Ambalajlı Dondurma Sektöründe Marka Sadakatine Etki Eden Faktörler

Hatice Dağcı Büyük; Aysel Erciş; Bahar Türk

-

Year 2014, Volume: 18 Issue: 3, 275 - 292, 23.03.2015

Hatice Dağcı Büyük Aysel Erciş Bahar Türk

Abstract

Companies must create loyal consumer audiences to provide the sustainable competitive advantage, increase market share and achieve high profits. For this reason, the factors effecting on brand loyalty should be well analyzed. The purpose of this study is to determine factors effecting on brand loyalty in packaged ice cream industry. 336 person in downtown area of the city of Rize were applied the survey and the factor effecting on consumer brand loyalty in packed ice cream sector were determined. According to these results; brand image, brand value, hedonic and utilitarian value have effected on brand trust, and brand image and utilitarian value have effected on the brand satisfaction. The brand trust and brand satisfaction were found to effect on both behavioral and attitudional loyalty, as a result of research. Also, it is determined to be a positive relationship among the brand trust and brand satisfaction

Keywords

Brand Equity, Brand Satisfaction, Brand İmage, Brand Trust, Hedonic and

References

Babin, B.J., Darden, W.R., Griffin, M. (1994). “Work and/or fun: measuring hedonic and utilitarian shopping value”. Journal of Consumer Research, 20.644-656.
Başarır, Ö. (2009). Algılanan Marka İmajının Tüketici Satın alma Davranışları Üzerine Etkisi ve Kozmetik Sektöründe Bir Uygulama. (Yayımlanmamış Yüksek Lisans Tezi). İstanbul: Marmara Üniversitesi Sosyal Bilimler Enstitüsü.
Bellenger, D., Steinberg, E., & Stanton, W. (1976). “The congruence of store image and self image”. Journal of Retailing, 52(1), 17-32.
Benett, R. ve S. Rundle-Thiele (2002). “A comparison of Additional Loyalty Measurement Approaches”. Journal of Brand Management, 9(3), 193-207.
Bloomer, J.M. M., Kasper, H.D.P. (1995). “The Complex Relationship between Consumer Satisfaction and Brand Loyalty”. Journal of Economic Physhology, 16(2), 311-329.
Bowen, J. T. ve S.L. Chen (2001). “The Relationship Between Customer Loyalty and Customer Satisfaction”. İnternetional Journal of Contemporary Hospitality Management, 13(4), 213-217.
Chandon, P., Wansink, B., Laurent, G. (2000). “A benefit congruency framework of sale promotion effectiveness”. Journal of Marketing, 64(4), pp.65-81.
Chaudhuri, A. and Holbrook, M. (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.
Chaudhuri, A. ve Holbrook, M. B. (2002). “Product-Class Effects on Brand Commitment and Brand Outcomes: The Role of Brand Trust and Brand Affect”. The Journal of Brand Management, 10(1), 33-58.
Chen, Y. S. (2010). “The Drivers of Green Brand Equity: Green Brand İmage, Green Satisfaction, and Green Trust”. Journal of Business Ethics, 93(2), 307- 319.
Çabuk, S., Orel, F. (2008). “Marka Karakteristikleri İle Marka Ve Üretici Firmaya Duyulan Güven Arasındaki İlişkilerin Belirlenmesi: Çukurova Üniversitesi Ölçeğinde Bir Araştırma”. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 17(1), 103-116
Dekimpe, M., Steenkamp, J-B., Mellens, M. and Abeele, P. (1997). “Decline and variability in brand loyalty”. International Journal of Research in Marketing, 14(5). 405-20.
Delgado-Ballester, E. (2004) “Applicability of a Brand Trust Scale Across Product Categories: A Multigroup İnvariance Analysis”. European Journal of Marketing. 38 (6), 573-592.
Dick, A. ve Basu, K. (1994). “Consumer Loyalty: Toward on İntegrated Conceptual Framework”. Journal of The Academy of Marketing, 22(2), 99-113.
Donthu, N., Yoo, B. (2001). “Devophing and Validating a Multidimensional ConsumerBased Brand Equity Scale”. Journal Of Businnes Research
Dubrovski, D. (2001). “The role of customer satisfaction in achieving business excellence”. Total Qualıty Management. 12( 7/8) , 920- 925.
