Araştırma Makalesi
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Marka Kişiliğinde Samimiyet Algısının Marka Bağlılığı Üzerindeki Etkisi

Yıl 2017, Sayı: 33, 171 - 184, 30.06.2017

Öz

İşletmelerin rekabet avantajı sağlamada marka bağlılığı yaratma çabaları her geçen gün hızla ve farklı stratejiler ve politikalar geliştirilerek uygulamak suretiyle artmaktadır. Marka kişiliğini oluşturan boyutların ele alınması ve bu boyutların marka bağlılığı üzerindeki etkilerinin ortaya çıkartılması rekabet avantajı sağlamada önemli olacaktır. Bu çalışmada, marka kişiliğinde samimiyet boyutlarının marka bağlılığı yaratmadaki etkisi irdelenmiştir. Araştırma, herhangi bir cep telefonu markası kullanan 436 kullanıcı ile yüz yüze anket yöntemi ile yapılmıştır. Araştırmanın değişkenleri arasındaki ilişkilerin ortaya çıkarılması için korelasyon analizi yapılmıştır. Ayrıca, marka kişiliğinde samimiyet boyutlarının marka bağlılığı yaratmadaki etkisinin tespit edilmesinde çoklu regresyon analizinden yararlanılmıştır. Araştırmadan ortaya çıkan sonuçlara göre; markaya duyulan güven, empati, neşeli olma ve fiziksel görünüm değişkenleri marka bağlılığı üzerinde etkili olmaktadır.

Kaynakça

  • Aaker, David (1999). Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York.
  • Delgado-Ballester, Elene and José Munuera-Alemán (2001), “Brand Trust in the Context of Consumer Loyalty”, European Journal of Marketing, 35 (11/ 12), pp. 1238 – 1258.
  • Erciş, Aysel, Sevtap Ünal, Burcu F. Candan and Hatice Yıldırım (2012). “The Effect of Brand Satisfaction, Trust and Brand Commitment on Loyalty and Repurchase Intentions”, Procedia Social and Behavioral Sciences, 58, pp. 1395 – 1404.
  • Eren, Selim Said ve Aydın Erge (2012). “Marka Güveni, Marka Memnuniyeti ve Müşteri Değerinin Tüketicilerin Marka Sadakati Üzerine Etkisi”, Journal of Yaşar University, 26 (7), pp. 4455 – 4482.
  • Florence, Pierre Valette, Haythem Guizani and Dwight Merunka (2011). “The Impact of Brand Personality and Sales Promotions on Brand Equity”, Journal of Business Research, 64, pp. 24 – 28.
  • Gülsoy, Tansel (1999). Türkçe-İngilizce Dizinli İngilizce-Türkçe Reklam Terimleri ve Kavramları Sözlüğü, Adam Yayınları, İstanbul.
  • İmber, Jane and Betsy Ann Toffler (2000). Dictionary of Marketing Terms, Barron’s Educational Series, Inc., New York.
  • Jap, Sandy D. and Shankar Ganesan (2000), "Control Mechanism and the Relationship Life Cycl: Implications for Safeguarding Spesific Investments and Developing Commitment", Journal of Marketing Research, V.XXXVII (May), pp.227-245.
  • Kim , Chung K., Dongchul Han and Seung-Bae Park (2001). “The Effect of Brand Personality and Brand Identification on Brand Loyalty: Apllying The Theory of Social Identification”, 43(4), pp. 195 – 206.
  • Kuenzel, Sven and Sue Vaux Halliday (2010). “The Chain of Effects From Reputation and Brand Personality Congruence to Brand Loyalty: The Role of Brand Identification”, Journal of Targeting, Measurement and Alanysis for Marketing, 18 (3/ 4), pp. 167 – 176.
