Tüketicinin Kurgusal Markalara Yönelik Tutumunu Etkileyen Faktörler: Türk Dizilerinde Uygulama

Başgöze P., Bozlak E.

Sosyoekonomi, vol.29, no.47, pp.285-299, 2021 (ESCI)

  • Publication Type: Article / Article
  • Volume: 29 Issue: 47
  • Publication Date: 2021
  • Doi Number: 10.17233/sosyoekonomi.2021.01.14
  • Journal Name: Sosyoekonomi
  • Journal Indexes: Emerging Sources Citation Index (ESCI), TR DİZİN (ULAKBİM)
  • Page Numbers: pp.285-299
  • Hacettepe University Affiliated: Yes

Abstract

Reverse product placement (RPP) is the commercialization of fictional brands from entertainment media into real world products. The factors affecting RPP is crucial for the commercialization of fictional brands. Purpose of this study is to investigate the factors affecting consumer’s attitudes toward fictional brands. Thus, the effects of consumer's attitudes towards television programs, perceived quality of fictional service in television programs, and self-connection with a fictional service brand on the attitude of fictional service brand were examined. The data were collected from 400 participants and analyzed with linear regression. According to the findings of the study, the attitudes of the consumers towards the television program perceived service quality, and self-connection with the fictional service brand positively affect the attitudes towards the fictional service brand in the Turkish TV Series.