Çevrimiçi Reklamlarda Tüketicinin Reklamı Kendisiyle İlişkilendirmesinin ve Marka Tipinin Marka Tutumuna

Bu araştırmanın temel amacı çevrimiçi reklamlarda öz imlemenin (referanslama) ve marka tiplerinin marka tutumuna etkisini incelemektir. Bu amaçla 2x2 denekler arası bir deney tasarımı uygulanmıştır. Değişkenler reklam tipi (öz referanslama olan/öz referanslama olmayan) ve marka kişiliğiydi (samimi/heyecan verici). Veriler “Qualtrics.com” kullanılarak farklı sosyal medya platformları aracılığıyla bir anket bağlantısı üzerinden toplanmıştır. Toplam 245 kullanıma uygun anket elde edilmiştir. Sonuçlar reklam tipi ve marka tipi arasında anlamlı bir etkileşim olduğunu göstermiştir. Marka tipi samimi olduğunda öz imlemenin marka tutumuna olumsuz bir etkisi olduğu belirlenmiştir. Sonuçlar aynı zamanda bir reklam öz-referanslama içeriyorsa heyecan verici bir markaya olan tutumun samimi bir markaya göre daha yüksek olduğunu göstermişt

The Effects of Consumer Self-referencing and Brand Type on Brand Attitude In Online Advertising

The primary aim of this research is to determine the effect of self-ref erencing and brand types on brand attitude in online advertising. For this purpose, a 2×2 between subjects experimental design was im plemented. The variables were advertising type (self-referencing vs no self-referencing) and brand type (sincere vs exciting). Data were collected through a survey link distributed online via different social media platforms by using “Qualtrics.com”. A total number of 245 qualified surveys were obtained. The results revealed that there is a significant interaction of ad type and brand personality. It is found that when the brand type is sincere, self-referencing would have a negative effect on brand attitude. Results have also shown that, when an ad is with self-referencing, attitude towards to the brand for an exciting brand would be higher than a sincere brand


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