etkileşim Etkileşim 2636-7955 2636-8242 Üsküdar Üniversitesi 10.32739/etkilesim.2026.9.17.333 Communication and Media Studies (Other) İletişim ve Medya Çalışmaları (Diğer) Prioritization of Criteria for Celebrity Endorsement in Advertising Using the Analytic Hierarchy Process Reklamda Ünlü Kullanımına İlişkin Kriterlerin Analitik Hiyerarşi Prosesi ile Önceliklendirilmesi https://orcid.org/0000-0002-3346-4309 Kiçir İbrahim SÜLEYMAN DEMİREL ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİ 04 30 2026 17 130 154 06 05 2025 01 22 2026 Copyright © 2018, Etkileşim 2018 Etkileşim

This study aims to prioritize the criteria effective in the use of celebrities in advertising by using the Analytic Hierarchy Process (AHP) method, which is one of the multi-criteria decision-making methods. For this purpose, a three-level hierarchical structure was created in the research, consisting of a general objective, four main criteria (credibility, expertise, attractiveness, compatibility), and twelve sub-criteria linked to these main criteria. Calculations were made on the dataset created based on the expert opinions obtained from 30 academicians working in the field of advertising. According to the findings of the study, it was determined that the criterion with the highest weight among the main criteria for celebrity endorsement in advertising is credibility, with a weight of 0.42. Credibility is followed by compatibility with a weight of 0.24, expertise with a weight of 0.22, and attractiveness with a weight of 0.12. Among the sub-criteria under the main criterion of credibility, having a trustworthy image (0.62) stands out as the most important sub-criterion. For attractiveness, the sub-criterion of popularity (0.41) was found to be the sub-criterion with the highest priority, while for compatibility, congruence with the target audience (0.47) was identified as the sub-criterion with the highest priority. For the main criterion of expertise, it was concluded that the sub-criteria of career (0.42) and knowledge level (0.42) have equal priority. It is thought that the results of the research regarding celebrity endorsement in advertising, which is an important topic in advertising literature and industry practices, will be beneficial to both the literature and industry professionals.

Bu çalışma, reklamda ünlü kullanımında etkili olan kriterlerin çok kriterli karar verme yöntemlerinden biri olan Analitik Hiyerarşi Prosesi (AHP) yöntemi kullanılarak önceliklendirilmesini amaçlamaktadır. Bu doğrultuda araştırma kapsamında dört ana kriter (güvenilirlik, uzmanlık, çekicilik, uyumluluk) ve bu ana kriterlere bağlı on iki alt kriterden oluşan üç seviyeli bir hiyerarşik yapı oluşturulmuştur. Ek olarak reklamcılık alanında çalışan 30 akademisyenden elde edilen uzman görüşlerine dayanarak oluşturulan veri seti üzerinde hesaplamalar yapılmıştır. Çalışmanın bulgularına göre, reklamda ünlü kullanımına ilişkin ana kriterler arasında en yüksek ağırlığa sahip olan kriterin 0,42 ile güvenilirlik olduğu tespit edilmiştir. Güvenilirliği sırasıyla 0,24 ağırlıkla uyumluluk, 0,22 ağırlıkla uzmanlık ve 0,12 ağırlıkla çekicilik kriterleri izlemektedir. Güvenilirlik ana kriteri altında yer alan alt kriterlerden güvenilir bir imaja sahip olmak (0,62) en önemli alt kriter olarak öne çıkarken çekicilik için popülerlik (0,41) alt kriterinin, uyumluluk için hedef kitle ile uyum (0,47) alt kriterinin en yüksek önceliğe sahip alt kriterler olduğu tespit edilmiştir. Uzmanlık ana kriteri için ise kariyer (0,42) ve bilgi düzeyi (0,42) alt kriterlerinin eşit önceliğe sahip olduğu sonucuna ulaşılmıştır. Araştırmanın reklamcılık literatüründe ve sektör uygulamalarında önemli bir konu olan reklamda ünlü kullanımına yönelik ortaya koyduğu sonuçlarla hem literatüre hem de sektör profesyonellerine faydalı olacağı düşünülmektedir.

