Araştırma Makalesi
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Marka Deneyimi ile Marka Sevgisi Arasındaki İlişkinin Belirleyicileri ve Marka Sevgisinin Davranışsal Sonuçları

Yıl 2023, Cilt: 18 Sayı: 3, 688 - 706, 01.12.2023
https://doi.org/10.17153/oguiibf.1258124

Öz

Bu çalışma, tüketici-marka ilişkisi teorisi çerçevesinde marka deneyimi ile marka sevgisi arasındaki ilişkide marka düşkünlüğünün düzenleyici rolünü, marka prestiji ve marka güvencesinin aracı rolünü araştırmaktadır. Ayrıca marka sevgisinin davranışsal çıktıları olan yeniden satın alma niyeti (YSN) ile yüksek fiyat ödeme isteği (YFÖİ) üzerindeki etkilerini incelemektedir. Araştırma markayı olumlu deneyimleyen tüketicilerin marka sevgisini şekillendirmedeki süreçlerin anlaşılmasına odaklanmıştır. Apple akıllı telefon kullanıcıları üzerinde yapılan araştırma sonucunda marka düşkünlüğünün düşük, orta ve yüksek olduğu durumlarda marka deneyiminin marka sevgisi üzerindeki etkisini daha da artırdığı görülmüştür. Marka prestiji ve marka güvencesinin ise orta değere yakın bir etki büyüklüğüne (K2) sahip olduğu tespit edilmiştir. Ayrıca marka sevgisi YSN ve YFÖİ üzerinde önemli bir etkiye sahiptir.

Kaynakça

  • Aaker, D. A. (1991), “Managing brand equity”, New York, NY: Free Press.
  • Alam, A.; Arshad, M. U.; Shabbir, S. A. (2012), “Brand credibility, customer loyalty and the role of religious orientation”, Asia Pacific Journal of Marketing and Logistics, Vol. 24, No. 4: 583-598.
  • Albert, N.; Merunka, D. (2013), “The role of brand love in consumer‐brand relationships”, Journal of Consumer Marketing, Vol. 30, No. 3: 258-266.
  • Awang, Z. (2014), “A Handbook on SEM”, MPWS Publisher.
  • Baek, T. H.; Kim, J.; Yu, J. H. (2010), “The Differential Roles of Brand Credibility and Brand Prestige in Consumer Brand Choice”, Psychology & Marketing, Vol. 27, No. 7: 662–678.
  • Bairrada, C. M.; Coelho, F.; Coelho, A. (2018), “Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities”, European Journal of Marketing, Vol. 52, No. 3/4: 656-682.
  • Barbara, G. (2008), “Gender differences in verbal expression of love schema”, Sex Roles, Vol. 58: 814-821.
  • Batra, R.; Ahuvia, A.; Bagozzi, R. (2012), “Brand Love”, Journal of Marketing, Vol.76, No. 2: 1-16.
  • Brakus, J. J.; Schmıtt, B. H.; Zarantonello, L. (2009), “Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?”, Journal of Marketing, Vol. 73: 52-68.
  • Bristow, D. N.; Schneider K. C.; Schuler, D. K. (2002), “The Brand Dependence Scale: Measuring Consumers’ Use of Brand Name to Differentiate Among Product Alternatives”, Journal of Product and Brand Management, Vol. 11, No. 6: 343-356.
  • Carroll, B. A.; Ahuvia, A. C. (2006), “Some Antecedents and Outcomes of Brand Love”, Marketing Letters, Vol. 17, No. 2: 79-89.
  • Chang, P. L.; Chieng, M. H. (2006), “Building consumer-brand relationship: A cross- cultural experiential view”, Psychology & Marketing, Vol. 23: 927-959.
  • Chaudhuri, A.; Holbrook, M. B. (2001), “The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty”, Journal of Marketing, Vol. 65, No. 2: 81-93.
  • Choi, Y. G.; Ok, C. “M.”; Hyun, S. S. (2017), “Relationships Between Brand Experiences, Personality Traits, Prestige, Relationship Quality, and Loyalty; An Empirical Analysis of Coffeehouse Brands”, International Journal of Contemporary Hospitality Management, Vol. 29, No. 4: 1185-1202.
  • Dalman, M.D.; Buche, M. W.; Min, J. (2019), “The Differential Influence of Identification on Ethical Judgment: The Role of Brand Role”, Journal of Business Ethics, Vol. 158: 875– 891.
  • Dwivedi, A.; Nayeem, T.; Murshed, F. (2018), “Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness”, Journal of Retailing and Consumer Services, Vol. 44: 100-107.
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  • Erdem, T.; Swait, J.; Louviere, J. (2002), “The impact of brand credibility on consumer price sensitivity”, International Journal of Research in Marketing, Vol. 19: 1-19.
  • Erdem, T.; Swait, J.; Valenzuela, A. (2006), Brands as Signals: A Cross-Country Validation Study”, Journal of Marketing, Vol. 70: 34-49.
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  • Fournier, S. (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research, Vol. 24, No. 4: 343-372.
  • Garg, R.; Mukherjee, J.; Biswas, S.; Kataria, A. (2015), “An investigation of antecedents and consequences of brand love in India”, Asia-Pacific Journal of Business Administration, Vol. 7, No. 3: 174-196.
  • Garg, R.; Mukherjee, J.; Biswas, S.; Kataria, A. (2016), “An Investigation into the Concept of Brand Love and Its Proximal and Distal Covariates”, Journal of Relationship Marketing, Vol. 15, No. 3: 135-153.
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  • Gumparthi, V. P.; Patra, S. (2019), “The Phenomenon of Brand Love: A Systematic Literature Review”, Journal of Relationship Marketing, 1-40.
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Determinants of the Relationship between Brand Experience and Brand Love and Behavioural Results of Brand Love

