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The Effect of Dimensions of Brand Experience on Dimensions of Purchasing Cosmetic Products: A Comparison of Flormar and Mac Brands

Year 2022, Volume: 7 Issue: 1, 65 - 92, 28.06.2022

Abstract

For cosmetic products, consumers evaluate their expected benefits from the products and make purchases accordingly. Cosmetic companies carry out marketing activities in accordance with these consumer evaluations. On the other hand, not only the functional benefits, but also the experiences they have are important for product purchasing preferences. In this study, the effect of brand experience dimensions on cosmetic product purchasing dimensions, which are two important concepts closely concern the marketing activities, was examined. M.A.C and Flormar brands were used for the research, and totally 400 survey data obtained from 200 Flormar and 200 M.A.C surveys. All data were analyzed and interpreted separately. Brand experience scale consisting of 4 dimensions and 12 items and cosmetic product purchasing dimensions scale consisting of 3 dimensions and 13 items were used. The hypotheses were tested by structural equation modeling. As a result of the analysis, it was concluded that the sensory and affective dimensions of brand experience have an effect on the cosmetic product purchasing dimensions.

References

  • Altunışık, R., Özdemir, S. ve Torlak, Ö. (2011). Pazarlamaya Giriş. Sakarya: Sakarya Yayıncılık.
  • Bayram, N. (2010). Yapısal Eşitlik Modellemesine Giriş Amos Uygulamaları. İstanbul: Ezgi Yayınları.
  • Batı, U. (2018). Markethink ya da Farkethink. İstanbul: Destek Yayınevi.
  • Brakus, J.J., Schmitt, B.H. ve Zaranto, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?. Journal of Marketing, 73(3),52-68.
  • Cash, T. F., Dawson, K., Davis, P., Bowen, M., & Galumbeck, C. (1989). Effects of Cosmetics Use on the Physical Attractiveness and Body Image of American College Women. The Journal of Social Psychology, 129(3), 349–355.
  • Çabuk, S., & Südaş, H. D. (2013). Çevreci Bir Bakış Açısıyla Kadın Tüketicilerin Kozmetik Ürün Tüketim Davranışlarının İncelenmesi. Çağ Üniversitesi Sosyal Bilimler Dergisi, 10(1), 115-131.
  • Çetin, K. (2017). Marka Deneyiminin Güven, Tatmin ve Bağliliğa Etkisi. Bilecik Şeyh Edebali Üniversitesi Sosyal Bilimler Dergisi, 2(2), 475-492.
  • Eckhardt, G. M., & Bengtsson, A. (2010). A Brief History of Branding in China. Journal of Macromarketing, 30(3), 210-221
  • Fabricant, S. M., & Gould, S. J. (1993). Women’s Makeup Careers: An Interpretive Study of Color Cosmetic Use and “Face Value”. Psychology & Marketing, 10(6), 531–548
  • Fornell, C. ve Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
  • George, D. ve Mallery, P. (2001). SPSS for Windows: A Simple Guide and Reference 10.0 Update,Third Edition, USA: Allyn&Bacon Company.
  • Haigh, D. ve İlgüner, M. (2012). Marka Değeri. İstanbul: Markating Yayınları.
  • Hair, J.F., Black, W.C., Babin, B.J. & Anderson R.E. (1998). Multivariate Data Analysis, Fifth Edition, New Jersey: Prentice-Hall Int. İlgüner, M. (2015). Derinliğine Marka. İstanbul: Markating.
  • Hsieh, M. H. (2002). Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study. Journal of International Marketing, 10(2), 46-67.
  • Kalyoncuoğlu, S. (2018). Deneyimsel Pazarlama. Ankara: Gazi Kitabevi.
  • Karabulut, F., Aytac, M. B., & Akin, E. (2020). Makeup Consumption and Islamic Religiosity. Human Arenas, 3, 534-551
  • Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of marketing, 57(1), 1-22.
  • Kim, T., & Lee, H. Y. (2011). External Validity of Market Segmentation Methods: A Study of Buyers of Prestige Cosmetic Brands. European Journal of Marketing., 153-169
