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Yaşam Tarzı Markalamada Filmlerin Etkisi: “Bi Küçük Eylül Meselesi” Örneği

Year 2018, Volume: 1 Issue: 1, 18 - 28, 18.03.2018

Abstract

Yaşam tarzı basit bir ifade ile “birinin nasıl yaşadığı” olarak tanımlanmaktadır. Pazarlamada “yaşam tarzı”,

potansiyel müşteriler olarak bireylerin davranışlarını, küçük bir grup etkileşim halinde olan insanları

ve daha büyük insan gruplarını (örneğin pazar segmentlerini) tarif etmektedir. Bu nedenle yaşam tarzı

kavramı kişilik kavramından oldukça farklı olan bir fikir setini temsil etmektedir. Yaşam tarzı, insanların yaşadığı

ekonomik gelir düzeyi, paralarını nasıl harcadıkları, ne ile ilgilendikleri, kendilerine ve çevrelerindeki

dünyaya nasıl baktıkları ve zamanlarını nasıl değerlendirdiklerine ilişkindir (Anderson ve Golden, 1984).

Son zamanlarda küreselleşme, medya (film, televizyon şovları ve diziler, dergiler) ve teknolojik gelişmeler

sayesinde yaşam tarzındaki değişiklikler hızla artmaya başlamıştır. Bu yaşam tarzı değişiklikleri insanların

ne yediklerini, nasıl giyindiklerini, nasıl iletişim kurduklarını, ne şekilde tatile çıktıklarını ve bu yeni yaşam

tarzlarının yaşam tarzı trendlerini nasıl şekillendirdiğini içermektedir. Bu çalışmada filmlerin yaşam tarzı

markalaşması açısından etkisi tartışılacaktır.

Çalışmanın amacı, yaşam tarzı markalaşma kararları üzerinde filmlerde bulunan yer, ürün, müzik vb.

unsurların nasıl etkisi olduğunu değerlendirmektir. Bu çalışmada film analizi yöntemi kullanılacak ve markalaşma

açısından yaşam tarzı trendleri açıklanacaktır. Bu bağlamda, “Bi Küçük Eylül Meselesi”filmi

çeşitli yaşam tarzı trendlerinin yaratılmasında önemli bir rol oynadığı için örnek bir film olarak seçilmiştir.

Sonuç olarak bu üç aktör biraraya gelerek Bozcaada’daki plajların, otellerin, restoranların ve hatta filmin

müziğinin cazibesini artırdığı görülmüştür. Bir başka deyişle “Bi Küçük Eylül Meselesi” filmi, Türk insanına

daha sonra trende dönüşen çeşitli yaşam tarzı markaları (Bozcaada, Battıbalık, Cinaraltı Cafe, Mitos,

Kanatlarım Var Ruhumda vb.) sunmuştur.