  • Lin, Long-Yi (2010). “The Relationship of Consumer Personality Trait, Brand Personality an Brand Loyalty: an Empirical Study of Toys and Video Games Buyers”, Journal of Product & Brand Management, 19 (1), pp. 4 – 17.
  • Maheshwari, Vishwas, George Loderfos and Siril Jacobsen (2014). “Determinants of Brand Loyalty: a study of the Experience-Commitment-Loyalty Constructs”, International Journal of Business Administration, 5 (6), pp. 13 – 23.
  • Martinez, Eva and Jose M.Pina (2003), "The Negative mpact of Brand Exstensions on parent Brand Image", The Journal of Product and Brand Management Vol.12, Issue 6/7, pp.432-449.
  • Martinez, Eva and Leslie De Charnatony (2004), "Tje Effect of Brand Exstensions Strategies Upon Brand Image", Journal of Consumer Marketing, Vol.21, Issue1, pp.39-50. Matzler, Kurt, Sonja Grabner-Kräuter and Sonja Bidmon (2008),"Risk aversion and brand loyalty: the mediating role of brand trust and brand affect", Journal of Product & Brand Management, Vol. 17 Iss 3 pp. 154 – 162.
  • Plummer , Joseph T. (1985). “How Personality Makes A Difference”, Journal Of Advertising Age, 24(6), pp. 27 – 31. Mishra, Mukesh Kumar, Ankit Kesharwani and Dolly Das (2016). “The Relationship Between Risk Aversion, Brand Trust, Brand Affect and Loyalty”, Journal of Indian Research, 8 (2), pp. 78 – 97.
  • Morgan, Robert M. and Shelby D. Hunt (1994), "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, V.58 (July), pp.20-38. Ramiz , Muhammad and Muhammad Qasim (2014). “The Comperative Analysis of The Factors Affecting Brand Loyalty Towards Samsung Products”, 5 (1), pp. 327 – 349).
  • Reast , Jon D. (2005). “Brand Trust and Trand extension Acceptance: The Relationship”, Journal of Product & Brand Management, 14 (1), pp. 4 – 13.
  • Reichheld, Frederick F. and Thomas Teal (1996). The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value, Harvard Business School Press.
  • Sung, Yongjun and Jaoyoung Kim (2010). “Effects of Brand Personality on Brand Trust and Brand Affect”, Psychological and Marketing, 27 87), pp. 639 – 661.
  • Şahin, Azize, Cemal Zehir and Hakan Kitapçı (2011). “The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty: An Empirical Research on Global Brands”, Procedia Social and Behavioral Sciences, 24, pp. 1288 – 1301.
  • Wel, Che Aniza Binti Che, Syed Shah Alam, Sallehuddin Mohd Nor (2011). “Factors Affecting Brand Loyalty: An Empirical Study In Malaysia”, Australian Journal of Basic and Applied Sciences, 5 (12), pp. 777 – 783.
  • Zehir, Cemal, Azize Şahin, Hakan Kitapçı and Mehtap Özşahin (2011). “The Effect of Brand Communication and Service Quality In Building Brand Loyalty Through Brand Trust: The Empirical Research on Global Brands”, Procedia Social and Behavioral Sciences, 24, pp. 1218 – 1231.

