REKLAMLARIN BEĞENİLMESİNİN TÜKETİCİLERİN MARKA TUTUMLARINA ETKİSİ

Yıl 2006, Sayı: 15, 663 - 687, 01.02.2006

Vesile Çakır

Öz

Bu araştırmanın amacı, düşük ilgilenim ürünlerine ait markaların farklıkullanım sıklığıdüzeylerinde reklamların beğenilmesi veya beğenilmemesi şeklindeki reklam tutumlarının marka tutumlarınınasıl şekillendirdiğine açıklık getirmektir. Bu konunun araştırılabilmesi için düşük ilgilenim ürünlerine ait markalar ve onların reklamlarınıkapsayan bir deney tasarlanmıştır. Verilerin analizi göstermiştir ki, reklamların beğenilme düzeyi arttıkça, marka tutumlarının olumluluk düzeyi de artmaktadır. Ayrıca, düşük ilgilenim ürünlerine ait markanın kullanım sıklığıarttıkça, reklamın beğenilmesi veya beğenilmemesinin marka tutumlarında önemli bir değişiklik yaratmadığı, buna karşın marka daha önceden denenmemişse reklamın beğenilmesi veya beğenilmemesinin marka tutumunu görece daha fazla etkilediği sonucuna varılmıştır.

Anahtar Kelimeler

Reklam tutumu, reklamın beğenilmesi, marka tutumu, kullanım sıklığı, tüketici ilgilenimi.

