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Year 2018, Volume: 2 Issue: 2, 86 - 96, 03.01.2019

Abstract

References

  • Aaker, D. A. (1996). Measuring brand equity across products and markets. California management Review, 38 (3).
  • Aaker, D. A. (1997). Innovation: Brand it or lose it. California Management Review, 50(1), 135–143.
  • Arts, J. W., Frambach, R. T. ve Bijmolt, T. H. (2011). Generalizations on consumer innovation adoption: A meta-analysis on drivers of intention and behavior. International Journal of Research in Marketing, 28(2), 134–144.
  • Bettman, J. R., Luce,M. F. ve Payne, J. W. (1998). Constructive consumer choice processes. Journal of Consumer Research, 25(3), 187–217.
  • Brady, M. K. ve Cronin, J. J. (2001). Some New Thoughtson Conceptualizing Perceived Service Quality: A Hierarchical Approach. Journal of Marketing, 65(July), 34-49.
  • Brady, M. K., Knight, G. A., Cronin, J. J., Tomas, G., Hult, M. ve Keillor, B. D. (2005). Removing the Contextual Lens: A Multinational, Multi-Setting Comparison of Service Evaluation Models. Journal of Retailing, 81 (3), 215-230.
  • Brexendorf, T. O., Bayus, B. ve Keller, K. L. (2015). Understanding the interplay between brand and innovation management: findings and future research directions. Journal of the Academy of Marketing Science, 43(5), 548-557.
  • Brexendorf, T. O. ve Keller, K. L. (2017). Leveraging the corporate brand: the importance of corporate brand innovativeness and brand architecture. European Journal of Marketing, 51(9/10), 1530-1551.
  • Broniarczyk, S.M. ve Alba, J.W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31(2), 214–228.
  • Bükümer, T. ve Dölarslan, E. Ş. (2013). Parti Sadakatinin Oluşumunda Seçmenlerin Kişisel Özelliklerinin Düzenleyici Etkisi. Tüketim ve Tüketici Araştırmaları Dergisi, 5(1), 15-52
  • Chaudhuri, A. ve M. B. Holbrook (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty, Journal of Marketing, 65(2), 81-93.
  • Christofi, M., Leonidou, E., Vrontis, D., Kitchen, P. ve Papasolomou, I. (2015). Innovation and cause-related marketing success: a conceptual framework and propositions. Journal of Services Marketing, 29(5), 354-366.
  • Cronin, J. J., Brady, M. K. ve Hult, M. (2000). Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Encounters. Journal of Retailing, 76 (2), 193-218.
  • Dölarslan, E. (2014). Assessing the effects of satisfaction and value on customer loyalty behaviors in service environments: High-speed railway in Turkey as a case study. Management Research Review, 37(8), 706-727.
  • Dölarslan, E. Ş. (2015). Tüketicilerin ürün ilgilenim ve bilgi düzeyinin marka sadakatine etkisinin fikir liderliği kapsamında değerlendirilmesi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 15, 23-48.
  • Drejer, I. (2004). Identifying innovation in surveys of services: A Schumpeterian perspective. Research Policy, 33(3), 551-562. Eisingerich, A.B. ve Rubera, G. (2010), Drivers of brand commitment: a cross-national investigation, Journal of International Marketing, 18(2), 64-79.
  • Erdem, T. ve Swait, J. (1998), Brand equity as a signaling phenomenon, Journal of Consumer Psychology, 7 (2), 131-157.
  • Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J. ve Bryant, B.E. (1996), The American consumer satisfaction index: nature, purpose, and finding, Journal of Marketing, 60(4), 7-18.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
  • Gürhan-Canli, Z., Hayran, C. ve Sarial-Abi, G. (2016). Customer-based brand equity in a technologically fast-paced, connected, and constrained environment. AMS Review, 6(1-2), 23-32.
  • Hair, J.F., Anderson, R. E., Tatham, R. L. ve Black, W. C. (1998). Multivariate Data Analysis. Prentice-Hall, New Jersey, USA. Hauser, J., Tellis, G. J. ve Griffin, A. (2006). Research on innovation: A review and agenda for marketing science. Marketing Science, 25(6), 687-717.
  • Heath, T.B., DelVecchio, D. ve McCarthy, M.S. (2011), The asymmetric effects of extending brands to lower and higher quality, Journal of Marketing, 75(4), 3-20.
