Sectoral and Demographic Analysis of the Applications of Celebrity Brand Ambassadors in Television Advertisements in Türki̇ye within the Framework of the Aida Model

Abstract

In today’s competitive environment, brands use brand ambassadors to represent themselves. Brand ambassadors used in marketing strategies are a strategy that provides benefits in many areas such as brand image, brand awareness, and purchase intent. However, there are limited studies in the literature that address the role of brand ambassadors’ sectoral distribution and demographic characteristics in advertising effects. The aim of this study is to examine the use of brand ambassadors in television commercials and to reveal the effects of this strategy within the framework of the AIDA model. Advertisements broadcast during prime time were evaluated using content analysis method. The findings of this study reveal that celebrity brand ambassadors are used at different rates across sectors in television advertising in Türkiye. The findings show that brand ambassadors are used most extensively in the finance and luxury/prestige sector groups, while they are used more limitedly in the daily consumption and technology groups. Based on the AIDA model, celebrities are used especially in the attention and interest stages, while their use is lower in the desire and action stages. Demographic analyses reveal that advertising ambassadors are mostly actors with a high average age; female ambassadors are preferred more in the luxury and prestige sector group, while male ambassadors are preferred more in the technology and communication sector group.