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

Yıl 2022, Cilt: 15 Sayı: 1, 29 - 70, 31.01.2022

Elif Ebru Erce Özbilen Zeliha Eser Ünsal Sığrı

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

Kaynakça

  • Aaker, J., Fournier, S., & Brasel, A. S. (2004). When good brands do bad. Journal of Consumer Research, 31, 1-16.
  • Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. Journal of marketing, 59(3), 56-62.
  • Arsena, A., Silvera, D. H., & Pandelaere, M. (2014). Brand trait transference: When celebrity endorsers acquire brand personality traits. Journal of Business Research, 67(7), 1537-1543.
  • American Marketing Association, AMA Dictionary. Erişim Adresi https://marketing-dictionary.org/b/brand/, 25.10.2019.
  • Bailey, A. A. (2007). Public information and consumer skepticism effects on celebrity endorsements: Studies among young consumers. Journal of Marketing Communications, 13 (June): 85_107.
  • Baker, C., Wuest, J., & Stern, P. N. (1992). Method slurring: The grounded theory/phenomenology example. Journal of advanced nursing, 17(11), 1355-1360.
  • Batra, R., & Homer, P. M. (2004). The situational impact of brand image beliefs. Journal of consumer psychology, 14(3), 318-330.
  • Belch, G. E., & A. Belch, M. (2013). A content analysis study of the use of celebrity endorsers in magazine advertising. International Journal of advertising, 32(3), 369-389.
  • Bergkvist L. & Zhou, K. Q. (2016) Celebrity endorsements: a literature review and research agenda, International Journal of Advertising, 35:4, 642-663
  • Caballero, M.J., Lumpkin, J. & Madden, C.D. (1989) Using physical attractiveness as an advertising tool: an empirical test of attraction phenomenon. Journal of Advertising Research, 29(4), pp. 16–23.
  • Chao, P., Wuhrer, G., & Werani, T. (2005). Celebrity and foreign brand name as moderators of country-of-origin effects. International Journal of Advertising, 24, 173–192.
  • Chang H. H. & Liu, Y. M. (2009) The impact of brand equity on brand preference and purchase intentions in the service industries, The Service Industries Journal, 29:12, 1687-1706.
  • Choi, S. M., Lee, W. N., & Kim, H. J. (2005). Lessons from the rich and famous: A cross-cultural comparison of celebrity endorsement in advertising. Journal of advertising, 34(2), 85-98.
  • Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & marketing, 29(9), 639- 650.
  • Clark, R. C. and Horstman, I.J. (2003) Celebrity Endorsements (www.bu.edu/ e.con/seminar/micro/pdffav) celebendorse.bu.pdf
  • DeSarbo, W. S., & Harshman, R. A. (1985). Celebrity-brand congruence analysis. Current issues and research in advertising, 8(1), 17-52.
  • Doyle, J.P., Pentecost, R.D. and Funk, D.C. (2014), “The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity”, Sport Management Review, Vol. 17No. 3, pp. 310-323.
  • Edwards, S.M., and La Ferle, C. (2009). Does gender impact the perception of negative information related to celebrity endorsers? Journal of Promotion Management, 15, no. 1_2: 22_35.
  • Eisend, M., and Langner, T. (2010). Immediate and delayed advertising effects of celebrity endorsers’ attractiveness and expertise. International Journal of Advertising, 29, no. 4: 527_46.
  • Erdogan, B. Z.(1999), “Celebrity Endorsement: A Literature Review,” Journal of Marketing Management, 15, 291-314
  • Erdogan, B.Z. & Baker, M.J. (2000) Towards a practitioner-based model of selecting celebrity endorsers. International Journal of Advertising, 19(1), pp. 25–43.
  • Evans, R.B. (1988), Production and Creativity in Advertising, London: Pibnan Publishing.
  • Farrell, K. A., Karels, G. V., Montfort, K. W., & McClatchey, C. A. (2000). Celebrity performance and endorsement value: the case of Tiger Woods. Managerial Finance.
  • Fleck, N., Korchia, M., & Le Roy, I. (2012). Celebrities in advertising: looking for congruence or likability?. Psychology & Marketing, 29(9), 651-662.
  • Fleck, N., & Quester, P. (2007). Birds of a feather flock together. Definition, role and measure of congruence: An application to sponsorship. Psychology & Marketing, 24, 975–1000.
