association Endorsement and Consumers' Intention to Purchase”, Journal of Consumer Marketing, Vol. 17: 203-213
- Eisend, Martin & Langner, Tobias (2010), “Immediate and Delayed Advertising Effects of Celebrity Endorsers’ Attractiveness and Expertise”, International Journal of Advertising, Vol. 29, No. 4: 527–546.
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- Escalas, Jennifer Edson & Bettman, James R. (2003), “You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections To Brands”, Journal of Consumer Psychology, Vol. 13: 339–348.
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The Moderating Role of Celebrity-Product Match-up on the Effect of Identification on Attitude Towards Adver-tising and Purchase Intention
Yıl 2020,
, 603 - 624, 01.08.2020
Semra Doğan
,
Bayram Zafer Erdoğan
Öz
In this study, the moderator role of perceived match-up between the celebrity and the product on the effect of identification on the attitude towards ad and purchase intention was examined. The research model was tested on the sample collected from 513 participants over the age of 18 on Facebook. Analyzes carried out using SPSS and AMOS indicated that wishful identification has an effect on attitudes towards advertising, while the perception of similarity based on belief, attitude, the value like criteria has no effect on the any of the variables. It has also been revealed that most of the coefficients significantly increased in the high celebrity-product match-up condition. Attitude towards the brand is also the main indicator in purchase intent.
Kaynakça
- Baker, Michael J. & Churchhill, Gilbert A. (1977), “The Impact of Physically Attractive Models on Advertising Evaluations”, Journal of Marketing Research, Vol.14, No.4: 538–555.
- Bandura, Albert (1977), “Self-efficacy: Toward a Unifying Theory of Behavioral Change”, Psychological Review, Vol. 84, No.2: 191-215.
- Bandura, Albert (2001), “Social cognitive theory of mass communication”, Media Psychology, V.3: 265–299.
- Basil, Michael (1996), “Identification as a Mediator of Celebrity Effects”, Journal of Broadcasting and Electronic Me-dia, Vol. 40, No.4: 478-495.
- Batra, Rajeev & Homer, Pamela Miles (2004), “The Situational Impact of Brand Image Beliefs”, Journal of Consumer Psychology, V. 14, I. 3: 318–30.
- Belk, Russell W. (1988), “Possessions and the Extended Self”, Journal of Consumer Research, Vol. 15, No. 2: 139–68.
- Bergkvist, Lars & Zhou, Kris Qiang. (2016), “Celebrity Endorsements: A Literature Review And Research Agenda”, International Journal of Advertising, Vol. 35, No. 4: 642-663.
- Bergkvist, Lars, Hjalmarson, Hanna & Mägi, Anne W. (2016), “A New Model of How Celebrity Endorsements Work: Attitude Toward the Endorsement as A Mediator of Celebrity Source and Endorsement Effects”, International Journal of Advertising, Vol. 35, No. 2: 171-184.
- Biswas, Somdutta, Hussain, Mahmood & O’Donnell, Kathleen (2009), “Celebrity Endorsements in Advertisement and Consumer Perceptions: A Cross-Cultural Study”, Journal of Global Marketing, Vol. 22, No. 2: 121-137.
- Boon, Susan Diaanne & Lomore, Christine D. (2001), “Admirer-Celebrity Relationships Among Young Adults: Explaining Perceptions of Celebrity Influence on Identity”, Human Communication Research, Vol. 27, No. 3: 432-465.
- Braunstein, Jessica R. & Zhang, James J. (2005), “Dimensions of Athletic Star Power Associated With Generation Y Sports Consumption”, International Journal of Sports Marketing and Sponsorship, July: 37-62.
- Boyd, Thomas C. & Shank, Matthew D. (2004), “Athletes as Product Endorsers: The Effect of Gender and Product Relatedness”, Sport Marketing Quarterly, Vol. 13, No. 2: 82-93.
- Brown, William J. & Basil, Michael (1995), “Media Celebrities and Public Health: Responses to 'Magic' Johnson's HIV Disclosure and Its Impact on AIDS Risk and High-Risk Behaviors”, Health Communication, Vol. 7, No. 4: 45-70.
- Byrne, Donn Erwin (1971), The Attraction Paradigm, New York: Academic Press.
- Caldwell, Marylouise & Henry, Paul (2005), “Celebrity Worship, Micro-Communities and Consumer Well-Being”, 8th International Conference on Arts and Cultural Management, Montreal, Canada, 6th July 2005
- Caughey, John L. (1985), “Mind Games: Imaginary Social Relationships in American Sport”, (Ed. G.A. Fine), Meaningful play, Playful Meaning, Champaign, IL: Human Kinetics Publishers: 19-33.
- Chan, Kara & Prendergast, Gerard (2008), “Social Comparison, Imitation of Celebrity Models and Materialism Among Chinese Youth”, International Journal of Advertising, Vol. 27, No. 5: 799-826.
- Choi, Sejung Marina & Rifon, Nora J. (2012), “It Is a Match: The Impact of Congruence Between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness”, Psychology and Marketing Vol. 29, No. 9: 639–650.
- Chory-Assad, Rebecca M & Yanen, Ashley (2005), “Hopelessness and Loneliness as Predictors Of Older Adults’ Involvement With Favorite Television Performers”, Journal of Broadcasting & Electronic Media, Vol. 49, No. 2: 182-201.
