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ÖZGÜVEN DUYGUSU MARKA BAĞLILIĞINI GERÇEKTEN ARTIRIR MI?

Yıl 2010, Cilt: 10 Sayı: 3, 933 - 950, 01.08.2010

Murat Akyıldız

Öz

Bu çalışmanın amacı, özgüven ve marka bağlılığı arasında bir ilişkinin var olup olmadığını belirlemektir. Bu amaçla 458 kişiyle yapılan anketlerden elde edilen veriler,ki kare ve isimsel lojistik regresyon analiz teknikleriyle değerlendirilmiştir. Sonuçlar; giyim ve beyaz eşyayı içeren ürün gruplarına yönelik satın alma davranışına dönüşmeyen gizli marka bağlılığı ve düşük özgüven arasında bir ilişkiyi gösterirken; temizlik, gıda, giyim ve beyaz eşya olmak üzere tüm ürün gruplarında yüksek özgüvenle marka bağlılığı arasında anlamlı bir ilişkinin olmadığını göstermiştir

Anahtar Kelimeler

Marka bağlılığı kendine güven

Kaynakça

  • Aytuğ,S.(2001):”Pazarlama Yönetimi” İlkem Ofset, İzmir
  • Bandyopadhyay, Subır And Martell, Mıcheal,(2007), “Does Atttudinal Loyalty Influence Behavioral Loyaty? A Theoretical And Emprical Study”, Journal Of Retailing And Consumer Services, 14: 35-44
  • Bearden, W.O; Hardesty,D.M. And Rose, R.L.,( 2001): Consumer Self Confidence:Refinements İn Conceptualization And Measurement” Journal Of Consumer Research, 28:121-134
  • Brody, Robert P., And Cunnıngham, Scott M., (1968): “Personality Variables And The Customer Decision Process” Journal Of Marketing Research 5: 50-57
  • Chance, Wıllıam, A. And French, Norman D.,(1972): “An Exploratory Investigation Of Brand Switching” Journal Of Marketing Research, 9: 226-229
  • Clark, R.A,,Goldsmıth,R.E. And Goldsmıth E.B.,(2008):” Market Mavenism And Consumer Self Confidence”, Journal Of Consumer Behavior, 7:239-248
  • Colombo, R.A.,And Morrisaon, D.G., (1989): “A Brand Switching Model With Implication For Marketing Strategy”, Marketing Science, 8(1):89-99
  • Day, George S:, (1967), “”A Two-Dimensional Concept Of Brand Royality” Stanford Üniversitesi, Research, Vol.9, No.3 , 29-35
  • Gounarıs, Spıros And Stathakopoulos, Vlasıs,( 2004): “Antecedents And Consequences Of Brand Loyalty: An Emprical Study” Henry Stewart Publication, Brand Management, 11(4): 282-302
  • Horton, Raymond L., (1979): “Some Relationship Between Personality And Consumer Decision Making” Journal Of Marketing Research, 16:233-246
  • İslamoğlu, Ahmet H. Ve Altunışık, Remzi, (2008): “Tüketici Davranışları” Beta Basım A.Ş. 2. Basım, İstanbul
  • Ireland, Duane. R., Hıtt, A.M. And Wıllıams, C.C.,(1999):”Self Confidence And Decisiveness:Prerequisites For Effective Management, İn The 1990’s” Business Horizons, 35(1):36-43 (Http://Www.Elsevier.Com/Locate/Bushor)
  • Jaın, D.C. Ve Rao, R.C., (1994),”Latent Class Models To Infer Market Structure: A Comparative Analysis” Europen Journal Of Operational Research, 76(2):331- 343
  • Kahn, Barbara .E., Kalvanı Manohar, U And Morrıson, Donald G.,
  • (1986): ”Measuring Variety Seeking And Reinforcement Behavior Using Panel Data”, Journal Of Marketing Research, 23: 89-100
  • Kim, Jooyoung, Morrıs, Jon D., And Swaıt Joffre,(2008), “Antecedents Of True Brand Loyalty”, Journal Of Advertising, 37 (2): 99-117
  • Kassarjıan, Harold, H., (1971): “Personality And Consumer Behavior: A Review, Journal Of Marketing Research, 8(4):409-418
  • Kaushık, N., Ve Tonk, M.S., (2008): “Personality And Quality Of Work Life” The Icfai University Journal Of Organizational Behavior, 7(3):35-46
  • Kotler, Phılıph (1991): “ Marketing Management: Anaysis, Planning, Implementation And Control” Prentice Hall International Editions,Inc. Seventh Edition, New Jersey, U.S.A
  • Loıbl, C.,Cho,Hyun, S., Dıekmann, F. Ve Batte, M.T., ( 2009); “Consumer Self Confidence İn Searching Information”, The Journal Of Consumer Affairs, 43(1):26-55).
  • Mathews, G., Deary, I.J. And Whıteman, M.C. (2003):”Personality Traits” Cambridge University, Second Edition, U.K.
  • Melens, M., Dekımpe, M.G. And Steenkamp, (1996) :”A Review Of Brand Loyalty Measures İn Marketing”, Tijdchrift Voor Economie En Management, Xl1 (4), 507-533
  • Rentsch, J.R.,Ve Heffner, T.S., (1992): “Measuring Self Esteem: Validation Of New Scoring Technique For Who I Am?”, Educational And Psychological Measurement, 52: 641-651
  • Schanınger, Charles M., (1976): “ Perceived Risk And Personality”, Journal Of Consumer Research, 3: 95-100
  • Schoenbachler, Denise D.; Gordon, Geoffrey L.; Aurand, Timothy W. (2004): ” Building Brand Loyalty Through Individual Stock Ownership”, : Journal Of Product And Brand Management, 1”3 (7),488-497
  • Selvi, M.S.,(2007):”Marka Yönetimi”Detay Yayıncılık, 1.Baskı, Ankara
  • Sheet, Jagdish N.,(1970): “Measurement Of Multidimensional Brand Loyalty Of A Customer” Journal Of Marketing Research, 7: 348-354
  • Sproles, G.B.,Ve Kendall, E.L., (1986): “ A Methodology For Profilling Consumers’ Decisions Making Styles”,The Journal Of Consumer Affairs, 20(2):267-279
  • Traylor, M.B., (1981):”Product Involvement And Brand Commitment”, Journal Of Avertising Research, 21(6):51-56
  • Veale, R. And Quester,P.,(2007):” Personel Self Confidence:Towards The Development Of Reliable Measurement Scale”, University Of Ottago, New Zeland 3-5 December 2007, Conference Proceeding, 3598-3604
  • Personalıty Psychology, Wikipedia (…..),Http// Www.Wikipedia.Org/Wiki/ Personality-Psychology (31.5.2009)

