Research Article
BibTex RIS Cite

İlişkisel Pazarlama Çerçevesinde Marka Sadakatinin Oluşumu ve Bir Model Önerisi

Year 2012, , 127 - 156, 01.02.2012
https://doi.org/10.1501/SBFder_0000002246

Abstract

Bu çalışmada ilişkisel pazarlama çerçevesinde marka sadakatinin belirleyicilerinin incelenmesi amaçlanmıştır. Bu amaç doğrultusunda geliştirilen model ile marka tatmini, marka güveni, marka duygusu ve marka sadakati arasındaki ilişkiler araştırılmıştır. Çalışmada ortaya konan modelin kuramsal temeli ilişkisel pazarlamanın bağlılık-güven kuramına (Morgan ve Hunt, 1994) dayanmaktadır. Bu çalışmada marka sadakati, bağlılığı temsil edecek şekilde hem davranışsal hem de tutumsal boyutlarıyla ele alınmaktadır. Çalışmada geliştirilen modeli test etmek üzere 450 öğrenciye anket uygulanmış; model doğrulayıcı faktör analizi ve yapısal eşitlik modellemesi aracılığıyla test edilmiştir. Analiz neticesinde marka güveni ve marka duygusunun hem davranışsal hem de tutumsal marka sadakati üzerinde olumlu ve doğrudan etkisi tespit edilmiştir. Aynı zamanda marka tatmininin, davranışsal ve tutumsal marka sadakati üzerinde marka güveni ve marka duygusu aracılığıyla dolaylı etkisi gözlemlenmiştir.

References

  • Aaker, David A. (1991), Managing Brand Equity, (New York: The Free Press.)
  • Aaker, David A. (1996), “Measuring Brand Equity Across Products and Markets”, California Management Review, 38 (3): 102-120.
  • Amine, Abdelmajid (1998), “Consumers' True Brand Loyalty: The Central Role of Commitment”, Journal of Strategic Marketing, 6 (4): 305-319.
  • Anderson, Eugene. W., Claes Fornell ve Donald R. Lehmann (1994), “Customer Satisfaction, Market Share, and Profitability: Findings From Sweden”, Journal of Marketing, 58 (3): 53-66.
  • Anderson, James C. ve David W Gerbing (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach”, Psychological Bulletin, 103 (3): 411- 423.
  • Anisimova, Tatiana A. (2007), “The Effects of Corporate Brand Attributes on Attitudinal and Behavioural Consumer Loyalty”, Journal of Consumer Marketing, 24 (7): 395-405.
  • Anselmsson, Johan, Ulf Johansson ve Niklas Persson (2007), “Understanding Price Premium for Grocery Products: A Conceptual Model of Customer-Based Brand Equity”, Journal of Product & Brand Management, 16 (6): 401-414.
  • Arnott, David C. (2007), “Trust - Current Thinking and Future Research”, European Journal of Marketing, 41 (9/10): 981-987.
  • Ballantyne, Ronnie, Anne Warren ve Karinna Nobbs (2006), “The Evolution of Brand Choice”, Journal of Brand Management, 13 (4/5): 339-352.
  • Barnes, James G. (2003), “Establishing Meaningful Customer Relationships: Why Some Companies and Brands Mean More to Their Customers”, Managing Service Quality, 13 (3): 178-186.
  • Bennett, Rebekah ve Sharyn Rundle-Thiele (2004), “Customer Satisfaction Should Not Be the Only Goal”, Journal of Services Marketing, 18 (7): 514 – 523.
  • Blackston, Max (1992), “Observations: Building Brand Equity By Managing the Brand's Relationships”, Journal of Advertising Research, 32 (3): 79-83.
  • Bloemer, Jose M. M ve Jos G. A. M. Lemmink (1992), “The Importance of Customer Satisfaction in Explaining Brand and Dealer Loyalty”, Journal of Marketing Management, 8 (4): 351- 363.
  • Burnett, John ve R. Bruce Hutton (2007), “New Consumers Need New Brands”, Journal of Product & Brand Management, 16 (4/5): 342-347.
  • Byrne, Barbara M. (1998), Structural Equation Modeling With Lisrel, Prelis, and Simplis, Mahwah, (Nj: Lawrence Erlbaum) Chatterjee, Sharmila C. ve Arjun Chaudhuri (2005), “Are Trusted Brands Important? “, Marketing Management Journal, 15 (1): 1-16.