  • Forkan, j. (1980), "Product matchup key to effective star presentations," Advertising Age, 51, 42.
  • Francis, D. & Yazdanifard, R. (2013). The Impact of celebrity endorsement and its influence through different scopes on the retailing business across United States and Asia. IRACST – International Journal of Commerce, Business and Management, Vol. 2, No.1, 85-89.
  • Freiden, J.B. (1984), “Advertising spokesperson effects: an examination of endorser types and gender on two audiences”, Journal of Advertising Research, Vol. 24 No. 5, pp. 33-41.
  • Friedman, H. and Friedman, L. (1979). Endorser Effectiveness by Product Type. Journal of Advertising Research, Vol. 19, 63 – 71.
  • Friedman, H. H., Santeramo, M. J., & Traina, A. (1978). Correlates Of Trustworthiness For Celebrities. Journal of the Academy of Marketing Science, 6(3), 291–299.
  • Garthwaite, C. L. (2014). Demand spillovers, combative advertising, and celebrity endorsements. American Economic Journal: Applied Economics, 6(2), 76-104.
  • Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The Impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29 (3).
  • Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762–1800.
  • Hofstede, G. (1991), Cultures and Organizations: Software of the Mind, London, McGraw-Hill
  • Hovland, C., & Weiss, W. A. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15, 635–650.
  • Hovland, Carl I., Janis, L. Irving, and Kelley, Harold H. (1953), Communication and Persuasion, New Haven, CI': Yale University Press.
  • Ipsos. (6 Eylül 2019). Ipsos Celebrity Güven Endeksi. Erişim adresi, https://mediacat.com/turkiyenin-en-guvenilir-unluleri-karsinizda/, 10 Ekim 2019.
  • Ipsos. (1Ağustos 2018). Ad Watch Araştırması. Erişim adresi, https://mediacat.com/2017nin-en-begenilen-hatirlanan-konusulan-reklamlari/,10 Ekim 2019.
  • Ipsos.(26 Ocak 2018). Ad Watch Araştırması. Erişim adresi, https://twitter.com/IpsosTurkiye/status/1080784990483341312, 10 Ekim 2019.
  • Jamal, A., & Al-Marri, M. (2007). Exploring the effect of self-image congruence and brand preference on satisfaction: The role of expertise.
  • Joseph, W. B. (1982). The credibility of physically attractive communicators: A review. Journal of Advertising, 11, 15– 24.
  • Johnson, P., Buehring, A., Cassell, C., & Symon, G. (2007). Defining qualitative management research: an empirical investigation. Qualitative research in organizations and management: an international journal, 2(1), 23-42.
  • Kahle, L.R. ve Homer, P. (1985) Physical attractiveness of the celebrity endorser: a social adaptation perspective. Journal of Consumer Research, 11(4), pp. 954–961.
  • Kamins, M. A (1989), "Celebrity and Non-Celebrity Advertising in a Two- Sided Context" Journal of Advertising Research, 29, No.3, pp.34-42.
  • Kamins, M. A. and Gupta, K. (1994), "Congruence between spokesperson and product type: A matchup hypothesis perspective," Psychology and Marketing, II, No.6, pp.569-586.
  • Khatri, P. (2006). Celebrity endorsement: A strategic promotion perspective. Indian media studies journal, 1(1), 25-37.
  • Kitzinger, J. (1995). Qualitative research: introducing focus groups. Bmj, 311(7000), 299-302.
  • Krueger, A. R. (1994). Focus Groups: A Practical guide for Applied Research, Thousand Oaks, CA: Sage Publications.
  • Kumar, V. & Hundal, B.S. (2015). Customer Perception towards Celebrity Endorsement. Pacific Business Review International, Vol. 8, Issue 5, 46-50.
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  • Lafferty, B. A., Goldsmith, R. E., & Newell, S. J. (2002). The dual credibility model: The influence of corporate and endorser credibility on attitudes and purchase intentions. Journal of Marketing Theory and Practice, 10(3), 1-11.
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The Effect of Celebrity Endorsers in Advertisements on Brand Preference of Consumers: A Qualitative Research

