Product Placement in TV Series in the Context of the Relation Between Brand Awareness and Purchase Intention

Abstract

This article was checked by Turnitin. Similarity Index 14% Bu makalede araştırma ve yayın etiğine uyulmuştur.

Examining of the Relationship between Consumer Attitudes and Purchasing Behavior towards Product Placements Included in Social Media Videos

“…In addition to the promotion mix it is one of the most frequently used methods which is the result of today's communication technology. Studies about product placement in the literature (Ong, 1995;Gould et al, 2000;Morton and Friedman, 2002;Balasubramanian et al, 2006;Yang and Roskos-Ewoldsen, 2007;Jin and Villegas, 2007;Kpd Balakrishnan et al, 2012;Tessitore and Geuens, 2013;Lin and Chen, 2013;Basgoze and Kazanci, 2014;Cakir and Kinit, 2014;Tekeli, 2014;Kara 2016;Alagoz and Guler, 2018;Jung and Childs, 2020;Pancaningrum and Ulani, 2020;Dundar and Coban, 2020;Basarir, 2020) have generally focused on attitudes towards product placement and the effects of these attitudes on brand recognition, brand image, perceived quality, and consumer behavior. It is understood that the studies have also focused on relationships between product placement practices and purchasing behavior.…”

Marka Farkındalığı ve İşten Ayrılma Niyeti İlişkisinde Marka Tatmininin Düzenleyicilik Etkisi (The Relationship Between Brand Awareness and Intention to Leave: The Moderator Effect of Brand Satisfaction)

“…Çalışanlarla ilişkilendirilen iç pazarlama, doğrudan müşteriyi ilgilendiren dış pazarlama, müşteri ve çalışan arasındaki ilişkiyi gösteren interaktif pazarlamadır (Kumar vd., 2020). İlgili alan yazında marka farkındalığı, marka sadakati (Abou-Shouk ve Soliman, 2021; Kodaş, 2021;Sökmen vd., 2022), marka imajı (Çağliyan vd., 2018;Dülek ve Saydan, 2019), marka tatmini ve satın alma niyeti (Başarır, 2020;Febriyantoro, 2020) ile ilişkilendirilmiştir. Marka tatmini ise yoğunlukla marka güveni, marka sadakati, marka bağlılığı (Jamshidi ve Rousta, 2021;Meidina vd., 2022;Tan ve Çolakoğlu, 2021), marka duygusu (Kazan vd., 2020) değişkenleri ile ele alınmıştır.…”