  • Chaudhuri, Arjun ve Morris B. Holbrook (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, Arjun ve Morris B. Holbrook (2002), “Product-Class Effects On Brand Commitment and Brand Outcomes: The Role of Brand Trust and Brand Affect”, Journal of Brand Management, 10 (1): 33-58.
  • Chitturi, Ravindra, Rajagopal Raghunathan ve Vijay Mahajan (2008), “Delight By Design: The Role of Hedonic versus Utilitarian Benefits”, Journal of Marketing, 72 (3): 48-63.
  • Dall'olmo Riley, Francesca ve Leslie De Chernatony (2000), “The Service Brand as Relationships Builder”, British Journal of Management, 11 (2): 137-150.
  • Davis, Scott M. (2000), “The Power of The Brand”, Strategy & Leadership, 2000, 28 (4): 4-9.
  • Delgado-Ballester, Elena (2004), “Applicability of A Brand Trust Scale Across Product Categories”, European Journal of Marketing, 38 (5/6): 573-592.
  • Delgado-Ballester, Elena ve Jose Luis Munuera-Alemán (2001), “Brand Trust in The Context of Consumer Loyalty”, European Journal of Marketing, 35 (11/12): 1238-1258.
  • Delgado-Ballester, Elena, Jose Luis Munuera-Alemán (2005), “Does Brand Trust Matter to Brand Equity?”, Journal of Product & Brand Management, 14 (3): 187-196 Diamantopoulos, Adamantios ve Judy A. Siguaw (2000), Introducing Lisrel: A Guide for The Uninitiated, (London: Sage).
  • Dick, Alan S. ve Kunal Basu (1994), "Customer Loyalty: toward An Integrated Conceptual Framework”, Journal of The Academy of Marketing Science, 22 (Spring): 99-113.
  • Dimitriades, Zoe S. (2006), “Customer Satisfaction, Loyalty and Commitment in Service Organizations: Some Evidence From Greece”, Management Research News, 29 (12): 782 – 800.
  • Doney, Patricia M. ve Joseph P. Cannon (1997), “An Examination of The Nature of Trust in BuyerSeller Relationships”, Journal of Marketing, 61 (2): 35-51.
  • Fornell, Claes (1992), “A National Customer Satisfaction Barometer: The Swedish Experience”, Journal of Marketing, 56 (1): 6-21.
  • Fornell, Claes, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha ve Barbara Everitt Bryant (1996), “The American Customer Satisfaction Index: Nature, Purpose, and Findings” Journal of Marketing, 60 (4): 7-18.
  • Fornell, Claes ve David F. Larcker (1981), “Evaluating Structural Equation Models With Unobservable Variables and Measurement Error”, Journal of Marketing Research, 18: 39–50.
  • Fournier, Susan (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research, 24 (4): 343-373.
  • Fullerton, Gordon (2003), “When Does Commitment Lead to Loyalty?”, Journal of Service Research, 5 (4): 333-344.
  • Fullerton, Gordon (2005), “The Impact of Brand Commitment on Loyalty to Retail Service Brands”, Canadian Journal of Administrative Sciences, 22 (2): 97-110.
  • Ganesan, Shankar (1994), “Determinants of Long-Term Orientation in Buyer-Seller Relationships”, Journal of Marketing, 58 (2): 1-19.
  • Ganesan, Shankar ve Ron Hess (1997), “Dimensions and Levels of Trust: Implications for Commitment to A Relationship”, Marketing Letters, 8 (4): 439-448.
  • Gounaris, Spiros ve Vlasis Stathakopoulos (2004), “Antecedents and Consequences of Brand Loyalty: An Empirical Study”, Journal of Brand Management, 11 (4): 283-306
  • Grant, Ian ve Stephanie O'donohoe (2007). “Why Young Consumers Are Not Open to Mobile Marketing Communication”, International Journal of Advertising, 26 (2): 233-246.
  • Grossman, R. P., (1999), “Relational versus Discrete Exchanges: The Role of Trust and Commitment In Determınıng Customer Satisfaction”, Journal of Marketing Management, 9 (2): 47-58.
