The Moderating Role of Celebrity-Product Match-up on the Effect of Identification on Attitude Towards Adver-tising and Purchase Intention

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. 

Anahtar Kelimeler

• Celebrity Endorsement,Celebrity-Product Match-Up,Wishful Identification,Similarity Identification,Moderating Role

Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü

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.

Anahtar Kelimeler

• Reklamlarda Ünlü Kullanımı,Ünlü-Ürün Uyumu,Benzerliğe Bağlı Özdeşleşme,Özenerek Özdeşleşme,Ilımlaştırıcı Etki

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