  • Henard, D. H., ve Dacin, P. A. (2010). Reputation for product innovation: Its impact on consumers. Journal of Product Innovation Management, 27(3), 321-335.
  • Homburg, C. ve Giering, A. (2001), Personal characteristics as moderators of the relationship between customer satisfaction and loyalty: An empirical analysis, Psychological Marketing, 18(1), 43-66.
  • Hubert, M., Florack, A., Gattringer, R., Eberhardt, T., Enkel, E. ve Kenning, P. (2017). Flag up!–Flagship products as important drivers of perceived brand innovativeness. Journal of Business Research, 71, 154-163.
  • Jacoby, J. ve Kyner, D. B. (1973). Brand Loyalty Versus Repeat Purchasing. Journal of Marketing Research, 10 (February), 1-9. Kunz, W., Schmitt, B. ve Meyer, A. (2011). How does perceived firm innovativeness affect the consumer? Journal of Business Research, 64(8), 816-822.
  • Morgan, R. M., Hunt, S. D. (1994). The Commitment- Trust Theory of Relationship Marketing. Journal of Marketing, 58 (3), 20-38. Oliver, R. L., (1999). Whence Consumer Loyalty?” Journal of Marketing, 63, 33-44.
  • Olsen, S.O. (2002). Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty, Journal of the Academy of Marketing Science, 30(3), 240-249.
  • Pappu, R., Quester, P.G. ve Cooksey, R.W. (2006). Consumer-based brand equity and country-of-origin relationships: some empirical evidence, European Journal of Marketing, 40(5/6), 696-717.
  • Pappu, R. ve Quester, P. G. (2016). How does brand innovativeness affect brand loyalty? European Journal of Marketing, 50(1/2), 2-28.
  • Podsakoff, P. M. ve Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of Management, 12(4), 531-544.
  • Ramaseshan, B. ve Tsao, H. Y. (2007). Moderating effects of the brand concept on the relationship between brand personality and perceived quality. Journal of Brand Management, 14(6), 458-466.
  • Rao, A.R. ve Monroe, K.B. (1988). The moderating effect of prior knowledge on cue utilization in product evaluations, Journal of Consumer Research, 15(2), 253-264.
  • Roehrich, G. (2004). Consumer innovativeness: Concepts and measurements. Journal of business research, 57(6), 671-677.
  • Schumpeter, J.A. (1934). The Theory of Economic Development: An Inquiry into Profits, Capital, Credit, Interest and the Business Cycle. Harvard University Press, Cambridge, MA.
  • Shams, R., Alpert, F. ve Brown, M. (2015). Consumer perceived brand innovativeness: Conceptualization and operationalization. European Journal of Marketing, 49(9/10), 1589-1615.
  • Shavitt, S. and Wänke, M. (2001). Consumer Behavior. In A. Tesser, & N. Schwarz (Eds.), Blackwell handbook of social psychology (pp. 569–590). Oxford, UK: Blackwell Publishers.
  • Spence, M. (1974), Market Signaling: Informational Transfer in Hiring and Related Screening Processes, Harvard University Press, Cambridge, MA.
  • Spence, M. (2002). Signaling in retrospect and the informational structure of markets. American Economic Review, 92(3), 434-459.
  • Steenkamp, J. B. E. ve Van Trijp, H. C. (1991). The use of LISREL in validating marketing constructs. International Journal of Research in Marketing, 8(4), 283-299.
  • Stigler, G.J. (1961). The economics of information. Journal of Political Economy, 69(3), 213-225.
  • Stock, R.M. (2011). How does product program innovativeness affect customer satisfaction? A comparison of goods and services. Journal of the Academy of Marketing Science, 13(6), 813-827.
  • West, S.G., Finch, J. F. ve Curran, P. J. (1995). Structural Equation Models with Non-Normal Variables: Problems and Remedies, In R. Hoyle (Ed.), Structural Equation Modeling: Concepts, Issues and Applications, Newbury Park, CA: Sage, 56-75.
  • Yoo, B., ve Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
  • Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing,52(3), 2-22.
  • Zhang J ve J. M. M. Bloemer (2009). The impact of value congruence on consumer-service brand relationships. Journal of Service Research, 11(2), 161-17