 Reklamda Ünlü Kullanımı Reklamcılık AHP Çok Kriterli Karar Verme Yöntemleri Celebrity Endorsement Advertising AHP Multi-Criteria Decision-Making Methods Ablak, E., & Sağlam, M. (2022). Reklamda ünlü kullanımının tüketici davranışsal niyetlerine etkisinde marka aşkı ve marka itibarının seri aracılık etkisi. Gümüşhane Üniversitesi Sosyal Bilimler Dergisi, 13(3), 1143-1160. Adalarasu, K., Begum, K. G., Priyan, M. V., Devendranath, C., & Sriram, G. V. (2025). Neuro-signaling techniques in advertisement endorsements: Unveiling consumer responses and behavioral trends. Journal of Retailing and Consumer Services, 84, 104175. Ahmed, A., Mir, F. A., & Farooq, O. (2012). Effect of celebrity endorsement on customers’ buying behavior: A perspective from Pakistan. Interdisciplinary Journal of Contemporary Research in Business, 4(5), 584-592. Albar, B. Ö., & Öksüz, G. (2013). Marka farkındalığı oluşturma sürecinde reklamlarda ünlü kişilerin kullanılmasının tüketicilerin satın alma karar süreçleri üzerindeki etkisi: Giresun ili araştırması. The Journal of Academic Social Science Studies, 6(8), 417-431. Alsmadi, S. (2005). The portrayal of women in television advertising: An empirical investigation of consumer attitudes in Jordan. International Journal of Applied Marketing, 1(2), 1-16. --------------- (2006). The power of celebrity endorsement in brand choice behaviour: An empirical study of consumer attitudes in Jordan. Journal of Accounting-Business & Management, 13, 69-84. Apejoye, A. (2013). Influence of celebrity endorsement of advertisement on students’ purchase intention. Journal of Mass Communication & Journalism, 3(03), 2-7. Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An integrated marketing communication perspective (6th ed.). Irwin/McGraw-Hill. Benítez, J., Delgado-Galván, X., Izquierdo, J., & Pérez-García, R. (2012). An approach to AHP decision in a dynamic context. Decision Support Systems, 53(3), 499-506. Bennett, D., Diamond, W., Miller, E., & Williams, J. (2020). Understanding bad-boy celebrity endorser effectiveness: The fantasy-based relationship, hedonic consumption, and congruency model. Journal of Current Issues & Research in Advertising, 41(1), 1-19. https://doi.org/10.1080/10641734.2018.1519469 Bennett, D. H. S., & Ruvalcaba, C. (2024). I think I can, I think I can; A qualitative investigation of celebrity endorsement and meaning transfer’s role in building consumer self confidence. Journal of Global Scholars of Marketing Science, 34(3), 416-438. https://doi.org/10.1080/21639159.2023.2290505 Bergkvist, L., Hjalmarson, H., & Mägi, A. 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, 35(2), 171-184. https://doi.org/10.1080/02650487.2015.1024384 Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising, 35(4), 642-663. https://doi.org/10.1080/02650487.2015.1137537 Biswas, S., Hussain, M., & O’Donnell, K. (2009). Celebrity endorsements in advertisements and consumer perceptions: A cross-cultural study. Journal of Global Marketing, 22(2), 121-137. https://doi.org/10.1080/08911760902765940 Blackwell, R., D'Souza, C., Taghian, M., Miniard, P., & Engel, J. (2006). Consumer behaviour: An Asia Pacific approach. Thomson. https://dro.deakin.edu.au/articles/book/Consumer_behaviour_an_Asia_Pacific_approach/20565078 adresinden erişilmiştir. Brennan, S., Ilicic, J., & Kennedy, A. (2025). Two together is better than two apart: Examining multi-celebrity endorsement effectiveness. International Journal of Advertising, 1-31. https://doi.org/10.1080/02650487.2025.2500226 Byrne, A., Whitehead, M., & Breen, S. (2003). The naked truth of celebrity endorsement. British Food Journal, 105(4/5), 288-296. Calvo-Porral, C., & Lévy-Mangin, J.