  • Koç, E. (2017). Temel Tüketici Davranışı ve Pazarlama Stratejileri. Ankara: Seçkin Yayıncılık.
  • Kotler, P. ve Armstrong, G. (2004). Principles of Marketing. New Jersey: Pearson.
  • Kotler, P., Kartajaya, H. ve Setiawan, I. (2018). Pazarlama 4.0. (N. Özata, Çev.) İstanbul: Optimist.
  • Li, B. (2018). The Influence of Brand Experience on People’s Revisit and Purchase Intention in the Context of China’s Museum. American Journal of Industrial and Business Management, 8(3), 563-578.
  • Meydan, B. (2017). Etik Tüketicinin Kozmetik Ürünü Satın Alma Kararı: Promethee Tekniği İle Bir Uygulama. Uluslararası Akademik Yönetim Bilimleri Dergisi, 3(4), 233-259.
  • Meydan, C.H. ve Şeşen, H. (2011). Yapısal Eşitlik Modellemesi Amos Uygulamaları. Ankara: Detay Yayıncılık.
  • Mont, O., & Plepys, A. (2008). Sustainable Consumption Progress: Should We Be Proud or Alarmed?. Journal of Cleaner Production, 16(4), 531-537.
  • Moore, K., & Reid, S. (2008). The Birth of Brand: 4000 Years of Branding. Business History, 50(4), 419-432.
  • Moreira, A. C., Fortes, N., & Santiago, R. (2017). Influence of Sensory Stimuli on Brand Experience, Brand Equity and Purchase Intention. Journal of Business Economics and Management, 18(1), 68-83.
  • Mucuk, İ. (2014). Pazarlama İlkeleri. İstanbul: Türkmen Kitabevi.
  • Nunnaly, J. (1979). Psychometric Theory, New York: McGraw Hill.
  • Orth, U. R., & De Marchi, R. (2007). Understanding the Relationships Between Functional, Symbolic, and Experiential Brand Beliefs, Product Experiential Attributes, and Product Schema: Advertising-Trial Interactions Revisited. Journal of Marketing Theory and Practice, 15(3), 219-233.
  • Özdemir, E., & Tokol, T. (2008). Kadın Tüketicilere Yönelik Pazarlama Stratejileri. Anadolu University Journal of Social Sciences, 8(2), 57-80
  • Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(4), 135-145.
  • Peter, J. P. ve Donnelly, J. H. (2016). Tüketici Davranışı. A. Candemir (Dü.) içinde, Pazarlama Yönetimine Giriş (P. Aytekin, Çev., s. 43-57). Ankara: Nobel Kitap.
  • Pınarbaşı, F., & Türkyılmaz, C. A. (2017). Retro Marka Deneyiminin Yeniden Satın Alma Niyeti ve Marka Bağlılığı Yaratmadaki Rolü. International Journal of Research in Business and Social Science, 6(2), 13-25.
  • Pine, B. J. ve Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review. July–August, 97-105
  • Roth, M. S. (1995). The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies. Journal of marketing research, 32(2), 163-175.
  • Sahin, A., Zehir, C., & Kitapci, H. (2012). The Effects of Brand Experience and Service Quality on Repurchase Intention: The Role of Brand Relationship Quality. African Journal of Business Management, 6(45), 11190-11201.
  • Sanjaya, W., Asdar, M., & Munir, A. R. (2020). The Effect of Brand Image, Brand Experience and Brand Loyalty Towards Purchase Intention on Apple Smartphone in Makassar. Hasanuddin Journal of Business Strategy, 2(3), 63-71.
  • Schmitt, B. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate To Your Company And Brands. New York: The Free Press.
  • Sondoh, S. L., Omar, M. W., Wahid, N. A., Ismail, I., & Harun, A. (2007). The Effect of Brand Image on Overall Satisfaction and Loyalty Intention in the Context of Color Cosmetic. Asian Academy of Management Journal, 12(1), 83-107.
  • Strong, C. (1996). Features Contributing to the Growth of Ethical Consumerism‐A Preliminary Investigation. Marketing Intelligence & Planning., 5-13
  • Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş. Ankara: Ekinoks Yayınları.
  • Tosun, N. B. (2017). Marka Yönetimi. İstanbul: Beta Yayınları.
  • Wax, M. (1957). Themes in Cosmetics and Grooming. American Journal of Sociology, 62(6), 588–593.
  • Wengrow, D. (2008). Prehistories of Commodity Branding. Current Anthropology, 49(1), 7-34.