MARKA İNOVATİFLİĞİ, ALGILANAN KALİTE VE MARKA SADAKATİ ARASINDAKİ İLİŞKİ

Year 2018, Volume: 2 Issue: 2, 86 - 96, 03.01.2019

Abstract

İnovatiflik büyümeye ve karlılığa yol açması nedeniyle firmalar için sürdürülebilir rekabet avantajı

geliştirmektedir. Literatürde inovatiflik, ürün ve firma düzeyinde yoğun bir şekilde ele alınmasına rağmen, marka

düzeyinde çok sayıda araştırma bulunmamaktadır. Bu bağlamda, çalışmanın amacı, algılanan marka inovatifliği,

algılanan kalite ve marka sadakati arasındaki ilişkiyi incelemektir. Bu amaca yönelik olarak bir araştırma

modeli geliştirilmiş ve test edilmiştir. Çalışma kapsamında, 364 üniversite öğrencisi üzerinde yüz yüze anket

çalışması yapılmıştır. Araştırıma modelinin yapı güvenilirliğini ve geçerliliğini test etmek için doğrulayıcı faktör

analizi uygulanmış ve model, yapısal eşitlik modellemesi ile test edilmiştir. Çalışma sonuçları, algılanan marka

inovatifliğinin ve kalitenin, marka sadakatinin önemli öncülleri olduğunu göstermektedir. Ayrıca, çalışmanın

bulguları, tüm kavramlar beraberce değerlendirildiğinde, marka yenilikçiliği ile marka sadakati arasındaki ilişkinin

dolaylı olduğunu da göstermektedir.