-P. (2024). The influence of celebrity endorsement on the purchase behavior of brands and product categories. Journal of Product & Brand Management, 33(8), 1027-1040. Carr, S. (2025). How many ads do we see a day in 2025? Lunio. https://www.lunio.ai/blog/how-many-ads-do-we-see-a-day#:~:text=In%20the%2070s%2C%20the%20average,such%20as%20Google%20and%20Facebook adresinden erişilmiştir. Carroll, A. (2009). Brand communications in fashion categories using celebrity endorsement. Journal of Brand Management, 17(2), 146-158. https://doi.org/10.1057/bm.2008.42 Chan, K., Leung Ng, Y., & Luk, E. K. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers, 14(2), 167-179. Chen, C. H., Gao, K., Lin, C., Huang, A., & Li, C. (2025). Celebrity endorsement on social media in China: Familiarity and likeability heuristics in impulse purchase. Asia Pacific Business Review, 1-25. https://doi.org/10.1080/13602381.2025.2492627 Chikazhe, L., Moyo, T., Mandibaya, H., Ngorora Madzimure, G. P. K., Chinyani, E. F., & Kamoyo, M. (2024). Celebrity endorsement, customer attitude and brand selection as determinants of the fast-food industry performance: The moderating role of customer age and perceived service quality. Journal of African Business, 1-21. https://doi.org/10.1080/15228916.2024.2430046 Crespo, C. F., Ferreira, A. G., Ribeiro, F. M., & Popa, V. (2025). The effect of celebrity endorsement on brand equity: A cross cultural comparison. Journal of International Consumer Marketing, 37(1), 1-22. https://doi.org/10.1080/08961530.2024.2324779 Dalbudak, E., & Rençber, Ö. F. (2022). Çok kriterli karar verme yöntemleri üzerine literatür incelemesi. Gaziantep Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 4(1), 1-17. https://doi.org/10.55769/gauniibf.1068692 Daneshvary, R., & Schwer, R. K. (2000). The association endorsement and consumers’ intention to purchase. Journal of Consumer Marketing, 17(3), 203-213. Del Mar Garcia De Los Salmones, M., Dominguez, R., & Herrero, A. (2013). Communication using celebrities in the non-profit sector: Determinants of its effectiveness. International Journal of Advertising, 32(1), 101-119. https://doi.org/10.2501/IJA-32-1-101-119 Deneçli, C. (2015). Reklamlarda ünlü kullanımında cinsiyetin marka imajı üzerindeki etkisi. Öneri Dergisi, 11(44), 337-350. Dom, S. M. S. M., binti Ramli, H. S., Chin, A. L. L., & Fern, T. T. (2016). Determinants of the effectiveness of celebrity endorsement in advertisement. The Journal of Developing Areas, 50(5), 525-535. Dwivedi, A., Johnson, L. W., & McDonald, R. E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product & Brand Management, 24(5), 449-461. Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner’s perspective. Journal of Advertising Research, 41(3), 39-48. https://doi.org/10.2501/jar-41-3-39-48 Fleck, N., Korchia, M., & Le Roy, I. (2012). Celebrities in advertising: Looking for congruence or likability? Psychology & Marketing, 29(9), 651-662. https://doi.org/10.1002/mar.20551 Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19, 63-71. Ha, N. M., & Lam, N. H. (2017). The effects of celebrity endorsement on customer’s attitude toward brand and purchase intention. International Journal of Economics and Finance, 9(1), 64-77. Hakimi, B. Y., Abedniya, A., & Zaeim, M. N. (2011). Investigate the impact of celebrity endorsement on brand images. European Journal of Scientific Research, 58(1), 116-132. Handarkho, Y. D., & Arifin, P. (2025). The effect of social experience and content quality on the use of celebrity endorsement strategy in the social commerce context: A case study of Indonesia. International Journal of Pervasive Computing and Communications, 21(1), 57-80. Hettiarachchi, T. K., Mataraarachchi, R., & Abeysooriya, R. (2024). Impact on celebrity endorsement essentials on brand awareness and purchase intention in men’s wear industry in Sri Lanka. 