Reklamlarda Ünlülerin Kullanılmasının Tüketicilerin Marka Tercihine Olan Etkisi: Nitel Bir Araştırma

Öz

Bir markanın reklamlarda tanıtımını yapmak için bir ünlünün seçimi, reklam ve pazarlamada kritik bir konudur, çünkü belirli bir kurumu/markayı temsil etmek amacıyla doğru ünlüyü bulmak önemli bir zaman ve çaba gerektirir. Reklamlarda kullanılan ünlüler genellikle çok popülerdir. Ancak bununla beraber sahip oldukları diğer birtakım farklı özellikler nedeniyle de tercih edilebilmektedirler. Doğru ünlüyü seçmenin temel amacı, söz konusu markayla ilgili tüketiciler üzerinde istenen bir etkiyi/sonucu yaratabilmektir. Buradan hareketle makalede ünlülerin seçiminde etkili olduğu düşünülen güvenilirlik, beğenilebilirlik ve ünlü ihlalleri kavramlarının tüketicilerin marka tercihi üzerinde etkisi ele alınmıştır. Araştırmamızda, ünlülerin güvenilirliği ve beğenilebilirliğinin tüketicilerin marka tercihini etkilediği ve beğenilebilirlik boyutunun, aynı zamanda güvenilirliğin bir alt boyutu şeklinde katılımcılar tarafından algılandığı görülmüştür. Ayrıca, ünlü ihlallerinin, ünlüye ilişkin tüketicilerin güvenilirlik ve beğenilirlik algılarını etkileyerek, marka tercihini olumsuz yönde etkilediği sonucuna ulaşılmıştır.

Anahtar Kelimeler

• Reklamlarda ünlü kullanılması
• reklam
• kaynak güvenilirliği
• beğenilebilirlik
• ünlü ihlalleri
• marka tercihi

The Effect of Celebrity Endorsers in Advertisements on Brand Preference of Consumers: A Qualitative Research

Öz

The selection of a celebrity endorser to promote a brand in advertising is a crucial issue in advertising and marketing, because finding the right celebrity to represent a particular organization / brand requires significant time and effort. Celebrity endorsers used in advertising are often very popular. However, they may also be preferred due to a number of other different properties. The main purpose of choosing the right celebrity is to create a desired effect / result on consumers related to the brand in question. From this point of view, the effects of the concepts of source credibility, likeability and celebrity transgressions, which are thought to be effective in the selection of celebrity endorsers, are discussed on the brand preference of consumers. In the study, it was seen that the dimensions of credibility and likeability of celebrities affect the consumers' brand preference, and the likeability dimension is also perceived by the participants as a sub-dimension of credibility. In addition, it was concluded that celebrity transgressions negatively affect brand preference by affecting consumers' perceptions of credibility and liking for the celebrity endorser.

Anahtar Kelimeler

• Celebrity endorsement
• advertisement
• source credibility
• likeability
• celebrity transgressions
• brand preference

Kaynakça

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