References

  • Aaker, D. A. (1996). Measuring brand equity across products and markets. California management Review, 38 (3).
  • Aaker, D. A. (1997). Innovation: Brand it or lose it. California Management Review, 50(1), 135–143.
  • Arts, J. W., Frambach, R. T. ve Bijmolt, T. H. (2011). Generalizations on consumer innovation adoption: A meta-analysis on drivers of intention and behavior. International Journal of Research in Marketing, 28(2), 134–144.
  • Bettman, J. R., Luce,M. F. ve Payne, J. W. (1998). Constructive consumer choice processes. Journal of Consumer Research, 25(3), 187–217.
  • Brady, M. K. ve Cronin, J. J. (2001). Some New Thoughtson Conceptualizing Perceived Service Quality: A Hierarchical Approach. Journal of Marketing, 65(July), 34-49.
  • Brady, M. K., Knight, G. A., Cronin, J. J., Tomas, G., Hult, M. ve Keillor, B. D. (2005). Removing the Contextual Lens: A Multinational, Multi-Setting Comparison of Service Evaluation Models. Journal of Retailing, 81 (3), 215-230.
  • Brexendorf, T. O., Bayus, B. ve Keller, K. L. (2015). Understanding the interplay between brand and innovation management: findings and future research directions. Journal of the Academy of Marketing Science, 43(5), 548-557.
  • Brexendorf, T. O. ve Keller, K. L. (2017). Leveraging the corporate brand: the importance of corporate brand innovativeness and brand architecture. European Journal of Marketing, 51(9/10), 1530-1551.
  • Broniarczyk, S.M. ve Alba, J.W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31(2), 214–228.
  • Bükümer, T. ve Dölarslan, E. Ş. (2013). Parti Sadakatinin Oluşumunda Seçmenlerin Kişisel Özelliklerinin Düzenleyici Etkisi. Tüketim ve Tüketici Araştırmaları Dergisi, 5(1), 15-52
  • Chaudhuri, A. ve M. B. Holbrook (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty, Journal of Marketing, 65(2), 81-93.
  • Christofi, M., Leonidou, E., Vrontis, D., Kitchen, P. ve Papasolomou, I. (2015). Innovation and cause-related marketing success: a conceptual framework and propositions. Journal of Services Marketing, 29(5), 354-366.
  • Cronin, J. J., Brady, M. K. ve Hult, M. (2000). Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Encounters. Journal of Retailing, 76 (2), 193-218.
  • Dölarslan, E. (2014). Assessing the effects of satisfaction and value on customer loyalty behaviors in service environments: High-speed railway in Turkey as a case study. Management Research Review, 37(8), 706-727.
  • Dölarslan, E. Ş. (2015). Tüketicilerin ürün ilgilenim ve bilgi düzeyinin marka sadakatine etkisinin fikir liderliği kapsamında değerlendirilmesi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 15, 23-48.
  • Drejer, I. (2004). Identifying innovation in surveys of services: A Schumpeterian perspective. Research Policy, 33(3), 551-562. Eisingerich, A.B. ve Rubera, G. (2010), Drivers of brand commitment: a cross-national investigation, Journal of International Marketing, 18(2), 64-79.
  • Erdem, T. ve Swait, J. (1998), Brand equity as a signaling phenomenon, Journal of Consumer Psychology, 7 (2), 131-157.
  • Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J. ve Bryant, B.E. (1996), The American consumer satisfaction index: nature, purpose, and finding, Journal of Marketing, 60(4), 7-18.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
  • Gürhan-Canli, Z., Hayran, C. ve Sarial-Abi, G. (2016). Customer-based brand equity in a technologically fast-paced, connected, and constrained environment. AMS Review, 6(1-2), 23-32.
  • Hair, J.F., Anderson, R. E., Tatham, R. L. ve Black, W. C. (1998). Multivariate Data Analysis. Prentice-Hall, New Jersey, USA. Hauser, J., Tellis, G. J. ve Griffin, A. (2006). Research on innovation: A review and agenda for marketing science. Marketing Science, 25(6), 687-717.
  • Heath, T.B., DelVecchio, D. ve McCarthy, M.S. (2011), The asymmetric effects of extending brands to lower and higher quality, Journal of Marketing, 75(4), 3-20.
  • Henard, D. H., ve Dacin, P. A. (2010). Reputation for product innovation: Its impact on consumers. Journal of Product Innovation Management, 27(3), 321-335.
  • Homburg, C. ve Giering, A. (2001), Personal characteristics as moderators of the relationship between customer satisfaction and loyalty: An empirical analysis, Psychological Marketing, 18(1), 43-66.
  • Hubert, M., Florack, A., Gattringer, R., Eberhardt, T., Enkel, E. ve Kenning, P. (2017). Flag up!–Flagship products as important drivers of perceived brand innovativeness. Journal of Business Research, 71, 154-163.
  • Jacoby, J. ve Kyner, D. B. (1973). Brand Loyalty Versus Repeat Purchasing. Journal of Marketing Research, 10 (February), 1-9. Kunz, W., Schmitt, B. ve Meyer, A. (2011). How does perceived firm innovativeness affect the consumer? Journal of Business Research, 64(8), 816-822.
  • Morgan, R. M., Hunt, S. D. (1994). The Commitment- Trust Theory of Relationship Marketing. Journal of Marketing, 58 (3), 20-38. Oliver, R. L., (1999). Whence Consumer Loyalty?” Journal of Marketing, 63, 33-44.
  • Olsen, S.O. (2002). Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty, Journal of the Academy of Marketing Science, 30(3), 240-249.
  • Pappu, R., Quester, P.G. ve Cooksey, R.W. (2006). Consumer-based brand equity and country-of-origin relationships: some empirical evidence, European Journal of Marketing, 40(5/6), 696-717.
  • Pappu, R. ve Quester, P. G. (2016). How does brand innovativeness affect brand loyalty? European Journal of Marketing, 50(1/2), 2-28.
  • Podsakoff, P. M. ve Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of Management, 12(4), 531-544.
  • Ramaseshan, B. ve Tsao, H. Y. (2007). Moderating effects of the brand concept on the relationship between brand personality and perceived quality. Journal of Brand Management, 14(6), 458-466.
  • Rao, A.R. ve Monroe, K.B. (1988). The moderating effect of prior knowledge on cue utilization in product evaluations, Journal of Consumer Research, 15(2), 253-264.
  • Roehrich, G. (2004). Consumer innovativeness: Concepts and measurements. Journal of business research, 57(6), 671-677.
  • Schumpeter, J.A. (1934). The Theory of Economic Development: An Inquiry into Profits, Capital, Credit, Interest and the Business Cycle. Harvard University Press, Cambridge, MA.
  • Shams, R., Alpert, F. ve Brown, M. (2015). Consumer perceived brand innovativeness: Conceptualization and operationalization. European Journal of Marketing, 49(9/10), 1589-1615.
  • Shavitt, S. and Wänke, M. (2001). Consumer Behavior. In A. Tesser, & N. Schwarz (Eds.), Blackwell handbook of social psychology (pp. 569–590). Oxford, UK: Blackwell Publishers.
  • Spence, M. (1974), Market Signaling: Informational Transfer in Hiring and Related Screening Processes, Harvard University Press, Cambridge, MA.
  • Spence, M. (2002). Signaling in retrospect and the informational structure of markets. American Economic Review, 92(3), 434-459.
  • Steenkamp, J. B. E. ve Van Trijp, H. C. (1991). The use of LISREL in validating marketing constructs. International Journal of Research in Marketing, 8(4), 283-299.
  • Stigler, G.J. (1961). The economics of information. Journal of Political Economy, 69(3), 213-225.
  • Stock, R.M. (2011). How does product program innovativeness affect customer satisfaction? A comparison of goods and services. Journal of the Academy of Marketing Science, 13(6), 813-827.
  • West, S.G., Finch, J. F. ve Curran, P. J. (1995). Structural Equation Models with Non-Normal Variables: Problems and Remedies, In R. Hoyle (Ed.), Structural Equation Modeling: Concepts, Issues and Applications, Newbury Park, CA: Sage, 56-75.
  • Yoo, B., ve Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
  • Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing,52(3), 2-22.
  • Zhang J ve J. M. M. Bloemer (2009). The impact of value congruence on consumer-service brand relationships. Journal of Service Research, 11(2), 161-17
There are 46 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Emre Şahin Dölarslan

