{"id":5248,"date":"2022-03-12T19:11:00","date_gmt":"2022-03-12T16:11:00","guid":{"rendered":"https:\/\/test1.xsights.co.uk\/?p=5248"},"modified":"2023-04-18T11:00:33","modified_gmt":"2023-04-18T08:00:33","slug":"turkiyenin-en-sevilen-marka-yuzleri","status":"publish","type":"post","link":"https:\/\/www.xsights.co.uk\/tr\/turkiyenin-en-sevilen-marka-yuzleri\/","title":{"rendered":"T\u00fcrkiye\u2019nin En Sevilen Marka Y\u00fczleri!"},"content":{"rendered":"\n

Ba\u015far\u0131l\u0131 bir marka kimli\u011fi in\u015fa etmek logosundan ileti\u015fim diline kadar d\u00f6rt ba\u015f\u0131 mamur bir \u00e7al\u0131\u015fma gerektiriyor. T\u00fcketici zihninde markalar\u0131n ete kemi\u011fe b\u00fcr\u00fcnm\u00fc\u015f y\u00fczleri ise \u015f\u00fcphesiz bu kimli\u011fin g\u00f6r\u00fcnen en \u00f6nemli par\u00e7alar\u0131ndan biri. Peki t\u00fcketici nezdinde marka y\u00fczlerinin nas\u0131l bir etkisi var? Marka y\u00fcz\u00fc olarak en \u00e7ok kimleri g\u00f6rmek istiyorlar? Hangi \u00fcnl\u00fc isimler hangi \u00f6zellikleriyle \u00f6ne \u00e7\u0131k\u0131yor? Detaylar Marketing T\u00fcrkiye i\u00e7in ger\u00e7ekle\u015ftirdi\u011fimiz ara\u015ft\u0131rmada… <\/p>\n\n\n\n

Genelde reklamlar ne televizyon izlerken ne de internette gezinirken keyifle kar\u015f\u0131lad\u0131\u011f\u0131m\u0131z i\u00e7erikler olmuyor. \u00c7o\u011fu zaman ya kanal de\u011fi\u015fiyor ya da reklam\u0131 atlamak i\u00e7in o bitmek bilmeyen 5 saniyenin ge\u00e7mesini bekliyoruz. Ancak i\u015fin i\u00e7ine sevdi\u011fimiz isimler girince durum bir anda de\u011fi\u015fiyor. \u00dcnl\u00fc isimlerin ba\u015f k\u00f6\u015feye yerle\u015fti\u011fi reklamlar h\u0131zla o kalabal\u0131ktan s\u0131yr\u0131l\u0131p dikkatimizden pay almay\u0131 ba\u015far\u0131yor\u2026<\/p>\n\n\n\n

Elbette sadece dikkat \u00e7ekmekle de kalm\u0131yor, pek \u00e7ok ara\u015ft\u0131rman\u0131nda da s\u00f6yledi\u011fi gibi \u00fcnl\u00fclerin kullan\u0131ld\u0131\u011f\u0131 reklamlar sat\u0131n alma a\u015famas\u0131nda da t\u00fcketici i\u00e7in bir referans noktas\u0131 h\u00e2line geliyor\u2026 Nitekim Marketing T\u00fcrkiye i\u00e7in Xsights Ara\u015ft\u0131rma\u2019n\u0131n ger\u00e7ekle\u015ftirdi\u011fi \u201cEn Sevilen Marka Y\u00fczleri Ara\u015ft\u0131rmas\u0131\u201dn\u0131n sonu\u00e7lar\u0131 da g\u00f6steriyor ki her 10 t\u00fcketiciden yakla\u015f\u0131k 4\u2019\u00fcn\u00fcn marka tercihinde marka y\u00fczleri etkin olarak rol oynuyor. Hem markalar\u0131n t\u00fcketicilerle ileti\u015fim kurabilmesi hem de kurulan bu ileti\u015fimin sat\u0131\u015flara yans\u0131mas\u0131n\u0131 g\u00f6z \u00f6n\u00fcne ald\u0131\u011f\u0131m\u0131zda se\u00e7ilen marka y\u00fczlerinin pek \u00e7ok f\u0131rsat\u0131 da beraberinde getirdi\u011fi a\u015fik\u00e2r. \u00d6yleyse gelin oyunculardan m\u00fczisyenlere, influencerlardan sporculara t\u00fcketicilerin en sevdi\u011fi marka y\u00fczlerine yak\u0131ndan bakal\u0131m\u2026<\/p>\n\n\n\n

