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GERÇEK VE İDAEL ÖZ KİMLİK UYUMUNUN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİ: SİGARA SEKTÖRÜNDE BİR UYGULAMA

Yıl 2009, Cilt: 23 Sayı: 1, 247 - 263, 27.11.2010

Öz

Bu çalışma, tüketicilerin markalı ürünler kullanmak suretiyle
kendilerini gerçek ve ideal öz kimlikleri ile ifade etmelerinin marka sadakati
geliştirme düzeyleri üzerindeki rolünü tespit etmeyi amaçlamaktadır. Ayrıca
tüketicilerin sadece öz kimliklerinin değil, demografik özelliklerinin de hem
marka sadakati hem de öz kimlik üzerindeki etkisi incelenmiştir. Tüketicilerin
markaya sadık olma düzeylerini ölçmek için tutumsal yaklaşım benimsenmiştir.
Çalışmada, hem sembolik nitelikte hem de marka sadakati yüksek bir ürün olan
sigara ürünü kullanılmıştır. 400 müşteriden yüz yüze anket yöntemiyle elde
edilen veriler Mann-Whitney U, Khi-kare ve Kruskal-Wallis H testleri ile analiz
edilmiştir. Tüketicilerin kendilerini ifade etmelerinin marka sadakati üzerinde
etkin bir faktör olduğu sonucuna varılmıştır.

