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MARKAYA YÖNELİK DUYGULARDA ANTROPOMORHİZM ETKİSİNİN RASYONEL VE HEDONİK FAYDA AÇISINDAN DEĞERLENDİRİLMESİ

Yıl 2019, Cilt: 20 Sayı: 2, 85 - 97, 30.11.2019

Hatice Aydın , Sevtap Ünal

Öz

Bu
çalışmada nesnelere insani özellikler yüklemenin, tüketicinin marka aşkı ve
marka nefreti duygularına etkisini ve insan biçimselliğin rasyonel ve hedonik
ürün grupları açısından farklılaşıp farklılaşmadığını incelemek amaçlanmıştır. Bu
amaçla Muş il merkezinde bulunan tüketicilerle yüz yüze anket uygulanmıştır. Elde
edilen sonuçlar doğrultusunda insan biçimselleştirme ile marka aşkı arasında
pozitif ilişki olduğu ancak marka nefreti ile anlamlı bir ilişki olmadığı
tespit edilmiştir. Rasyonel ve hedonik fayda sağlayan ürünlerin tümünde insan
biçimcilik ve marka aşkı arasında anlamlı bir ilişki bulunmaktadır.

Anahtar Kelimeler

Marka aşkı Marka nefreti Antropomorhism Hedonik Fayda Rasyonel Fayda.

Kaynakça

  • Aggarwal, Pankaj and Ann L. McGill (2007), “Is This Car Smiling at Me? Schema Congruity as Basis for Evaluating Anthropomorphized Products,” Journal of Consumer Research, 34 (December), 468-479.
  • Ahuvia, A. C. (1993), “I Love It! Towards a Unifying Theory of Love across Diverse Love Objects”. Doctoral dissertation, Northwestern University.
  • Altınel, H. Y. (2003). Reklamlarda insanbiçimsellik. Asker Kartarı, 107.
  • Baudrillard, Jean (1968). Systeme des Objets. Paris: Gallimard.
  • Ben-Ze'ev, A. (2000). The subtlety of Emotions. Cambridge, Ma: MIT Press.
  • Bernhard, I. (2015). Haters Gonna Hate: The Influence of Avoidance Type, Company Characteristics and Anthropomorphism on Brand Hate, Master's thesis, University of Twente.
  • Carroll, B. and Ahuvia, A. (2006), “Some Antecedents and Outcomes of Brand Love”, Marketing Letters, 17(2), 79-89.
  • Chandler, J. and Norbert Schwarz (2010), “Use Does Not Wear Ragged the Fabric of Friendship: Thinking of Objects as Alive Makes People Less Willing to Replace Them,” Journal of Consumer Psychology, 20(2), 138-45.
  • Epley, N., Waytz, A., Akalis, S. and Cacioppo, J. T. (2008), “When We Need A Human: Motivational Determinants of Anthropomorphism”, Social cognition, 26(2), 143-155.
  • Hart, P. M., Jones, S. R. and Royne, M. B. (2013), “The Human Lens: How Anthropomorphic Reasoning Varies by Product Complexity and Enhances Personal Value. Journal of Marketing Management, 29(1-2), 105-121.
