Buradasınız

Anasayfa » Content

ÜRÜN YERLEŞTİRME VE REKLAMA İLİŞKİN TUTUMLARIN SATIN ALMA EĞİLİMİ VE MARKA İMAJI ÜZERİNE ETKİLERİ

The Effects of Product Placement Attitudes on Purchase Intention and Brand Image

Journal Name:

  • Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Publication Year:

  • 2014

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
The purpose of this study is to investigate the effects of attitudes toward advertisement and attitudes toward product placement strategies which is a newly communication method in marketing, on purchase intention and brand image. Besides, another goal of the study is to analyze the mediation effects of attitudes toward advertisement both between attitude toward product placement and purchase intention and between attitude toward product placement and brand image. Thus, in the study a questionnaire was conducted in order to measure the attitudes of consumer towards product placement, attitudes toward advertisement, purchase intention and brand image perception. Regression analyses and mediation test were used in order to analyze the direct relations between variables. According to the results, attitudes toward product placement have significant and positive effects on purchase intention and brand image as well as attitudes toward advertisement. Also attitudes toward advertisement have mediation effect both between "attitude toward product placement" and "purchase intention" and between "attitude toward product placement" and "brand image".
Bookmark/Search this post with
Abstract (Original Language): 
Bu çalışmada, reklam ve yeni bir pazarlama iletişimi olarak ortaya çıkan ürün yerleştirme stratejilerine karşı tüketicinin tutumlarının, satın alma eğilimi ve marka imajı üzerindeki etkilerinin belirlenmesi amaçlanmıştır. Dolayısıyla çalışmada, tüketicilerin televizyon dizilerinde karşılaştıkları reklamlara ilişkin tutumları ile ürün yerleştirmelerine karşı tutumlarının, satın alma eğilimleri ve markaya ilişkin zihinlerinde oluşturdukları imaj üzerine etkilerini ölçmeye yönelik anket soruları belirlenmiştir. Bu ilişkilere ek olarak, reklama karşı tutumların ürün yerleştirmeye yönelik tutumlar ile satın alma ve marka imajı arasında aracı ilişkileri de ölçülmüştür. Bu doğrultuda, çalışmanın ana kitlesi televizyon izleyicileri olarak seçilmiş ve veriler elektronik ortamda hazırlanan anket ile elde edilmiştir. Verilerin analiz edilmesinde regresyon yöntemi ve aracı testi kullanılmıştır. Çalışmanın sonuçlarına göre, tüketiciler televizyon dizilerinde karşılaştıkları ürün yerleştirmeye ilişkin olumlu tutumlar geliştirdiklerinde, o ürünü satın almaya yönelik eğilimlerinin arttığı ve olumlu bir marka imajı algıladıkları ortaya çıkmıştır. Aynı şekilde, tüketicilerin reklama karşı tutumları, satın alma eğilimini ve marka imajını anlamlı ve olumlu bir şekilde etkilemektedir. Bu sonuçların yanı sıra, reklama ilişkin tutumların, hem ürün yerleştirmeye karşı tutumlar ile satın alma eğilimi, hem de ürün yerleştirmeye karşı tutum ile marka imajı arasında aracı bir etkiye sahiptir.
FULL TEXT (PDF): 
PDF icon arastirmax-urun-yerlestirme-reklama-iliskin-tutumlarin-satin-alma-egilimi-marka-imaji-uzerine-etkileri.pdf
  • 1
29
54
  • Turkish

REFERENCES

References: 

