Sosyal Amaca Yönelik Pazarlama Reklamlarının Markaya Yönelik Tutum ve Satınalma Niyetine Etkisi: Anadolu Üniversitesi Öğretim Elemanlarına Yönelik Bir Uygulama

Son dönemlerde, toplumsal ihtiyaçların giderek artması ve devletin bu ihtiyaçları tam olarak karşılamasının mümkün olmaması nedeniyle, kurumların sosyal sorunlara duyarlı davranarak sosyal sorumluluk sahibi olmalarının önemi artmaktadır. Ayrıca tüketicilerin ürünleri seçerken sosyal sorunlara duyarlı kurumları tercih etmeleri, pazarlama çabalarında da sosyal sorumluluk faaliyetlerinin bir zorunluluk haline gelmesine neden olmaktadır. Bu eğilim nedeniyle, kurumlar, ürünlerle sosyal bir sorunu ilişkilendirerek hedef kitlelerine sosyal sorumluluk mesajları vermektedirler. Sosyal Amaca Yönelik Pazarlama (SAYP) bir kurumsal sosyal sorumluluk faaliyetidir. SAYP kampanyalarında; tüketici kampanyalı bir ürünü satın aldığı zaman ödediği ücretin bir kısmı sosyal bir sorunun çözümüne bağışlanmaktadır. Bu araştırmayla, SAYP kampanyalarına dikkat çekilmesi ve farkındalık yaratılması önem taşımaktadır. SAYP reklamlarının tüketici üzerindeki etkisinin ortaya konularak, iş dünyasının SAYP kampanyalarına olan ilgisinin artacağı öngörülmektedir. Ayrıca, araştırma kurumsal sosyal sorumluluk çabalarına dikkat çekmek açısından da önemlidir. Araştırmada, “Bireylerin Sosyal Amaca Yönelik Pazarlama Reklamlarına yönelik tutumlarını, Detaylandırma Olasılığı Modeli bağlamında markaya yönelik tutum ve satınalma niyetine yönelik etkisinin, sosyal sorun ilginliğine bağlı olarak nasıl değişim gösterdiği” değerlendirilmiştir ve Anadolu Üniversitesi öğretim elemanlarına yönelik uygulama yapılmıştır. Önce öğretim elemanlarının sosyal sorun ilginliği ölçülmüştür ve sosyal sorun ilginliği yüksek olanlar ve düşük olanlar olmak üzere iki gruba ayrılmıştır. Öğretim elemanlarına marka sorun uyumu düşük ve yüksek iki reklam gösterilmiştir. Katılımcıların reklama yönelik tutumları, markaya yönelik tutumları ve satınalma niyetleri; SAYP reklamlarına yönelik tutumlarının arasındaki ilişki ölçülmüştür. Sonuç olarak SAYP reklamlarının, katılımcıların markaya yönelik tutumlarını ve satınalma niyetlerini olumlu etkilediği ortaya konmuştur.

Anahtar Kelimeler:

Sosyal Amaca Yönelik Pazarlama, Reklam, Kurumsal Sosyal Sorumluluk, Detaylandırma Olasılığı Modeli, Tutum

SOSYAL AMACA YÖNELİK PAZARLAMA REKLAMLARININ MARKAYA YÖNELİK TUTUM VE SATINALMA NİYETİNE ETKİSİ:ANADOLU ÜNİVERSİTESİ ÖĞRETİM ELEMANLARINA YÖNELİK BİR UYGULAMA / THE EFFECTS OF CAUSE RELATED MARKETING ADS ON THE ATTITUDE TOWARDS THE BRAND AND PURCHASE INTENTION: AN APPLICATION ON THE ACADEMIC STAFF O