  • Hunting, J. (2013). On a brand love quest. Master Thesis. University of Twente. The Netherlands.
  • Landwehr, J. R., McGill, A. L. and Herrmann, A. (2011), “It’s got the look: The effect of friendly and aggressive “facial” expressions on product liking and sales”, Journal of marketing, 75(3), 132-146.
  • Opotow, S. and McClelland, S. I. (2007), “The Intensification of Hating: A theory”, Social Justice Research. 20(1), 68-97.
  • Pareyson, L (1996). Ontologie de la Liberte, www.lyber-eclat.net / lyber / pareyson / ontoll-12.html.
  • Pfeifer, K., Groeppel-Klein, A. and Helfgen, J. (2013), “Humanized products in TV ads: How anthropomorphism can elicit emotions, enhance attitudes, and affect purchase likelihood”, ACR European Advances.
  • Pringle, H., and Thompson, M (2000), “Marka Ruhu-Sosyal Sorumluluk Kampanyaları ile Marka Yaratmak”, Çev.: Zeynep Yelçe ve Canan Feyyat. İstanbul: Scala Yayıncılık.
  • Puzakova, M., Kwak, H. and Rocereto, J. F. (2009), “Pushing the Envelope of Brand and Personality: Antecedents and Moderators of Anthropomorphized Brands”, Advances in Consumer Research - North American Conference Proceedings, 36, 413.
  • Rauschnabel, P. A. and Ahuvia, A. C. (2014), “You’re So Lovable: Anthropomorphism and Brand Love”, Journal of Brand Management, 21(5), 372-395.
  • Rempel, J. K. and Burris, C. T. (2005), “Let Me Count the Ways: An Integrative Theory of Love and Hate”, Personal Relationships, 12, 297-313.
  • Salvatori, E. (2007). Brand Hate: The “Dark Side” of Consumer Attitudes towards A Brand. (Unpublished master's thesis), Bocconi University, Milan
  • Stresewski, J.A. (2016), This is for the Lovers: Motivations and self-congruity as antecedents of anthropomorphism & brand love (Master's thesis, University of Twente).
  • TDK, Güncel Türkçe Sözlük, http://www.tdk.gov.tr /index.php?option =com_gts&arama = gts&guid =TDK.GTS.5a8dccf6cae010.04.189.841, Erişim Tarihi: 15.02.2018.
  • Waytz, A., Cacioppo, J. and Epley, N. (2010), “Who Sees Human? The Stability and Importance of Individual Differences in Anthropomorphism”, Perspectives on Psychological Science, 5(3), 219-232.
  • Weingarten, K. (2006), On Hating to Hate. Family Process, 45(3), 277-288
  • VVilliamson, J (2001), Reklamların Dili. Çev.: Ahmet Fethi. Ankara: Ütopya Yayımevi.
  • Yücel, T (2000), Otomobil ve İnsan Bçimsellik, Cogito: 151-156. İstanbul: Yapı Kredi Yayınları.
  • Zeki, S. and Romaya, J. P. (2008). Neural correlates of hate. PLos ONE, 3(10), e3556

