Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü
Yıl: 2020 Cilt: 15 Sayı: 2 Sayfa Aralığı: 603 - 624 Metin Dili: Türkçe İndeks Tarihi: 05-01-2021
Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü
Öz: Bu çalışmada bireyin ünlü ile özdeşleşmesinin reklamakarşı tutum ve satın alma niyetine etkisinde reklamdakiünlü ve ürün arasında algılanan uyumun ılımlaştırıcıetkisi sınanmıştır. Bu kapsamda Facebook üzerinden 18yaş üzeri 513 katılımcıdan toplanan örneklem üzerindebahsedilen yapıların yer aldığı model test edilmiştir.Model testine yönelik analizler SPSS ve AMOS paketprogramlarıyla yapılmış ve özdeşleşmenin ünlüye özenme temelinde sadece reklama karşı tutum üzerindeetkisi olduğu görülürken inanç, tutum, değer ve diğerbenzerlik kriterlerine bağlı benzerlik algısının konuyapılar üzerinde herhangi bir etkisi olmadığı ortayakonmuştur. Ünlü-ürün uyum düzeyinin ise yüksek uyumda etki katsayılarının çoğunluğunu anlamlı bir şekildearttırdığı; satın alma niyetinde ise temel belirleyicininmarkaya yönelik tutum olduğu görülmüştür.
Anahtar Kelime: The Moderating Role of Celebrity-Product Match-up on the Effect of Identification on Attitude Towards Advertising 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 towads 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, value like criteria has no effect on the any of the variables. It has also been revealed that the most of the coefficients significantly increased in the high celebrity-product match-up condition. Attitude towards the brand is also the main indicator in the purchase intent.
Anahtar Kelime: Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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| APA | DOGAN S, ERDOĞAN B (2020). Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü. , 603 - 624. |
| Chicago | DOGAN SEMRA,ERDOĞAN B. Zafer Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü. (2020): 603 - 624. |
| MLA | DOGAN SEMRA,ERDOĞAN B. Zafer Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü. , 2020, ss.603 - 624. |
| AMA | DOGAN S,ERDOĞAN B Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü. . 2020; 603 - 624. |
| Vancouver | DOGAN S,ERDOĞAN B Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü. . 2020; 603 - 624. |
| IEEE | DOGAN S,ERDOĞAN B "Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü." , ss.603 - 624, 2020. |
| ISNAD | DOGAN, SEMRA - ERDOĞAN, B. Zafer. "Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü". (2020), 603-624. |
| APA | DOGAN S, ERDOĞAN B (2020). Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 15(2), 603 - 624. |
| Chicago | DOGAN SEMRA,ERDOĞAN B. Zafer Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi 15, no.2 (2020): 603 - 624. |
| MLA | DOGAN SEMRA,ERDOĞAN B. Zafer Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, vol.15, no.2, 2020, ss.603 - 624. |
| AMA | DOGAN S,ERDOĞAN B Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2020; 15(2): 603 - 624. |
| Vancouver | DOGAN S,ERDOĞAN B Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2020; 15(2): 603 - 624. |
| IEEE | DOGAN S,ERDOĞAN B "Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü." Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 15, ss.603 - 624, 2020. |
| ISNAD | DOGAN, SEMRA - ERDOĞAN, B. Zafer. "Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü". Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi 15/2 (2020), 603-624. |
