REKLAMLARDA ÜNLÜLERİN KULLANILMASININ TÜKETİCİLERİN MARKA TERCİHİNE OLAN ETKİSİ: NİTEL BİR ARAŞTIRMA

Abstract

Marketers prefer celebrities in advertisements to create a brand association in consumers during the purchase, and they allocate large budgets for this. Therefore, selecting the appropriate celebrity to promote a brand is a critical issue in determining a promotion strategy. The main purpose of choosing the right celebrity is to create the desired effect/ result on the consumers related to the brand in question. Celebrities used in advertisements are usually very popular. However, they can also be preferred due to some other features. In this context, in the study, what do the concepts of credibility, likeability and celebrity transgressions, which are thought to be effective in selecting celebrities, mean for consumers, and the effects of these concepts on consumers’ brand preference are discussed. In the research, it has been seen that celebrities who are described as credible are also people who are liked in society, and people who are liked are generally considered credible. It has been concluded that the selection of celebrities among credible and likeable people can affect the brand preference of consumers; however, celebrity transgressions that occur as a result of some negative behaviors of celebrities in society can affect the brand preference negatively by affecting consumers’ perceptions of credibility and likeability regarding the celebrity.