Kaynakça

  • Aaker, J. L. (1999), “The Malleable Self: The Role of Self-Expression in Persuasion”, Journal of Marketing Research, Vol. 36, No. 1, February, ss. 45-57.
  • Ataman, B. ve Ülengin, B.(2003), “A Note on the Effect of Brand Image on Sales”, Journal of Product & Brand Management, Vol. 12, No. 4, ss. 237-250.
  • Brink, D., Odekerken-Schröder, G. ve Pauwels, P.(2006), “The Effect of Strategic and Tactical Cause-Related Marketing on Consumers’ Brand Loyalty”, Journal of Consumer Marketing, Vol. 23, No. 1, ss.15-25.
  • Ekinci, Y. ve Riley, M.(2003), “An Investigation of Self-Concept: Actual and Ideal Self-Congruence Compared in the Context of Service Evaluation”, Journal of Retailing and Consumer Services, Vol. 10, ss. 201-214.
  • Fournier, S. ve Yao, J.L.(1997), “Reviving Brand Loyalty: A Reconceptualization within The Framework of Consumer-Brand Relationships”, International Journal of Research in Marketing, Vol. 14, ss. 451-472.
  • Grubb, E.L. ve Grathwohl, H.L.(1967), “Consumer Self Concept, Symbolism, and Market Behavior: A Theoretical Approach”, Journal of Marketing, Vol. 31, No. 4, October, ss.22-27.
  • Helgeson, J.G. ve Supphellen, M.(2004), “A Conceptual and Measurement Comparison of Self-Congruity and Brand Personality”, International Journal of Market Research, Vol. 46, No.2, ss. 205-233.
  • Hemdev, P.A.(2005), “Marlboro-A Mini Case Study”, The Marketing Review, Vol. 5, ss. 73-96
  • Ibrahim, H. ve Najjar, F.(2008). “Assessing The Effects of Self-Congruity, Attitudes and Customer Satisfaction on Customer Behavioural Intentions in Retail Environment”, Marketing Intelligence & Planning, Vol. 26, No. 2, ss. 207-227.
  • Jacoby, J. ve Kyner, D.B.(1973), “Brand Loyalty vs. Repeat Purchasing Behavior”, Journal of Marketing Research, Vol. 10, No. 1, February, ss. 1-9.
  • Jamal, A. ve Goode, M.M.H.(2001), “Consumer and Brands: A Study of the Impact of Self-Image Congruence on Brand Preference and Satisfaction”, Marketing Intelligence & Planning, Vol. 19, No. 7, ss. 482-492.
  • Kim, C.K., Han, D. ve Park, S.B.(2001), “The Effect of Brand Personality and Brand Identification on Brand Loyalty: Applying The Theory of Social Identification”, Japanese Psychological Research, Vol. 43, No. 4, ss. 195-206.
  • Kressmann, F., Sirgy, M.J, Herrmann, A., Huber, F., Huber, S. ve Lee, D.J. (2006), “Direct and Indirect Effects of Self-Image Congruence on Brand Loyalty”, Journal of Business Research, Vol. 59, ss. 955-964. Kurtuluş, K.(2004), Pazarlama Araştırmaları, Genişletilmiş 7. Basım, Literatür Yayıncılık, Đstanbul.
  • Landon, E.L.(1974), “Self Concept, Ideal Self Concept, and Consumer Purchase Intensions”, Journal of Consumer Research, Vol. 1, ss.44-51.
  • Merisavo, M. ve Raulas, M.(2004), “The Impact of e-mail Marketing on Brand Loyalty”, Journal of Product & Brand Management, Vol. 13, No. 7, ss. 498-505.
  • Mehta, A.(1999), “Using Self Concept to Assess Advertising Effectiveness, Journal of Advertising Research, Vol. 39, January/February , ss. 81-89.
  • O’cass, A. ve Julian, C.(2001),“Fashion Clothing Consumption: Studying the Effects of Materialistic Values, Self-Image/Product-Image Congruency Relationships, Gender and Age on Fashion Clothing Involvement”, Australian and New Zealand Marketing Academy International Conference, Session 2.2, Consumer Behaviour Research, Auckland, (www.vuw.ac.nz/anzmac/04Prog.pdf)
  • Odabaşı, Y.(1999),Tüketim Kültürü, Sistem Yayıncılık, Đstanbul.
  • Odin, Y., Odin, N. ve Florence, P.(2001), “Conceptual and Operational Aspects of Brand Loyalty: An Empirical Investigation”, Journal of Business Research, Vol. 53, ss. 75-84.
  • Özdamar, K.(2002), Paket Programlar ile Đstatistiksel Veri Analizi, 4. Basım, Kaan Kitapevi, Eskişehir.
  • Palumbo, F. ve Herbig, P.(2000), “The Multicultural Context of Brand Loyalty”, European Journal of Innovation Management, Vol. 3, No. 3, ss. 116-124.
  • Quester, P. ve Lim, A.L.(2003), “Product Involvement/Brand Loyalty: Is There a Link?”, Journal of Product & Brand Management, Vol.12, No. 1, ss.2238.
  • Quester, P.G., Karunaratna, A. ve Goh, L.K.(2000), “Self-Congruity and Product Evaluation: A Cross-Cultural Study”, Journal of Consumer Marketing, Vol. 17, No. 6, ss.525-537.
  • Schiffman, L.G. ve Kanuk, L.L.(1997), Consumer Behavior, Prentice Hall, Upper Saddle River, New Jersey.
  • Sirgy, M.J.(1982), “Self-Concept in Consumer Behavior: A Critical Review”, Journal of Consumer Research, Vol. 9, ss.287-300.
  • Sirgy, M.J., Grewal, D., Mangleburg, T.M., Park, J., Chon, K., Claiborne, C.B., Johar, J.S. ve Berkman, H. (1997), “Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence”, Journal of The Academy of Marketing Science, Vol. 25, No. 3, Summer, 229-241.
  • Sirgy, M.J., Lee, D.J., Johar, J.S. ve Tidwell, J.(2007), “Effect of SelfCongruity with Sponsorship on Brand Loyalty”, Journal of Business Research, http://www.sciencedirect.com/ (18.04.2008).
  • Small, F.(2004), “Self- Image, Imagination and Consumer Purchasing Behaviour”, Australian and New Zealand Marketing Academy International Conference, Session 1, Buyer Behaviour, Wellington, (www.vuw.ac.nz/anzmac/04Pr og.pdf)
  • Solomon, M.R.(1983), “The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective”, The Journal of Consumer Research, Vol. 10, No. 3, December, ss. 319-329.
  • Solomon, M.R.(2004), Tüketici Krallığının Fethi, Çev: Selin Çetinkaya, 1.Basım, Medicat Yayınları, Đstanbul.
  • Taylor, S.A., Celuch, K. ve Goodwin, S.(2004), “The Importance of Brand Equity to Customer Loyalty”, Journal of Product & Brand Management, Vol. 13, No. 4, ss. 217-227.
  • Thiele, S.R. ve Bennet, R.(2001), “A Brand for All Seasons? A Discussion of Brand Loyalty Approaches and Their Applicability for Different Markets”, Journal of Product & Brand Management , Vol. 10, No. 1, ss. 25-37.
  • Uztuğ, F.(2003), Markan Kadar Konuş, 1. Basım, Mediacat Yayınları, Đstanbul.
  • Walle, A.H.(1997), “Global Behaviour, Unique Responses: Consumption within Cultural Framework’’ , Management Decision, Vol. 35, No. 10, ss. 700-708.
  • Westfall, R.(1962), “Psychological Factors in Predicting Product Choice”, Journal of Marketing, Vol. 26, No. 2, April, ss. 34-40.
Yıl 2009, Cilt: 23 Sayı: 1, 247 - 263, 27.11.2010

