Author/Authors :
İŞLER, Didar Büyüker Süleyman Demirel Üniversitesi - Iktisadi ve Idari Bilimler Fakültesi - Turizm Isletmeciliği Bölümü, Turkey
Title Of Article :
IMPACT OF CELEBRITY APPEARANCE ON TV COMMERCIALS ON BUYING BEHAVIORS: A GENDER BASED STUDY
Abstract :
Being one of the most popular marketing tools of our age, commercial has the objective of attracting people’s attention to a certain product, service, idea or brand. It is a common strategy to make celebrities appear on TV commercials in order to attract attention within popular culture as well as to change people’s mind. This study has the objective of determining to what extent celebrity appearances on TV commercials impacts buying behaviors of consumers as well as researching how it differs from one gender to other.
NaturalLanguageKeyword :
Commercial , TV Commercials , Celebrities , Gender Difference
JournalTitle :
Suleyman Demirel University The Journal Of Visionary