Alwitt, L., P.R. Prabhaker (1992) "Functional and Belief Dimensions of Attitudes to Television Advertising: Implications for Copytesting", Journal of Advertising Research, 32(5), 30-42.
Altıntaş, D. (2009) "Pazarlama İletişiminde Ürün Yerleştirmenin Hatırlatıcı Etkisi", Yayınlanmamış Yüksek Lisans Tezi, Erzurum, Atatürk Üniversitesi, Sosyal Bilimler Enstitüsü.
Argan M, M.N. Velioğlu, M.T. Argan
(2007
) "Audience Attitudes towards Product Placement in Movies: A Case from Turkey", Journal of American Academy of Business, March, 11(1), 161-167.
Auty, S., C. Lewis (2004) "Exploring Children's Choice: The Reminder Effect of Product Placement", Psychology and Marketing, 21(9), 697-713.
Aydın, D., N. Orta (2010) "Sinemanın Reklam Aracı olarak Kullanımı Türk Filmlerinde Marka Yerleştirme Uygulamaları", İstanbul Üniversitesi İletişim Fakültesi Dergisi, 1(36), 7-23.
Babin, L.
A.
, S.T. Carder (1996) "Viewers' Recognition of Brands Placed within a Film", International Journal of Advertising, 15(2), 140-151.
Balasubramanian, S.K. (1994) "Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues," Journal of Advertising, 23 (4), 29-46.
Banerjee, S. (2009) "Marketing Communication through Brand Placement: A Strategic Roadmap", Journal of Marketing and Communication, September-December Issue, 5(2), 4-22.
Baron, R.M., D.A. Kenny (1986) "The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual Straregic, and Statistical Considirations", Journal of Personality and Social Psychology, 51(6), 1173¬1182.
Ürün Yerleştirme ve Reklama ilişkin Tutumların Satın Alma Eğilimi
ve Marka İmajı Üzerine Etkileri
49
Belch, G.E., M.A. Belch (2009) Advertising and Promotion: An Integrated Marketing Communications Perpective: 1990-2002, New York: McGraw-Hill Companies.
Bozkurt, S. (2008)
"Ürü
n Yerlestirme Stratejilerinin Marka Hatırlama Üzerine Etkisini Belirlemeye Yönelik Bir Araştırma", Yayınlanmamış Yüksek Lisans Tezi, Eskişehir Osmangazi Üniversitesi, Sosyal Bilimler Enstitüsü.
Bredahl, L.
(2001
) "Determinants of Consumer Attitudes and Purchase Intentions with Regard to Genetically Modified Foods—Results of a Cross-National Survey", Journal of Consumer Policy, 24(1), 23-61.
Brennan, S., P.J. Rosenberger, V. Hementera (2004) "Product Placements in Movies: An Australian Consumer Perspective on Their Ethicality and Acceptability", Marketing Bulletin, 15, 1-16.
Cowley, E., C. Barron (2008) "When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence", Journal of Advertising, 37(1), 89-98.
Çırpıcı, F. (2006) "Üniversite Öğrencilerinin Reklamlara Yönelik Tutum ve Davranışları üzerinde Bir Araştırma", Yayınlanmamış Yüksek Lisans Tezi, Ankara Üniversitesi Fen Bilimleri Enstitüsü, Ankara.
DeLorme, D.E., N.R. Leonard (1999) "Moviegoers' Experiences and Interpretations of Brands in Films Revisited", Journal of Advertising, 28(2), 71-94.
D'astous, A., F. Chartier (2000) "A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies", Journal of Current Issues and Research in Advertising, 22(2), 31-40.
DORinsight, (2012) "Şubat 2012 Ürün Yerleştirme Basın Bülteni", http://www.dorinsight.com/, 21.01.2013
Dutta-Bergman, M.J. (2006) "The Demographic and Psychographic Antecedents of Attitude Toward Advertising", Journal of Advertising Research, 46(1),
102-112.
Ertaş, A. (2003) "Ürün Yerlestirme için Yeni Bir Rol", Mediacat Dergisi, 11(98), 26.