Yıl 2023, Cilt: 18 Sayı: 3, 688 - 706, 01.12.2023
https://doi.org/10.17153/oguiibf.1258124

Öz

This study investigates the moderator role of brand dependence (BD), the mediator role of brand prestige (BP), and brand credibility (BC) in the relationship between brand experience (BE) and brand love (BL) within the framework of consumer-brand relationship theory. It also examines the effects of brand love's behavioural outputs on repurchase intention and willingness to pay premium price (WTP). The research focused on understanding the processes that shape brand love among consumers who experience the brand positively. As a result of the research conducted on Apple smartphone users, it has been observed that when BD is low, medium, and high, the BE further increases its impact on BL. It has been determined that BP and BC have an effect size close to the median (K2). Also, BL has a significant impact on repurchase intention and WTP.

Kaynakça

  • Aaker, D. A. (1991), “Managing brand equity”, New York, NY: Free Press.
  • Alam, A.; Arshad, M. U.; Shabbir, S. A. (2012), “Brand credibility, customer loyalty and the role of religious orientation”, Asia Pacific Journal of Marketing and Logistics, Vol. 24, No. 4: 583-598.
  • Albert, N.; Merunka, D. (2013), “The role of brand love in consumer‐brand relationships”, Journal of Consumer Marketing, Vol. 30, No. 3: 258-266.
  • Awang, Z. (2014), “A Handbook on SEM”, MPWS Publisher.
  • Baek, T. H.; Kim, J.; Yu, J. H. (2010), “The Differential Roles of Brand Credibility and Brand Prestige in Consumer Brand Choice”, Psychology & Marketing, Vol. 27, No. 7: 662–678.
  • Bairrada, C. M.; Coelho, F.; Coelho, A. (2018), “Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities”, European Journal of Marketing, Vol. 52, No. 3/4: 656-682.
  • Barbara, G. (2008), “Gender differences in verbal expression of love schema”, Sex Roles, Vol. 58: 814-821.
  • Batra, R.; Ahuvia, A.; Bagozzi, R. (2012), “Brand Love”, Journal of Marketing, Vol.76, No. 2: 1-16.
  • Brakus, J. J.; Schmıtt, B. H.; Zarantonello, L. (2009), “Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?”, Journal of Marketing, Vol. 73: 52-68.
  • Bristow, D. N.; Schneider K. C.; Schuler, D. K. (2002), “The Brand Dependence Scale: Measuring Consumers’ Use of Brand Name to Differentiate Among Product Alternatives”, Journal of Product and Brand Management, Vol. 11, No. 6: 343-356.
  • Carroll, B. A.; Ahuvia, A. C. (2006), “Some Antecedents and Outcomes of Brand Love”, Marketing Letters, Vol. 17, No. 2: 79-89.
  • Chang, P. L.; Chieng, M. H. (2006), “Building consumer-brand relationship: A cross- cultural experiential view”, Psychology & Marketing, Vol. 23: 927-959.
  • Chaudhuri, A.; Holbrook, M. B. (2001), “The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty”, Journal of Marketing, Vol. 65, No. 2: 81-93.
  • Choi, Y. G.; Ok, C. “M.”; Hyun, S. S. (2017), “Relationships Between Brand Experiences, Personality Traits, Prestige, Relationship Quality, and Loyalty; An Empirical Analysis of Coffeehouse Brands”, International Journal of Contemporary Hospitality Management, Vol. 29, No. 4: 1185-1202.
  • Dalman, M.D.; Buche, M. W.; Min, J. (2019), “The Differential Influence of Identification on Ethical Judgment: The Role of Brand Role”, Journal of Business Ethics, Vol. 158: 875– 891.
  • Dwivedi, A.; Nayeem, T.; Murshed, F. (2018), “Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness”, Journal of Retailing and Consumer Services, Vol. 44: 100-107.
  • Ebrahim, R.; Ghoneim, A.; Irani, Z.; Fan, Y. (2016), “A brand preference and repurchase intention model: the role of consumer experience”, Journal of Marketing Management, 1-30.
  • Erdem, T.; Swait, J. (1998), “Brand Equity as A Signaling Phenomenon”, Journal of Consumer Psychology, Vol. 7, No. 2: 131-157.