Er.B,Cengiz.E.(2009). “Bankalarda İlişkisel Bağ Stratejilerinin Müşteri Sadakatine Etkisi”. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13 (2), 291-308
Erdem, T., Swait, J. (1998). “Brand Equity as a Signaling Phenomenon”. Journal of Consumer Psychology, 7(2), 131-157
Gurvies, P., Korchia, M. (2003). “Proposal for a Multidimensional Brand Trust Scale”. Marketing Responsible and Relevant, 20(23), 1-9.
Günaydın, G. (2009). Tarım ve Mühendislik Dergisi, Erişim Tarihi: 5 Nisan 2014, http:// www.zmo.org.tr/resimler/ekler/c4c937b67cc8d78_ek.pdf?dergi=139
Heidarzadeh, A. (2012). “An Analysis of Some Moderating Variables on the Value, Brand Trust and Brand Loyalty Chain”. Research Journal of Applied Sciences, Engineering and Technology 4(10). 1403-1413
İrani, N. (2011). “The Effects of Variety-seeking Buying Tendency and Price Sensitivity on Utilitarian and Hedonic Value in Apparel Shopping Satisfaction”. International Journal of Marketing Studies, 3/3.
Jacopy, N. ve D. B. Keyner (1973). “Brand Loyalty vs. Repeat Purchasing Behavior”. Journal Marketing Research, 10(1), 1-9.
Jarvenpaa, S., L.Tractinsky, N. ve M. Vitale (2000). “Consumer Trust in a İnternet Store”. 200(1). 45-71.
Kavas, A. (2004). “Marka Değeri Yaratma”. Pi: Pazarlama ve İletişim Kültürü Dergisi, 3(8), 16-25.
Keller, K.L. (1993). “Coceptualizing Measuring and Managing Customer-Based Brand Equity”. Journal of Mraketing, 57(1), 1-22
Kim, S. ve C. Jones (2009). “Online Shopping and Moderating Role of Offline Brand Trust”. Direct Marketing: An International Journal, 3(4), 282-300.
Knox, S. ve D. Walker (2001). “Measuring and managing brand loyalty”. Journal of Strategic Marketing, 9(2), 111-128.
Kuikka.A, ve Laukkanen.T.(2012). “Brand loyalty and the role of hedonic value”. Journal of Product & Brand Management, 21(7), 529–537
Lai, F., Griffin, M., ve Babin, B. J. (2009). “How Quality, Value, İmage, and Satisfaction Create Loyalty At A Chinese Telecom”. Journal of Business Research, 62(10), 980-986.
Lau, G.T. ve S.H. Lee (1999). “Consumers’ Trust in a Brand and the Link to Brand Loyalty”. Journal of Marked-Focused Management, 4(4), 341-370.
Mattila, Anna S. (2006), “How Affective Commitment Boosts Guest Loyalty (and Promotes Frequent-guest Programs) Cornell”. Hotel and Restaurant Administration Quarterly; 47, 2.
Matzler, K., Bidmon, S., Grabner-Krauter, S. (2006). “Individual Determinants of Brand Affect: The Role of the Personality Traits of Extraversion and Openness to Experience”. Journal of Product &Brand Management, 15(1), 7, 427-434
Oliver, R.L. (1993). “Cognitive, affective, and attribute bases of the satisfaction response”. Journal of Consumer. Research, 20(3), 418-430.
Pazarlamasyon, Erişim Tarihi: 5 Nisan 2014, http//www.pazarlamasyon.com. Ranaweera, C., Prabhu, J. (2003). “On the Relative İmportance of Customer satisfaction and Trust as Determinants of Customer Retention and Positive Word of Mouth”. Journal of Targeting, Measurement and Analysis for Marketing, 12(1), 82-90
Simon, C. J., Sullivan, M. W. (1993). “The Measurement And Determinants of Brand Equity: A Financial Approach”. Marketing Science, 12(1), 28-53.
Sirdeshmukh, D., Singh, J., Sabol, B. (2002). “Consumer Trust, Value, and Loyalty in Relational Exchanges”. The Journal of Marketing, 66(1), 15-37.
Taylor, Steven A.; Celuch, Kevin; Goodwin, S.(2004) “The importance of brand equity to customer loyalty”. The Journal of Product and Brand Management,13, 4(5).
Taylor, A.; Celuch, K. ve Goodwin, S. (2004). “The importance of brand equity to customer loyalty”. Journal of product&Brand Management, 11(4), 217-227
Uncles, M., Graheme, D. ve K. Hammond (2003). “Customer Loyalyt and Customer Loyalty Programs”. The Journal of Consumer Marketing, 4(5), 294- 316
Yee, W.F. ve Sideh, Y. (2008). “Influence of Brand Loyalty on Consumer Sportswear”. Journal of Economics and Management, 2(2), 221-236.