- Daneshvary, Rennae & Schwer, R. Keith (2000), “The Association Endorsement and Consumers' Intention to Purchase”, Journal of Consumer Marketing, Vol. 17: 203-213
- Eisend, Martin & Langner, Tobias (2010), “Immediate and Delayed Advertising Effects of Celebrity Endorsers’ Attractiveness and Expertise”, International Journal of Advertising, Vol. 29, No. 4: 527–546.
- Erdogan, B. Zafer (1999), “Celebrity endorsement: A literature review”, Journal of Marketing Management, Vol.15: 291– 314.
- Escalas, Jennifer Edson & Bettman, James R. (2003), “You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections To Brands”, Journal of Consumer Psychology, Vol. 13: 339–348.
- Eyal, Keren & Rubin, Alan M. (2003), “Viewer Aggression and Homophily, Identification, and Parasocial Relationships With Television Characters”, Journal of Broadcasting & Electronic Media, Vol. 47, No. 1: 77-98.
- Fornell, Claes & Larcker, David F. (1981), “Evaluating Structural Equation Models With Unobservable Variables and Measurement Error”, Journal of Marketing Research, Vol. 18, No. 1: 39-50.
- Fraser, Benson P. & Brown, William J. (2002), “Media, Celebrities, and Social Influence: Identification With Elvis Presley”, Mass Communication and Society, Vol. 5, No. 2: 183-206.
- Friedman, Hershey H. & Friedman, Linda (1979), “Endorser Effectiveness by Product Type”, Journal of Advertising Research, 19 (October/November): 63-71.
- Giles, David (2000), Illusions of Immortality: A Psychology of Fame and Celebrity, Basingstoke: Macmillan.
- Green, A.L. & Adams-Price, Carolyn (1990), “Adolescents’ Secondary Attachments to Celebrity Figures”, Sex Roles, Vol. 23, No. 7/8: 335-347.
- Grubb, Edward L. & Grathwohl, Harrison L. (1967), “Consumer Self-Concept Symbolism and Market Behavior: A Theoretical Approach”, Journal of Marketing, Vol. 31, No. (4, PT.1): 22-27.
- Halonen-Knight, Elina & Hurmerinta Leila (2010), “Who Endorses Whom? Meanings Transfer in Celebrity Endorsement”, Journal of Product & Brand Management, Vol. 19, No. 6: 452–460.
- Harwood, Jake (1999), “Age Identification, Social Identity Gratifications, and Television Viewing”, Journal of Broad-casting & Electronic Media, Vol. 43, No.1: 123-136.
- Heider, Fritz (1958), “The Psychology of Interpersonal Relations, New York: Wiley.
- Higgins, E. Tory (1987), “Self-Discrepancy: A Theory Relating Self and Affect”, Psychological Review, Vol. 94: 319–340.
- Hirschman, Elizabeth C. (1981), Comprehending Symbolic Consumption: Three Theoretical İssues. In Elizabeth C. Hirschman and Morris B. Holbrook (Eds.) SV - Symbolic Consumer Behavior. New York, NY: Association for Consumer Research, Pages: 4-6.
- Hoffner, Cynthia (1996), “Children's Wishful Identification and Parasocial Interaction With Favorite Television Characters”, Journal of Broadcasting and Electronic Media, Vol. 40, No. 3: 389-402.
- Hoffner, Cynthia & Buchanan, Martha (2005), “Young Adults' Wishful Identification With Television Characters: The Role of Perceived Similarity and Character Attributes”, Media Psychology, Vol. 7, No. 4: 325-351.
- Hofstede, Geert (2001), Culture's Consequences: Comparing Values, Behaviors, İnstitutions, and Organizations Across Nations, Thousand Oaks, California: Sage.
- Hovland, Carl I. & Weiss, Walter (1951), “The Influence of Source Credibility on Communication Effectiveness”, Public Opinion Quarterly, Vol. 15, No. 4: 635–650.
- Hu, Li-tze & Bentler, Peter M. (1999), “Cutoff Crirteria For Fit Indexes in Covariance Structure Analysis. Conventional Criteria Versus New Alternatives”, Structural Equation Modelling, Vol. 6, No. 1:1-55.
- Jin, Seung-A Annie & Phua, Joe (2014), “Following Celebrities’ Tweets About Brands: The impact of Twitter-Based Electronic Word-Of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification With Celebrities”, Journal of Advertising, Vol. 43, No. 2: 181-195.
- Johar, J. S. & Sirgy, M. Joseph (1991), “Value-Expressive Versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal”, Journal of Advertising, Vol. 20, No. 3: 23-33
- Kahle, Lynn R. & Homer, Pamela M. (1985), “Physical Attractiveness of The Celebrity Endorser: A Social Adaptation Perspective”, Journal of Consumer Research, Vol. 11, No. 4: 954–961.
- Kamins, Michael A. (1990), “An Investigation Into The "Match-up" Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep”, Journal of Advertising, Vol. 19, No. 1: 4-13.
- Kapitan, Sommer & Silvera, David H. (2016), “From Digital Media Influencers to Celebrity Endorsers: Attributions Drive Endorser Effectiveness”, Marketing Letters, Vol. 27, No. 3: 553-567.
- Keel, Astrid & Nataraajan, Rajan (2012), “Celebrity Endorsements and Beyond: New Avenues For Celebrity Branding”, Pscyhology and Marketing, Vol. 29, No. 9: 690-703.
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