  • Grönroos, Christian (1994), “From Marketing Mix to Relationship Marketing: towards A Paradigm Shift in Marketing”, Management Decision, 32 (2): 4-20.
  • Grönroos, Christian (1996), “Relationship Marketing Logic”, Asia-Australia Marketing Journal, 4 (1): 7-18.
  • Ha., Choong Lyong (1998), “The Theory of Reasoned Action Applied to Brand Loyalty”, Journal of Product & Brand Management, 7 (1): 51-61.
  • Hair, Joseph F., Rolph E. Anderson, Ronald L. Tatham ve William C. Black (1998). Multivariate Data Analysis (5th Ed.) (Upper Saddle River, New Jersey: Prentice)
  • Hamlin, R. P., Chimhundu, R., (2007), “Branding and Relationship Marketing Within The Trifecta of Power: Managing Simultaneous Relationships in Consumer Goods Marketing”, Journal of Customer Behaviour, 6 (2): 179-194.
  • Hess, Jeff ve John Story (2005), “Trust-Based Commitment: Multidimensional Consumer-Brand Relationships”, Journal of Consumer Marketing, 22 (6): 313-22.
  • Hiscock, Jennifer (2001), “Most Trusted Brands”, Marketing, (March): 32-33.
  • Homburg, Christian ve Annette Giering (2001), “Personal Characteristics as Moderators of The Relationship Between Customer Satisfaction and Loyalty – An Empirical Analysis”, Psychology and Marketing, 18 (1): 43-66
  • Jensen, Marlene ve Ronald Drozdenko (2008), “The Changing Price of Brand Loyalty Under Perceived Time Pressure”, Journal of Product & Brand Management, 17 (2): 115-120.
  • Lau, Geok Theng ve Sook Han Lee (1999), “Consumers’ Trust in A Brand and Link to Brand Loyalty”, Journal of Market Focused Management, 4: 341-70.
  • Löfgren, Martin, Lars Witell ve Anders Gustafsson (2008), “Customer Satisfaction in The First and Second Moments of Truth”, Journal of Product & Brand Management, 17 (7): 463-474.
  • Martín-Consuegra, David, Arturo Molina ve Águeda Esteban (2007), “An Integrated Model of Price, Satisfaction and Loyalty: An Empirical Analysis in The Service Sector”, Journal of Product & Brand Management, 16 (7): 459-468.
  • 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, 15 (7): 427-434.
  • Matzler, Kurt, Sonja Grabner-Kräuter ve Sonja Bidmon, S., (2008), “Risk Aversion and Brand Loyalty: The Mediating Role of Brand Trust and Brand Affect”, Journal of Product & Brand Management, 17 (3): 154-162.
  • Miller, Allan ve William F. Grazer (2003), “Complaint Behaviour as A Factor in Cruise Line Losses: An Analysis of Brand Loyalty”, Journal of Travel & Tourism Marketing, 15 (1): 78-91.
  • Mittal, Vikas ve Wagner A. Kamakura (2001), “Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating The Moderating Effects of Customer Characteristics”, Journal of Marketing Research, 38 (February): 131–42.
  • Moliner, Miguel A., Javier Sánchez, Rosa M. Rodríguez ve Luis Callarisa (2007), “Perceived Relationship Quality and Post-Purchase Perceived Value An Integrative Framework”, European Journal of Marketing, 41 (11/12): 1392-1422.
  • Moorman, Christine, Gerald Zaltman ve Rohit Deshpande (1992), “Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations”, Journal of Marketing Research, 29 (3): 314-328.
  • Morgan, Robert M. ve Shelby D. Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing”, Journal of Marketing, 58 (3): 20-38.
  • Morrison, Sharon ve Frederick G. Crane (2007), “Building The Service Brand By Creating and Managing An Emotional Brand Experience”, Journal of Brand Management, 14 (5): 410-421.
  • Nunnally, Jum C. (1978), Psychometric Theory, (Mc-Graw-Hill Book Company, New York, Ny.)
  • O'malley, Lisa ve Caroline Tynan (1999), “The Utility of The Relationship Metaphor in Consumer Markets: A Critical Evaluation”, Journal of Marketing Management, 15 (7): 587-602.
  • O'malley, Lisa ve Caroline Tynan (2000), “Relationship Marketing in Consumer Markets Rhetoric Or Reality?”, European Journal of Marketing, 34 (7): 797-815.