Tarkan\u2019\u0131 daha \u00e7ok g\u00f6rmek istiyoruz<\/h3>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Bu y\u0131l\u0131n \u00f6ne \u00e7\u0131kan marka i\u015f birliklerinden biri Trendyol ve Tarkan\u2019dan geldi. Uzunca bir aradan sonra ilk kez bir marka i\u015f birli\u011fiyle ekranlara gelen Tarkan\u2019\u0131n yer ald\u0131\u011f\u0131 kampanya filmi b\u00fcy\u00fck ses getirmeyi ba\u015fard\u0131. Bu ses, kat\u0131l\u0131mc\u0131lara a\u00e7\u0131k u\u00e7lu bir \u015fekilde \u201cReklamlarda en \u00e7ok kimi bir marka y\u00fcz\u00fc olarak g\u00f6rmekten ho\u015flan\u0131yorsunuz ya da ho\u015flan\u0131rs\u0131n\u0131z?\u201d diye soruldu\u011funda ilk s\u0131rada Mega Star yan\u0131t\u0131yla yank\u0131lan\u0131yor. Tarkan\u2019\u0131n en yak\u0131n takip\u00e7isi ba\u015far\u0131l\u0131 oyuncu Eda Ece olurken sosyal sorumluluk projeleriyle toplumun hemen her kesiminden destek g\u00f6ren Haluk Levent ise \u00fc\u00e7\u00fcnc\u00fc s\u0131rada yer al\u0131yor\u2026<\/p>\n\n\n\n

10 ki\u015fiden 4\u2019\u00fc marka tercih ederken \u201c\u00fcnl\u00fclerden\u201d etkileniyor!<\/p>\n\n\n\n

Ara\u015ft\u0131rma kapsam\u0131nda kat\u0131l\u0131mc\u0131lara marka y\u00fczlerinin marka tercihlerinde etkisi olup olmad\u0131\u011f\u0131 soruldu\u011funda kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 34\u2019\u00fc marka y\u00fczlerinin tercihleri \u00fczerinde bir etkisi olmad\u0131\u011f\u0131n\u0131 ifade ederken y\u00fczde 28\u2019i bu soruya net bir yan\u0131t veremiyor. Kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 38\u2019inin marka y\u00fczlerinin sat\u0131n alma tercihlerinde etkili oldu\u011funu ifade etmesi ara\u015ft\u0131rman\u0131n dikkat \u00e7ekici verileri aras\u0131nda yer al\u0131yor.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

T\u00fcketici \u201cg\u00fcvenilir\u201d y\u00fczler ar\u0131yor<\/h3>\n\n\n\n

Markalar etki alan\u0131 olduk\u00e7a geni\u015f isimlerle i\u015f birli\u011fine giderek kimliklerini de t\u00fcketici zihninde g\u00fc\u00e7lendiriyor. Kimi markalar\u0131n bu i\u015f birliklerinde ilk tercihi pop\u00fclerlik olurken kimileri toplumu g\u00fcld\u00fcren y\u00fczleri markalar\u0131yla yan yana getiriyor. G\u00fczellik-yak\u0131\u015f\u0131kl\u0131l\u0131k, ba\u015far\u0131 ya da yetenek! Her biri farkl\u0131 markalar\u0131n derin analizler sonucu \u00f6ncelik verdi\u011fi kriterler\u2026<\/p>\n\n\n\n