Marka Deneyimi Boyutlarının Kozmetik Ürün Satın Alma Boyutlarına Etkisi: Flormar ve Mac Markalarının Karşılaştırılması

Year 2022, Volume: 7 Issue: 1, 65 - 92, 28.06.2022

Abstract

Kozmetik ürün tercihlerinde tüketiciler, ürünlerden bekledikleri faydaları değerlendirmekte ve ona göre satın alma gerçekleştirmektelerdir. Kozmetik firmaları ise, tüketicilerin bu değerlendirmelerine uygun pazarlama faaliyetleri sürdürmektelerdir. Öte yandan, günümüzde tüketicilerin ürün satın alma tercihlerinde sadece fonksiyonel faydalar değil, aynı zamanda yaşadıkları deneyimler de önemli olmaktadır. Bu çalışmada kozmetik sektöründe faaliyet gösteren firmaların pazarlama faaliyetlerini yakından ilgilendirecek bir konu olan, marka deneyimi boyutlarının kozmetik ürün satın alma boyutlarına olan etkisi incelenmiştir. Araştırmada M.A.C ve Flormar markaları kullanılmış, 200 adet Flormar ve 200 adet M.A.C anketlerinden elde edilen toplam 400 adet anket verileri analiz edilerek ayrı ayrı yorumlanmıştır. 4 boyut ve 12 ifadeden oluşan marka deneyimi ölçeği ve 3 boyut 13 ifadeden oluşan kozmetik ürün satın alma boyutları ölçeği kullanılmıştır. Oluşturulan hipotezler yapısal eşitlik modellemesi kullanılarak test edilmiştir. Analizler neticesinde marka deneyiminin duyusal ve duygusal boyutunun kozmetik ürün satın alma boyutları üzerinde etkisi olduğu sonucuna ulaşılmıştır.