Nowadays, as a result of the increase in the needs of society and the impossibility that governments have to meet all of those needs, individuals expect the corporations to be sensitive and show social responsible behaviors towards the social cause. Furthermore, consumers’ prefering the corporate which are sensitive to the social cause while choosing the product causes the social responsibility activities to be necessity in marketing efforts. As a result of these trends, corporations give messages consisting of social responsibilitiy to their target audience by relating their product to a social cause. Cause related marketing is a kind of corporate social responsibility. In cause related marketing campaigns when the consumer purchases a product some amount of money they pay is donated to the cause. Drawing attention to cause related marketing and raising awareness about cause related marketing campaigns carry a lot of weight. It is expected that the concern of the world of business over cause related marketing campaigns will grow when the effect of cause related marketing ads on the customers has been exposed. Furthermore the research is important for drawing attention to the corporate social responsibility efforts. In this research, the attitudes of the individuals towards cause related marketing ads have been analyzed. In addition, the effect of their attitudes towards purchase intentions and brand attitudes in the context of Elaboration Likelihood Model (ELM) and how this effect varies depending on social cause involvement have been investigated. The research has been applied to the academic staff of Anadolu University. Firstly the social cause involvement of the academic staff has been investigated and they have been grouped as the ones whose social cause involvement levels are high and the ones whose social cause involvement levels are low. Two ads “one of which brand cause alignment is low and the other one of which brand cause alignment is high” have been shown to the academic staff. The attitudes of the subjects towards the ad, their brand attitudes and purchase intentions as well as the correlation with their attitudes towards cause related marketing ads have been measured. As a result it has been revealed that cause related marketing ads have a positive effect on brand attitudes and purchase intentions of the subjects.

Keywords:

Cause Related Marketing, Advertising, Corporate Social Responsibility. Elaboration Likelihood Model, Attitude.,