Fishbein, M., I. Ajzen
(1975
) "Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research", Reading, MA: Addison-Wesley.
Gardner, M.P. (1985) "Does Attitude toward the Ad Affect Brand Attitudes under a Brand Evaluation Set?"Journal of Marketing Research, 22(2), 192-198.
50
Pınar BAŞGÖZE, Şerife KAZANCI
Garson, G.D. "Quantitative Research in Public Administration", (htpp://faculty.chass. ncsu.edu/garson/PA765/structur.htm)/, 29.01.2013.
Goldsmith, R.E., B.A. Lafferty, S.J. Newell (2000) "The Impact of Corporate
Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands", Journal of Advertising, 29(3), 43-54.
Gould, S.J., P.B. Gupta, S. Grabner-Krauter (2000) "Product Placement in Movies: A Cross- Cultural Analysis of Austrian, French and American Consumers' Attitudes toward This Emerging, International Promotional Medium",
Journal of Advertising, 29(4), 41-58.
Grover, R., T. Lowry, G. Khermouch, C. Edwards, D. Foust, (2004) "Can Mad Ave. Make Zap-Proof Ads? "Business Week, 3868(2), 36-37.
Guido G., M.P. P. Alessandro, Tedeschi, C. Nicole, C. Lauretti, A. Caciula (2010)
"Acceptance of Product Placement in Italy: Effects of Personality and Product/Consumer Interactions", International Journal of Marketing
Studies, 2(2), 34-46.
Gupta, P.B., K.R. Lord (1998) "Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall", Journal of Current Issues and Research in Advertising, 20(1), 47-59.
Gupta, P., S.K.. Balasubramanian (2000) "Viewers' Evaluations of Product Placement in Movies: Public Policy Issues and Manageral Implications", Journal of Current Issues and Research in Advertising, 22(2), 41-52.
Gupta, P.B., S.J. Gould (1997) "Consumer Perceptions of the Ethics and Acceptibility of Product Placement in Movies: Product Category and Individual Differences", Journal of Current Issues and Research in Advertising, 19(1), 37-50.
Gürson, A.P. (2009) "Marka Kavramı: Marka İmajı, Marka Kişiliğinden Marka Kimliğine", acikarsiv.atilim.edu.tr/browse/32/poyrazgurson.pdf, 10.01.2013.
Gwinner K, J. Eaton (2000) "Building Brand Image through Event Sponsorship: The Role of Image Transfer", Journal of Advertising; 28(4), 47 -57.
Hair, J. F., R.P. Bush, D.J. Ortinau (2000) "Marketing Research A Practical Approach fort he New Millenium", Irwin Mc Graw Hill.
Homer, P.M. (2009) "Product Placements: The Impact of Placement Type and Repetition on Attitude", Journal of Advertising, 38(3), 21-31.
Ürün Yerleştirme ve Reklama ilişkin Tutumların Satın Alma Eğilimi
ve Marka İmajı Üzerine Etkileri
51
Jin, C.H., J. Villegas (2007) "The Effect of the Placement of the Product in Film: Consumers Emotional Responses To Humorous Stimuli and Prior Brand Evaluation", Journal of Targeting, Measurement and Analysis for Marketing, 15(4), 244-255.
Karrh, J.A.
(1998
) "Brand Placement: A Review", Journal of Current Issues and Research in Advertising, 20(2), 31-49.
Karrh, J.A., K.T. Frith, C. Callison (2001) "Audience Attitudes towards Brand (Product) Placement: Singapore and the United States", International Journal of Advertising, 20(1), 3-24.
Ker, M. (1998) "Profesyonel
İmajın
, İmaj Yönetimi Kapsamında Yeri ve Önemi" Pazarlama Dünyası, 12(71), 25-28.
Larkin, Ernest F. (1977) "A Factor Analysis of College Students Attitudes toward Advertising", Journal of Advertising, 6(2), 42-46.