2024 9th International Conference on Information Technology Research (ICITR), 1-6. https://ieeexplore.ieee.org/abstract/document/10857789/ adresinden erişilmiştir. Hoekman, M. L. L., & Bosmans, A. M. M. (2010). Celebrity endorsement: How does celebrity endorsement influence the attitude towards the brand and how does negative publicity affect this relationship? (Bachelor thesis). Tilburg University. Hou, A. C., & Shiau, W.-L. (2020). Understanding facebook to instagram migration: A push-pull migration model perspective. Information Technology & People, 33(1), 272-295. Hsu, P.-F., & Su, Y.-H. (2008). Optimal selection of Advertising spokesman using an analytic hierarchy process and grey relational analysis. Journal of Information and Optimization Sciences, 29(6), 1067-1083. https://doi.org/10.1080/02522667.2008.10699853 Hung, K., Chan, K. W., & Tse, C. H. (2011). Assessing celebrity endorsement effects in china: A consumer-celebrity relational approach. Journal of Advertising Research, 51(4), 608-623. https://doi.org/10.2501/JAR-51-4-608-623 Improta, G., Converso, G., Murino, T., Gallo, M., Perrone, A., & Romano, M. (2019). Analytic hierarchy process (AHP) in dynamic configuration as a tool for health technology assessment (HTA): The case of biosensing optoelectronics in oncology. International Journal of Information Technology & Decision Making, 18(05), 1533-1550. Ishizaka, A., & Labib, A. (2011). Review of the main developments in the analytic hierarchy process. Expert Systems with Applications, 38(11), 14336-14345. Jones, P. W. (2021). How can celebrities help to maximise the brand impact of advertising? Kantar. https://www.kantar.com/inspiration/advertising-media/how-can-celebrities-help-to-maximise-the-brand-impact-of-advertising adresinden erişilmiştir. Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 12(4), 954-961. Kamins, M. A. (1989). Celebrity and noncelebrity advertising in a two-sided context. Journal of advertising research, 29(3), 34-42. Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing, 11(6), 569-586. https://doi.org/10.1002/mar.4220110605 Karahan, M. O. (2022). Reklamlarda ünlü desteği algısının satın alma niyeti üzerindeki etkisinde marka sadakati ve marka güvenilirliğinin aracılık etkisi. Business & Management Studies: An International Journal, 10(3), 835-857. Keçek, Y., & Yıldırım, A. (2010). Kurumsal kaynak planlama (ERP) sisteminin analitik hiyerarşi süreci (AHP) ile seçimi: Otomotiv sektöründe bir uygulama. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 15(1), 193-211. Kim, B., Kim, J., Kim, H., & Choi, M. (2017). Practitioners’ celebrity endorser selection criteria in South Korea: An empirical analysis using the Analytic Hierarchy Process. Asian Journal of Communication, 27(3), 285-303. https://doi.org/10.1080/01292986.2017.1284247 Kişi, N. (2016). Çağrı merkezi müşteri temsilcileri yetkinliklerinin analitik hiyerarşi süreci yöntemi ile önceliklendirilmesi. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 17(2), 145-160. Klaus, N., & Bailey, A. A. (2008). Celebrity endorsements: An examination of gender and consumers’ attitudes. American journal of business, 23(2), 53-62. Kumar, V., & Reinartz, W. (2006). Customer relationship management: A databased approach. John Wiley & Sons, Inc. Kuruüzüm, A., & Atsan, N. (2001). Analitik hiyerarşi yöntemi ve işletmecilik alanındaki uygulamaları. Akdeniz IIBF dergisi, 1(1), 83-105. Lafferty, B. A. (2009). Selecting the right cause partners for the right reasons: The role of importance and fit in cause‐brand alliances. Psychology & Marketing, 26(4), 359-382. https://doi.org/10.1002/mar.20277 Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501 Macheka, T., Quaye, E. S., & Ligaraba, N. (2024). The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions. Young Consumers, 25(4), 462-482. Magnini, V. P., Honeycutt, E. D., & Cross, A. M. (2008). Understanding the use of celebrity endorsers for hospitality firms. Journal of Vacation Marketing, 14(1), 57-69. https://doi.org/10.1177/1356766707084219 Malik, H. M., & Qureshi, M. M. (2016). The impact of celebrity endorsement on consumer buying behavior. Journal of Marketing and Consumer Research, 26(1), 2422-8451. Mamun, A., Naznen, F., Yang, Q., Ali, M. H., & Hashim, N. M. H. N. (2023). Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products. Heliyon, 9(6), 1-16. Martin, J. H. (1996). Is the athlete’s sport important when picking an athlete to endorse a nonsport product? Journal of consumer marketing, 13(6), 28-43. McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321. McCutcheon, L. E., Lange, R., & Houran, J. (2002). Conceptualization and measurement of celebrity worship. British Journal of Psychology, 93(1), 67-87. https://doi.org/10.1348/000712602162454 Mustofa, R. H., Prestianawati, S. A., Sari, D. E., Riyanti, H., & Setiawan, A. (2024). Celebrity endorsements and promotions: Enhancing young muslim online shoppers’ satisfaction. Human Behavior and Emerging Technologies, 2024(1), 3895680. https://doi.org/10.1155/2024/3895680 Mutairi, A., & Siddiqui, K. (2023). The relationship between celebrity endorsement and purchase decisions. E3S Web of Conferences, 402, 08026. https://www.e3s-conferences.org/articles/e3sconf/abs/2023/39/e3sconf_transsiberia2023_08026/e3sconf_transsiberia2023_08026.html adresinden erişilmiştir. Norris, G. (2025). Celebs Dominate Super Bowl LIX. System 1. https://system1group.com/blog/celebs-dominate-super-bowl-lix#:~:text=The%20presence%20of%20celebrities%20in,63%20percent%20of%20all%20ads adresinden erişilmiştir. Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 46-52. Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The impact of celebrity endorsement on consumer purchase intention: An emerging market perspective. Journal of marketing theory and practice, 27(1), 103-121. Oteh, O. U., Oloveze, A. O., Emeruem, O. L., & Ahaiwe, E. O. (2023). Celebrity endorsement in African context: TEARS model approach. Revista de Gestao, 30(4), 334-347. Özbek, A. (2014). Yöneticilerin çok kriterli karar verme yöntemi ile belirlenmesi. Journal of Management and Economics Research, 12(24), 209-225. Pornpitakpan, C. (2004). The effect of celebrity endorsers’ perceived credibility on product purchase intention: The case of singaporeans. Journal of International Consumer Marketing, 16(2), 55-74. https://doi.org/10.1300/J046v16n02_04 Saaty, T. L. (1977). A scaling method for priorities in hierarchical structures. Journal of Mathematical Psychology, 15(3), 234-281. -------------- (1980). The analytic hierarchy process. McGraw-Hill. ---------------(1991). Some mathematical concepts of the analytic hierarchy process. Behaviormetrika, 18(29), 1-9. ---------------(1994). Fundamentals of decision making and priority theory with the analytic hierarchy process. RWS Publications. ---------------(1995). Decision making for leaders: The analytic hierarchy process for decisions in a complex world. RWS Publications. Saaty, T. L., & Vargas, L. G. (2012). Models, methods, concepts & applications of the analytic hierarchy process (C. 175). Springer Science & Business Media. https://books.google.com/books?hl=tr&lr=&id=6J9XI8I1qjwC&oi=fnd&pg=PR5&dq=Saaty,+T.+L.,+%26+Vargas,+L.+G.+(2001).+Models,+methods,+concepts+%26+applications+of+the+analytic+hierarchy+process.+Kluwer+Academic+Publishers&ots=ZQN-e3u-_t&sig=tn4gZN_xdneLAOJDvpq2__8yYF4 adresinden erişilmiştir. Schlecht, C. (2003). Celebrities’ impact on branding. Center on Global Brand Leadership, Columbia: Columbia Business School. https://www.academia.edu/download/32824821/celebrities_impact_on_branding.pdf adresinden erişilmiştir. Shimp, T. A. (2003). Advertising, promotion and supplemental aspects of integrated marketing Ccmmunications. 