Popüler türk dizilerindeki başrol erkek oyuncuların marka denkliği boyutlarının karşılaştırılması ve tüketicinin satın alma niyetine etkileri: Üniversite öğrencileri üzerine bir araştırma

Marka stratejileri, pazarlamaya konu olan diğer alanlarda olduğu gibi, kişi markalarının pazarlanmasında da büyük önem taşımaktadır. Bu araştırmanın amacı, üniversite öğrencileri tarafından en fazla izlenen yerli televizyon dizilerinde başrol oynayan üç erkek oyuncunun, marka denkliği boyutları açısından karşılaştırılmaları ve bu boyutların öğrencilerin satın alma niyetlerine etkilerinin incelenmesidir. Ayrıca, üç ünlüyü ve satın alma niyeti düzeyleri farklı (yüksek/düşük) cevaplayıcıları birbirinden en fazla ayrıştıran marka denkliği boyutları incelenmiştir.

Comparing the popular Turkish actors in terms of brand equity dimensions and exploring the effects of these dimensions on consumers purchase intentions: A study on University students

As with the other domains of marketing, branding strategies have an important place in the marketing of human brands. The aim of this research is to compare the brand equity dimensions of the three leading role actors performing in the most popular TV series in Turkey and to examine the effects of these dimensions on university students purchase intentions. Additionally, the brand equity dimensions that mostly discriminate the three popular actors from each other and the differences among the respondents with different purchase intention levels (low/high) are investigated.

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