References

  • Altunışık, R., Özdemir, S. ve Torlak, Ö. (2011). Pazarlamaya Giriş. Sakarya: Sakarya Yayıncılık.
  • Bayram, N. (2010). Yapısal Eşitlik Modellemesine Giriş Amos Uygulamaları. İstanbul: Ezgi Yayınları.
  • Batı, U. (2018). Markethink ya da Farkethink. İstanbul: Destek Yayınevi.
  • Brakus, J.J., Schmitt, B.H. ve Zaranto, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?. Journal of Marketing, 73(3),52-68.
  • Cash, T. F., Dawson, K., Davis, P., Bowen, M., & Galumbeck, C. (1989). Effects of Cosmetics Use on the Physical Attractiveness and Body Image of American College Women. The Journal of Social Psychology, 129(3), 349–355.
  • Çabuk, S., & Südaş, H. D. (2013). Çevreci Bir Bakış Açısıyla Kadın Tüketicilerin Kozmetik Ürün Tüketim Davranışlarının İncelenmesi. Çağ Üniversitesi Sosyal Bilimler Dergisi, 10(1), 115-131.
  • Çetin, K. (2017). Marka Deneyiminin Güven, Tatmin ve Bağliliğa Etkisi. Bilecik Şeyh Edebali Üniversitesi Sosyal Bilimler Dergisi, 2(2), 475-492.
  • Eckhardt, G. M., & Bengtsson, A. (2010). A Brief History of Branding in China. Journal of Macromarketing, 30(3), 210-221
  • Fabricant, S. M., & Gould, S. J. (1993). Women’s Makeup Careers: An Interpretive Study of Color Cosmetic Use and “Face Value”. Psychology & Marketing, 10(6), 531–548
  • Fornell, C. ve Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
  • George, D. ve Mallery, P. (2001). SPSS for Windows: A Simple Guide and Reference 10.0 Update,Third Edition, USA: Allyn&Bacon Company.
  • Haigh, D. ve İlgüner, M. (2012). Marka Değeri. İstanbul: Markating Yayınları.
  • Hair, J.F., Black, W.C., Babin, B.J. & Anderson R.E. (1998). Multivariate Data Analysis, Fifth Edition, New Jersey: Prentice-Hall Int. İlgüner, M. (2015). Derinliğine Marka. İstanbul: Markating.
  • Hsieh, M. H. (2002). Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study. Journal of International Marketing, 10(2), 46-67.
  • Kalyoncuoğlu, S. (2018). Deneyimsel Pazarlama. Ankara: Gazi Kitabevi.
  • Karabulut, F., Aytac, M. B., & Akin, E. (2020). Makeup Consumption and Islamic Religiosity. Human Arenas, 3, 534-551
  • Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of marketing, 57(1), 1-22.
  • Kim, T., & Lee, H. Y. (2011). External Validity of Market Segmentation Methods: A Study of Buyers of Prestige Cosmetic Brands. European Journal of Marketing., 153-169
  • Koç, E. (2017). Temel Tüketici Davranışı ve Pazarlama Stratejileri. Ankara: Seçkin Yayıncılık.
  • Kotler, P. ve Armstrong, G. (2004). Principles of Marketing. New Jersey: Pearson.
  • Kotler, P., Kartajaya, H. ve Setiawan, I. (2018). Pazarlama 4.0. (N. Özata, Çev.) İstanbul: Optimist.
  • Li, B. (2018). The Influence of Brand Experience on People’s Revisit and Purchase Intention in the Context of China’s Museum. American Journal of Industrial and Business Management, 8(3), 563-578.
  • Meydan, B. (2017). Etik Tüketicinin Kozmetik Ürünü Satın Alma Kararı: Promethee Tekniği İle Bir Uygulama. Uluslararası Akademik Yönetim Bilimleri Dergisi, 3(4), 233-259.
  • Meydan, C.H. ve Şeşen, H. (2011). Yapısal Eşitlik Modellemesi Amos Uygulamaları. Ankara: Detay Yayıncılık.
  • Mont, O., & Plepys, A. (2008). Sustainable Consumption Progress: Should We Be Proud or Alarmed?. Journal of Cleaner Production, 16(4), 531-537.
  • Moore, K., & Reid, S. (2008). The Birth of Brand: 4000 Years of Branding. Business History, 50(4), 419-432.
  • Moreira, A. C., Fortes, N., & Santiago, R. (2017). Influence of Sensory Stimuli on Brand Experience, Brand Equity and Purchase Intention. Journal of Business Economics and Management, 18(1), 68-83.
  • Mucuk, İ. (2014). Pazarlama İlkeleri. İstanbul: Türkmen Kitabevi.
  • Nunnaly, J. (1979). Psychometric Theory, New York: McGraw Hill.
  • Orth, U. R., & De Marchi, R. (2007). Understanding the Relationships Between Functional, Symbolic, and Experiential Brand Beliefs, Product Experiential Attributes, and Product Schema: Advertising-Trial Interactions Revisited. Journal of Marketing Theory and Practice, 15(3), 219-233.
  • Özdemir, E., & Tokol, T. (2008). Kadın Tüketicilere Yönelik Pazarlama Stratejileri. Anadolu University Journal of Social Sciences, 8(2), 57-80
  • Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(4), 135-145.
  • Peter, J. P. ve Donnelly, J. H. (2016). Tüketici Davranışı. A. Candemir (Dü.) içinde, Pazarlama Yönetimine Giriş (P. Aytekin, Çev., s. 43-57). Ankara: Nobel Kitap.
  • Pınarbaşı, F., & Türkyılmaz, C. A. (2017). Retro Marka Deneyiminin Yeniden Satın Alma Niyeti ve Marka Bağlılığı Yaratmadaki Rolü. International Journal of Research in Business and Social Science, 6(2), 13-25.
  • Pine, B. J. ve Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review. July–August, 97-105
  • Roth, M. S. (1995). The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies. Journal of marketing research, 32(2), 163-175.
  • Sahin, A., Zehir, C., & Kitapci, H. (2012). The Effects of Brand Experience and Service Quality on Repurchase Intention: The Role of Brand Relationship Quality. African Journal of Business Management, 6(45), 11190-11201.
  • Sanjaya, W., Asdar, M., & Munir, A. R. (2020). The Effect of Brand Image, Brand Experience and Brand Loyalty Towards Purchase Intention on Apple Smartphone in Makassar. Hasanuddin Journal of Business Strategy, 2(3), 63-71.
  • Schmitt, B. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate To Your Company And Brands. New York: The Free Press.
  • Sondoh, S. L., Omar, M. W., Wahid, N. A., Ismail, I., & Harun, A. (2007). The Effect of Brand Image on Overall Satisfaction and Loyalty Intention in the Context of Color Cosmetic. Asian Academy of Management Journal, 12(1), 83-107.
  • Strong, C. (1996). Features Contributing to the Growth of Ethical Consumerism‐A Preliminary Investigation. Marketing Intelligence & Planning., 5-13
  • Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş. Ankara: Ekinoks Yayınları.
  • Tosun, N. B. (2017). Marka Yönetimi. İstanbul: Beta Yayınları.
  • Wax, M. (1957). Themes in Cosmetics and Grooming. American Journal of Sociology, 62(6), 588–593.
  • Wengrow, D. (2008). Prehistories of Commodity Branding. Current Anthropology, 49(1), 7-34.
There are 45 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Gözde Sula Averbek 0000-0003-3306-7896

Nurettin Ozan Bakır 0000-0002-6854-638X

Publication Date June 28, 2022
Published in Issue Year 2022 Volume: 7 Issue: 1

Cite

APA Sula Averbek, G., & Bakır, N. O. (2022). The Effect of Dimensions of Brand Experience on Dimensions of Purchasing Cosmetic Products: A Comparison of Flormar and Mac Brands. Aurum Sosyal Bilimler Dergisi, 7(1), 65-92.