Öz

Kaynakça

  • Aaker, J. L. (1999), “The Malleable Self: The Role of Self-Expression in Persuasion”, Journal of Marketing Research, Vol. 36, No. 1, February, ss. 45-57.
  • Ataman, B. ve Ülengin, B.(2003), “A Note on the Effect of Brand Image on Sales”, Journal of Product & Brand Management, Vol. 12, No. 4, ss. 237-250.
  • Brink, D., Odekerken-Schröder, G. ve Pauwels, P.(2006), “The Effect of Strategic and Tactical Cause-Related Marketing on Consumers’ Brand Loyalty”, Journal of Consumer Marketing, Vol. 23, No. 1, ss.15-25.
  • Ekinci, Y. ve Riley, M.(2003), “An Investigation of Self-Concept: Actual and Ideal Self-Congruence Compared in the Context of Service Evaluation”, Journal of Retailing and Consumer Services, Vol. 10, ss. 201-214.
  • Fournier, S. ve Yao, J.L.(1997), “Reviving Brand Loyalty: A Reconceptualization within The Framework of Consumer-Brand Relationships”, International Journal of Research in Marketing, Vol. 14, ss. 451-472.
  • Grubb, E.L. ve Grathwohl, H.L.(1967), “Consumer Self Concept, Symbolism, and Market Behavior: A Theoretical Approach”, Journal of Marketing, Vol. 31, No. 4, October, ss.22-27.
  • Helgeson, J.G. ve Supphellen, M.(2004), “A Conceptual and Measurement Comparison of Self-Congruity and Brand Personality”, International Journal of Market Research, Vol. 46, No.2, ss. 205-233.
  • Hemdev, P.A.(2005), “Marlboro-A Mini Case Study”, The Marketing Review, Vol. 5, ss. 73-96
  • Ibrahim, H. ve Najjar, F.(2008). “Assessing The Effects of Self-Congruity, Attitudes and Customer Satisfaction on Customer Behavioural Intentions in Retail Environment”, Marketing Intelligence & Planning, Vol. 26, No. 2, ss. 207-227.
  • Jacoby, J. ve Kyner, D.B.(1973), “Brand Loyalty vs. Repeat Purchasing Behavior”, Journal of Marketing Research, Vol. 10, No. 1, February, ss. 1-9.
  • Jamal, A. ve Goode, M.M.H.(2001), “Consumer and Brands: A Study of the Impact of Self-Image Congruence on Brand Preference and Satisfaction”, Marketing Intelligence & Planning, Vol. 19, No. 7, ss. 482-492.
  • Kim, C.K., Han, D. ve Park, S.B.(2001), “The Effect of Brand Personality and Brand Identification on Brand Loyalty: Applying The Theory of Social Identification”, Japanese Psychological Research, Vol. 43, No. 4, ss. 195-206.
  • Kressmann, F., Sirgy, M.J, Herrmann, A., Huber, F., Huber, S. ve Lee, D.J. (2006), “Direct and Indirect Effects of Self-Image Congruence on Brand Loyalty”, Journal of Business Research, Vol. 59, ss. 955-964. Kurtuluş, K.(2004), Pazarlama Araştırmaları, Genişletilmiş 7. Basım, Literatür Yayıncılık, Đstanbul.
  • Landon, E.L.(1974), “Self Concept, Ideal Self Concept, and Consumer Purchase Intensions”, Journal of Consumer Research, Vol. 1, ss.44-51.
  • Merisavo, M. ve Raulas, M.(2004), “The Impact of e-mail Marketing on Brand Loyalty”, Journal of Product & Brand Management, Vol. 13, No. 7, ss. 498-505.
  • Mehta, A.(1999), “Using Self Concept to Assess Advertising Effectiveness, Journal of Advertising Research, Vol. 39, January/February , ss. 81-89.
  • O’cass, A. ve Julian, C.(2001),“Fashion Clothing Consumption: Studying the Effects of Materialistic Values, Self-Image/Product-Image Congruency Relationships, Gender and Age on Fashion Clothing Involvement”, Australian and New Zealand Marketing Academy International Conference, Session 2.2, Consumer Behaviour Research, Auckland, (www.vuw.ac.nz/anzmac/04Prog.pdf)