Ambalajlı Dondurma Sektöründe Marka Sadakatine Etki Eden Faktörler

Year 2014, Volume: 18 Issue: 3, 275 - 292, 23.03.2015

Hatice Dağcı Büyük Aysel Erciş Bahar Türk

Abstract

Firmalar sürdürülebilir rekabet avantajı sağlamak, pazar payını arttırmak ve yüksek
kar elde edebilmek için, sadık tüketici kitleleri yaratmak zorundadır. Bu yüzden marka
sadakatinde etkili olan faktörlerin iyi analiz edilmesi gerekmektedir. Araştırmanın amacını
ambalajlı dondurma sektöründe marka sadakatine etki eden faktörlerin belirlenmesi oluş-
turmaktadır. Bu amaçla Rize kent merkezde 336 tüketiciye anket uygulanmış ve tüketicilerin
ambalajlı dondurma sektöründe yer alan markalara yönelik sadakatine etki eden faktörler belirlenmeye
çalışılmıştır. Elde edilen sonuçlara göre marka imajı, marka değeri, hedonik değer
ve faydacı değerin marka güvenine; marka imajı ve faydacı değerin ise marka memnuniyetine
olan etkileri belirlenmiştir. Araştırma sonucunda marka güveninin ve marka memnuniyetinin
hem davranışsal, hem tutumsal sadakat üzerinde etkili olduğu tespit edilmiştir. Ayrıca marka
güveni ve marka memnuniyeti arasında pozitif yönde bir ilişki olduğu belirlenmiştir.

Keywords

Marka Değeri, Marka Memnuniyeti, Marka İmajı, Marka Güveni, Hedonik ve Faydacı Değer, Marka Sadakati

