Özdeşleşmenin Reklama Karşı Tutum ve Satın Alma Niyeti Üzerindeki Etkisinde Ünlü-Ürün Uyumunun Ilımlaştırıcı Rolü

Year 2020, Volume: 15 Issue: 2, 603 - 624, 01.08.2020

Semra Doğan , Bayram Zafer Erdoğan

https://doi.org/10.17153/oguiibf.584555

Cited By: 2

Abstract

Bu çalışmada bireyin ünlü ile özdeşleşmesinin reklama karşı tutum ve satın alma niyetine etkisinde reklamdaki ünlü ve ürün arasında algılanan uyumun ılımlaştırıcı etkisi sınanmıştır. Bu kapsamda Facebook üzerinden 18 yaş üzeri 513 katılımcıdan toplanan örneklem üzerinde bahsedilen yapıların yer aldığı model test edilmiştir. Model testine yönelik analizler SPSS ve AMOS paket programlarıyla yapılmış ve özdeşleşmenin ünlüye özenme temelinde sadece reklama karşı tutum üzerinde etkisi olduğu görülürken inanç, tutum, değer ve diğer benzerlik kriterlerine bağlı benzerlik algısının konu yapılar üzerinde herhangi bir etkisi olmadığı ortaya konmuştur. Ünlü-ürün uyum düzeyinin ise yüksek uyumda etki katsayılarının çoğunluğunu anlamlı bir şekilde arttırdığı; satın alma niyetinde ise temel belirleyicinin markaya yönelik tutum olduğu görülmüştür.

Keywords

Reklamlarda Ünlü Kullanımı, Ünlü-Ürün Uyumu, Benzerliğe Bağlı Özdeşleşme, Özenerek Özdeşleşme, Ilımlaştırıcı Etki

Supporting Institution

Eskişehir Anadolu Üniversitesi Bilimsel Araştırma Projeleri Komisyonu

Project Number

1701E024

Thanks

Birinci yazarın doktora tez çalışmasından üretilen bu çalışma Bilimsel Araştırma Projeleri kapsamında değerlendirilmiş ve Eskişehir Anadolu Üniversitesi Bilimsel Araştırma Projeleri Komisyonu tarafından ve ikinci yazarın asosye üyesi olduğu Türkiye Bilimler Akademisi tarafından desteklenmiştir.

The Moderating Role of Celebrity-Product Match-up on the Effect of Identification on Attitude Towards Adver-tising and Purchase Intention

Abstract

In this study, the moderator role of perceived match-up between the celebrity and the product on the effect of identification on the attitude towards 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, the value like criteria has no effect on the any of the variables. It has also been revealed that most of the coefficients significantly increased in the high celebrity-product match-up condition. Attitude towards the brand is also the main indicator in purchase intent. 

Keywords

Celebrity Endorsement, Celebrity-Product Match-Up, Wishful Identification, Similarity Identification, Moderating Role