Yıl 2019, Cilt: 20 Sayı: 2, 85 - 97, 30.11.2019

Hatice Aydın , Sevtap Ünal

Öz

Kaynakça

  • Aggarwal, Pankaj and Ann L. McGill (2007), “Is This Car Smiling at Me? Schema Congruity as Basis for Evaluating Anthropomorphized Products,” Journal of Consumer Research, 34 (December), 468-479.
  • Ahuvia, A. C. (1993), “I Love It! Towards a Unifying Theory of Love across Diverse Love Objects”. Doctoral dissertation, Northwestern University.
  • Altınel, H. Y. (2003). Reklamlarda insanbiçimsellik. Asker Kartarı, 107.
  • Baudrillard, Jean (1968). Systeme des Objets. Paris: Gallimard.
  • Ben-Ze'ev, A. (2000). The subtlety of Emotions. Cambridge, Ma: MIT Press.
  • Bernhard, I. (2015). Haters Gonna Hate: The Influence of Avoidance Type, Company Characteristics and Anthropomorphism on Brand Hate, Master's thesis, University of Twente.
  • Carroll, B. and Ahuvia, A. (2006), “Some Antecedents and Outcomes of Brand Love”, Marketing Letters, 17(2), 79-89.
  • Chandler, J. and Norbert Schwarz (2010), “Use Does Not Wear Ragged the Fabric of Friendship: Thinking of Objects as Alive Makes People Less Willing to Replace Them,” Journal of Consumer Psychology, 20(2), 138-45.
  • Epley, N., Waytz, A., Akalis, S. and Cacioppo, J. T. (2008), “When We Need A Human: Motivational Determinants of Anthropomorphism”, Social cognition, 26(2), 143-155.
  • Hart, P. M., Jones, S. R. and Royne, M. B. (2013), “The Human Lens: How Anthropomorphic Reasoning Varies by Product Complexity and Enhances Personal Value. Journal of Marketing Management, 29(1-2), 105-121.
  • Hunting, J. (2013). On a brand love quest. Master Thesis. University of Twente. The Netherlands.
  • Landwehr, J. R., McGill, A. L. and Herrmann, A. (2011), “It’s got the look: The effect of friendly and aggressive “facial” expressions on product liking and sales”, Journal of marketing, 75(3), 132-146.
  • Opotow, S. and McClelland, S. I. (2007), “The Intensification of Hating: A theory”, Social Justice Research. 20(1), 68-97.
  • Pareyson, L (1996). Ontologie de la Liberte, www.lyber-eclat.net / lyber / pareyson / ontoll-12.html.
  • Pfeifer, K., Groeppel-Klein, A. and Helfgen, J. (2013), “Humanized products in TV ads: How anthropomorphism can elicit emotions, enhance attitudes, and affect purchase likelihood”, ACR European Advances.
  • Pringle, H., and Thompson, M (2000), “Marka Ruhu-Sosyal Sorumluluk Kampanyaları ile Marka Yaratmak”, Çev.: Zeynep Yelçe ve Canan Feyyat. İstanbul: Scala Yayıncılık.
  • Puzakova, M., Kwak, H. and Rocereto, J. F. (2009), “Pushing the Envelope of Brand and Personality: Antecedents and Moderators of Anthropomorphized Brands”, Advances in Consumer Research - North American Conference Proceedings, 36, 413.
  • Rauschnabel, P. A. and Ahuvia, A. C. (2014), “You’re So Lovable: Anthropomorphism and Brand Love”, Journal of Brand Management, 21(5), 372-395.
  • Rempel, J. K. and Burris, C. T. (2005), “Let Me Count the Ways: An Integrative Theory of Love and Hate”, Personal Relationships, 12, 297-313.
  • Salvatori, E. (2007). Brand Hate: The “Dark Side” of Consumer Attitudes towards A Brand. (Unpublished master's thesis), Bocconi University, Milan
  • Stresewski, J.A. (2016), This is for the Lovers: Motivations and self-congruity as antecedents of anthropomorphism & brand love (Master's thesis, University of Twente).
  • TDK, Güncel Türkçe Sözlük, http://www.tdk.gov.tr /index.php?option =com_gts&arama = gts&guid =TDK.GTS.5a8dccf6cae010.04.189.841, Erişim Tarihi: 15.02.2018.
  • Waytz, A., Cacioppo, J. and Epley, N. (2010), “Who Sees Human? The Stability and Importance of Individual Differences in Anthropomorphism”, Perspectives on Psychological Science, 5(3), 219-232.
  • Weingarten, K. (2006), On Hating to Hate. Family Process, 45(3), 277-288
  • VVilliamson, J (2001), Reklamların Dili. Çev.: Ahmet Fethi. Ankara: Ütopya Yayımevi.
  • Yücel, T (2000), Otomobil ve İnsan Bçimsellik, Cogito: 151-156. İstanbul: Yapı Kredi Yayınları.
  • Zeki, S. and Romaya, J. P. (2008). Neural correlates of hate. PLos ONE, 3(10), e3556
Toplam 27 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Hatice Aydın 0000-0002-5581-7216

Sevtap Ünal 0000-0002-3227-0756

Yayımlanma Tarihi 30 Kasım 2019
Gönderilme Tarihi 1 Mart 2019
Yayımlandığı Sayı Yıl 2019Cilt: 20 Sayı: 2

Kaynak Göster

APA Aydın, H., & Ünal, S. (2019). MARKAYA YÖNELİK DUYGULARDA ANTROPOMORHİZM ETKİSİNİN RASYONEL VE HEDONİK FAYDA AÇISINDAN DEĞERLENDİRİLMESİ. Cumhuriyet Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 20(2), 85-97. https://doi.org/10.37880/cumuiibf.534066
 Kapak Resmi İndir

Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.