References

  • References Ahlander, L and Lahache, N. (2006). The Complexities of Lifestyle Brand Segmentation: A Study of the Lifestyle Brand Converse. The School of Economics and Management, The Department of Business Administration. İnternational Marketing and Brand Management, Unpublishing Master Thesis.Lunds Universitet. Aulia, S.A., Sukati I., Sulaiman Z. (2016). A Review: Customer Perceived Value and its Dimension. Asian Journal of Social Sciences and Management Studies, 3(2): 150-162. Anderson, W.T. and Golden, L. (1984). “Lifestyle and Psychographics: A Critical Review and Recommendation”, in Kinnear, T. (Ed.), Advances in Consumer Research, , Association for Consumer Research, Vol.11, pp. 405-11. Armstrong, G. and Kotler, P. (2005). Marketing-An Introduction, New Jersey: Pearson Education, Prentice Hall. Binkley, S. (2003). Cosmic profit: Countercultural commerce and the problem of trust in American marketing. Consumption, Markets and Culture, 6(4), 231-249. Blackwell, R.D., & Talarzyk, W. (1983). Life-style retailing: competitive strategies for the 1980s. Journal of Retailing,Winter, 59(4), 7-27. “Bozcaada’da Nerede Kalınır ?” http://www.bozcaadarehberi.com/nm-nerede_kal%C4%B- 1n%C4%B1r-cp-3. Retrieved from 10.05.2016. “Bozcaada’da Butik Otel Yarışı”. http://www.turkiyeturizm.com/news_print.php?id=13551. Retrieved from 10.05.2016. “Bozcaada sezonu erken açtı!”, http://www.objektifhaber.com/bozcaada-sezonu-erken-acti- 246891-haber/. Retrieved from 10.12.2015. Brannon, E. L. (2005) Fashion forecasting: Research, analysis, and presentation.New York: Fairchild. Cakici, A.C., Atary, L. And Aksu, M. (2010). Bozcaada Turizmi İçin Geçerli Olabilecek Fırsatlar, Üstünlükler, Zayıflıklar Ve Tehlikeleri Tespit Etmeye Yönelik Bir Araştırma. Yönetim Bilimleri Dergisi . Journal of Administrative Sciences. 8 (1), 15-166. Cătălin, M.C. and Andreea, P. (2014). Brands as a mean of consumer self-expression and desired personal lifestyle. World Conference On Business, Economics And Management - WCBEM 2013 Procedia - Social and Behavioral Sciences.pp.103 – 107. Cahill, D.J. (2006). Lifestyle Market Segmentation, Routledge, NewYork. Chernev, A., Hamilton, R., & Gal, D. (2011). Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding. Journal Of Marketing, 75(3), 66-82. “Consumer Lifestyle Trends,” (2015). http://www.bordbia.ie/industry/manufacturers/insight/ publications/bbreports/ConsumerLifes yleTrends/Consumer%20Lifestyle%20Trends%20Update% 20-%20June%202014.pdf. Retrieved from 05.03.2015. De Mooij, M. (2004). Consumer behavior and culture – consequences for global marketing and advertising. Los Angeles: Sage. Dubois, B. (2000). Understanding The Consumer- A European Perspective, Harlow: Prentice Hall. Eliashberg , J., Elberse, A., and Leenders , M.AA.M. (2004).The Motıon Pıcture Industry: Crıtıcal Issues In Practıce, Current Research &New Research Dırectıons. http://www.hbs.edu/faculty/ Publication%20Files/05-059.pdf, retrieved from 05.03.2015. Franklin, R. (2012). Making Waves: Contesting The Lifestyle Marketing and Sponsorship of Female Surfers, Doctoral Thesis, Griffith University. Gelb: An Endeavor Management Company. (2015). Segmentation: Foundation of Marketing Strategy. http://endeavormgmt.com/wp-content/uploads/2012/01/Segmentation-Foundation- of-Marketing-Strategy.pdf?e68d31. Retrieved from 13.04.2015. Goyat, S. (2011). The basis of market segmentation: a critical review of literature. European Journal of Business and Management .3 (9). , pp.45-55. Hill, A. (2008, June). Building consumer lifestyle brands - Authentic expressions. Global Cosmetic Industry, 48-51. http://aslicahayat.blogspot.com.tr/2014/07/bir-kucuk-eylul-meselesi.html, Retrieved from 10.12.2015. http://blog.milliyet.com.tr/bi-kucuk-eylul-meselesi--hayat-ne-ki-sonucta-anlik-bir-bulusma/ Blog/?BlogNo=450051, Retrieved from 10.12.2015. http://filmdenkalanlar.blogspot.com.tr/2014/02/bi-kucuk-eylul-meselesi.html, Retrieved from 10.12.2015. https://pariltiligezi.wordpress.com/2014/02/23/bir-kucuk-eylul-meselesi-ve-bozcaada/, Retrieved from 10.12.2015. http://www.care4male.net/2014/03/film-incelemesi-bi-kucuk-eylul-meselesi.html, Retrieved from 10.12.2015. Kaynak, E. and Kara. A. (1996). “Consumer life-style and ethnocentrism; a comparative study in Kyrgyzstan and Azarbaijan”, 49th Esomar Congress Proceedings, Istanbul, pp. 577-596. Kendall, G. T. (2009). Fashion brand merchandising. New York, Fairchild Books. “Kişisel Bir Bozcaada Hikayesi”. http://www.arkitera.com/gorus/612/kisisel-bir-bozcaada- hikayesi. Retrieved from 10.05.2016. Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2002). Priciples of Marketing (3rd European ed.). London: Prentice-Hall. Kucukemiroglu, O. (1999). Market segmentation by using consumer lifestyle dimensions and ethnocentrism :An empirical study. European Journal of Marketing 33.(5 /6), pp.420-487. Levy, S. J. (1959). Symbols for sale. Harvard Business Review, 37(4), 117-124. Levy, S. J. (1964). Symbolism and life style in Greyser S. A. (ed.) Toward Scientific Marketing, Chigago, IL, American Marketing Association, 140-150. Li, G., Li, G., Kambele Z. (2012). Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay. Journal of Business Research, 65, 1516–1522. Michman, R. D., Mazze, E. M., & Greco, A. J. (2003). Lifestyle marketing: Reaching the new American consumer. Westport, CT: Praeger. Murphy, R., Karimzadeh, M.& Wicks, A. (2007). Inventing A Lifestyle Brand: Explaining The Art of Dream-Weaving. Women Wear Daily, 194 (79), 46-48. O’Connor, N. (2010). A Film Marketing Action Plan (FMAP) for Film Induced Tourism Destinations. Dublin Institute of Technology. Tourism and Food. Unpublishing. Doctorate Thesis. Ireland. Rapala, A. (2014). Elements of brand loyalty in lifestyle brand context.Aalto University School of Business. Department of Marketing.Unpublishing Master´s Thesis. Rannamets, H. (2013). How Movies Influence Our Dietary Behaviour?. Baltic Screen Media Review 2013 / Volume 1 / COMMENTARY. http://staff.uny.ac.id/sites/default/files/penelitian/ Dyna%20Herlina%20Suwarto,%20M.Sc/%20Identifying%20Key%20Factors%20Affecting%20 Consumer%20Decision%20Making%20Behavior%20in%20Cinema%20Context_A%20Mix%20 Method%20Approach.doc.pdf. Retrieved from 22.04.2015. Reese, L. (2009). Marketing The Authentic Surfer: Authenticity, Lifestyle Branding, And The Surf Apparel Industry, Master Of Arts In Apparel, Merchandising, and Textiles,Washington State University. Saviolo, S. and Marazza,A. (2013). Lifestyle Brands: A Guide to Aspirational Marketing. London: Palgrave Macmillan. Solomon, M. R. (2007). Consumer behavior- Buying, having, and being. New Jersey: Pearson Prentice Hall. Solomon, M., Bamossy, G. and Askegaard, S. (1999). Consumer Behaviour- A European Perspective, New Jersey: Prentice Hall Europe. Suwanvijit, W., Promsa, S. ( 2009). The Insight Study of Consumer Life-styles and Purchasing Behaviors in Songkla Province, Thailand, International Journal of Marketing Studies, 1(2).66-73. Thomas, J.W.(2007). Market Segmentation. http://www.decisionanalyst.com/publ_art/marketsegmentation. dai, Retrieved from 04.10.2015. Weir, June (1994), “Casual Look ‘Defining Character of the ‘90s’,” Advertising Age, 65 (November 7), S2, S12. Wind, Y.J. and Bell.D.R. (2008). Market Segmantation, in The Marketing Book.pp.(222-144). (Ed.) Baker, M. And Hart,S. USA: Elsevier. Yan, C.K. (2014). The Effect Of Lifestyle Brand Extension On parent Brand Awareness And Association– A Case Study Of Agnès Bcafél.P.G., Bachelor of Arts, Institute of Textiles & Clothing , The Hong Kong Polytechnic University.