Law, S., K.A. Braun (2000) "I'll Have What She's Having: Gauging the Impact of Product Placements on Viewers", Psychology and Marketing, 17(12), 1059¬1075.
Lutz, R.J.,. S.B. MacKenzie, G.E. Belch (1983) "Attitude toward the Ad as a Mediator of Advertising Effectiveness: Determinants and Consequences", Advances in Consumer Research, 10(1), 532-539.
MacKenzie, S.B., R. J. Lutz, G.E. Belch (1986) "The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations", Journal of Marketing Research, 23(2), 130-143.
Martinez, E., T. Montaner, J.M. Pina (2009) "Brand Extension Feedback: The Role of Advertising", Journal of Business Research, 62(3), 305-313.
Matthes, J.C., W.W. Schemer (2007) "More than Meets the Eye: Investigating the Hidden Impact of Brand Placements in Television Magazines", International Journal of Advertising, 26(4), 477-503.
McKechnie, S.A., J. Zhou (2003) "Product Placement in Movies: A Comparison of Chinese and American Consumers' Attitudes", International Journal of
Advertising, 22(3), 349-374.
Mitchell, A. Andrew, J.C. Olson (1981) "Are Product Attribute Beliefs The Only Mediator of Advertising Effects on Brand Attitude?", Journal of Marketing Research, 18(3), 318-32.
52
Pınar BAŞGÖZE, Şerife KAZANCI
Mitchell, Andrew A. (1986) "The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude Toward the Advertisement", Journal of Consumer Research, 13(1), 12-24.
Mittal, B.
(1990
) "The Relative Roles of Brand Beliefs and Attitude toward the Ad as Mediators of Brand Attitude: A Second Look", Journal of Marketing
Research, 27(2), 209-219.
Mittal, B. (1994) "Public Assessment of TV Advertising: Faint Praise and Harsh Criticism", Journal of Advertising Research, 34(1), 19-25.
Morton, C.R., M. Friedman (2002) "I Saw it in the Movies': Exploring the Link Between Product Placement Beliefs and Reported Usage Behavior", Journal of Current Issues and Research in Advertising, 24(2), 33-40.
Muehling, Darrell D. (1987) "An Investigation of Factors Underlying Attitude toward Advertising In General", Journal of Advertising Research, 16(1), 32-40.
Nelson, M.R., H. Keum, R.A. Yaros (2004) "Advertainment or Adcreep? Game Players' Attitudes toward Advertising and Product Placements in Computer Games", Journal of Interactive Advertising, 5(1), 3-21, (http://www.jiad.org/vol5/no1/nelson/)
Ong, B.S., D. Meri (1994) "Should Product Placement in Movies be Banned?", Journal of Promotion Management, 2(3), 159-175.
Özdemir, H. (2009) "Kurumsal Sosyal Sorumluluğun Marka İmajına Etkisi", İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 8(15), 57-72.
Öztürk, S. (2011) "Tüketicilerin Ürün Yerleştirmeye Yönelik Tutumları Üzerinde Sosyo-demografik ve Psikografik Etkenlerin Rolü", Yayınlanmamış Yüksek Lisans Tezi, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
Öztürk, R.G. (2007) "Marka Farkındalığı Yaratmada Ürün Yerleştirmenin Etkisi", Yayınlanmamış Yüksek Lisans Tezi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
Peltekoğlu, F.B. (2007) "Halkla İlişkiler Nedir?", İstanbul: Beta Yayınları.
Pollay, R., B. Mittal (1993) "Here's the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising", Journal of Advertising, 57(3), 99-114.
Reijmersdal, Eva A.V., P.C. Neijens, E.G. Smit (2007) "Effects of Television Brand Placement on Brand Image", Psychology&Marketing, 24(5), 403-420.
Ürün Yerleştirme ve Reklama ilişkin Tutumların Satın Alma Eğilimi
ve Marka İmajı Üzerine Etkileri
53