PDF

___

Adkins, Sue. Cause Related Marketing: Who Cares Wins. Oxford: Reed Educational Publishing Ltd., 1999.
Altunışık, Remzi vd. Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı, Sakarya: Sakarya Kitapevi, 2001.
Barone, Michale. J. vd. The İnfluence Of Cause-Related Marketing On Consumer Choice: Does One Good Turn Deserve Another?. Journal of the Academy of Marketing Science. 28 2 (2000): 248-262.
Barnes, Nora Ganim ve Fitzgibbons, Debra A. “Is Crm İn Your Future?” Business Forum, 16 4 (1991): 20-21.
Basil, Debra. Z. ve Herr, Paul M. Dangerous donations? The Effects Of Cause-Related Marketing On Charity Attitude. Journal Of Nonprofit & Public Sector Marketing, 11 1, (2008): 59-76.
Bennett, Roger. Corporate Perspectives On Cause Related Marketing. Journal Of Nonprofit & Public Sector Marketing, 10 1 (2002): 41-59. (Http://Www.Haworthpressinc.Com/Store/Product.Asp?Sku=J054)
Berger, İda. E. Vd. Consumer Persuasion Though Cause-Related Advertising. Advances İn Consumer Research, 26 1 (1999): 491-497.
Biel, A. ve Bridgewater A. C. Attributes Of Likable Tv Commercials. Journal Of Ad. Res. 30 3 (1990): 38-44.
Bigné-Alcañiz, Enrique vd. Consumer Behavioural İntentions İn Cause-Related Marketing. The Role Of İdentification and Social Cause İnvolvement. International Review Public Nonprofit Marketing. 7 2 (2002): 127-143.
Bright, A. D. The Role Of Social Marketing İn Leisure And Recreation Management, Journal Of Leisure Research. 32 1 (2000): 14-25.
Büyüköztürk, Şener., Vd. Sosyal Bilimler İçin İstatistik (7.Baskı). İstanbul: Pegem, 2011.
Carter, Larry L. Consumer Receptivity Of Foreign Products: The Roles Of Country Of Origin Image, Consumer Ethnocentrism And Aminosity. Dissertation Doctoral Thesis, Old Dominion University, Bussines Administration, 2009.
Chattananon, Apisit vd. Impacts Of A Thai Cause-Related Marketing Program On Corporate İmage, International Journal Of Emerging Markets 3 4 (2008): 348-363.
Cifuentes, Gabriel P. ve Londoño, Marcela T. Effect Of A Cause-Related Marketing Campaign İn Printed Media, On Disposition To Help and Empathy: (2008) Http://Www.Acrwebsite.Org/Volumes/La/V2_Pdf/Laacr_Vol2_68.Pdf/Erişim Tarihi:10 Eylül 2013.
Cone, Carol. “Cause Branding İn The 21st Century.” Http://www.Psaresearch.Com/Causebranding.Html/Erişim Tarihi:10 Eylül 2011.
Daw, Jocelyne. Cause Marketing For Nonprofits Partner For Purpose, Passion And Profits. N. J: J. Wiley Inc., 2006.
Decock, B. ve De Pelsmacker, P. Emotions Matter: Reinventing Advertising. Excellence İn İnt. Research., 2001.
Demetriou, Marlen ve Papasolomou, Ioanna. Crm in Cyprus: Building The Corporate Reputation By Building Bridges with Stakeholder Groups (2007). Http://www.Marketing-Trends Congress.Com/Archives/2007/Materiali/Paper/Fr/Demetriou_Papasolomou.Pdf /Erişim Tarihi: 15 Ekim 2013.
Desphande, Samu ve Hitchon, J. C. Cause Related Marketing Ads İn The Light of Negative News. J&Mc Quarterly, 79 4: (2002) 905-926.
Ducoffe, Robert H. The Growth of Advertising On The World Wide Web Requires Research On Users' General Perceptions Since These Affect Attitudes Toward İndividual Advertisements. Journal of Advertising Research, 36 5 (1996): 21.
Ferlea, C. La.vd.. Factors İmpacting Responses To Cause-Related Marketing İn India And The United States: Novelty, Altruistic Motives, And Company Origin. Journal of Business Research. 66 3 (2013): 364–373.
Franzen, Giep. Reklamın Marka Değerine Etkisi. İstanbul: Mediacat, 2005.
Grau, Stacy L. ve Garretson, Judith Ann. Crm:The İnfluence Of Donation Proximity And Message-Framing Cues On The Less-İnvolved Consumer, Journal Of Advertising. 36 4: (2007). 19-25.
Hajaat, Mahmood. Effect Of Cause-Related Marketing On Attitudes And Purchase Intentions:The Moderating Role Of Cause Involvement And Donation. Journal Of Nonprofit&Public Sector Marketing. 11 1 (2003): 93- 111.