Movıes’ Impact On Lıfestyle Brandıng: The Case Of “Bi Kücük Eylül Meselesi”

Year 2018, Volume: 1 Issue: 1, 18 - 28, 18.03.2018

Abstract

Lifestyle can simply be defined as “how one lives”. In marketing, “lifestyle”, however, describes the

behavior of individuals, a small group of interacting people, and large groups of people (e.g. market

segments) acting as potential consumers. Thus, the concept of the lifestyle represents a set of ideas

which are quite distinct from that of personality. The lifestyle relates to the economic level at which people

live, how they spend their money, what interests they have, how they view themselves and the world

around them and how they allocate their time (Anderson and Golden, 1984). Recently with the help of

globalisation, media (movies, television shows and series, magazines) and technological improvements,

changes in lifestyle started to increase rapidly. These lifestyle changes include how people eat, dress,

communicate, go on a vacation etc. and these new lifetsyles form the lifestyle trends. Within this study

the movies’ impact will be disccussed in terms of lifestyle branding.

The aim of the study is to evaluate how effective are the places, products, music etc. in movies on

lifestyle branding decisions. In this study film analysis method will be used and lifestyle trends will be

explained in terms of branding. In this context, “Bi Kucuk Eylul Meselesi”was selected as a sample movie

because it played an important role in creating various lifestyle trends. As a result, all these three

actors coming up together increase the attractiveness of beaches, hotels, restaurants, and even the

soundtrack of the movie. In other words, the movie Bi Küçük Eylül Meselesi presented several lifestyle

brands (Bozcaada, Battıbalık, Cinaralti Cafe, Mitos, Kanatlarım Var Ruhumda etc.) to Turkish people that

later transformed into trends.