  • Odin, Yorick, Nathalie Odin ve Pierre Valette-Florence, P., (2001), “Conceptual and Operational aspects of Brand Loyalty An Empirical Investigation”, Journal of Business Research, 53 (2): 75-84.
  • Oliver, Richard L. (1980), “ A Cognitive Model of The Antecedents and Consequences of Satisfaction Decisions”, Journal of Marketing Research, 17 (4): 460-469.
  • Oliver Richard L. (1997), Satisfaction: A Behavioral Perspective on The Customer, (Irwin McgrawHill, Boston)
  • Oliver, Richard L. (1999), “Whence Consumer Loyalty?”, Journal of Marketing, Special Issue, 63 (4): 33-44.
  • Olsen, Svein Ottar (2007), “Repurchase Loyalty: The Role of Involvement and Satisfaction”, Psychology & Marketing, 24 (4): 315-341.
  • Pappu, Ravi ve Pascale Quester (2006), “Does Customer Satisfaction Lead to İmproved Brand Equity? An Empirical Examination of Two Categories of Retail Brands”, Journal of Product & Brand Management, 15 (1): 4-14.
  • Perin, Marcelo Gattermann, Claudio Hoffmann Sampaio ve Vinicius Andrade Brei (2006), “Loyalty's Antecedents: A Cross-Sector Study”, Latin American Business Review, 8 (1): 83-102.
  • Power, John, Susan Whelan ve Gary Davies (2008), “The Attractiveness and Connectedness of Ruthless Brands: The Role of Trust”, European Journal of Marketing, 42 (5/6): 586- 602.
  • Punniyamoorthy, M. ve M. Prasanna Mohan Raj (2007), “An Empirical Model for Brand Loyalty Measurement”, Journal of Targeting, Measurement & Analysis for Marketing, 15 (4): 222-233.
  • Ranaweera, Chatura ve Jaideep Prabhu (2003), “The Influence of Satisfaction, Trust and Switching Barriers on Customer Retention on A Continuous Purchasing Setting”, International Journal of Service Industry Management, 14 (4): 374-395.
  • Ravald, Annika ve Christian Grönroos (1996), “The Value Concept and Relationship Marketing”, European Journal of Marketing, 30 (2): 19-30.
  • Reichheld, Frederick F. (1993), “Loyalty-Based Management”, Harvard Business Review, 71 (2): 64-73.
  • Reichheld, Frederick F. (1996), “Learning From Customer Defections”, Harvard Business Review, 74 (2): 56-69.
  • Reichheld, Frederick F. (2003), “The One Number You Need to Grow”, Harvard Business Review, 81 (12): 46-54.
  • Salzer-Marling, Miriam ve Lars Strannegård (2007), “Ain't Misbehavin' - Consumption in a Moralized Brandscape”, Marketing Theory, 7 (4): 407-425.
  • Sichtmann, Christina (2007), “An Analysis of Antecedents and Consequences of Trust in a Corporate Brand”, European Journal of Marketing, 41 (9/10): 999-1015.
  • Sirdeshmukh, Deepak, Jagdip Singh ve Barry Sabol (2002), “Consumer Trust, Value, and Loyalty in Relational Exchanges”, Journal of Marketing, 66 (1): 15-37.
  • Spreng, Richard A., Scott B. Mackenzie ve Richard W. Olshavsky (1996), “A Reexamination of The Determinants of Consumer Satisfaction”, Journal of Marketing, 60 (3): 15-32.
  • Story, John ve Jeff Hess (2006), “Segmenting Customer-Brand Relations: Beyond the Personal Relationship Metaphor”, Journal of Consumer Marketing, 23 (7): 406-413.
  • Şimşek, Ömer Faruk (2007), Yapısal Eşitlik Modellemesine Giriş: Temel İlkeler ve Lisrel Uygulamaları, Ekinoks (Ankara)
  • Tsiotsou, Rodoula (2006), “The Role of Perceived Product Quality and Overall Satisfaction on Purchase Intentions”, International Journal of Consumer Studies, 30 (2): 207-217.
  • Tyler, Katherine ve Edmund Stanley (2007), “The Role of Trust in Financial Services Business Relationships”, Journal of Services Marketing, 21 (5): 334-344.
