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Journals / Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2026 / Cilt: 32 Sayı: 1

THE EFFECTS OF PRODUCT PLACEMENT ATTITUDES ON PURCHASE INTENTION AND BRAND IMAGE

ÜRÜN YERLEŞTİRME VE REKLAMA İLİŞKİN TUTUMLARIN SATIN ALMA EĞİLİMİ VE MARKA İMAJI ÜZERİNE ETKİLERİ

Pınar Başgöze
Şerife Kazancı
Pages
29–54
Publication Date
2014-06-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

According to the results, attitudes toward product placement have significant and positive effects on purchase intention and brand image as well as attitudes toward advertisement.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The purpose of this study is to investigate the effects of attitudes toward advertisement and attitudes toward product placement strategies which is a newly communication method in marketing, on purchase intention and brand image.
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Key Findings & Data:According to the results, attitudes toward product placement have significant and positive effects on purchase intention and brand image as well as attitudes toward advertisement.
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Conclusion & Impact:Also attitudes toward advertisement have mediation effect both between “attitude toward product placement” and “purchase intention” and between “attitude toward product placement” and “brand image”.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Reklama karşı tutum · ürün yerleştirmeye karşı tutum · satın alma eğilimi

Abstract

The purpose of this study is to investigate the effects of attitudes toward advertisement and attitudes toward product placement strategies which is a newly communication method in marketing, on purchase intention and brand image. Besides, another goal of the study is to analyze the mediation effects of attitudes toward advertisement both between attitude toward product placement and purchase intention and between attitude toward product placement and brand image. Thus, in the study a questionnaire was conducted in order to measure the attitudes of consumer towards product placement, attitudes toward advertisement, purchase intention and brand image perception. Regression analyses and mediation test were used in order to analyze the direct relations between variables. According to the results, attitudes toward product placement have significant and positive effects on purchase intention and brand image as well as attitudes toward advertisement. Also attitudes toward advertisement have mediation effect both between “attitude toward product placement” and “purchase intention” and between “attitude toward product placement” and “brand image”.

Özet

Bu çalısmada, reklam ve yeni bir pazarlama iletisimi olarak ortaya çıkan ürün yerlestirme stratejilerine karsı tüketicinin tutumlarının, satın alma egilimi ve marka imajı üzerindeki etkilerinin belirlenmesi amaçlanmıstır. Dolayısıyla çalısmada, tüketicilerin televizyon dizilerinde karsılastıkları reklamlara iliskin tutumları ile ürün yerlestirmelerine karsı tutumlarının, satın alma egilimleri ve markaya iliskin zihinlerinde olusturdukları imaj üzerine etkilerini ölçmeye yönelik anket soruları belirlenmistir. Bu iliskilere ek olarak, reklama karsı tutumların ürün yerlestirmeye yönelik tutumlar ile satın alma ve marka imajı arasında aracı iliskileri de ölçülmüstür. Bu dogrultuda, çalısmanın ana kitlesi televizyon izleyicileri olarak seçilmis ve veriler elektronik ortamda hazırlanan anket ile elde edilmistir. Verilerin analiz edilmesinde regresyon yöntemi ve aracı testi kullanılmıstır. Çalısmanın sonuçlarına göre, tüketiciler televizyon dizilerinde karsılastıkları ürün yerlestirmeye iliskin olumlu tutumlar gelistirdiklerinde, o ürünü satın almaya yönelik egilimlerinin arttıgı ve olumlu bir marka imajı algıladıkları ortaya çıkmıstır. Aynı sekilde, tüketicilerin reklama

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Cite This Article

Başgöze, P., Kazancı, Ş. (2014). THE EFFECTS OF PRODUCT PLACEMENT ATTITUDES ON PURCHASE INTENTION AND BRAND IMAGE. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 32 Sayı: 1, 29–54. https://doi.org/10.17065/huiibf.89390

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