References

  • References Ahlander, L and Lahache, N. (2006). The Complexities of Lifestyle Brand Segmentation: A Study of the Lifestyle Brand Converse. The School of Economics and Management, The Department of Business Administration. İnternational Marketing and Brand Management, Unpublishing Master Thesis.Lunds Universitet. Aulia, S.A., Sukati I., Sulaiman Z. (2016). A Review: Customer Perceived Value and its Dimension. Asian Journal of Social Sciences and Management Studies, 3(2): 150-162. Anderson, W.T. and Golden, L. (1984). “Lifestyle and Psychographics: A Critical Review and Recommendation”, in Kinnear, T. (Ed.), Advances in Consumer Research, , Association for Consumer Research, Vol.11, pp. 405-11. Armstrong, G. and Kotler, P. (2005). Marketing-An Introduction, New Jersey: Pearson Education, Prentice Hall. Binkley, S. (2003). Cosmic profit: Countercultural commerce and the problem of trust in American marketing. Consumption, Markets and Culture, 6(4), 231-249. Blackwell, R.D., & Talarzyk, W. (1983). Life-style retailing: competitive strategies for the 1980s. Journal of Retailing,Winter, 59(4), 7-27. “Bozcaada’da Nerede Kalınır ?” http://www.bozcaadarehberi.com/nm-nerede_kal%C4%B- 1n%C4%B1r-cp-3. Retrieved from 10.05.2016. “Bozcaada’da Butik Otel Yarışı”. http://www.turkiyeturizm.com/news_print.php?id=13551. Retrieved from 10.05.2016. “Bozcaada sezonu erken açtı!”, http://www.objektifhaber.com/bozcaada-sezonu-erken-acti- 246891-haber/. Retrieved from 10.12.2015. Brannon, E. L. (2005) Fashion forecasting: Research, analysis, and presentation.New York: Fairchild. Cakici, A.C., Atary, L. And Aksu, M. (2010). Bozcaada Turizmi İçin Geçerli Olabilecek Fırsatlar, Üstünlükler, Zayıflıklar Ve Tehlikeleri Tespit Etmeye Yönelik Bir Araştırma. Yönetim Bilimleri Dergisi . Journal of Administrative Sciences. 8 (1), 15-166. Cătălin, M.C. and Andreea, P. (2014). Brands as a mean of consumer self-expression and desired personal lifestyle. World Conference On Business, Economics And Management - WCBEM 2013 Procedia - Social and Behavioral Sciences.pp.103 – 107. Cahill, D.J. (2006). Lifestyle Market Segmentation, Routledge, NewYork. Chernev, A., Hamilton, R., & Gal, D. (2011). Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding. Journal Of Marketing, 75(3), 66-82. “Consumer Lifestyle Trends,” (2015). http://www.bordbia.ie/industry/manufacturers/insight/ publications/bbreports/ConsumerLifes yleTrends/Consumer%20Lifestyle%20Trends%20Update% 20-%20June%202014.pdf. Retrieved from 05.03.2015. De Mooij, M. (2004). Consumer behavior and culture – consequences for global marketing and advertising. Los Angeles: Sage. Dubois, B. (2000). Understanding The Consumer- A European Perspective, Harlow: Prentice Hall. Eliashberg , J., Elberse, A., and Leenders , M.AA.M. (2004).The Motıon Pıcture Industry: Crıtıcal Issues In Practıce, Current Research &New Research Dırectıons. http://www.hbs.edu/faculty/ Publication%20Files/05-059.pdf, retrieved from 05.03.2015. Franklin, R. (2012). Making Waves: Contesting The Lifestyle Marketing and Sponsorship of Female Surfers, Doctoral Thesis, Griffith University. Gelb: An Endeavor Management Company. (2015). Segmentation: Foundation of Marketing Strategy. http://endeavormgmt.com/wp-content/uploads/2012/01/Segmentation-Foundation- of-Marketing-Strategy.pdf?e68d31. Retrieved from 13.04.2015. Goyat, S. (2011). The basis of market segmentation: a critical review of literature. European Journal of Business and Management .3 (9). , pp.45-55. Hill, A. (2008, June). Building consumer lifestyle brands - Authentic expressions. Global Cosmetic Industry, 48-51. http://aslicahayat.blogspot.com.tr/2014/07/bir-kucuk-eylul-meselesi.html, Retrieved from 10.12.2015. http://blog.milliyet.com.tr/bi-kucuk-eylul-meselesi--hayat-ne-ki-sonucta-anlik-bir-bulusma/ Blog/?BlogNo=450051, Retrieved from 10.12.2015. http://filmdenkalanlar.blogspot.com.tr/2014/02/bi-kucuk-eylul-meselesi.html, Retrieved from 10.12.2015. https://pariltiligezi.wordpress.com/2014/02/23/bir-kucuk-eylul-meselesi-ve-bozcaada/, Retrieved from 10.12.2015. http://www.care4male.net/2014/03/film-incelemesi-bi-kucuk-eylul-meselesi.html, Retrieved from 10.12.2015. Kaynak, E. and Kara. A. (1996). “Consumer life-style and ethnocentrism; a comparative study in Kyrgyzstan and Azarbaijan”, 49th Esomar Congress Proceedings, Istanbul, pp. 577-596. Kendall, G. T. (2009). Fashion brand merchandising. New York, Fairchild Books. “Kişisel Bir Bozcaada Hikayesi”. http://www.arkitera.com/gorus/612/kisisel-bir-bozcaada- hikayesi. Retrieved from 10.05.2016. Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2002). Priciples of Marketing (3rd European ed.). London: Prentice-Hall. Kucukemiroglu, O. (1999). Market segmentation by using consumer lifestyle dimensions and ethnocentrism :An empirical study. European Journal of Marketing 33.(5 /6), pp.420-487. Levy, S. J. (1959). Symbols for sale. Harvard Business Review, 37(4), 117-124. Levy, S. J. (1964). Symbolism and life style in Greyser S. A. (ed.) Toward Scientific Marketing, Chigago, IL, American Marketing Association, 140-150. Li, G., Li, G., Kambele Z. (2012). Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay. Journal of Business Research, 65, 1516–1522. Michman, R. D., Mazze, E. M., & Greco, A. J. (2003). Lifestyle marketing: Reaching the new American consumer. Westport, CT: Praeger. Murphy, R., Karimzadeh, M.& Wicks, A. (2007). Inventing A Lifestyle Brand: Explaining The Art of Dream-Weaving. Women Wear Daily, 194 (79), 46-48. O’Connor, N. (2010). A Film Marketing Action Plan (FMAP) for Film Induced Tourism Destinations. Dublin Institute of Technology. Tourism and Food. Unpublishing. Doctorate Thesis. Ireland. Rapala, A. (2014). Elements of brand loyalty in lifestyle brand context.Aalto University School of Business. Department of Marketing.Unpublishing Master´s Thesis. Rannamets, H. (2013). How Movies Influence Our Dietary Behaviour?. Baltic Screen Media Review 2013 / Volume 1 / COMMENTARY. http://staff.uny.ac.id/sites/default/files/penelitian/ Dyna%20Herlina%20Suwarto,%20M.Sc/%20Identifying%20Key%20Factors%20Affecting%20 Consumer%20Decision%20Making%20Behavior%20in%20Cinema%20Context_A%20Mix%20 Method%20Approach.doc.pdf. Retrieved from 22.04.2015. Reese, L. (2009). Marketing The Authentic Surfer: Authenticity, Lifestyle Branding, And The Surf Apparel Industry, Master Of Arts In Apparel, Merchandising, and Textiles,Washington State University. Saviolo, S. and Marazza,A. (2013). Lifestyle Brands: A Guide to Aspirational Marketing. London: Palgrave Macmillan. Solomon, M. R. (2007). Consumer behavior- Buying, having, and being. New Jersey: Pearson Prentice Hall. Solomon, M., Bamossy, G. and Askegaard, S. (1999). Consumer Behaviour- A European Perspective, New Jersey: Prentice Hall Europe. Suwanvijit, W., Promsa, S. ( 2009). The Insight Study of Consumer Life-styles and Purchasing Behaviors in Songkla Province, Thailand, International Journal of Marketing Studies, 1(2).66-73. Thomas, J.W.(2007). Market Segmentation. http://www.decisionanalyst.com/publ_art/marketsegmentation. dai, Retrieved from 04.10.2015. Weir, June (1994), “Casual Look ‘Defining Character of the ‘90s’,” Advertising Age, 65 (November 7), S2, S12. Wind, Y.J. and Bell.D.R. (2008). Market Segmantation, in The Marketing Book.pp.(222-144). (Ed.) Baker, M. And Hart,S. USA: Elsevier. Yan, C.K. (2014). The Effect Of Lifestyle Brand Extension On parent Brand Awareness And Association– A Case Study Of Agnès Bcafél.P.G., Bachelor of Arts, Institute of Textiles & Clothing , The Hong Kong Polytechnic University.
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Details

Primary Language English
Journal Section Articles
Authors

Gözde Öymen

Gülay Öztürk

Publication Date March 18, 2018
Submission Date February 12, 2018
Published in Issue Year 2018 Volume: 1 Issue: 1

Cite

APA Öymen, G., & Öztürk, G. (2018). Movıes’ Impact On Lıfestyle Brandıng: The Case Of “Bi Kücük Eylül Meselesi”. Uluslararası Halkla İlişkiler Ve Reklam Çalışmaları Dergisi, 1(1), 18-28.


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