  • Wang, Guangping (2002), “Attitudinal Correlates of Brand Commitment: An Empirical Study”, Journal of Relationship Marketing, 1 (2): 57-75.
  • Yi, Youjae (1990), “A Critical Review of Consumer Satisfaction”, in Zeithaml, V.A. (ed.), Review of Marketing, 1990, American Marketing Association, Chicago, Il, 68-123.
  • Zboja, James J. ve Clay M. Voorhees (2006), “The Impact of Brand Trust and Satisfaction on Retailer Repurchase Intentions”, Journal of Services Marketing, 20 (6/7): 381-390.
  • Zulganef (2006), “The Existence of Overall Satisfaction in Service Customer Relationships”, Gadjah Mada International Journal of Business, 8 (3): 301-321.

Brand Loyalty Formation in the Context of Relationship Marketing and A Model Proposal

Year 2012, , 127 - 156, 01.02.2012
https://doi.org/10.1501/SBFder_0000002246

Abstract

This study aims to investigate the formation of brand loyalty within the context of relationship marketing. By proposing a brand loyalty model, this study examines the relationships between brand
satisfaction, brand trust, brand affect and brand loyalty. The proposed model of the study depends on the commitment trust theory of relationship marketing (Morgan and Hunt, 1994). This study examines both behavioral and attitudinal dimensions of brand loyalty which also represents commitment. In order to test the model and the suggested relationships between the constructs, data were collected from a sample of 450 undergraduate students and analized using confirmatory factor analysis and structural equation modeling.
Results indicate that both brand trust and brand affect directly and positively influence behavioral and attitudinal brand loyalty. Besides, the results also indicate that, brand trust and brand affect mediate the relationship between brand satisfaction and brand loyalty.

References

  • Aaker, David A. (1991), Managing Brand Equity, (New York: The Free Press.)
  • Aaker, David A. (1996), “Measuring Brand Equity Across Products and Markets”, California Management Review, 38 (3): 102-120.
  • Amine, Abdelmajid (1998), “Consumers' True Brand Loyalty: The Central Role of Commitment”, Journal of Strategic Marketing, 6 (4): 305-319.
  • Anderson, Eugene. W., Claes Fornell ve Donald R. Lehmann (1994), “Customer Satisfaction, Market Share, and Profitability: Findings From Sweden”, Journal of Marketing, 58 (3): 53-66.
  • Anderson, James C. ve David W Gerbing (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach”, Psychological Bulletin, 103 (3): 411- 423.
  • Anisimova, Tatiana A. (2007), “The Effects of Corporate Brand Attributes on Attitudinal and Behavioural Consumer Loyalty”, Journal of Consumer Marketing, 24 (7): 395-405.
  • Anselmsson, Johan, Ulf Johansson ve Niklas Persson (2007), “Understanding Price Premium for Grocery Products: A Conceptual Model of Customer-Based Brand Equity”, Journal of Product & Brand Management, 16 (6): 401-414.
  • Arnott, David C. (2007), “Trust - Current Thinking and Future Research”, European Journal of Marketing, 41 (9/10): 981-987.
  • Ballantyne, Ronnie, Anne Warren ve Karinna Nobbs (2006), “The Evolution of Brand Choice”, Journal of Brand Management, 13 (4/5): 339-352.
  • Barnes, James G. (2003), “Establishing Meaningful Customer Relationships: Why Some Companies and Brands Mean More to Their Customers”, Managing Service Quality, 13 (3): 178-186.
  • Bennett, Rebekah ve Sharyn Rundle-Thiele (2004), “Customer Satisfaction Should Not Be the Only Goal”, Journal of Services Marketing, 18 (7): 514 – 523.
  • Blackston, Max (1992), “Observations: Building Brand Equity By Managing the Brand's Relationships”, Journal of Advertising Research, 32 (3): 79-83.
  • Bloemer, Jose M. M ve Jos G. A. M. Lemmink (1992), “The Importance of Customer Satisfaction in Explaining Brand and Dealer Loyalty”, Journal of Marketing Management, 8 (4): 351- 363.
  • Burnett, John ve R. Bruce Hutton (2007), “New Consumers Need New Brands”, Journal of Product & Brand Management, 16 (4/5): 342-347.