DOES SELF CONFIDENCE FEELING REALLY RAISE BRAND LOYALTY?

Yıl 2010, Cilt: 10 Sayı: 3, 933 - 950, 01.08.2010

Murat Akyıldız

Öz

The aim of this paper is to determine whether there is a relation between self confidence and brand loyalty or not. For this purpose the data collected from 458 consumers whom were interviewed was analyzed by using chi-square and nominal logistic regression statistical techniques. Although, the results indicate that there is a relation between low self confidence and hidden brand loyalty which is not transformed in to buying behavior with connection cloths and white goods; there is not any relation between high self confidence and brand loyalty with connection all product groups which includes cleaning materials, foodstuffs, cloths and white goods

Anahtar Kelimeler

Brand loyalty self confidence

Kaynakça

  • Aytuğ,S.(2001):”Pazarlama Yönetimi” İlkem Ofset, İzmir
  • Bandyopadhyay, Subır And Martell, Mıcheal,(2007), “Does Atttudinal Loyalty Influence Behavioral Loyaty? A Theoretical And Emprical Study”, Journal Of Retailing And Consumer Services, 14: 35-44
  • Bearden, W.O; Hardesty,D.M. And Rose, R.L.,( 2001): Consumer Self Confidence:Refinements İn Conceptualization And Measurement” Journal Of Consumer Research, 28:121-134
  • Brody, Robert P., And Cunnıngham, Scott M., (1968): “Personality Variables And The Customer Decision Process” Journal Of Marketing Research 5: 50-57
  • Chance, Wıllıam, A. And French, Norman D.,(1972): “An Exploratory Investigation Of Brand Switching” Journal Of Marketing Research, 9: 226-229
  • Clark, R.A,,Goldsmıth,R.E. And Goldsmıth E.B.,(2008):” Market Mavenism And Consumer Self Confidence”, Journal Of Consumer Behavior, 7:239-248
  • Colombo, R.A.,And Morrisaon, D.G., (1989): “A Brand Switching Model With Implication For Marketing Strategy”, Marketing Science, 8(1):89-99
  • Day, George S:, (1967), “”A Two-Dimensional Concept Of Brand Royality” Stanford Üniversitesi, Research, Vol.9, No.3 , 29-35
  • Gounarıs, Spıros And Stathakopoulos, Vlasıs,( 2004): “Antecedents And Consequences Of Brand Loyalty: An Emprical Study” Henry Stewart Publication, Brand Management, 11(4): 282-302
  • Horton, Raymond L., (1979): “Some Relationship Between Personality And Consumer Decision Making” Journal Of Marketing Research, 16:233-246
  • İslamoğlu, Ahmet H. Ve Altunışık, Remzi, (2008): “Tüketici Davranışları” Beta Basım A.Ş. 2. Basım, İstanbul
  • Ireland, Duane. R., Hıtt, A.M. And Wıllıams, C.C.,(1999):”Self Confidence And Decisiveness:Prerequisites For Effective Management, İn The 1990’s” Business Horizons, 35(1):36-43 (Http://Www.Elsevier.Com/Locate/Bushor)
  • Jaın, D.C. Ve Rao, R.C., (1994),”Latent Class Models To Infer Market Structure: A Comparative Analysis” Europen Journal Of Operational Research, 76(2):331- 343
  • Kahn, Barbara .E., Kalvanı Manohar, U And Morrıson, Donald G.,
  • (1986): ”Measuring Variety Seeking And Reinforcement Behavior Using Panel Data”, Journal Of Marketing Research, 23: 89-100
  • Kim, Jooyoung, Morrıs, Jon D., And Swaıt Joffre,(2008), “Antecedents Of True Brand Loyalty”, Journal Of Advertising, 37 (2): 99-117
  • Kassarjıan, Harold, H., (1971): “Personality And Consumer Behavior: A Review, Journal Of Marketing Research, 8(4):409-418