Peki toplum marka y\u00fczlerinde en \u00e7ok hangi kriteri \u00f6nemsiyor? Ara\u015ft\u0131rma kapsam\u0131nda kat\u0131l\u0131mc\u0131lara bu soru y\u00f6neltildi\u011finde \u00f6zellikle pandemiyle \u00e7ok daha b\u00fcy\u00fck bir g\u00fc\u00e7 kazanan \u201cg\u00fcven\u201d kavram\u0131 yan\u0131tlar aras\u0131nda y\u00fczde 45\u2019le en b\u00fcy\u00fck pay\u0131 al\u0131yor. G\u00fcvenilirlik kriterinin en yak\u0131n takip\u00e7isi ise \u201cmarka y\u00fcz\u00fcn\u00fcn temsil etti\u011fi markaya uygun biri olmas\u0131\u201d (y\u00fczde 20,1) olarak verilere yans\u0131yor\u2026<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Haluk Levent liste ba\u015f\u0131<\/h3>\n\n\n\n

Sahnede tozu dumana katan, ezgileri kulaklar\u0131m\u0131za kaz\u0131nan m\u00fczisyenleri marka i\u015f birlikleriyle de ekranlarda g\u00f6r\u00fcyoruz.<\/p>\n\n\n\n

Kat\u0131l\u0131mc\u0131lara en be\u011fendikleri marka y\u00fczleri kategorilere ay\u0131rarak soruldu\u011funda m\u00fczisyenler aras\u0131nda zirvede y\u00fczde 30,7 ile yer alan Haluk Levent, y\u00fczde 22,2 ile ikinci s\u0131rada yer alan Mega Star Tarkan\u2019\u0131 geride b\u0131rak\u0131yor.<\/p>\n\n\n\n

Onlar\u0131 ilk olarak Turkcell\u2019in \u201c\u00d6zg\u00fcr k\u0131z\u201d kampanyalar\u0131yla marka i\u015f birli\u011finde g\u00f6rd\u00fc\u011f\u00fcm\u00fcz Nil Karaibrahimgil (y\u00fczde 12,8) ve son d\u00f6nemin pop\u00fcler y\u0131ld\u0131zlar\u0131ndan Aleyna Tilki takip ediyor\u2026<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Kad\u0131n oyuncular aras\u0131nda rekabet \u00e7etin<\/h3>\n\n\n\n

Pek \u00e7ok farkl\u0131 rolde kar\u015f\u0131m\u0131za \u00e7\u0131kan oyuncular markalarla i\u015f birli\u011fi i\u00e7in de vazge\u00e7ilmez isimler. Tabiri caizse markalar aras\u0131nda onlar i\u00e7in k\u0131ran k\u0131rana bir rekabet ya\u015fan\u0131yor. Canland\u0131rd\u0131\u011f\u0131 karakterlerle pek \u00e7ok ki\u015finin g\u00f6nl\u00fcne taht kurmay\u0131 ba\u015faran P\u0131nar Deniz, Demet Evgar ve Fahriye Evcen kat\u0131l\u0131mc\u0131lara marka y\u00fcz\u00fc olarak en sevdikleri kad\u0131n oyuncu soruldu\u011funda en \u00e7ok \u00f6ne \u00e7\u0131kan ve birbirini yak\u0131ndan takip eden \u00fc\u00e7 isim oluyor.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Kenan \u0130mirzal\u0131o\u011flu bir ad\u0131m farkla zirvede<\/h3>\n\n\n\n

Kat\u0131l\u0131mc\u0131lara marka y\u00fcz\u00fc olarak en sevdikleri erkek oyuncu soruldu\u011funda Kenan \u0130mirzal\u0131o\u011flu y\u00fczde 12\u2019yle en \u00e7ok \u00f6ne \u00e7\u0131kan isim olurken onu ilk kez Shell ile marka i\u015f birli\u011fine giden Engin Aky\u00fcrek y\u00fczde 11,6\u2019yla epey yak\u0131ndan takip ediyor.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Ebrar Karakurt\u2019un yeri ayr\u0131<\/h3>\n\n\n\n