  • Byrne, Barbara M. (1998), Structural Equation Modeling With Lisrel, Prelis, and Simplis, Mahwah, (Nj: Lawrence Erlbaum) Chatterjee, Sharmila C. ve Arjun Chaudhuri (2005), “Are Trusted Brands Important? “, Marketing Management Journal, 15 (1): 1-16.
  • Chaudhuri, Arjun ve Morris B. Holbrook (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, Arjun ve Morris B. Holbrook (2002), “Product-Class Effects On Brand Commitment and Brand Outcomes: The Role of Brand Trust and Brand Affect”, Journal of Brand Management, 10 (1): 33-58.
  • Chitturi, Ravindra, Rajagopal Raghunathan ve Vijay Mahajan (2008), “Delight By Design: The Role of Hedonic versus Utilitarian Benefits”, Journal of Marketing, 72 (3): 48-63.
  • Dall'olmo Riley, Francesca ve Leslie De Chernatony (2000), “The Service Brand as Relationships Builder”, British Journal of Management, 11 (2): 137-150.
  • Davis, Scott M. (2000), “The Power of The Brand”, Strategy & Leadership, 2000, 28 (4): 4-9.
  • Delgado-Ballester, Elena (2004), “Applicability of A Brand Trust Scale Across Product Categories”, European Journal of Marketing, 38 (5/6): 573-592.
  • Delgado-Ballester, Elena ve Jose Luis Munuera-Alemán (2001), “Brand Trust in The Context of Consumer Loyalty”, European Journal of Marketing, 35 (11/12): 1238-1258.
  • Delgado-Ballester, Elena, Jose Luis Munuera-Alemán (2005), “Does Brand Trust Matter to Brand Equity?”, Journal of Product & Brand Management, 14 (3): 187-196 Diamantopoulos, Adamantios ve Judy A. Siguaw (2000), Introducing Lisrel: A Guide for The Uninitiated, (London: Sage).
  • Dick, Alan S. ve Kunal Basu (1994), "Customer Loyalty: toward An Integrated Conceptual Framework”, Journal of The Academy of Marketing Science, 22 (Spring): 99-113.
  • Dimitriades, Zoe S. (2006), “Customer Satisfaction, Loyalty and Commitment in Service Organizations: Some Evidence From Greece”, Management Research News, 29 (12): 782 – 800.
  • Doney, Patricia M. ve Joseph P. Cannon (1997), “An Examination of The Nature of Trust in BuyerSeller Relationships”, Journal of Marketing, 61 (2): 35-51.
  • Fornell, Claes (1992), “A National Customer Satisfaction Barometer: The Swedish Experience”, Journal of Marketing, 56 (1): 6-21.
  • Fornell, Claes, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha ve Barbara Everitt Bryant (1996), “The American Customer Satisfaction Index: Nature, Purpose, and Findings” Journal of Marketing, 60 (4): 7-18.
  • Fornell, Claes ve David F. Larcker (1981), “Evaluating Structural Equation Models With Unobservable Variables and Measurement Error”, Journal of Marketing Research, 18: 39–50.
  • Fournier, Susan (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research, 24 (4): 343-373.
  • Fullerton, Gordon (2003), “When Does Commitment Lead to Loyalty?”, Journal of Service Research, 5 (4): 333-344.
  • Fullerton, Gordon (2005), “The Impact of Brand Commitment on Loyalty to Retail Service Brands”, Canadian Journal of Administrative Sciences, 22 (2): 97-110.
  • Ganesan, Shankar (1994), “Determinants of Long-Term Orientation in Buyer-Seller Relationships”, Journal of Marketing, 58 (2): 1-19.
  • Ganesan, Shankar ve Ron Hess (1997), “Dimensions and Levels of Trust: Implications for Commitment to A Relationship”, Marketing Letters, 8 (4): 439-448.
  • Gounaris, Spiros ve Vlasis Stathakopoulos (2004), “Antecedents and Consequences of Brand Loyalty: An Empirical Study”, Journal of Brand Management, 11 (4): 283-306
  • Grant, Ian ve Stephanie O'donohoe (2007). “Why Young Consumers Are Not Open to Mobile Marketing Communication”, International Journal of Advertising, 26 (2): 233-246.
  • Grossman, R. P., (1999), “Relational versus Discrete Exchanges: The Role of Trust and Commitment In Determınıng Customer Satisfaction”, Journal of Marketing Management, 9 (2): 47-58.