References

Babin, B.J., Darden, W.R., Griffin, M. (1994). “Work and/or fun: measuring hedonic and utilitarian shopping value”. Journal of Consumer Research, 20.644-656.
Başarır, Ö. (2009). Algılanan Marka İmajının Tüketici Satın alma Davranışları Üzerine Etkisi ve Kozmetik Sektöründe Bir Uygulama. (Yayımlanmamış Yüksek Lisans Tezi). İstanbul: Marmara Üniversitesi Sosyal Bilimler Enstitüsü.
Bellenger, D., Steinberg, E., & Stanton, W. (1976). “The congruence of store image and self image”. Journal of Retailing, 52(1), 17-32.
Benett, R. ve S. Rundle-Thiele (2002). “A comparison of Additional Loyalty Measurement Approaches”. Journal of Brand Management, 9(3), 193-207.
Bloomer, J.M. M., Kasper, H.D.P. (1995). “The Complex Relationship between Consumer Satisfaction and Brand Loyalty”. Journal of Economic Physhology, 16(2), 311-329.
Bowen, J. T. ve S.L. Chen (2001). “The Relationship Between Customer Loyalty and Customer Satisfaction”. İnternetional Journal of Contemporary Hospitality Management, 13(4), 213-217.
Chandon, P., Wansink, B., Laurent, G. (2000). “A benefit congruency framework of sale promotion effectiveness”. Journal of Marketing, 64(4), pp.65-81.
Chaudhuri, A. and Holbrook, M. (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.
Chaudhuri, A. ve Holbrook, M. B. (2002). “Product-Class Effects on Brand Commitment and Brand Outcomes: The Role of Brand Trust and Brand Affect”. The Journal of Brand Management, 10(1), 33-58.
Chen, Y. S. (2010). “The Drivers of Green Brand Equity: Green Brand İmage, Green Satisfaction, and Green Trust”. Journal of Business Ethics, 93(2), 307- 319.
Çabuk, S., Orel, F. (2008). “Marka Karakteristikleri İle Marka Ve Üretici Firmaya Duyulan Güven Arasındaki İlişkilerin Belirlenmesi: Çukurova Üniversitesi Ölçeğinde Bir Araştırma”. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 17(1), 103-116
Dekimpe, M., Steenkamp, J-B., Mellens, M. and Abeele, P. (1997). “Decline and variability in brand loyalty”. International Journal of Research in Marketing, 14(5). 405-20.
Delgado-Ballester, E. (2004) “Applicability of a Brand Trust Scale Across Product Categories: A Multigroup İnvariance Analysis”. European Journal of Marketing. 38 (6), 573-592.
Dick, A. ve Basu, K. (1994). “Consumer Loyalty: Toward on İntegrated Conceptual Framework”. Journal of The Academy of Marketing, 22(2), 99-113.
Donthu, N., Yoo, B. (2001). “Devophing and Validating a Multidimensional ConsumerBased Brand Equity Scale”. Journal Of Businnes Research
Dubrovski, D. (2001). “The role of customer satisfaction in achieving business excellence”. Total Qualıty Management. 12( 7/8) , 920- 925.
Er.B,Cengiz.E.(2009). “Bankalarda İlişkisel Bağ Stratejilerinin Müşteri Sadakatine Etkisi”. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13 (2), 291-308
Erdem, T., Swait, J. (1998). “Brand Equity as a Signaling Phenomenon”. Journal of Consumer Psychology, 7(2), 131-157
Gurvies, P., Korchia, M. (2003). “Proposal for a Multidimensional Brand Trust Scale”. Marketing Responsible and Relevant, 20(23), 1-9.
Günaydın, G. (2009). Tarım ve Mühendislik Dergisi, Erişim Tarihi: 5 Nisan 2014, http:// www.zmo.org.tr/resimler/ekler/c4c937b67cc8d78_ek.pdf?dergi=139
Heidarzadeh, A. (2012). “An Analysis of Some Moderating Variables on the Value, Brand Trust and Brand Loyalty Chain”. Research Journal of Applied Sciences, Engineering and Technology 4(10). 1403-1413
İrani, N. (2011). “The Effects of Variety-seeking Buying Tendency and Price Sensitivity on Utilitarian and Hedonic Value in Apparel Shopping Satisfaction”. International Journal of Marketing Studies, 3/3.