Publication Date January 3, 2019
Published in Issue Year 2018 Volume: 2 Issue: 2

Cite

APA Dölarslan, E. Ş. (2019). MARKA İNOVATİFLİĞİ, ALGILANAN KALİTE VE MARKA SADAKATİ ARASINDAKİ İLİŞKİ. Uluslararası Turizm Ekonomi Ve İşletme Bilimleri Dergisi, 2(2), 86-96.
AMA Dölarslan EŞ. MARKA İNOVATİFLİĞİ, ALGILANAN KALİTE VE MARKA SADAKATİ ARASINDAKİ İLİŞKİ. IJTEBS. January 2019;2(2):86-96.
Chicago Dölarslan, Emre Şahin. “MARKA İNOVATİFLİĞİ, ALGILANAN KALİTE VE MARKA SADAKATİ ARASINDAKİ İLİŞKİ”. Uluslararası Turizm Ekonomi Ve İşletme Bilimleri Dergisi 2, no. 2 (January 2019): 86-96.
EndNote Dölarslan EŞ (January 1, 2019) MARKA İNOVATİFLİĞİ, ALGILANAN KALİTE VE MARKA SADAKATİ ARASINDAKİ İLİŞKİ. Uluslararası Turizm Ekonomi ve İşletme Bilimleri Dergisi 2 2 86–96.
IEEE E. Ş. Dölarslan, “MARKA İNOVATİFLİĞİ, ALGILANAN KALİTE VE MARKA SADAKATİ ARASINDAKİ İLİŞKİ”, IJTEBS, vol. 2, no. 2, pp. 86–96, 2019.
ISNAD Dölarslan, Emre Şahin. “MARKA İNOVATİFLİĞİ, ALGILANAN KALİTE VE MARKA SADAKATİ ARASINDAKİ İLİŞKİ”. Uluslararası Turizm Ekonomi ve İşletme Bilimleri Dergisi 2/2 (January 2019), 86-96.
JAMA Dölarslan EŞ. MARKA İNOVATİFLİĞİ, ALGILANAN KALİTE VE MARKA SADAKATİ ARASINDAKİ İLİŞKİ. IJTEBS. 2019;2:86–96.
MLA Dölarslan, Emre Şahin. “MARKA İNOVATİFLİĞİ, ALGILANAN KALİTE VE MARKA SADAKATİ ARASINDAKİ İLİŞKİ”. Uluslararası Turizm Ekonomi Ve İşletme Bilimleri Dergisi, vol. 2, no. 2, 2019, pp. 86-96.
Vancouver Dölarslan EŞ. MARKA İNOVATİFLİĞİ, ALGILANAN KALİTE VE MARKA SADAKATİ ARASINDAKİ İLİŞKİ. IJTEBS. 2019;2(2):86-9.