The Effect of Sincerity Perception in Brand Personality on Creating Brand Commitment

Yıl 2017, Sayı: 33, 171 - 184, 30.06.2017

Öz

Effects of creating brand commitment to provide competitive advantage for business are increasing day by day by developing different strategies and polices. Handling the dimensions of brand personality and finding out the effect of these dimensions on brand loyalty will be important to provide competitive advantage. In this study, the effect of sincerity dimensions on creating brand loyalty will be examined. The survey was applied to 436 respondents whom are users of any mobile phone brand data were collected by using face-to-face survey method. Correlation analysis was conducted to reveal the relationship between the study’s variables. Also, multiple regression analysis was used to determine the effect of sincerity dimension of brand personality on creating brand commitment. According to the results of study trust on brand, empathy, cheerfulness and physical appearance variables have an effect on brand commitment.

Kaynakça

  • Aaker, David (1999). Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York.
  • Delgado-Ballester, Elene and José Munuera-Alemán (2001), “Brand Trust in the Context of Consumer Loyalty”, European Journal of Marketing, 35 (11/ 12), pp. 1238 – 1258.
  • Erciş, Aysel, Sevtap Ünal, Burcu F. Candan and Hatice Yıldırım (2012). “The Effect of Brand Satisfaction, Trust and Brand Commitment on Loyalty and Repurchase Intentions”, Procedia Social and Behavioral Sciences, 58, pp. 1395 – 1404.
  • Eren, Selim Said ve Aydın Erge (2012). “Marka Güveni, Marka Memnuniyeti ve Müşteri Değerinin Tüketicilerin Marka Sadakati Üzerine Etkisi”, Journal of Yaşar University, 26 (7), pp. 4455 – 4482.
  • Florence, Pierre Valette, Haythem Guizani and Dwight Merunka (2011). “The Impact of Brand Personality and Sales Promotions on Brand Equity”, Journal of Business Research, 64, pp. 24 – 28.
  • Gülsoy, Tansel (1999). Türkçe-İngilizce Dizinli İngilizce-Türkçe Reklam Terimleri ve Kavramları Sözlüğü, Adam Yayınları, İstanbul.
  • İmber, Jane and Betsy Ann Toffler (2000). Dictionary of Marketing Terms, Barron’s Educational Series, Inc., New York.
  • Jap, Sandy D. and Shankar Ganesan (2000), "Control Mechanism and the Relationship Life Cycl: Implications for Safeguarding Spesific Investments and Developing Commitment", Journal of Marketing Research, V.XXXVII (May), pp.227-245.
  • Kim , Chung K., Dongchul Han and Seung-Bae Park (2001). “The Effect of Brand Personality and Brand Identification on Brand Loyalty: Apllying The Theory of Social Identification”, 43(4), pp. 195 – 206.
  • Kuenzel, Sven and Sue Vaux Halliday (2010). “The Chain of Effects From Reputation and Brand Personality Congruence to Brand Loyalty: The Role of Brand Identification”, Journal of Targeting, Measurement and Alanysis for Marketing, 18 (3/ 4), pp. 167 – 176.
  • Lin, Long-Yi (2010). “The Relationship of Consumer Personality Trait, Brand Personality an Brand Loyalty: an Empirical Study of Toys and Video Games Buyers”, Journal of Product & Brand Management, 19 (1), pp. 4 – 17.
  • Maheshwari, Vishwas, George Loderfos and Siril Jacobsen (2014). “Determinants of Brand Loyalty: a study of the Experience-Commitment-Loyalty Constructs”, International Journal of Business Administration, 5 (6), pp. 13 – 23.
  • Martinez, Eva and Jose M.Pina (2003), "The Negative mpact of Brand Exstensions on parent Brand Image", The Journal of Product and Brand Management Vol.12, Issue 6/7, pp.432-449.
  • Martinez, Eva and Leslie De Charnatony (2004), "Tje Effect of Brand Exstensions Strategies Upon Brand Image", Journal of Consumer Marketing, Vol.21, Issue1, pp.39-50. Matzler, Kurt, Sonja Grabner-Kräuter and Sonja Bidmon (2008),"Risk aversion and brand loyalty: the mediating role of brand trust and brand affect", Journal of Product & Brand Management, Vol. 17 Iss 3 pp. 154 – 162.
  • Plummer , Joseph T. (1985). “How Personality Makes A Difference”, Journal Of Advertising Age, 24(6), pp. 27 – 31. Mishra, Mukesh Kumar, Ankit Kesharwani and Dolly Das (2016). “The Relationship Between Risk Aversion, Brand Trust, Brand Affect and Loyalty”, Journal of Indian Research, 8 (2), pp. 78 – 97.
  • Morgan, Robert M. and Shelby D. Hunt (1994), "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, V.58 (July), pp.20-38. Ramiz , Muhammad and Muhammad Qasim (2014). “The Comperative Analysis of The Factors Affecting Brand Loyalty Towards Samsung Products”, 5 (1), pp. 327 – 349).
  • Reast , Jon D. (2005). “Brand Trust and Trand extension Acceptance: The Relationship”, Journal of Product & Brand Management, 14 (1), pp. 4 – 13.
  • Reichheld, Frederick F. and Thomas Teal (1996). The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value, Harvard Business School Press.
  • Sung, Yongjun and Jaoyoung Kim (2010). “Effects of Brand Personality on Brand Trust and Brand Affect”, Psychological and Marketing, 27 87), pp. 639 – 661.
  • Şahin, Azize, Cemal Zehir and Hakan Kitapçı (2011). “The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty: An Empirical Research on Global Brands”, Procedia Social and Behavioral Sciences, 24, pp. 1288 – 1301.
  • Wel, Che Aniza Binti Che, Syed Shah Alam, Sallehuddin Mohd Nor (2011). “Factors Affecting Brand Loyalty: An Empirical Study In Malaysia”, Australian Journal of Basic and Applied Sciences, 5 (12), pp. 777 – 783.
  • Zehir, Cemal, Azize Şahin, Hakan Kitapçı and Mehtap Özşahin (2011). “The Effect of Brand Communication and Service Quality In Building Brand Loyalty Through Brand Trust: The Empirical Research on Global Brands”, Procedia Social and Behavioral Sciences, 24, pp. 1218 – 1231.
Toplam 22 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Şenol Hacıefendioğlu Bu kişi benim

Duygu Fırat Bu kişi benim

Yayımlanma Tarihi 30 Haziran 2017
Yayımlandığı Sayı Yıl 2017 Sayı: 33

Kaynak Göster

APA Hacıefendioğlu, Ş., & Fırat, D. (2017). Marka Kişiliğinde Samimiyet Algısının Marka Bağlılığı Üzerindeki Etkisi. Kocaeli Üniversitesi Sosyal Bilimler Dergisi(33), 171-184.

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