  • Odabaşı, Y.(1999),Tüketim Kültürü, Sistem Yayıncılık, Đstanbul.
  • Odin, Y., Odin, N. ve Florence, P.(2001), “Conceptual and Operational Aspects of Brand Loyalty: An Empirical Investigation”, Journal of Business Research, Vol. 53, ss. 75-84.
  • Özdamar, K.(2002), Paket Programlar ile Đstatistiksel Veri Analizi, 4. Basım, Kaan Kitapevi, Eskişehir.
  • Palumbo, F. ve Herbig, P.(2000), “The Multicultural Context of Brand Loyalty”, European Journal of Innovation Management, Vol. 3, No. 3, ss. 116-124.
  • Quester, P. ve Lim, A.L.(2003), “Product Involvement/Brand Loyalty: Is There a Link?”, Journal of Product & Brand Management, Vol.12, No. 1, ss.2238.
  • Quester, P.G., Karunaratna, A. ve Goh, L.K.(2000), “Self-Congruity and Product Evaluation: A Cross-Cultural Study”, Journal of Consumer Marketing, Vol. 17, No. 6, ss.525-537.
  • Schiffman, L.G. ve Kanuk, L.L.(1997), Consumer Behavior, Prentice Hall, Upper Saddle River, New Jersey.
  • Sirgy, M.J.(1982), “Self-Concept in Consumer Behavior: A Critical Review”, Journal of Consumer Research, Vol. 9, ss.287-300.
  • Sirgy, M.J., Grewal, D., Mangleburg, T.M., Park, J., Chon, K., Claiborne, C.B., Johar, J.S. ve Berkman, H. (1997), “Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence”, Journal of The Academy of Marketing Science, Vol. 25, No. 3, Summer, 229-241.
  • Sirgy, M.J., Lee, D.J., Johar, J.S. ve Tidwell, J.(2007), “Effect of SelfCongruity with Sponsorship on Brand Loyalty”, Journal of Business Research, http://www.sciencedirect.com/ (18.04.2008).
  • Small, F.(2004), “Self- Image, Imagination and Consumer Purchasing Behaviour”, Australian and New Zealand Marketing Academy International Conference, Session 1, Buyer Behaviour, Wellington, (www.vuw.ac.nz/anzmac/04Pr og.pdf)
  • Solomon, M.R.(1983), “The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective”, The Journal of Consumer Research, Vol. 10, No. 3, December, ss. 319-329.
  • Solomon, M.R.(2004), Tüketici Krallığının Fethi, Çev: Selin Çetinkaya, 1.Basım, Medicat Yayınları, Đstanbul.
  • Taylor, S.A., Celuch, K. ve Goodwin, S.(2004), “The Importance of Brand Equity to Customer Loyalty”, Journal of Product & Brand Management, Vol. 13, No. 4, ss. 217-227.
  • Thiele, S.R. ve Bennet, R.(2001), “A Brand for All Seasons? A Discussion of Brand Loyalty Approaches and Their Applicability for Different Markets”, Journal of Product & Brand Management , Vol. 10, No. 1, ss. 25-37.
  • Uztuğ, F.(2003), Markan Kadar Konuş, 1. Basım, Mediacat Yayınları, Đstanbul.
  • Walle, A.H.(1997), “Global Behaviour, Unique Responses: Consumption within Cultural Framework’’ , Management Decision, Vol. 35, No. 10, ss. 700-708.
  • Westfall, R.(1962), “Psychological Factors in Predicting Product Choice”, Journal of Marketing, Vol. 26, No. 2, April, ss. 34-40.
Toplam 35 adet kaynakça vardır.

Ayrıntılar

Birincil Dil tr;en
Bölüm Makaleler
Yazarlar

Hüseyin Kurtuldu Bu kişi benim

Zühal Çilingir Bu kişi benim

Yayımlanma Tarihi 27 Kasım 2010
Yayımlandığı Sayı Yıl 2009 Cilt: 23 Sayı: 1

Kaynak Göster

APA Kurtuldu, H., & Çilingir, Z. (2010). GERÇEK VE İDAEL ÖZ KİMLİK UYUMUNUN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİ: SİGARA SEKTÖRÜNDE BİR UYGULAMA. Atatürk Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 23(1), 247-263.

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