Reklamlarda Yer Alan Tipik Marka Kullanıcılarının Reklam Etkinliğindeki Rolüne Yönelik Kalitatif Bir Araştırma

Bu çalışmada, bir marka kullanıcısının reklamdaki tipik tasvir ediliş biçiminin, reklama (dolayısıyla da markaya) ilişkin olumlu tutum geliştirme üzerindeki rolü sosyal bilişsel teori ve öz-kimlik uyumu teorisi açısından incelenmiştir. Ayrıca, bir marka kullanıcısının reklamdaki tipik tasvir ediliş biçiminin reklama ilişkin olumlu tutum geliştirme üzerindeki rolünün, o ürüne duyulan ilgi düzeyinden etkilenip etkilenmediği de ayrıca araştırılmıştır. Araştırmada kalitatif metodoloji kullanılmış ve beş odak grup çalışması yürütülmüştür. Sonuçlar, marka kullanıcısının reklamdaki tipik tasvir ediliş biçiminin, öz-kimlik uyumu aracılığıyla reklam etkinliği yaratabileceğini göstermektedir. Araştırmanın sonuçlarına göre tüketiciler, reklamda izledikleri tipik marka kullanıcısında ideal kimliklerinin yansımasını görmeyi, aktüel kimliklerinin yansımasını görmeye tercih etmektedirler. Üstelik bu durum, ürüne duyulan ilgi seviyesi ne olursa olsun değişmemektedir. Bir başka ifadeyle, katılımcılar düşük seviyede ilgi duydukları ürünlerin reklamlarında bile, kendilerinin ideal kimliklerini yansıtan bir marka kullanıcı tasviri ile karşılaşmak istemektedirler. Bildiğimiz kadarıyla bu çalışma, bir reklamın gereken etkinliği yaratabilmesi için, reklamda yer verilen tipik marka kullanıcısının, hedef kitlenin ideal kimlik algısının yanısıra toplumsal cinsiyet algıları ile de uyumlu olması gerektiğini vurgulayan ilk çalışmalar arasındadır.

Anahtar Kelimeler:

Reklam Etkinliği, Tipik Marka Kullanıcısı, Özkimlik Uyumu Teorisi, Toplumsal Cinsiyet

A Qualitative Study About the Role of Brand User Stereotypes on Advertising Efficiency

Drawing on social cognitive theory and self congruity theory, this study examines the role of brand user stereotypes (in advertisements) on developing favorable intentions toward the ad (and thus toward the brand). Moderating effects of product involvement level within this relationship was also explored. Using qualitative methodology, five focus groups were conducted. Results support that brand user stereotypes in ads operate on advertising efficiency through the self-congruity theory. However, regardless of involvement level, consumers prefer to see a reflection of their ideal selves’ rather than actual selves through the stereotypes.Also, this is also one among few studies that emphasized brand user stereotypes should be consistent with not only the ideal selves of consumers but also the social gender role perceptions of them in creating advertising efficiency.

Keywords:

Advertising Efficiency, Brand user Stereotypes, Self Congruity Theory, Social Gender Perceptions,

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