Hassek-Eder, Elisabeth . Dimensions And Effect Of Perceived Fit in Cause Related Marketing. Berlin: Sudwestdeutscher Verlag Fur Hochschulschriften Publishing, 2011.
Hastings, G. Social Marketing : Why Should The Devil Have All The Best Tunes? Amsterdam: Elsevier/Butterworth-Heinemann, 2007.
Holbrook, Morris B. ve Batra, Rajev, “Assessing The Role Of Emotions As Mediators Of Consumer Responses To Advertising”, Journal Of Consumer Research, 14 1 (1987): 52-58.
Homer, Pamela M. ve Sun-Gill, Yoon Message Framing And The Interrelationships Among Ad-Based Feelings, Affect and Cognition. Journal Of Advertising. 21 1 (1992): 19–33.
Human, Debbie ve Terblanche, Nic S Cause-Related Marketing in South Africa – A Qualitative Exploration. Anzmac Papers. (2009). http://www.Duplication.Net.Au/Anzmac09/Papers/Anzmac2009-681.Pdf
Hunjra Ahmed Imran ve Ghulam S. K. Niazi (2011), Cause Related Marketing And İts Impact on Sale: İn The Prospect of Pakistani Consumers, Berlin: Lap Lambert Academic Publishing.
Inaki, Garcia J. J. ve Gibaja, Alezne M. Study On The Effect Of Cause-Related Marketing On The Attitude Towards the Brand: The Case of Pepsi in Spain. Journal Of Nonprofit & Public Sector Marketing, 11 1 (2003): 111-135.
İnceoğlu, Metin. Tutum Algı İletişim (5. Baskı). İstanbul: Beykent Üniversitesi Yayınevi, 2010. Karakaş, Gonca. Dünyayı Değiştirecek Gücün Var Mı? Mediacat Şubat. (2008): 20-21.
Kotler, Philip ve Lee, Nancy. Kurumsal Sosyal Sorumluluk. (Çev: S. Kaçamak), İstanbul: Mediacat Kitapları, (2008).
Krugman, H. E. Measuring Advertising İnvolvement. Public Opinion Quarterly, 30, (1966): 583-596.
Lafferty, B. A Selecting The Right Cause Partners For The Right Reasons: The Role Of İmportance And Fit İn Cause–Brand Alliances. Psychology & Marketing. 26 4 (2009): 359–382.
Laszlo, Ervin. Makro Değişim (Çev: Murat Abus). Ankara: Morpa Kültür Yayınları, 2003.
Mackenzie, Sou B., vd. The Role Of Attitude Toward The Ad As A Mediator Of Advertising Effectiveness: A Test of Competing Explanations. Journal Of Marketing Research, 2 (1986):130-143.
Mehta, Abhilasma. Ad Attitudes And Advertising Effectiveness. Journal Of Advertising Research, 40 3 (2000): 67- 72.
Mizerski, Dick vd. Field Experiment Comparing The Effectiveness Of Ambush And Cause Related Ad Appeals For Social Marketing Causes. Journal Of Nonprofit & Public Sector Marketing, 9 4 (2002): 25-45.
Nan, Xiaoli ve Heo, Kwangjun. Consumer Responses To Corporate Social Responsibility (Csr) İnitiatives- Examining The Role Of Brand-Cause Fit İn Cause-Related Marketing. Journal Of Advertising. 36 2 (2007): 63- 74.
Nerkar, Kiran R. Achiving Crm Though Cause Related Marketing. International Journal Of Marketing, 2. (2013): 80- 85.
O’brien, Charles G. (2004). Building A Case For The Unfamiliar Cause İn Cause-Related Marketing: The Importance of Cause Vested Interest. Yayınlanmamış Y. L. Tezi. Univ. Of South Florida.
O’Shaughnessy, William vd. Persuasion in Advertising. New York: Routledge, 2004.
Oyman, Mine .‘Amaca Yönelik Pazarlama’, Pazarlama Dünyası. 6 (2000): 4-11.
Öztürk, Mesude Canan ve Ayman, Mine. Türkiye’de Özel Sektör Ve Sosyal Sorumluluk Projeleri. İstanbul: Galatasaray Üniversitesi İletişim Fakültesi Dergisi. 9 (2008) 145-163.
Petty, Richard E. ve Cacioppo, John T. Personal İnvolvement As A Determinant Of Argument-Based Persuasion.
Journal Of Personality And Social Psychology. 41 5 (1981). Petty, Richard E. vd. Central and Peripheral Routes To Advertising Effectiveness: The Moderating Role Of Involvement. Journal of Consumer Research, 10 2 (1983): 135-146.