Project Number

1701E024

References

• Baker, Michael J. & Churchhill, Gilbert A. (1977), “The Impact of Physically Attractive Models on Advertising Evaluations”, Journal of Marketing Research, Vol.14, No.4: 538–555.
• Bandura, Albert (1977), “Self-efficacy: Toward a Unifying Theory of Behavioral Change”, Psychological Review, Vol. 84, No.2: 191-215.
• Bandura, Albert (2001), “Social cognitive theory of mass communication”, Media Psychology, V.3: 265–299.
• Basil, Michael (1996), “Identification as a Mediator of Celebrity Effects”, Journal of Broadcasting and Electronic Me-dia, Vol. 40, No.4: 478-495.
• Batra, Rajeev & Homer, Pamela Miles (2004), “The Situational Impact of Brand Image Beliefs”, Journal of Consumer Psychology, V. 14, I. 3: 318–30.
• Belk, Russell W. (1988), “Possessions and the Extended Self”, Journal of Consumer Research, Vol. 15, No. 2: 139–68.
• Bergkvist, Lars & Zhou, Kris Qiang. (2016), “Celebrity Endorsements: A Literature Review And Research Agenda”, International Journal of Advertising, Vol. 35, No. 4: 642-663.
• Bergkvist, Lars, Hjalmarson, Hanna & Mägi, Anne 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, Vol. 35, No. 2: 171-184.
• Biswas, Somdutta, Hussain, Mahmood & O’Donnell, Kathleen (2009), “Celebrity Endorsements in Advertisement and Consumer Perceptions: A Cross-Cultural Study”, Journal of Global Marketing, Vol. 22, No. 2: 121-137.
• Boon, Susan Diaanne & Lomore, Christine D. (2001), “Admirer-Celebrity Relationships Among Young Adults: Explaining Perceptions of Celebrity Influence on Identity”, Human Communication Research, Vol. 27, No. 3: 432-465.
• Braunstein, Jessica R. & Zhang, James J. (2005), “Dimensions of Athletic Star Power Associated With Generation Y Sports Consumption”, International Journal of Sports Marketing and Sponsorship, July: 37-62.
• Boyd, Thomas C. & Shank, Matthew D. (2004), “Athletes as Product Endorsers: The Effect of Gender and Product Relatedness”, Sport Marketing Quarterly, Vol. 13, No. 2: 82-93.
• Brown, William J. & Basil, Michael (1995), “Media Celebrities and Public Health: Responses to 'Magic' Johnson's HIV Disclosure and Its Impact on AIDS Risk and High-Risk Behaviors”, Health Communication, Vol. 7, No. 4: 45-70.
• Byrne, Donn Erwin (1971), The Attraction Paradigm, New York: Academic Press.
• Caldwell, Marylouise & Henry, Paul (2005), “Celebrity Worship, Micro-Communities and Consumer Well-Being”, 8th International Conference on Arts and Cultural Management, Montreal, Canada, 6th July 2005
• Caughey, John L. (1985), “Mind Games: Imaginary Social Relationships in American Sport”, (Ed. G.A. Fine), Meaningful play, Playful Meaning, Champaign, IL: Human Kinetics Publishers: 19-33.
• Chan, Kara & Prendergast, Gerard (2008), “Social Comparison, Imitation of Celebrity Models and Materialism Among Chinese Youth”, International Journal of Advertising, Vol. 27, No. 5: 799-826.
• Choi, Sejung Marina & Rifon, Nora J. (2012), “It Is a Match: The Impact of Congruence Between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness”, Psychology and Marketing Vol. 29, No. 9: 639–650.
• Chory-Assad, Rebecca M & Yanen, Ashley (2005), “Hopelessness and Loneliness as Predictors Of Older Adults’ Involvement With Favorite Television Performers”, Journal of Broadcasting & Electronic Media, Vol. 49, No. 2: 182-201.
• Daneshvary, Rennae & Schwer, R. Keith (2000), “The Association Endorsement and Consumers' Intention to Purchase”, Journal of Consumer Marketing, Vol. 17: 203-213
• Eisend, Martin & Langner, Tobias (2010), “Immediate and Delayed Advertising Effects of Celebrity Endorsers’ Attractiveness and Expertise”, International Journal of Advertising, Vol. 29, No. 4: 527–546.
• Erdogan, B. Zafer (1999), “Celebrity endorsement: A literature review”, Journal of Marketing Management, Vol.15: 291– 314.
• Escalas, Jennifer Edson & Bettman, James R. (2003), “You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections To Brands”, Journal of Consumer Psychology, Vol. 13: 339–348.