Kaynakça

• Batra Rajaev and Ray L. Michael (1983) “Operationalizing Involvement As Depth and Quality of Cognitive Response”, in Alice Tybout and Richard Bagozzi (eds.). Advances in Consumer Research 10 (Ann Arbor, MI: Association for Consumer Research), 309–313.
• Batra Rajaev, Myers John G. ve Aaker A. David (1996) Advertising Management, Fifth Edition, Prentice Hall.
• Biel Alexander L. (2004) “Sevimlilik: Neden Sevilen Reklamlar Daha Çok Satar”, Reklam Nasıl İşe Yarar: Araştırmanın Rölü, Der: John Philip Jones, Çev: Mustafa Dilber, Didem Ünal Biçicioğlu, Reklamcılık Vakfı Yayınları, İstanbul.
• Biel Alexander L. ve Bridgewater A. Carol (1990) “Attributes of Likable Television Commercials”, Journal of Advertising Research, 30(3), Jun/Jul., 38-44.
• Bloch Peter H. (1982) “Involvement Beyond the Purchase Process: Conceptual Issues and Empirical Investigation”, Advances in Consumer Research, 9, 413–417.
• Bloch Peter H. ve Richins Marsha L. (1983) “A Theoretical Model for the Study of Product Importance Perceptions”, Journal of Marketing, Summer 47, 69–81.
• Broderick Amanda J. ve Mueller Rene D. (1999) “A Theoretical and Empirical ExeGesis of the Consumer Involvement Construct: The Psychology of thu Food Shopper”, Journal of Marketing Theory and Practice: Fall, 7 (4), 97–109.
• Brown Steven P. ve Stayman Douglas M. (1992) “Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis”, Journal of Consumer Research, 19 (June), 34–51.
• Burke Marian C. ve Edell Julie A. (1989) “The Impact of Feelings on Ad- Based Affect and Cognition”, Journal of Marketing Research, Feb.26(1), 69– 83.
• Chaiken Shelly (1980) “Heuristic Versus Systematic Information Processing and the Use of Source Versus Message Cues in Persuasion”, Journal of Personality and Social Psychology, 39, 752–766.
• Chaiken Shelly (1987) “The Heuristic Model of Persuasion”, in Ed: Zanna M.P., Olson J.M. ve Herman C.P., Social Influence: The Ontorio Symposium, c.5, Hillsdale, NJ, Erlbaum.
• Clarke Keith ve Belk Russell W. (1979) “The Effects of Product Involvement and Task Definition on Anticipated Consumer Effort”, Advances in Consumer Research, 6, 313–318.
• De Pelsmacker Patrick, Geuens Maggie ve Van den Bergh Joeri (2001) Marketing Communication, Prentice Hall.
• Decock Ben ve De Pelsmacker Patrick (2001) “Emotions Matter: Reinventing Advertising”, Excellence in International Research, http://www.esomar.nl/ Publications/excellence 2001.htm 05.03.2005.
• Edell Julie A. ve Burke Marian C. (1987) “The Power of Feelings in Understanding Advertising Effects”, Journal of Consumer Research, Dec. 14(3), 421–433.
• Ehrenberg Andrew S.C. (2004) “Tekrarlanan Reklamlar ve Tüketici”, İçinde Der: Jones, John Philip. Reklam Nasıl İşe Yarar: Araştırmanın Rolü, Çev: Mustafa Dilber, Didem Ünal Biçicioğlu, Reklamcılık Vakfı Yayınları, İstanbul, 59–75.
• Fill Chris (1999) Marketing Communications: Contexts, Contents and Strategies, Prentice Hall Europe.
• Geuens Maggie ve De Pelsmacker Patrick (1998) “Feelings Evoked by Warm, Erotic, Humorous or Non-Emotional Print Advertisements for Alcoholic Beverages”, Academy of Marketing Science Review, No.01, http://www.amsreview.org/ article/geuens 01-1998.pdf, 08.03.2005.
• Gierl Heribert ve Satzinger Michaela (2000) “Gefallen der Werbung und Einstellung zur Marke”, Der Markt, Ausgabe /3, Nr. 154, 39. Jahrgang, 115– 122.
• Gilles Laurent ve Kapferer Jean-Noel (1985) “Measuring Consumer Involvement Profiles”, Journal of Marketing Research, 22, February, 41–53.
• Greenwald Anthony G. ve Leavitt Clark (1984) “Audience Involvement in Advertising: Four Level”, Journal of Consumer Research, 11, June, 581–592
• Gülsoy Tanses (1999) Türkçe-İngilizce, İngilizce-Türkçe Dizinli Reklam Terimleri ve Kavramları Sözlüğü, Adam Yayınları, İstanbul.
• Halley Russell I. ve Baldinger Allan L. (1991) “The ARF Copy Research Validity Project”, Journal of Advertising Research, 31(2), April/May, 11–22.
• Holbrook Morris B. ve Batra Rajaev (1987) “Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising”, Journal of Consumer Research, 14 (December), 404–420.
• Homer Pamela M. ve Yoon Sun-Gill (1992) “Message Framing and The Interrelationships Among Ad-Based Feelings, Affect and Cognition”, Journal of Advertising, March, 21(1), 19–33.
• Joyce Timothy (2004) “Reklam Süreci”, Reklam Nasıl İşe Yarar: Araştırmanın Rölü, İçinde Der: Jones John Philip, Çev: Mustafa Dilber ve Didem Ünal Biçicioğlu, Reklamcılık Vakfı Yayınları, İstanbul, 9–21.
• Kempf Deanna S. ve Smith Robert E. (1998) “Consumer Processsing of Product Trial and the Influence of Prior Advertising: A Structural Modeling Approach”, Journal of Marketing Research, Aug. 35(3), 325–338.
• Krugman Herbert (1965) The Impact of Television Advertising: Learning Without Involvement, Public Opinion Quarterly, 29(Fall), 349–356.
• Lavidge Robert J. ve Steiner Gary A. (1961) “A Model For Predictive Measurements of Advertising Effectiveness”, Journal of Marketin Oct., 25, 59-62.
• Lutz Richard J., MacKenzie Scott B. ve Belch George E. (1983) “Attitude Toward The Ad As A Mediator Of Advertising Effectiveness: Determinants And Consequences”, Advances in Consumer Research, Richard P. Bagozzi and Alice M. Tybout, eds., Ann Arbor: Association for Consumer Research, 10, 532-539
