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THE EFFECT OF BRAND REPUTATION ON WILLINGNESS TO PAY: THE MEDIATING ROLE OF BRAND LOVE AND A RESEARCH ON NIKE BRAND

Year 2020, Volume: 5 Issue: 2, 149 - 172, 26.12.2020

Nurettin Ozan Bakır , Gunay Safarzade

Abstract

Nowadays consumers prefer brands that give them different experiences rather than products only meet their needs and satisfy them. Brands that manage consumer-brand relationship well, aimed to survive in an intense competitive environment. Therefore, brands are now making strategic decisions to establish an emotional bond with their consumers. These emotional bonding tendencies emerged as brand love. The aim of this study is to examine the effects of brand reputation on both brand love and willingness to pay more, and also to investigate whether brand love has a mediating role between these two variables. The research was conducted only on the Nike brand. The created hypotheses were tested using structural equation modeling. In the study, it was determined that both brand reputation and brand love have a positive effect on the desire to pay more. In the study, it was found that brand love has no intermediary role between brand reputation and the willingness to pay more.

Keywords

Brand Love Brand Reputation Willingness to pay more Structural Equation Modeling Nike Brand

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MARKA İTİBARININ DAHA FAZLA ÖDEME İSTEĞİNE ETKİSİ: MARKA AŞKININ ARACILIK ROLÜ VE NIKE MARKASI ÜZERİNE BİR ARAŞTIRMA

Year 2020, Volume: 5 Issue: 2, 149 - 172, 26.12.2020

Nurettin Ozan Bakır , Gunay Safarzade

Abstract

Günümüzde tüketiciler sadece ihtiyaçlarını karşılayan ve onları memnun eden ürünlerden ziyade somut özellikler sunan, onlara farklı deneyimler sunan markaları tercih etmektedirler. Tüketici-marka ilişkisini iyi yöneten markalar, yoğun rekabet ortamında hayatta kalabilmeyi amaçlamaktadırlar. Bu yüzden, markalar artık tüketicileriyle duygusal bağ kurmak için stratejik kararlar almaktadır. Bu duygusal bağ kurma eğilimleri, marka aşkı olarak ortaya çıkmıştır. Bu çalışmanın amacı marka itibarının hem marka aşkına hem de daha fazla ödeme niyeti üzerindeki etkilerinin incelenmesi, aynı zamanda marka aşkının bu iki değişken arasındaki aracılık rolünün olup olmadığının araştırılmasıdır. Araştırma sadece Nike markası üzerinde gerçekleştirilmiştir. Oluşturulan hipotezler yapısal eşitlik modellemesi kullanılarak test edilmiştir. Araştırmada hem marka itibarının hem de marka aşkının daha fazla ödeme niyeti üzerinde pozitif yönde etkisinin olduğu saptanmıştır. Çalışmada marka itibarı ile daha fazla ödeme niyeti arasında marka aşkının aracılık rolü olmadığı bulunmuştur.

Keywords

Marka Aşkı Marka İtibarı Daha Fazla Ödeme İsteği Yapısal Eşitlik Modellemesi Nike Markası