• Eyal, Keren & Rubin, Alan M. (2003), “Viewer Aggression and Homophily, Identification, and Parasocial Relationships With Television Characters”, Journal of Broadcasting & Electronic Media, Vol. 47, No. 1: 77-98.
• Fornell, Claes & Larcker, David F. (1981), “Evaluating Structural Equation Models With Unobservable Variables and Measurement Error”, Journal of Marketing Research, Vol. 18, No. 1: 39-50.
• Fraser, Benson P. & Brown, William J. (2002), “Media, Celebrities, and Social Influence: Identification With Elvis Presley”, Mass Communication and Society, Vol. 5, No. 2: 183-206.
• Friedman, Hershey H. & Friedman, Linda (1979), “Endorser Effectiveness by Product Type”, Journal of Advertising Research, 19 (October/November): 63-71.
• Giles, David (2000), Illusions of Immortality: A Psychology of Fame and Celebrity, Basingstoke: Macmillan.
• Green, A.L. & Adams-Price, Carolyn (1990), “Adolescents’ Secondary Attachments to Celebrity Figures”, Sex Roles, Vol. 23, No. 7/8: 335-347.
• Grubb, Edward L. & Grathwohl, Harrison L. (1967), “Consumer Self-Concept Symbolism and Market Behavior: A Theoretical Approach”, Journal of Marketing, Vol. 31, No. (4, PT.1): 22-27.
• Halonen-Knight, Elina & Hurmerinta Leila (2010), “Who Endorses Whom? Meanings Transfer in Celebrity Endorsement”, Journal of Product & Brand Management, Vol. 19, No. 6: 452–460.
• Harwood, Jake (1999), “Age Identification, Social Identity Gratifications, and Television Viewing”, Journal of Broad-casting & Electronic Media, Vol. 43, No.1: 123-136.
• Heider, Fritz (1958), “The Psychology of Interpersonal Relations, New York: Wiley.
• Higgins, E. Tory (1987), “Self-Discrepancy: A Theory Relating Self and Affect”, Psychological Review, Vol. 94: 319–340.
• Hirschman, Elizabeth C. (1981), Comprehending Symbolic Consumption: Three Theoretical İssues. In Elizabeth C. Hirschman and Morris B. Holbrook (Eds.) SV - Symbolic Consumer Behavior. New York, NY: Association for Consumer Research, Pages: 4-6.
• Hoffner, Cynthia (1996), “Children's Wishful Identification and Parasocial Interaction With Favorite Television Characters”, Journal of Broadcasting and Electronic Media, Vol. 40, No. 3: 389-402.
• Hoffner, Cynthia & Buchanan, Martha (2005), “Young Adults' Wishful Identification With Television Characters: The Role of Perceived Similarity and Character Attributes”, Media Psychology, Vol. 7, No. 4: 325-351.
• Hofstede, Geert (2001), Culture's Consequences: Comparing Values, Behaviors, İnstitutions, and Organizations Across Nations, Thousand Oaks, California: Sage.
• Hovland, Carl I. & Weiss, Walter (1951), “The Influence of Source Credibility on Communication Effectiveness”, Public Opinion Quarterly, Vol. 15, No. 4: 635–650.
• Hu, Li-tze & Bentler, Peter M. (1999), “Cutoff Crirteria For Fit Indexes in Covariance Structure Analysis. Conventional Criteria Versus New Alternatives”, Structural Equation Modelling, Vol. 6, No. 1:1-55.
• Jin, Seung-A Annie & Phua, Joe (2014), “Following Celebrities’ Tweets About Brands: The impact of Twitter-Based Electronic Word-Of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification With Celebrities”, Journal of Advertising, Vol. 43, No. 2: 181-195.
• Johar, J. S. & Sirgy, M. Joseph (1991), “Value-Expressive Versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal”, Journal of Advertising, Vol. 20, No. 3: 23-33
• Kahle, Lynn R. & Homer, Pamela M. (1985), “Physical Attractiveness of The Celebrity Endorser: A Social Adaptation Perspective”, Journal of Consumer Research, Vol. 11, No. 4: 954–961.
• Kamins, Michael A. (1990), “An Investigation Into The "Match-up" Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep”, Journal of Advertising, Vol. 19, No. 1: 4-13.
• Kapitan, Sommer & Silvera, David H. (2016), “From Digital Media Influencers to Celebrity Endorsers: Attributions Drive Endorser Effectiveness”, Marketing Letters, Vol. 27, No. 3: 553-567.