  • Erdem, T.; Swait, J. (2004), “Brand Credibility, Brand Consideration, and Choice”, Journal of Consumer Research, Vol. 31, No. 1: 191-198.
  • Erdem, T.; Swait, J.; Louviere, J. (2002), “The impact of brand credibility on consumer price sensitivity”, International Journal of Research in Marketing, Vol. 19: 1-19.
  • Erdem, T.; Swait, J.; Valenzuela, A. (2006), Brands as Signals: A Cross-Country Validation Study”, Journal of Marketing, Vol. 70: 34-49.
  • Fornell, C.; Larcker, D. F. (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18; No: 1: 39-50.
  • Fournier, S. (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research, Vol. 24, No. 4: 343-372.
  • Garg, R.; Mukherjee, J.; Biswas, S.; Kataria, A. (2015), “An investigation of antecedents and consequences of brand love in India”, Asia-Pacific Journal of Business Administration, Vol. 7, No. 3: 174-196.
  • Garg, R.; Mukherjee, J.; Biswas, S.; Kataria, A. (2016), “An Investigation into the Concept of Brand Love and Its Proximal and Distal Covariates”, Journal of Relationship Marketing, Vol. 15, No. 3: 135-153.
  • Goldsmith, R. E.; Lafferty, B. A.; Newell, S. J. (2000), “The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands”, Journal of Advertising, Vol. 29, No. 3: 43-54.
  • Gomez-Suarez, M. (2019), “Examining Customer-Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement”, Administrative Sciences, Vol. 9, No. 10: 1-19.
  • Gomez-Suarez, M.; Martinez-Ruiz, M.; Martinez-Caraballo, N. (2017), “Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review”, Frontiers in Psychology, Vol. 8: 8–11.
  • Gumparthi, V. P.; Patra, S. (2019), “The Phenomenon of Brand Love: A Systematic Literature Review”, Journal of Relationship Marketing, 1-40.
  • Gürbüz, S. (2019), “Sosyal Bilimlerde Aracı, Düzenleyici ve Durumsal Etki Analizleri”, Seçkin Yayıncılık, Ankara.
  • Hayes, A. F. (2013), “Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regressio Based Approach”, The Guilford Press, New York, USA.
  • Hegner, S. M.; Fenko, A.; Teravest, A. (2017), “Using the theory of planned behaviour to understand brand love”, Journal of Product & Brand Management, Vol. 26, No. 1: 26-41.
  • Hellier, P. K.; Geursen, G. M.; Carr, R. A.; Rickard, J. A. (2003), “Customer repurchase intention: A general structural equation model”, European Journal of Marketing, Vol. 37, No. 11/12: 1762-1800.
  • Huaman-Ramirez, R.; Merunka, D. (2019), “Brand Experience effects on brand attachment: the role of branş trust, age, and income”, European Business Review, Vol. 31, No. 5: 610-645.
  • Huang, C. C. (2017), “The Impacts of Brand Experiences on Brand Loyalty: Mediators of Brand Love and Trust”, Management Decision, Vol. 55, No.5: 915-934.
  • Huang, R.; Sarigöllü, E. (2012), “How Brand Awareness Relates to Market Outcome, Brand Equity, and the Marketing Mix”, Journal of Business Research, Vol. 65: 92-99.
  • Huang, T-S. (2019), “Psychological mechanisms of brand love and information technology identity in virtual retail environments”, Journal of Retailing and Consumer Services, Vol. 47: 251-264.
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  • Liu, C-R.; Chiu, T-H.; Wang, Y-C.; Huang, W-S. (2018), “Generation Y’s revisit intention and price premium for lifestyle hotels: brand love as the mediator”, International Journal of Hospitality & Tourism Administration, 1-23.
  • Lopez, M. D. R. Z. (2016), “Brand Awareness and Brand Love. Is the too-of-mind the Most Love on? An Application to Fashion Retailers”. Universıdad De La Rıoja.
  • Loureiro, S. M. C. (2020), “Exploring drivers and outcomes of brand centrality experience: the role of partner quality as moderator”, International Journal of Fashion Design, Technology and Education, Vol. 13, No. 2: 150-164.
  • Matzler, K.; Bidmon, S.; Grabner-Kräuter, S. (2006), “Individual determinants of brand affect: The role of the personality traits of extraversion and openness to experience”, Journal of Product & Brand Management, Vol. 15, No. 7: 427–434.