Jacopy, N. ve D. B. Keyner (1973). “Brand Loyalty vs. Repeat Purchasing Behavior”. Journal Marketing Research, 10(1), 1-9.
Jarvenpaa, S., L.Tractinsky, N. ve M. Vitale (2000). “Consumer Trust in a İnternet Store”. 200(1). 45-71.
Kavas, A. (2004). “Marka Değeri Yaratma”. Pi: Pazarlama ve İletişim Kültürü Dergisi, 3(8), 16-25.
Keller, K.L. (1993). “Coceptualizing Measuring and Managing Customer-Based Brand Equity”. Journal of Mraketing, 57(1), 1-22
Kim, S. ve C. Jones (2009). “Online Shopping and Moderating Role of Offline Brand Trust”. Direct Marketing: An International Journal, 3(4), 282-300.
Knox, S. ve D. Walker (2001). “Measuring and managing brand loyalty”. Journal of Strategic Marketing, 9(2), 111-128.
Kuikka.A, ve Laukkanen.T.(2012). “Brand loyalty and the role of hedonic value”. Journal of Product & Brand Management, 21(7), 529–537
Lai, F., Griffin, M., ve Babin, B. J. (2009). “How Quality, Value, İmage, and Satisfaction Create Loyalty At A Chinese Telecom”. Journal of Business Research, 62(10), 980-986.
Lau, G.T. ve S.H. Lee (1999). “Consumers’ Trust in a Brand and the Link to Brand Loyalty”. Journal of Marked-Focused Management, 4(4), 341-370.
Mattila, Anna S. (2006), “How Affective Commitment Boosts Guest Loyalty (and Promotes Frequent-guest Programs) Cornell”. Hotel and Restaurant Administration Quarterly; 47, 2.
Matzler, K., Bidmon, S., Grabner-Krauter, S. (2006). “Individual Determinants of Brand Affect: The Role of the Personality Traits of Extraversion and Openness to Experience”. Journal of Product &Brand Management, 15(1), 7, 427-434
Oliver, R.L. (1993). “Cognitive, affective, and attribute bases of the satisfaction response”. Journal of Consumer. Research, 20(3), 418-430.
Pazarlamasyon, Erişim Tarihi: 5 Nisan 2014, http//www.pazarlamasyon.com. Ranaweera, C., Prabhu, J. (2003). “On the Relative İmportance of Customer satisfaction and Trust as Determinants of Customer Retention and Positive Word of Mouth”. Journal of Targeting, Measurement and Analysis for Marketing, 12(1), 82-90
Simon, C. J., Sullivan, M. W. (1993). “The Measurement And Determinants of Brand Equity: A Financial Approach”. Marketing Science, 12(1), 28-53.
Sirdeshmukh, D., Singh, J., Sabol, B. (2002). “Consumer Trust, Value, and Loyalty in Relational Exchanges”. The Journal of Marketing, 66(1), 15-37.
Taylor, Steven A.; Celuch, Kevin; Goodwin, S.(2004) “The importance of brand equity to customer loyalty”. The Journal of Product and Brand Management,13, 4(5).
Taylor, A.; Celuch, K. ve Goodwin, S. (2004). “The importance of brand equity to customer loyalty”. Journal of product&Brand Management, 11(4), 217-227
Uncles, M., Graheme, D. ve K. Hammond (2003). “Customer Loyalyt and Customer Loyalty Programs”. The Journal of Consumer Marketing, 4(5), 294- 316
Yee, W.F. ve Sideh, Y. (2008). “Influence of Brand Loyalty on Consumer Sportswear”. Journal of Economics and Management, 2(2), 221-236.

There are 41 citations in total.

Details

Primary Language	tr;en
Journal Section	Makaleler
Authors	Hatice Dağcı Büyük This is me Aysel Erciş This is me Bahar Türk This is me
Publication Date	March 23, 2015
Published in Issue	Year 2014 Volume: 18 Issue: 3

Cite

APA	Dağcı Büyük, H., Erciş, A., & Türk, B. (2015). Ambalajlı Dondurma Sektöründe Marka Sadakatine Etki Eden Faktörler. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 18(3), 275-292.

Download Cover Image

Article Files

Full Text

ATASOBED- Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Creative Commons Atıf-GayriTicari-AynıLisanslaPaylaş 4.0 Uluslararası Lisansı ile lisanslanmıştır.