  • Kaushık, N., Ve Tonk, M.S., (2008): “Personality And Quality Of Work Life” The Icfai University Journal Of Organizational Behavior, 7(3):35-46
  • Kotler, Phılıph (1991): “ Marketing Management: Anaysis, Planning, Implementation And Control” Prentice Hall International Editions,Inc. Seventh Edition, New Jersey, U.S.A
  • Loıbl, C.,Cho,Hyun, S., Dıekmann, F. Ve Batte, M.T., ( 2009); “Consumer Self Confidence İn Searching Information”, The Journal Of Consumer Affairs, 43(1):26-55).
  • Mathews, G., Deary, I.J. And Whıteman, M.C. (2003):”Personality Traits” Cambridge University, Second Edition, U.K.
  • Melens, M., Dekımpe, M.G. And Steenkamp, (1996) :”A Review Of Brand Loyalty Measures İn Marketing”, Tijdchrift Voor Economie En Management, Xl1 (4), 507-533
  • Rentsch, J.R.,Ve Heffner, T.S., (1992): “Measuring Self Esteem: Validation Of New Scoring Technique For Who I Am?”, Educational And Psychological Measurement, 52: 641-651
  • Schanınger, Charles M., (1976): “ Perceived Risk And Personality”, Journal Of Consumer Research, 3: 95-100
  • Schoenbachler, Denise D.; Gordon, Geoffrey L.; Aurand, Timothy W. (2004): ” Building Brand Loyalty Through Individual Stock Ownership”, : Journal Of Product And Brand Management, 1”3 (7),488-497
  • Selvi, M.S.,(2007):”Marka Yönetimi”Detay Yayıncılık, 1.Baskı, Ankara
  • Sheet, Jagdish N.,(1970): “Measurement Of Multidimensional Brand Loyalty Of A Customer” Journal Of Marketing Research, 7: 348-354
  • Sproles, G.B.,Ve Kendall, E.L., (1986): “ A Methodology For Profilling Consumers’ Decisions Making Styles”,The Journal Of Consumer Affairs, 20(2):267-279
  • Traylor, M.B., (1981):”Product Involvement And Brand Commitment”, Journal Of Avertising Research, 21(6):51-56
  • Veale, R. And Quester,P.,(2007):” Personel Self Confidence:Towards The Development Of Reliable Measurement Scale”, University Of Ottago, New Zeland 3-5 December 2007, Conference Proceeding, 3598-3604
  • Personalıty Psychology, Wikipedia (…..),Http// Www.Wikipedia.Org/Wiki/ Personality-Psychology (31.5.2009)
Toplam 31 adet kaynakça vardır.

Ayrıntılar

Diğer ID JA57KS44PS
Bölüm Araştırma Makalesi
Yazarlar

Murat Akyıldız Bu kişi benim

Yayımlanma Tarihi 1 Ağustos 2010
Yayımlandığı Sayı Yıl 2010 Cilt: 10 Sayı: 3

Kaynak Göster

APA Akyıldız, M. (2010). DOES SELF CONFIDENCE FEELING REALLY RAISE BRAND LOYALTY? Ege Academic Review, 10(3), 933-950.
AMA Akyıldız M. DOES SELF CONFIDENCE FEELING REALLY RAISE BRAND LOYALTY? eab. Ağustos 2010;10(3):933-950.
Chicago Akyıldız, Murat. “DOES SELF CONFIDENCE FEELING REALLY RAISE BRAND LOYALTY?”. Ege Academic Review 10, sy. 3 (Ağustos 2010): 933-50.
EndNote Akyıldız M (01 Ağustos 2010) DOES SELF CONFIDENCE FEELING REALLY RAISE BRAND LOYALTY? Ege Academic Review 10 3 933–950.
IEEE M. Akyıldız, “DOES SELF CONFIDENCE FEELING REALLY RAISE BRAND LOYALTY?”, eab, c. 10, sy. 3, ss. 933–950, 2010.
ISNAD Akyıldız, Murat. “DOES SELF CONFIDENCE FEELING REALLY RAISE BRAND LOYALTY?”. Ege Academic Review 10/3 (Ağustos2010), 933-950.
JAMA Akyıldız M. DOES SELF CONFIDENCE FEELING REALLY RAISE BRAND LOYALTY? eab. 2010;10:933–950.
MLA Akyıldız, Murat. “DOES SELF CONFIDENCE FEELING REALLY RAISE BRAND LOYALTY?”. Ege Academic Review, c. 10, sy. 3, 2010, ss. 933-50.
Vancouver Akyıldız M. DOES SELF CONFIDENCE FEELING REALLY RAISE BRAND LOYALTY? eab. 2010;10(3):933-50.