Roth, M. S.
(1995
) "The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies", Journal of Marketing Research, 32(2), 163-175.
Russell C. A. (2002) "Investigating The Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory And Attitude", Journal of Consumer Research, 29(3), 306-318.
Sarıyer, N. (2005) "Televizyon Dizilerine Marka Yerleştirme Üzerine Bir Araştırma", Akdeniz İ.İ.B.F. Dergisi, 5(10), 217-237.
Schlinger, M.J. (1979) "A Profile of Responses to Commercials", Journal of Advertising Research, 19(1), 37-48.
Schmoll, N.M., J. Hafer, M. Hilt, H. Reilly (2006) "Baby Boomers' Attitudes towards Product Placements", Journal of Current Issues and Research in
Advertising, 28(2), 33-53.
Shao, T. A. (2002) Marketing Research: An Aid To Decision Making, South¬Western: Colege Publications.
Shavitt, S., P.M. Lowrey, J.E Haefner (1998) "Public Attitudes toward Advertising: More Favorable than You Might Think", Journal of Advertising Research,
38(4), 7-22.
Shimp, Terence A. (1981) "Attitude toward the Ad as a Mediator of Consumer Brand Choice", Journal of Advertising, 10(2), 9-15.
SMG LiquidThread, (2011) "TV Ürün Entegrasyonu 2011", http://smgconnected.com/
23.01.2013.
Sung, Y., F. Gregorio, J.Y. Jung (2009) "Non-Student Consumer Attitudes Towards Product Placement: Implications for Public Policy And Advertisers", International Journal of Advertising, 28(2), 257-285.
Tabachnick, B. G., L. S. Fidell, (2001) Computer-Assisted Research Design and Analysis, Boston, MA: Allyn and Bacon, 748.
Tığlı, M. (2004) Bir Aktör Olarak Markalar: Ürün Yerleştirme, İstanbul: Türkmen Kitabevi.
Tiwsakul, R., C. Hackley, I. Szmigin, (2005) "Explicit, Non-Integrated Product Placement in British Television Programmes", International Journal of Advertising, 24(1), 95-111.
54
Pınar BAŞGÖZE, Şerife KAZANCI
Tsai, M., W. Liang, M. Liu, (2007) "The Effects of Subliminal Advertising on
Consumer Attitudes and Buying Intentions", International Journal of Management, 24(1), 3-14.
Uztuğ, F. (2008) Markan Kadar Konuş, (4. Baskı), İstanbul: Mediacat Kitapları.
Yağcı, M.İ., N. İlarslan (2011) "Reklamların ve Cinsiyet Kimliği Rolünün Tüketicilerin Satın Alma Davranışları Üzerindeki Etkisi", Doğuş Üniversitesi Dergisi, 11(1), 138-155.
Yang, M., D.R. Roskos-Ewoldsen (2007) "The Effectiveness of Brand Placements in the Movies: Levels of Placements,Explicit and Implicit Memory, and180 Brand-Choice Behavior", Journal of Communication, 57(3), 469-489.
Yoldaş, M.A., Ç. Ergezer, (2013) "Üniversitede Eğitim Görmekte Olan Öğrencilerin Reklamlara Karşı Tutum ve Davranışları Üzerine Kırgızistan'da Ampirik Bir
Çalışma", Niğde Üniversitesi İİBF Dergisi, 6(1), 280-297.
Yurdakul, N.B. (2003) "İşletme Yönetiminde İki Stratejik Görev: İmaj-Marka Yönetimi ve Müşteri İlişkileri Yönetimi", Manas Üniversitesi Sosyal Bilimleri Dergisi, 8(1), 205-211.
Wasko, J., M. Phillips, C. Purdie, (1993) "Hollywood Meets Madison Avenue: The Commercialization of US Films", Media, Culture and Society, 15(2), 271¬293.
Wenner, L.A. (2004) "On the Ethics of Product Placement in Media Entertainment" , Journal of Promotion Management, 10(1-2), 101-132.
Winkler, T., K. Buckner (2006) "Receptiveness of Gamers Embedded Brand Messages in Advergames: Attitudes towards Product Placement", Journal of Interactive Advertising, 7(1), 37-46.

Thank you for copying data from http://www.arastirmax.com