Tüketicinin Türk Dizilerinde Yer Alan Kurgusal Markalara Yönelik Tutumunu Etkileyen Faktörler

Abstract

The purpose of this study is to measure the factors affecting consumers’ attitudes towards the fictional service brands that presented in Turkish TV series. Therefore, in this study, the effects of consumer's attitude towards television program, perceived quality of fictional service in television program and self-connection with a fictional service brand on the attitude of fictional service brand were examined. In this context, in line with the proposed model, the data collected from 400 participants and tested by using linear regression analysis.

According to the findings obtained from the analysis, it was revealed that 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. There is no eloborative study concerning the consumer attitudes and the factors affecting the formation of these attitudes towards fictional brands whose samples are frequently seen in Turkish TV series. In this context, it can be said that this study will contribute to the literature and the sector.