References

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  • Akın, M. (2017). Th Effect of Young Consumers’ Love for Smart Mobile Phone Brands on Brand Loyalty, International Review of Management and Business Researh, 6(1), 362-370.
  • Albert, N. Merunka, D. ve Valetta-Florence, P. (2008). When Consumers Love Their Brands: Exploring the Concept and Its Dimension. Journal of Business Research, 61(10), 1062-1075.
  • Albert, N. Merunka, D. ve Valetta-Florence, P. (2013). When Consumers Love Their Brands: Exploring The Concept and Its Dimensions. Jorunal of Business Research, 61(10), 1062-1075.
  • Aron, A. Aron E.N., Tudor, M. ve Nelson, N. (1991). Close Relationship as Including Other in the Self. Journal of Personality and Social Psychology, 60(2), 241-253.
  • Ahuvia, A.C. (2015). Nothing Matters More to People Than People: Brand Love and Social Relationships. Review of Marketing Research Special Issue on brand Meaning Management, 12, 121-149.
  • Argüden, Y. (2003). İtibar Yönetimi, İstanbul: ARGE Danışmanlık Yayınları. Konfereansı: İşletmecilikte Yeni Gelişmeler ve Fırsatlar, 6-12.
  • Aşkın, N. ve İpek, İ. (2016). Marka Aşkının Marka Deneyimi ile Marka Sadakati Arasındaki İlişkiye Aracılık Etkisi, Ege Akademik Bakış, 16(1), 79-94.
  • Aydın, H. (2016). Marka Aşkının Değerlendirilmesi: Beyaz Eşya Kullanıcıları Üzerine Bir Araştırma, Tüketici ve Tüketim Araştırmaları Dergisi, 8(2), 125-149.
  • Aydın, H. (2017). Marka Güveni, Farkındalığı ve Benlik İmaj Uyumunun Marka Bağlılığına Etkisinde Marka Aşkının Aracılık Rolü, Ege Akademik Bakış, 17(2), 281-293.
  • Bairrada, C. M., Coelho, F. ve Coelho, A. (2018). Antecedents and Outcomes of Brand Love: Utilitarian and Symbolic Brand Qualities. European Journal of Marketing, 52 (3/4), 656-682.
  • Bagozzi, R.P, Batra, R. ve Ahuvia, A. (2017). Brand Love: Development and Validation of Practical Scale, Marketing Letters, 28(1), 1-14.
  • Baron, R.M. ve Kenny, D.A. (1986). The Moderator-Mediator Variable Dinstinction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations, Journal of Personality and Psychology, 51(6), 1173-1182.
  • Batra, R., Aaron, A. ve Bagozzi, R.P. (2012). Brand Love. Journal of Marketing, 76(2), 1-16. Bayram, N. (2010). Yapısal Eşitlik Modellemesine Giriş Amos Uygulamaları. İstanbul: Ezgi Yayınları.
  • Bergvist, L. ve Bech-Larsen, T. (2010). Two Studies of Consequences and Actionable Antecedents of Brand Love. Jorunal of Brand Management, 17(7), 504-518.
  • Bıçakçıoğlu, N., İpek, İ ve Bayraktaroğlu, G. (2016). Ancetendents and Outcomes of Brand Love: The Mediating Role of Brand Loyalty. Journal of Marketing Communications, 1-15.
  • Biçer, Ö. ve Şahin, B. (2020). Turistik Tüketicilerde Marka Aşkı ve Marka Sadakati: Otel Müşterileri Örneği, Turizm Akademik Dergisi, 7(1), 133-147.
  • Borges, A.P., Cardoso, C. ve Rodrigues, P. (2016). Consumer’s Love for Functional Brands: The Aspirin Case, International Journal of Pharmacautical and Healthcare Marketing, 10(4), 477-491.
  • Can, P. ve Mühürdaroğlu, S. (2019). Tüketici-Marka İlişkisinde Marka Aşkının Rolü Üzerine Bir Araştırma, The Journal of Social Science, 3(6), 497-510.
  • Carroll, B.A. ve Ahuvia, A.C. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letters, 17(2), 79-89.
  • Chatzipanagiotou, K., Veloutsou, C. ve Christodoulides, G. (2016). Decoding the Complexity of the Consumer-Based Brand Equity Process. Jorunal of Business Research, 69(11), 5479-5486.
  • Chaudhuri, A. (2002). How Brand Reputation Affects the Advertising-Brand Equity Link. Journal of Advertising Research, 42(3), 33-43.
  • Chaudhuri, A. ve Holbrook, M.B. (2001). The Chain of Effects from Brand Trust Affect to Brand Performence: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
  • Corcindale, D. ve Belder, M. (2009). Corporate Brand Reputation and The Adoption of Innovations, Journal of Product and Brand Management, 18(4), 242-250.
  • Cop, R. (2015). “Aşk Marka”. Ed: Arslan, F.M., Masamızda Marka Sohbetleri, İstanbul: Beta Yayıncılık,47-66.
  • Çavuşoğlu, S. ve Demirağ, B. (2020). Benlik İfade Eden Marka, Marka Aşkı, Pozitif Ağızdan Ağıza İletişim ve Marka Sadakati Arasındaki İlişkinin İncelenmesi: Paketlenmiş Ürün Kategorisinde Bir Araştırma, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 34(3), 1065-1087.
  • Drennan, J., Bianchi C., Cacho-Elizondo, S., Louriero, S., Guibert, N. ve Proud, W. (2015). Examining The Role of Wine Brand Love on Brand Loyalty: A Multi-Country Comparison. International Journal of Hospitality Management, 49, 47-55.
  • Ercis, A., Aykut, O.H. ve Yildiz, T. (2019). Benlik-Marka Bağının Marka Sadakati Üzerindeki Etkisinde Marka Aşkı ve Deneyiminin Aracılık Rolü, PressAcademia Procedia, 9(1), 285-294.
  • Erdoğan, H.H. ve Enginkaya, E. (2015). Marka Deneyimi ve Marka Aşkı Açısından Havayolu Markalarının Karşılaştırılması, 23. Pazarlama Kongresi Bildiriler Kitabı, 27-29 Haziran Kocaeli, 403-424.
  • Filho, C.G., Monteiro, P.R.R ve Souki, G.Q. (2010) The Impacts of Brand Love, Brand Equity in the Consumer’s Loyalty and the Customer’s Purchase Intentions: The Development and Testing of Alternative Models in the Automotive Sector. 36. ANPAD Congress, Rio De Janerio aktaran: Başkol, M. ve Asar, İ. (2019). Marka Denkliği ve Marka Aşkı İlişkisi. Kavramsal Bir Bakış. Bartın Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 10(20), 110-127.
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There are 74 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Nurettin Ozan Bakır

Gunay Safarzade 0000-0001-8910-812X

Publication Date December 26, 2020
Published in Issue Year 2020 Volume: 5 Issue: 2

Cite

APA Bakır, N. O., & Safarzade, G. (2020). MARKA İTİBARININ DAHA FAZLA ÖDEME İSTEĞİNE ETKİSİ: MARKA AŞKININ ARACILIK ROLÜ VE NIKE MARKASI ÜZERİNE BİR ARAŞTIRMA. Aurum Sosyal Bilimler Dergisi, 5(2), 149-172.
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