Polonsky, Michael J. vd. Can The Overcommercialization Of Cause-Related Marketing Harm Society? Journal of Macromarketing. 21 8 (2001). Http://Jmk.Sagepub.Com/Content/21/1/8 (Erişim Tarihi: 11.07.2010).
Pracejus, John W. vd. The Role of Brand/Cause Fit İn The Effectiveness Of Cause-Related Marketing Campaigns. Journal of Business Research, 57 (2004):635-640.
Ray, Morris L. ve Batra, Rajaev. Emotion And Persuasion İn Advertising: What We Do And Don’t Know About Effect (Ed: Richard Bagozzi Ve Alice Tybout) Advances İn Consumer Research, 10 1 (1983): 147-175.
Rossitter, J. ve Percy, L. Advertising Communications&Promotion Management. Int Ed: Mc. Graw-Hill., 1997.
Samu, Sridhar ve Wymer, Walter. The Effect Of Fit And Dominance in Cause Marketing Communications. Journal of Business Research, 62 4 (2009): 432-440.
Schiffman, Leon G. ve Kanuk, L. L. Consumer Behavior, N.J.:Pearson Prentice Hall, 2007.
Shah, Md Gaffar Hossain Cause Related Marketing Practice Of Some Selected Firms İn Bangladesh And Its Effect On Target Segment. Internatıonal Journal Of Scientific & Technology Research, 2 1 (2013): 123-127.
Sherif, Muzafer ve Sherif, C. W. Sosyal Psikolojiye Giriş. İstanbul:Sosyal Yayınları, 1996.
Singh, S. Overcoming Skepticism Towards Cause Related Claims: The Case Of Norway. Int. Marketing Review. 26 3 (2009): 312-326.
Sipahi, Beril vd. Sosyal Bilimlerde Spss’le Veri Analizi. İstanbul: Beta A.Ş., 2008.
Soh, Hyeonjin. Measuring Trust İn Ad. Development and Validation Of The Adtrust Scale. Journal Of Advertising, 2 (2009): 83–103.
Steckstor, Denise The Effects Of Cause-Related Marketing On Customers' Attitudes. München: Dissertation Technische Universitat, 2012.
Tapan, Sema. Pazarlama İletişimi. Eskişehir: Anadolu Üniversitesi Yayınları, 2000.
Tezbaşaran, Ata. Likert Tipi Ölçek Geliştirme Kılavuzu. Ankara: Türk Psikologlar Derneği, 1996.
Tek, Ömer B. Pazarlama İlkeleri . İzmir: Ö.B. Tek, 1997.
Trimble, Carrie S. ve Rifon, Nora J. Consumer Perceptions Of Compatibility İn Cause-Related Marketing Messages. Int. J. Nonprofit Volunt. Sect. Mark. 11 (2006): 29–47
Varadarajan, Rajan vd. “Cause-Related Marketing: A Coalignment Of Marketing Strategy and Corporate Philanthropy” Journal Of Marketing. (1988): 52.
Vilela, Alexandra M. Consumer Processing of Cause-Related Marketing (Crm) The İnfluence Of Gender On Message Evaluations, Berlin: Vdm Verlag Dr. Müller Aktiengesselschaft&Co. Kg, 2010.
Walker David ve Dubitsky, Tony M. Why Liking Matters. Journal Of Advertising Research. 34 3 (1994): 9–18.
Waters, Joe ve Macdonald, Joanna. Cause Marketing For Dummies. Indiana: Wiley Publishing., 2011.
Wymer, Walter ve Samu, Sridhar. The İnfluence Of Cause Marketing Associations On Product and Cause Brand Value International. Journal of Nonprofit And Voluntary Sector Marketing. 14 (2009) :1-20 (www.interscience.wiley.Com) (Doı: 10.1002/Nvsm.348) (Erişim Tarihi: 14.07.2010)
Yaman, Yılmaz. Sosyal Sorumluluk Kampanyaları. Sivil Toplum Dergisi, 1. (2003): 5-14.
Yavaş, Uğur vd. Attitudes Of Tweeners To Crm: New Zealand Study Scientific Journal Of Administrative Development Scientific. Journal Of Administrative Development. 5 I.A.D. (2007).
Yechiam, Elded vd. On The Robustness And The Direction of The Effect Of Crm. Journal Of Consumer Behaviour, (2006), Uztuğ, Ferruh. Markan Kadar Konuş. İstanbul: Mediacat Yayınları, 2003.
Zaichkowsky, Judith. Measuring The İnvolvement Construct, Journal Of Consumer Research, 12 (1985): 341352.
Zaichkowsky, Judith. Conceptualizing Involvement, Journal Of Advertising, 15 2 (1986): 4-14.
Zdravkovic, Srdan vd. Dimensions Of Fit Between A Brand And A Social Cause And Their İnfluence On Attitudes. International J. Of Research in Marketing, 27 (2010):151–160.
Zhau, Nhau. Attitudinal Difference Toward Cause-Related Marketing: The Role of Product Involvement (2009)