Yıl 2022, Cilt: 15 Sayı: 1, 29 - 70, 31.01.2022

Elif Ebru Erce Özbilen Zeliha Eser Ünsal Sığrı

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

  • Aaker, J., Fournier, S., & Brasel, A. S. (2004). When good brands do bad. Journal of Consumer Research, 31, 1-16.
  • Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. Journal of marketing, 59(3), 56-62.
  • Arsena, A., Silvera, D. H., & Pandelaere, M. (2014). Brand trait transference: When celebrity endorsers acquire brand personality traits. Journal of Business Research, 67(7), 1537-1543.
  • American Marketing Association, AMA Dictionary. Erişim Adresi https://marketing-dictionary.org/b/brand/, 25.10.2019.
  • Bailey, A. A. (2007). Public information and consumer skepticism effects on celebrity endorsements: Studies among young consumers. Journal of Marketing Communications, 13 (June): 85_107.
  • Baker, C., Wuest, J., & Stern, P. N. (1992). Method slurring: The grounded theory/phenomenology example. Journal of advanced nursing, 17(11), 1355-1360.
  • Batra, R., & Homer, P. M. (2004). The situational impact of brand image beliefs. Journal of consumer psychology, 14(3), 318-330.
  • Belch, G. E., & A. Belch, M. (2013). A content analysis study of the use of celebrity endorsers in magazine advertising. International Journal of advertising, 32(3), 369-389.
  • Bergkvist L. & Zhou, K. Q. (2016) Celebrity endorsements: a literature review and research agenda, International Journal of Advertising, 35:4, 642-663
  • Caballero, M.J., Lumpkin, J. & Madden, C.D. (1989) Using physical attractiveness as an advertising tool: an empirical test of attraction phenomenon. Journal of Advertising Research, 29(4), pp. 16–23.
  • Chao, P., Wuhrer, G., & Werani, T. (2005). Celebrity and foreign brand name as moderators of country-of-origin effects. International Journal of Advertising, 24, 173–192.
  • Chang H. H. & Liu, Y. M. (2009) The impact of brand equity on brand preference and purchase intentions in the service industries, The Service Industries Journal, 29:12, 1687-1706.
  • Choi, S. M., Lee, W. N., & Kim, H. J. (2005). Lessons from the rich and famous: A cross-cultural comparison of celebrity endorsement in advertising. Journal of advertising, 34(2), 85-98.
  • Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & marketing, 29(9), 639- 650.
  • Clark, R. C. and Horstman, I.J. (2003) Celebrity Endorsements (www.bu.edu/ e.con/seminar/micro/pdffav) celebendorse.bu.pdf
  • DeSarbo, W. S., & Harshman, R. A. (1985). Celebrity-brand congruence analysis. Current issues and research in advertising, 8(1), 17-52.
  • Doyle, J.P., Pentecost, R.D. and Funk, D.C. (2014), “The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity”, Sport Management Review, Vol. 17No. 3, pp. 310-323.
  • Edwards, S.M., and La Ferle, C. (2009). Does gender impact the perception of negative information related to celebrity endorsers? Journal of Promotion Management, 15, no. 1_2: 22_35.
  • Eisend, M., and Langner, T. (2010). Immediate and delayed advertising effects of celebrity endorsers’ attractiveness and expertise. International Journal of Advertising, 29, no. 4: 527_46.
  • Erdogan, B. Z.(1999), “Celebrity Endorsement: A Literature Review,” Journal of Marketing Management, 15, 291-314
  • Erdogan, B.Z. & Baker, M.J. (2000) Towards a practitioner-based model of selecting celebrity endorsers. International Journal of Advertising, 19(1), pp. 25–43.
  • Evans, R.B. (1988), Production and Creativity in Advertising, London: Pibnan Publishing.
  • Farrell, K. A., Karels, G. V., Montfort, K. W., & McClatchey, C. A. (2000). Celebrity performance and endorsement value: the case of Tiger Woods. Managerial Finance.