  • Morrison, S.; Crane, F. G. (2007), “Building the service brand by creating and managing an emotional brand experience”, Journal of Brand Management, Vol. 14: 410-421.
  • Moslehpour, M.; Pham, V. K.; Yumnu, S. (2014), “The Mediating Effect of Quality and Prestige on the Relationship between Brand Globalness and Purchase Likelihood of HTC Mobile Phone”, International Business Research, Vol. 7, No. 1: 94-108.
  • Netemeyer, R. G.; Krishnan, B.; Pullig, C.; Wang, G.; Yagci, M.; Dean, D.;, Ricks, J.; Wirth, F. (2004), “Developing and validating measures of facets of customer based brand equity”, Journal of Business Research, Vol. 57, No. 2: 209–224.
  • Pak, H.; Kasnakoğlu, B. T. (2014), “Markaya Düşkünlük Kavramı ve Ürün Kategorisine Göre Farklılıklar”, Pazarlama ve Pazarlama Araştırmaları Dergisi, Vol. 14: 75-86.
  • Pandowo, A. (2016), “How to Create Brand Love in Private Label: The Role of Satisfaction as Intervening Variable”, Journal of Marketing Management, Vol. 4, No. 2: 81-91.
  • Parasuraman, A.; Zeithaml, V. A.; Malhotra, A. (2005), “ES-QUAL a multiple-item scale for assessing electronic service quality”, Journal of Service Research, Vol. 7, No. 3: 213-233.
  • Pavlou, P. A.; Fygenson, M. (2006), “Understanding and predicting electronic commerce adoption: An extension of the theory of planned behaviour”, MIS Quarterly, 115-143.
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  • Prentice, C.; Wang, X.; Loureiro, S. M. C. (2019), “The influence of brand experience and service quality on customer engagement”, Journal of Retailing and Consumer Services, Vol. 50: 50-59.
  • Ramaseshan, B.; Stein, A. (2014), “Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships”, Journal of Brand Management, Vol. 21: 664-683. Roberts, K. (2004), “Lovemarks: The Future Beyond Brands”, Power House Books, New York.
  • Rodrigues, C.; Brandão, A. (2020), “Measuring the effects of retail brand experiences and brand love on word of mouth: a cross-country study of IKEA brand”, The International Review of Retail, Distribution and Consumer Research, 1-28.
  • Rodrigues, P.; Ferreira, P.; Rodrigues, P. (2015), “Brand Experience Leads to Brand Love – Retail Fashion Brand Case”, The Portuguese Marketing Conference, 2015.
  • Rosli, N.; Ha, N. C.; Ghazali, E. M. (2019), “Bridging the gap between branding and sustainability by fostering brand credibility and brand attachment in travellers’ hotel choice”, The Bottom Line, Vol. 32, No. 4, 308-339.
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  • Sarkar, A. (2011), “Romancing with a Brand: A Conceptual Analysis of Romantic Consumer-Brand Relationship”, Management & Marketing Challenges for the Knowledge Society, Vol. 6, No. 1: 79-94.
  • Sarkar, A.; Ponnam, A.; Murthy, B. K. (2012), “Understanding and Measuring Romantic Brand Love”, Journal of Customer Behaviour, Vol. 11, No. 4: 325-348.
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  • Zhou, F.; Mou, J.; Su, Q.; Wu, Y. C. J. (2020), “How does consumers’ Perception of Sports Stars’ Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity”, Journal of Retailing and Consumer Services, Vol. 54: 1-10.
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Toplam 97 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Makaleler
Yazarlar

Abdulbaki Baran 0000-0001-7583-7946

Aydın Kayabaşı 0000-0001-6955-7948

Yayımlanma Tarihi 1 Aralık 2023
Gönderilme Tarihi 1 Mart 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 18 Sayı: 3

Kaynak Göster

APA Baran, A., & Kayabaşı, A. (2023). Determinants of the Relationship between Brand Experience and Brand Love and Behavioural Results of Brand Love. Eskişehir Osmangazi Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 18(3), 688-706. https://doi.org/10.17153/oguiibf.1258124