Elidor\u2019un ba\u015f rol\u00fcnde Milli Sporcu Ebrar Karakurt\u2019a yer verdi\u011fi kampanyas\u0131 \u201cDedim olabilir!\u201d hen\u00fcz yay\u0131na girer girmez toplumun \u00e7ok b\u00fcy\u00fck bir kesimi taraf\u0131ndan sevildi ve Ebrar\u2019\u0131n slogan\u0131 dillere pelesenk oldu. Kat\u0131l\u0131mc\u0131lara marka y\u00fcz\u00fc olarak en sevdikleri sporcu soruldu\u011funda da bu durum verilere yans\u0131yor ve Ebrar t\u00fcm kategoriler i\u00e7erisinde g\u00f6r\u00fclen en y\u00fcksek farkla liderlik koltu\u011funu al\u0131yor (y\u00fczde 24,1). Ebrar\u2019\u0131n en yak\u0131n takip\u00e7isi Fenerbah\u00e7e\u2019nin d\u00fcnyaca \u00fcnl\u00fc futbolcusu Mesut \u00d6zil (y\u00fczde 17,2) olurken onu Coinpara ile i\u015f birli\u011fine giden ba\u015far\u0131l\u0131 teknik adam Sergen Yal\u00e7\u0131n takip ediyor\u2026<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Ara\u015ft\u0131rman\u0131n metodolojisi<\/h3>\n\n\n\n

Marketing T\u00fcrkiye ad\u0131na Xsights Ara\u015ft\u0131rma taraf\u0131ndan 06-19 Kas\u0131m 2021 tarihleri aras\u0131nda online ara\u015ft\u0131rma y\u00f6ntemiyle ger\u00e7ekle\u015ftirilen \u201cEn Sevilen Marka Y\u00fczleri Ara\u015ft\u0131rmas\u0131\u201dna 600 ki\u015fi kat\u0131ld\u0131. \u00c7al\u0131\u015fma kapsam\u0131nda veriler y\u00fczde 95 g\u00fcven d\u00fczeyinde anlaml\u0131l\u0131k testine tabi tutuldu. Ara\u015ft\u0131rmada yer alan kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 56,4\u2019\u00fcn\u00fc kad\u0131nlar, y\u00fczde 43,6\u2019s\u0131n\u0131 ise erkekler olu\u015ftururken kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 18,6\u2019s\u0131 \u0130stanbul\u2019da, y\u00fczde 13,7\u2019si Marmara B\u00f6lgesi\u2019nde, y\u00fczde 13\u2019\u00fc Ege B\u00f6lgesi\u2019nde, y\u00fczde 14,7\u2019si \u0130\u00e7 Anadolu B\u00f6lgesi\u2019nde ikamet ediyor.<\/p>\n","protected":false},"excerpt":{"rendered":"

Ba\u015far\u0131l\u0131 bir marka kimli\u011fi in\u015fa etmek logosundan ileti\u015fim diline kadar d\u00f6rt ba\u015f\u0131 mamur bir \u00e7al\u0131\u015fma gerektiriyor. T\u00fcketici zihninde markalar\u0131n ete kemi\u011fe b\u00fcr\u00fcnm\u00fc\u015f y\u00fczleri ise \u015f\u00fcphesiz bu kimli\u011fin g\u00f6r\u00fcnen en \u00f6nemli par\u00e7alar\u0131ndan biri. Peki t\u00fcketici nezdinde marka y\u00fczlerinin nas\u0131l bir etkisi var? Marka y\u00fcz\u00fc olarak en \u00e7ok kimleri g\u00f6rmek istiyorlar? Hangi \u00fcnl\u00fc isimler hangi \u00f6zellikleriyle \u00f6ne […]<\/p>\n","protected":false},"author":5,"featured_media":8523,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[133],"tags":[],"class_list":["post-5248","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-one-cikanlar"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/posts\/5248","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/comments?post=5248"}],"version-history":[{"count":0,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/posts\/5248\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/media\/8523"}],"wp:attachment":[{"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/media?parent=5248"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/categories?post=5248"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.xsights.co.uk\/tr\/wp-json\/wp\/v2\/tags?post=5248"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}