6th ed. Thomson South Western. Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30-42. https://doi.org/10.1177/002224379803500105 Sivrikaya, B., & Ünal, E. (2018). AHP grup karar verme yöntemi ile bilgi işlem çalişanlarının yetki̇nli̇k temelli performanslarının değerlendirilmesi. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 17. UİK Özel Sayısı, 501-514. Smith, C. T., & De Houwer, J. (2014). The impact of persuasive messages on IAT performance is moderated by source attractiveness and likeability. Social Psychology, 45(6), 437-448. https://doi.org/10.1027/1864-9335/a000208 Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882-909. Srdjevic, B., Srdjevic, Z., & Blagojevic, B. (2020). A new algorithm for synthesising locally most consistent priorities in analytic hierarchy process for group decision making. International Journal of Sustainable Agricultural Management and Informatics, 6(1), 75. https://doi.org/10.1504/IJSAMI.2020.106543 Şen, G., & Güngör, E. (2018). Endüstriyel ağaçlandırmalar için en uygun tür seçiminde analitik hiyerarşi süreci yönteminin kullanılması: Kastamonu İli örneği. Turkish Journal of Forestry, 19(1), 63-75. Till, B. D., & Shimp, T. A. (1998). Endorsers in advertising: The case of negative celebrity information. Journal of Advertising, 27(1), 67-82. https://doi.org/10.1080/00913367.1998.10673543 Tor-Kadıoğlu, C., & Bozyiğit, S. (2025). Celebrity endorsement on gender-based conspicuous consumption. Gadjah Mada International Journal of Business, 27(1), 121-148. Torres, P., Augusto, M., & Matos, M. (2019). Antecedents and outcomes of digital influencer endorsement: An exploratory study. Psychology & Marketing, 36(12), 1267-1276. https://doi.org/10.1002/mar.21274 Wang, J., Cheng, Y., & Chu, Y. (2013). Effect of celebrity endorsements on consumer purchase intentions: Advertising effect and advertising appeal as mediators. Human Factors and Ergonomics in Manufacturing & Service Industries, 23(5), 357-367. https://doi.org/10.1002/hfm.20336 Wang, S. W., Kao, G. H.-Y., & Ngamsiriudom, W. (2017). Consumers’ attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10-17. Xu, X., & Pratt, S. (2018). Social media influencers as endorsers to promote travel destinations: An application of self-congruence theory to the Chinese Generation Y. Journal of Travel & Tourism Marketing, 35(7), 958-972. https://doi.org/10.1080/10548408.2018.1468851 Yılmaz, E. (1999). Analitik Hiyerarşi Süreci kullanılarak çok kriterli karar verme problemlerinin çözümü. DOA Dergisi, 5, 95-122. Yolaçan, Z. B., & Özeltürkay, E. Y. (2018). Televizyon reklamlarında ünlü kullanımı: Kaynağın çekiciliği, güvenilirliği ve uzmanlığının bireylerin davranışsal niyetleri (olumlu AAP ve marka bağlılığı) üzerindeki etkisi. Pazarlama Teorisi ve Uygulamaları Dergisi, 4(2), 231-252. Yorulmaz, B. H., & Öncüer, M. E. (2023). Reklamlarda ünlü kullanımının satın alma niyetine etkisinde etnikmerkezciliğin düzenleyici rolü: Türk Hava Yolları örneği (The moderating role of ethnocentrism in the effect of celebrity endorsement on purchase intention: The case of Turkish Airlines). Journal of Tourism & Gastronomy Studies, 11(4), 2760-2785. Zhang, H., Sekhari, A., Ouzrout, Y., & Bouras, A. (2014). Optimal inconsistency repairing of pairwise comparison matrices using integrated linear programming and eigenvector methods. Mathematical Problems in Engineering, 2014(1), 989726. https://doi.org/10.1155/2014/989726 Zipporah, M. M., & Mberia, H. K. (2014). The effects of celebrity endorsement in advertisements. International Journal of Academic Research in Economics and Management Sciences, 3(5), 162-171.