  • Fleck, N., Korchia, M., & Le Roy, I. (2012). Celebrities in advertising: looking for congruence or likability?. Psychology & Marketing, 29(9), 651-662.
  • Fleck, N., & Quester, P. (2007). Birds of a feather flock together. Definition, role and measure of congruence: An application to sponsorship. Psychology & Marketing, 24, 975–1000.
  • Forkan, j. (1980), "Product matchup key to effective star presentations," Advertising Age, 51, 42.
  • Francis, D. & Yazdanifard, R. (2013). The Impact of celebrity endorsement and its influence through different scopes on the retailing business across United States and Asia. IRACST – International Journal of Commerce, Business and Management, Vol. 2, No.1, 85-89.
  • Freiden, J.B. (1984), “Advertising spokesperson effects: an examination of endorser types and gender on two audiences”, Journal of Advertising Research, Vol. 24 No. 5, pp. 33-41.
  • Friedman, H. and Friedman, L. (1979). Endorser Effectiveness by Product Type. Journal of Advertising Research, Vol. 19, 63 – 71.
  • Friedman, H. H., Santeramo, M. J., & Traina, A. (1978). Correlates Of Trustworthiness For Celebrities. Journal of the Academy of Marketing Science, 6(3), 291–299.
  • Garthwaite, C. L. (2014). Demand spillovers, combative advertising, and celebrity endorsements. American Economic Journal: Applied Economics, 6(2), 76-104.
  • Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The Impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29 (3).
  • Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762–1800.
  • Hofstede, G. (1991), Cultures and Organizations: Software of the Mind, London, McGraw-Hill
  • Hovland, C., & Weiss, W. A. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15, 635–650.
  • Hovland, Carl I., Janis, L. Irving, and Kelley, Harold H. (1953), Communication and Persuasion, New Haven, CI': Yale University Press.
  • Ipsos. (6 Eylül 2019). Ipsos Celebrity Güven Endeksi. Erişim adresi, https://mediacat.com/turkiyenin-en-guvenilir-unluleri-karsinizda/, 10 Ekim 2019.
  • Ipsos. (1Ağustos 2018). Ad Watch Araştırması. Erişim adresi, https://mediacat.com/2017nin-en-begenilen-hatirlanan-konusulan-reklamlari/,10 Ekim 2019.
  • Ipsos.(26 Ocak 2018). Ad Watch Araştırması. Erişim adresi, https://twitter.com/IpsosTurkiye/status/1080784990483341312, 10 Ekim 2019.
  • Jamal, A., & Al-Marri, M. (2007). Exploring the effect of self-image congruence and brand preference on satisfaction: The role of expertise.
  • Joseph, W. B. (1982). The credibility of physically attractive communicators: A review. Journal of Advertising, 11, 15– 24.
  • Johnson, P., Buehring, A., Cassell, C., & Symon, G. (2007). Defining qualitative management research: an empirical investigation. Qualitative research in organizations and management: an international journal, 2(1), 23-42.
  • Kahle, L.R. ve Homer, P. (1985) Physical attractiveness of the celebrity endorser: a social adaptation perspective. Journal of Consumer Research, 11(4), pp. 954–961.
  • Kamins, M. A (1989), "Celebrity and Non-Celebrity Advertising in a Two- Sided Context" Journal of Advertising Research, 29, No.3, pp.34-42.
  • Kamins, M. A. and Gupta, K. (1994), "Congruence between spokesperson and product type: A matchup hypothesis perspective," Psychology and Marketing, II, No.6, pp.569-586.
  • Khatri, P. (2006). Celebrity endorsement: A strategic promotion perspective. Indian media studies journal, 1(1), 25-37.
  • Kitzinger, J. (1995). Qualitative research: introducing focus groups. Bmj, 311(7000), 299-302.
  • Krueger, A. R. (1994). Focus Groups: A Practical guide for Applied Research, Thousand Oaks, CA: Sage Publications.
  • Kumar, V. & Hundal, B.S. (2015). Customer Perception towards Celebrity Endorsement. Pacific Business Review International, Vol. 8, Issue 5, 46-50.