  • Grönroos, Christian (1994), “From Marketing Mix to Relationship Marketing: towards A Paradigm Shift in Marketing”, Management Decision, 32 (2): 4-20.
  • Grönroos, Christian (1996), “Relationship Marketing Logic”, Asia-Australia Marketing Journal, 4 (1): 7-18.
  • Ha., Choong Lyong (1998), “The Theory of Reasoned Action Applied to Brand Loyalty”, Journal of Product & Brand Management, 7 (1): 51-61.
  • Hair, Joseph F., Rolph E. Anderson, Ronald L. Tatham ve William C. Black (1998). Multivariate Data Analysis (5th Ed.) (Upper Saddle River, New Jersey: Prentice)
  • Hamlin, R. P., Chimhundu, R., (2007), “Branding and Relationship Marketing Within The Trifecta of Power: Managing Simultaneous Relationships in Consumer Goods Marketing”, Journal of Customer Behaviour, 6 (2): 179-194.
  • Hess, Jeff ve John Story (2005), “Trust-Based Commitment: Multidimensional Consumer-Brand Relationships”, Journal of Consumer Marketing, 22 (6): 313-22.
  • Hiscock, Jennifer (2001), “Most Trusted Brands”, Marketing, (March): 32-33.
  • Homburg, Christian ve Annette Giering (2001), “Personal Characteristics as Moderators of The Relationship Between Customer Satisfaction and Loyalty – An Empirical Analysis”, Psychology and Marketing, 18 (1): 43-66
  • Jensen, Marlene ve Ronald Drozdenko (2008), “The Changing Price of Brand Loyalty Under Perceived Time Pressure”, Journal of Product & Brand Management, 17 (2): 115-120.
  • Lau, Geok Theng ve Sook Han Lee (1999), “Consumers’ Trust in A Brand and Link to Brand Loyalty”, Journal of Market Focused Management, 4: 341-70.
  • Löfgren, Martin, Lars Witell ve Anders Gustafsson (2008), “Customer Satisfaction in The First and Second Moments of Truth”, Journal of Product & Brand Management, 17 (7): 463-474.
  • Martín-Consuegra, David, Arturo Molina ve Águeda Esteban (2007), “An Integrated Model of Price, Satisfaction and Loyalty: An Empirical Analysis in The Service Sector”, Journal of Product & Brand Management, 16 (7): 459-468.
  • 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, 15 (7): 427-434.
  • Matzler, Kurt, Sonja Grabner-Kräuter ve Sonja Bidmon, S., (2008), “Risk Aversion and Brand Loyalty: The Mediating Role of Brand Trust and Brand Affect”, Journal of Product & Brand Management, 17 (3): 154-162.
  • Miller, Allan ve William F. Grazer (2003), “Complaint Behaviour as A Factor in Cruise Line Losses: An Analysis of Brand Loyalty”, Journal of Travel & Tourism Marketing, 15 (1): 78-91.
  • Mittal, Vikas ve Wagner A. Kamakura (2001), “Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating The Moderating Effects of Customer Characteristics”, Journal of Marketing Research, 38 (February): 131–42.
  • Moliner, Miguel A., Javier Sánchez, Rosa M. Rodríguez ve Luis Callarisa (2007), “Perceived Relationship Quality and Post-Purchase Perceived Value An Integrative Framework”, European Journal of Marketing, 41 (11/12): 1392-1422.
  • Moorman, Christine, Gerald Zaltman ve Rohit Deshpande (1992), “Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations”, Journal of Marketing Research, 29 (3): 314-328.
  • Morgan, Robert M. ve Shelby D. Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing”, Journal of Marketing, 58 (3): 20-38.
  • Morrison, Sharon ve Frederick G. Crane (2007), “Building The Service Brand By Creating and Managing An Emotional Brand Experience”, Journal of Brand Management, 14 (5): 410-421.
  • Nunnally, Jum C. (1978), Psychometric Theory, (Mc-Graw-Hill Book Company, New York, Ny.)
  • O'malley, Lisa ve Caroline Tynan (1999), “The Utility of The Relationship Metaphor in Consumer Markets: A Critical Evaluation”, Journal of Marketing Management, 15 (7): 587-602.