• Keel, Astrid & Nataraajan, Rajan (2012), “Celebrity Endorsements and Beyond: New Avenues For Celebrity Branding”, Pscyhology and Marketing, Vol. 29, No. 9: 690-703.
• Kelley, Harold H. (1973), “The Process of Causal Attribution”, American Psychologist, Vol. 28, No. 2: 107 – 128.
• Kelman Herbert C.(1961), “Processes of Opinion Change”, Public Opinion Quarterly, Vol. 25: 57-78.
• Lafferty, Barbara A. & Goldsmith, Ronald E. (1999), “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, Vol. 44, No. 2: 109-116.
• Levy, Sidney J. (1959), “Symbols for Sale”, Journal of Consumer Research, Vol. 10, No. September: 169-180.
• Liu, Matthew Tingchi & Brock, James L. (2011), “Selecting A Female Athlete Endorser in China: The Effect of Attractiveness, Match‐Up, and Consumer Gender Difference”, European Journal of Marketing, Vol. 45, No. 7/8: 1214-1235.
• MacKenzie, Scott B., Lutz, Richard J. & Belch, George E. (1986), “The Role of Attitude Toward The Ad As A Mediator of Advertising Effectiveness: A Test of Competing Explanations”, Journal of Marketing Research, Vol. 23, No. 2: 130-143.
• Marsh, Herbert W. & Hocevar, Dennis (1985), “Application of Confirmatory Factor Analysis to The Study of Self-Concept: First and Higher Order Factor Models and Their Invariance Across Groups”, Psychological Bulletin, Vol. 97, No. 3: 562-582.
• Martin, Craig A. & Bush, Alan J. (2000), “Do Role Models Influence Teenagers’ Purchase Intentions and Behavior?”, Journal of Consumer Marketing, Vol. 17, No. 5: 441-453.
• Marwick, Alice & Boyd, Danah (2011), “To See and Be Seen: Celebrity Practice on Twitter”, Convergence: The Inter-national Journal of Research into New Media Technologies, Vol. 17, No. 2: 139–158.
• McCracken, Grant (1989), “Who is The Celebrity Endorser? Cultural Foundations of The Endorsement Process”, Jour-nal of Consumer Research, Vol. 16, No. 3: 310-321.
• McGuire, William J. (1985), Attitudes And Attitude Change. In G. Lindzey and E. Aronson (Eds.), Handbook of social psychology (3rd ed.), Volume II: Special fields and applications. New York: Random House.
• Miniard, Paul W., Bhatla, Sunil & Rose, Randall L. (1990), “On The Formation And Relationship Of Ad And Brand Attitudes: An Experimental And Causal Analysis”, Journal of Marketing Research, Vol. 27, No. 3: 290-303.
• Nam-Hyun Um, (2013), “Effects Of Negative Brand Information: Measuring Impact Of Celebrity Identification And Brand Commitment”, Journal of Global Marketing, Vol. 26, No. 2: 68-79.
• Obot, Isidore S. (1988), “Value Systems And Cross-Cultural Contact: The Effect Of Perceived Similarity And Stability Of Social Evaluations”, International Journal of Intercultural Relations, Vol. 12, No. 4: 363-379.
• Ogden, Harold J. & Venkat, Ramesh (2001), “Social Comparison And Possessions: Japan Vs Canada”, Asia Pacific Jour-nal of Marketing and Logistics, Vol. 13, No. 2: 72-84.
• Ohanian, Roobina (1990), “Construction And Validation Of A Scale To Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, And Attractiveness”, Journal of Advertising, Vol. 19, No. 3: 39–52.
• Ohanian, Roobina (1991), “The Impact of Celebrity Spokesperson’s Perceived Image On Consumers’ Intention To Purchase”, Journal of Advertising Research, Vol. 31, No. 1: 36–52.
• Oliver, Richard L. & Bearden, William O. (1985), “Crossover Effects in The Theory Of Reasoned Action: A Moderating Influence Attempt”, Journal of Consumer Research, Vol. 12, No. 3: 324-340.
• Park, C. Whan & Lessig, V. Parker (1977), “Students And Housewives: Differences in Susceptibility To Reference Group Influence”, Journal of Consumer Research, Vol. 4, No.2 : 102–110.
• Peetz, Ted B.; Parks, Janet B. & Spencer, Nancy E. (2004), “Sport Heroes As Sport Product Endorsers: The Role Of Gender in The Transfer Of Meaning Process For Selected Undergraduate Students”, Sport Marketing Quarterly, Vol. 13, No. 3: 141-150.
• Perloff, Richard M. (2003), The Dynamics Of Persuasion. Communication And Attitudes in The 21st Century (2nd ed), New Jersey: Lawrence Erlbaum.
