Attitude Towards Cause Related Marketing Ads

Year 2014, Volume: 4 Issue: 2, 2 - 31, 31.12.2014

Ayla Topuz Savaş

Abstract

Cause related marketing (CRM) is an emerging area within the marketing dicipline, originating in the United States in the 1980’s. There is considerable initiative and growth in this strategy both in Turkey and world country from the start. CRM is a kind of corporate social responsibility. In CRM campaigns when the consumer purchases a product some amount of money they pay is donated to the cause.In examining the literature relating to crm, a need research was identified for reasons.This study reported in this article investigates the attitudes of consumers towards cause related marketing ads. Eskisehir Anadolu University academic staff have been constituted the universe of this research. Main purpose of this research, the attitudes of the subjects towards the ad, their brand attitudes and purchase intentions  towards CRM ads have been measured. As a result it has been revealed that CRM ads have a positive effect on brand attitudes and purchase intentions of the subjects. 

Keywords

Cause Related Marketing, Advertising, Attitude

SOSYAL AMACA YÖNELİK PAZARLAMA REKLAMLARINA YÖNELİK TUTUM

Abstract

Sosyal Amaca Yönelik Pazarlama, 1980’ lerde ABD’de başlamış ve pazarlama disiplini içerisinde gelişmekte olan bir uygulama alanıdır. Başlangıcından bu yana hem Türkiye’de hem de dünyada büyüyen bu stratejinin uygulandığı önemli kampanyalar mevcuttur. SAYP bir kurumsal sosyal sorumluluk faaliyetidir. SAYP kampanyalarında; tüketici kampanyalı bir ürünü satın aldığı zaman ödediği ücretin bir kısmı sosyal bir sorunun çözümüne bağışlanmaktadır. Sosyal Amaca Yönelik Pazarlama ile ilgili literatür taranmış, bu araştırmaya yönelik ihtiyaç tespit edilmiştir, çünkü Türkçe literatürde SAYP reklamlarının tutuma yönelik etkisinin nasıl olduğu bilinmemektedir.Araştırmanın amacı, “Sosyal amaca yönelik pazarlama reklamlarına maruz kalanların,  reklama  yönelik tutum, markaya yönelik tutum ve satın alma niyeti nasıldır?” sorusuna cevap aramaktır.Araştırmanın evreni Eskişehir Anadolu Üniversitesi akademik personelidir. Araştırmanın sonucu olarak, sosyal amaca yönelik pazarlama reklamlarının, markaya yönelik tutumu ve satınalma niyetini olumlu olarak yönde etkilediği sonucuna ulaşılmıştır. 

Keywords

Sosyal Amaca Yönelik Pazarlama, Reklam, Tutum

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