  • Lafferty, B. A., and. Goldsmith, R.E. (1998). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of Business Research, 44 (February): 109_16.
  • Lafferty, B. A., Goldsmith, R. E., & Newell, S. J. (2002). The dual credibility model: The influence of corporate and endorser credibility on attitudes and purchase intentions. Journal of Marketing Theory and Practice, 10(3), 1-11.
  • Liu, M. T., & Brock, J. L. (2011). Selecting a female athlete endorser in China: The effect of attractiveness, match‐up, and consumer gender difference. European Journal of Marketing, 45, no. 7/8: 1214_35.
  • Martin-Santana, J. D., & Beerli-Palacio, A. (2013). Magazine advertising: Factors influencing the effectiveness of celebrity advertising. Journal of Promotion Management, 19(2), 139 -166.
  • McCracken, G. (1989), 'Who is the Celebrity Endorser? Cultural Foundation of the Endorsement Process," Journal of Consumer Research, 16, December, pp.310-32 1.
  • McDonough, J. (1995), "Bringing Brands to Life," Advertising Age, Special Collectors Edition, Spring, pp.34-35.
  • McGuire, W.J. (1985), “Attitudes and attitude change,” In: Handbook of Social Psychology, (Eds.) Gardner Lindzey and Elliot Aronson, Vol. 2 NY Random House, pp.233-346.
  • Miller, G.P. & Basehart, J. (1969) Source trustworthiness, opinionated statements, and response to persuasive communication. Speech Monographs, 36(1), pp. 1–7.
  • Miller, F. M., & Allen, C. T. (2012). How does celebrity meaning transfer? Investigating the process of meaning transfer with celebrity affiliates and mature brands. Journal of consumer Psychology, 22(3), 443-452.
  • Misra, S., and Beatty, S. E. (1990). Celebrity spokesperson and brand congruence. Journal of Business Research, 21 (September): 159_73.
  • Mitchell, A. A. and Olson, J.R. (1981), “Are product attribute beliefs the only mediator of advertising effects on brand attitude?” Journal of Marketing Research, 18 (August), pp.318- 32.
  • Money, R. B., Shimp, T.A. and Sakano, T. (2006). Celebrity endorsements in Japan and the United States: Is negative information all that harmful? Journal of Advertising Research, 46 (March): 113_23.
  • Nasir, N., Khan, S., Sabri, P. S. U., & Nasir, S. (2016). Celebrity endorsement and consumer buying intention with the mediating role of brand performance: An Empirical consumer perception Study in FMCG Sector of Pakistan. Science International, 28(1).
  • Ohanian, R. (1990), “Construction and validation of a scale to measure celebrity endorser’s perceived expertise, trustworthiness and attractiveness,” Journal of Advertising, 19. No.3, pp. 39-52.
  • Ohanian, R. (1991), The Impact of celebrity spokesperson’s perceived image on consumers’ intention to purchase,” Journal of Advertising Research, 31, No.l, pp. 46-52.
  • Overby, J. W., & Lee, E. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10–11), 1160–1166.
  • Praet, C. (2008). The influence of national culture on the use of celebrity endorsement in television advertising: A multi-country study. Paper presented at the International Conference on Research in Advertising (ICORIA), Antwerp, Belgium.
  • Richards, J., & Curran, C.M. (2002). Oracles on "Advertising": Searching for a Definition. Journal of Advertising, 31(2), 63-77.
  • Rossiter, J.R., and Smidts, A. (2012). Print advertising: Celebrity presenters. Journal of Business Research, 65 (June): 874_9.
  • Rose, P., Beeby, J., & Parker, D. (1995). Academic rigour in the lived experience of researchers using phenomenological methods in nursing in nursing. Journal of Advanced Nursing, 21(6), 1123-1129.
  • Ryans, C. (1996) Consumer Resources. Journal of Small Business Management, 34 (1996): 63-65.