• Petty, Richard E. & Cacioppo, John T. (1996), Attitudes And Persuasion: Classic And Contemporary Approaches, USA: Westview Press.
• Pollay, Richard W. (1983), “Measuring the Cultural Values Manifest in Advertising”, Current Issues and Research in Advertising, Vol. 6, No. 1: 71-92.
• Rashotte, Lisa. (2007), “Social Influence”, (Ed. G. Ritzer), The Blackwell Encyclopedia of Sociology, Blackwell Publishing: 4426–4429.
• Ratneshwar, S. & Chaiken, Shelly (1991), “Comprehension's Role in Persuasion: The Case Of Its Moderating Effect On The Persuasive Impact Of Source Cues”, Journal of Consumer Research, Vol. 18, No. 1: 52-62.
• Rice, Dan Hamilton; Kelting, Katie & Lutz, Richard J. (2012), “Multiple Endorsers And Multiple Endorsements: The Influence Of Message Repetition, Source Congruence And Involvement On Brand Attitudes”, Journal of Consumer Psychology, Vol. 22, No. 2: 249-259.
• Roy, Subhadip; Gammoh, Bashar & Koh, Anthony C. (2012), “Predicting The Effectiveness Of Celebrity Endorsements Using The Balance Theory”, Journal Of Customer Behaviour, Vol. 11, No. 1: 33-52.
• Sarıkaya, Nilgün & Barutçu, Merve Türkmen (2016), “11-14 Yaş Arası İlk Dönem Çocuk Ergen Tüketicilerin Alışveriş Davranışlarında Ünlü Kişi Etkisi”, Pazarlama ve Pazarlama Araştırmaları Dergisi, Cilt: 17, Sayı: 1: 43-64.
• Schaefer, Allen & Keillor, Bruce (1997), “The Effective Use Of Endorsements in Advertising: The Relationship Between “Match-Up” And Involvement”, The Journal of Marketing Management, Vol. 7, No. 2: 23-33.
• Sharma, Arun (1999), “Does The Salesperson Like The Customers? A Conceptual And Empirical Examination Of The Persuasive Effect Of Perceptions Of The Salesperson’s Affect Toward Customers”, Psychology and Marketing, Vol. 16, No. 2: 141-162.
• Simmers, Christina S.; Damron-Martinez, Datha & Haytko, Diana L. (2009), “Examining The Effectiveness Of Athlete Celebrity Endorser Characteristics And Product Brand Type: The Endorser Sexpertise Continuum”, Journal of Sport Administration & Supervision, Vol. 1, No. 1: 52-64.
• Simpson, Eithel M., Snuggs, Thelma, Christiansen, Tim & Simples, Kelli E. (2000), “Race, Homophily, And Purchase Intentions And The Black Consumer”, Psychology and Marketing, Vol. 17, No. 10: 877-889.
• Sirgy, M. Joseph (1998), “Materialism And Quality Of Life”, Social Indicators Research, Vol. 43, No. 3: 227-260.
• Tabachnick, Barbara G. & Fidell, Linda S. (2001), Using Multivariate Statistics (4th ed.). MA: Allyn & Bacon, Inc.
• Tan, D.T. Yeong & Singh, Ramadhar (1995), “Attitudes And Attraction: A Developmental Study Of The Similarity-Attraction And Dissimilarity-Repulsion Hypotheses”, Personality and Social Psychology Bulletin, Vol. 21, No. 9: 975-986.
• Taylor, Charles R. (2016), “Some Interesting Findings About Super Bowl Advertising”, International Journal of Advertising, Vol. 35, No. 2: 167–170.
• Thomson, Matthew (2006), “Human Brands: Investigating Antecedents To Consumers’ Strong Attachments To Celebrities”, Journal of Marketing, Vol. 70, No. 3:104–119.
• Till, Brian D. & Busler, Michael (2000), “The Match-Up Hypothesis: Physical Attractiveness, Expertise, And The Role Of Fit On Brand Attitude, Purchase Intent And Brand Beliefs”, Journal of Advertising, Vol. 29, No .3: 1–13.
• v. Feilitzen, Cecilia & Linné, Otto (1975), “The Effects Of Television On Children And Adolescent”, Journal of Communication, Vol. 25, No. 4, 51-55.
• Wang, Stephen W. & Scheinbaum, Angeline Close (2018), “Enhancing Brand Credibility Via Celebrity Endorsement Trustworthiness Trumps Attractiveness And Expertise”, Journal of Advertising Research, Vol. 58, No. 1: 16-32.
• Woodruff-Burton, Helen & Elliott, Richard (2005), Compensatory Consumption and Narrative Identity Theory. In Geeta Menon and Akshay R. Rao (Eds) NA -Advances in Consumer Research, Volume 32. Duluth, MN: Association for Consumer Research, Pages: 461-465.
• Wright, Scott A. (2016), “Reinvestigating The Endorser By Product Matchup Hypothesis in Advertising”, Journal of Advertising, Vol. 45, No. 1: 26-32.