• MacInnis Deborah J. ve Jaworski Bernard J. (1989) “Information Processing from Advertisements: Toward on Integrative Framework”, Journal of Marketing, 53, October, 1–23.
• MacKenzie Scott B. ve Lutz Richard J. (1989) “An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context”, Journal of Marketing, 53(2), April, 48–65.
• MacKenzie Scott B., Lutz Richard J. ve Belch George E. (1986) “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations”, Journal of Marketing Research, 23, May, 130- 143.
• Meyers-Levy Joan ve Malaviya Prashant (1999) “Consumers Processing of Persuasive Advertisements: An Integrative Framework of Persuasion Theories”, Journal of Marketing, 63, (October), 45–61.
• Mitchell Andrew A. (1980) “The Use of an Information Processing Approach to Understood Advertising Effects”, Advances in Consumer Research, Jerry C. Olson (ed.), Ann Arbor, MI: Association for Consumer Research, 7, 171–177.
• Mitchell Andrew A. (1981) “The Dimensions of Advertising Involvement”, in Advances in Consumer Research, Kent Monroe (ed.), Ann Arbor, MI: Association for Consumer Research, 8, 25–30.
• Mitchell Andrew A. (1986) “The Effect of Verbal and Visual Components of Advertisement on Brand Attitudes and Attitude Toward the Advertisement”, Journal of Consumer Research, Jun. 13(1), 12–24.
• Mitchell Andrew A. ve Olson Jerry (1981) “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?”, Journal of Marketing Research, Aug. 18, 318–332.
• Moore David J. ve Hoening Scolt (1989) “Negative Emotions as Mediators of Attitudes in Advertising Appeals”, in Advances in Consumer Research, 16, 581–586.
• Moore Danny L. ve Hutchinson Wesley J. (1983) “The Effects of Ad Affect on Advertising Effectiveness”, in, Advances in Consumer Research, 10, Ed: R.P. Bagozzi ve A.M. Tybout, Ann Arbor, MI: Association For Consumer Research, 526–557.
• Muehling Darrel D. ve Laczniak Russell N. (1988) “Advertising’s Immediate and Delayed Influence on Brand Attitudes: Considerations Across Message- Involvement Levels”, Journal of Advertising, 17(4), 23–34.
• Odabaşı Yavuz ve Barış Gülfidan (2003) Tüketici Davranışı, MediaCat Kitapları, İstanbul.
• Odabaşı Yavuz ve Oyman Mine (2004) Pazarlama İletişimi Yönetimi, MediaCat Kitapları, İstanbul.
• Park Whan C.ve Young Mark S. (1986) “Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation”, Journal of Marketing Research, 23, February, 11–24.
• Percy Larry ve Rossiter John R. (1992) “A Model of Brand Awareness and Brand Attitude Advertising Strategies”, Psychology ve Marketing, (Jul/Aug), 9(4), 263–273.
• Petty R. E. ve Cacioppo J. T. (1986) Communication and Persuasion: Central and Peripheral Routes to Attitude Change, Springer-Verlag, New York.
• Petty R. E., Cacioppo J. T. ve Schumann David (1983) “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement”, Journal of Consumer Research, 10, September, 135–146.
• Pickton David ve Broderick Amanda (2001) Integrated Marketing Communications, Prentice Hall.
• Ray Michael L. ve Batra Rajaev (1983) “Emotion and Persuasion in Advertising: What We Do and Don’t Know About Effect”, içinde, Ed: Richard Bagozzi ve Alice Tybout, Advances in Consumer Research, 10 (1), (Ann Arbor, MI: Association for Consumer Research), 147-175
• Richins Marsha, Bloch Peter H ve McQuarrie Edward F (1992) “How Enduring and Situational Involvement Combine to Create Involvement Responses”, Journal of Consumer Psychology, 1(2), 143–153.
• Rothschild Michael L. ve Houston Michael J. (1980) “Individual Differences in Voting Behavior”, in Advances in Consumer Research,7, 655–658.
• Shimp Terence (1981), “Attitude Towards the Ad as a Mediator of Consumer Brand Choice”, Journal of Advertising, 10( 2), 9–15.
• Solomon Michael, Bamossy Garry ve Askegard Soren (1999) Consumer Behavior: A Europen Perspective, Prentice Hall.
• Stapel Jan (1994) “Observations: A Brief Observations About Likability and Interestingness of Advertising”, Journal of Advertising Research, March/April, 79–80.
• Sutherland Max ve Sylvester Alice K. (2004) Reklam ve Tüketici Zihni, Çev: İnci Berna Kalınyazgan, MediaCat Yayınları, İstanbul
• Tosun Nurhan Babür (2003) “Reklam İletişimi Yönünden Tüketicinin Karar Verme Süreci”, Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 1, 1–16.
• Uztuğ Ferruh (2003) Markan Kadar Konuş Marka İletişimi Stratejileri, MediaCat, İstanbul
• Vaughn Richard (1986) “How Advertising Works: A Planning Model Revisited”, Journal of Advertising Research, 26(1), (February/March), 57–66.
• Walker David ve Dubitsky Tony M. (1994), “Why Liking Matters”, Journal of Advertising Research, 34(3), May/June, 9–18
• Yılmaz R. Ayhan (2000) Duygusal Çekicilikli Reklamların İletişim Etkileri, İçinde: Halkla İlişkiler ve Reklamcılık, 1. Ulusal İletişim Sempozyumu Bildirileri (3-5 Mayıs 2000), İletişim Dergisi Yayınları 3, Ankara
• Zaichkowsky Judith L. (1985) “Masuring the Involvement Construct”, Journal of Consumer Research, 12(December), 341–352.
• Zaichkowsky Judith L. (1986) “Conceptualizing Involvement”, Journal of Advertising, 15 (2), 4–14.
• Zeitlin David M. ve Westwood Richard A. (1986) “Measuring Emotional Responses”. Journal of Advertising Research, Oct/Nov., 26(5), 34-44.