  • Sabunwala, Z. (2013). Impact of celebrity brand endorsements on brand image and product purchases -A Study for Pune Region of India. International Journal of Research in Business Management, Vol. 1, Issue 6, 37-42.
  • Sherman, S.P. (1985), "When you wish upon a star," Fortune, (August 19), pp.66-71.
  • Simpson, E. K., & Kahler, R. C. (1981). A Scale for source credibility; Validated in the selling context. Journal of Personal Selling & Sales Management, 1(1), 17-25.
  • Singer, B.D. (1983). "The Case for using "Real People" in advertising," Business Quarterly, 48, Winter, pp.32-37.
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  • Spry, A., Pappu, R.and T. Cornwell ,B. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing ,45, no. 6: 882_909.
  • Till, B.D. and Busier, M. (1998), “Matching products with endorsers: Attractiveness versus expertise,” Journal of Consumer Marketing, 15, No.6, pp.576-586.
  • Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29, 1–13.
  • Till, B.D., and Shimp T.A.. (1998). Endorsers in advertising: The case of negative celebrity information. Journal of Advertising, 27 (Spring): 67_82.
  • Thwaites, D., Lowe, B., Monkhouse, L. L., & Barnes, B. R. (2012). The impact of negative publicity on celebrity ad endorsements. Psychology & Marketing, 29, 663– 673.
  • Tripp, C., Jensen, T. D., & Carlson, L. (1994). The effects of multiple product endorsements by celebrities on consumers' attitudes and intentions. Journal of consumer research, 20(4), 535- 547.
  • Um, N. H. (2013). Celebrity scandal fallout: How attribution style can protect the sponsor. Psychology & Marketing, 30(6), 529-541.
  • Walker, M., Langmeyer, L. and Langmeyer, D. (1992): Celebrity endorsers: Do you get what you pay for? The Journal of Consumer Marketing, 9 (2), pp.69-75.
  • Watkins, L., Aitken, R., Robertson, K., & Thyne, M. (2016). Public and parental perceptions of and concerns with advertising to pre_school children. International Journal of Consumer Studies.
  • Wang, S., & Kim, K. J. (2019). Consumer response to negative celebrity publicity: the effects of moral reasoning strategies and fan identification. Journal of Product & Brand Management
  • White, D. W., Goddard, L., & Wilbur, N. (2009). The effects of negative information transference in the celebrity endorsement relationship. International Journal of Retail & Distribution Management, 37, no. 4: 322_35.
  • Wynn, G. W. (1987). The Effects of a salespersons' credibility on other Sales- persons and sales managers. Developments in Marketing Science, Vol. 10, Jon M. Hawes and George B. Glisan, eds., Bal Harbour, FL: Academy of Marketing Science, 353- 358.
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  • Zafar, Q., & Rafique, M. (2012). Impact of celebrity advertisement on customer's brand perception and purchase intention. Asian Journal of Business & Management Sciences , Vol. 1 No. 11, pp. 53 -67.
  • Zwilling, M., & Fruchter, G. E. (2013). Matching product attributes to celebrities who reinforce the brand: An innovative algorithmic selection model. Journal of Advertising Research, 53(4), 391- 410.
Toplam 91 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Elif Ebru Erce Özbilen 0000-0001-6086-5426

Zeliha Eser 0000-0002-1174-4238

Ünsal Sığrı 0000-0002-8870-7398

Yayımlanma Tarihi 31 Ocak 2022
Gönderilme Tarihi 22 Mart 2021
Yayımlandığı Sayı Yıl 2022 Cilt: 15 Sayı: 1

Kaynak Göster

APA Erce Özbilen, E. E., Eser, Z., & Sığrı, Ü. (2022). Reklamlarda Ünlülerin Kullanılmasının Tüketicilerin Marka Tercihine Olan Etkisi: Nitel Bir Araştırma. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 15(1), 29-70.
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