  • O'malley, Lisa ve Caroline Tynan (2000), “Relationship Marketing in Consumer Markets Rhetoric Or Reality?”, European Journal of Marketing, 34 (7): 797-815.
  • Odin, Yorick, Nathalie Odin ve Pierre Valette-Florence, P., (2001), “Conceptual and Operational aspects of Brand Loyalty An Empirical Investigation”, Journal of Business Research, 53 (2): 75-84.
  • Oliver, Richard L. (1980), “ A Cognitive Model of The Antecedents and Consequences of Satisfaction Decisions”, Journal of Marketing Research, 17 (4): 460-469.
  • Oliver Richard L. (1997), Satisfaction: A Behavioral Perspective on The Customer, (Irwin McgrawHill, Boston)
  • Oliver, Richard L. (1999), “Whence Consumer Loyalty?”, Journal of Marketing, Special Issue, 63 (4): 33-44.
  • Olsen, Svein Ottar (2007), “Repurchase Loyalty: The Role of Involvement and Satisfaction”, Psychology & Marketing, 24 (4): 315-341.
  • Pappu, Ravi ve Pascale Quester (2006), “Does Customer Satisfaction Lead to İmproved Brand Equity? An Empirical Examination of Two Categories of Retail Brands”, Journal of Product & Brand Management, 15 (1): 4-14.
  • Perin, Marcelo Gattermann, Claudio Hoffmann Sampaio ve Vinicius Andrade Brei (2006), “Loyalty's Antecedents: A Cross-Sector Study”, Latin American Business Review, 8 (1): 83-102.
  • Power, John, Susan Whelan ve Gary Davies (2008), “The Attractiveness and Connectedness of Ruthless Brands: The Role of Trust”, European Journal of Marketing, 42 (5/6): 586- 602.
  • Punniyamoorthy, M. ve M. Prasanna Mohan Raj (2007), “An Empirical Model for Brand Loyalty Measurement”, Journal of Targeting, Measurement & Analysis for Marketing, 15 (4): 222-233.
  • Ranaweera, Chatura ve Jaideep Prabhu (2003), “The Influence of Satisfaction, Trust and Switching Barriers on Customer Retention on A Continuous Purchasing Setting”, International Journal of Service Industry Management, 14 (4): 374-395.
  • Ravald, Annika ve Christian Grönroos (1996), “The Value Concept and Relationship Marketing”, European Journal of Marketing, 30 (2): 19-30.
  • Reichheld, Frederick F. (1993), “Loyalty-Based Management”, Harvard Business Review, 71 (2): 64-73.
  • Reichheld, Frederick F. (1996), “Learning From Customer Defections”, Harvard Business Review, 74 (2): 56-69.
  • Reichheld, Frederick F. (2003), “The One Number You Need to Grow”, Harvard Business Review, 81 (12): 46-54.
  • Salzer-Marling, Miriam ve Lars Strannegård (2007), “Ain't Misbehavin' - Consumption in a Moralized Brandscape”, Marketing Theory, 7 (4): 407-425.
  • Sichtmann, Christina (2007), “An Analysis of Antecedents and Consequences of Trust in a Corporate Brand”, European Journal of Marketing, 41 (9/10): 999-1015.
  • Sirdeshmukh, Deepak, Jagdip Singh ve Barry Sabol (2002), “Consumer Trust, Value, and Loyalty in Relational Exchanges”, Journal of Marketing, 66 (1): 15-37.
  • Spreng, Richard A., Scott B. Mackenzie ve Richard W. Olshavsky (1996), “A Reexamination of The Determinants of Consumer Satisfaction”, Journal of Marketing, 60 (3): 15-32.
  • Story, John ve Jeff Hess (2006), “Segmenting Customer-Brand Relations: Beyond the Personal Relationship Metaphor”, Journal of Consumer Marketing, 23 (7): 406-413.
  • Şimşek, Ömer Faruk (2007), Yapısal Eşitlik Modellemesine Giriş: Temel İlkeler ve Lisrel Uygulamaları, Ekinoks (Ankara)
  • Tsiotsou, Rodoula (2006), “The Role of Perceived Product Quality and Overall Satisfaction on Purchase Intentions”, International Journal of Consumer Studies, 30 (2): 207-217.
  • Tyler, Katherine ve Edmund Stanley (2007), “The Role of Trust in Financial Services Business Relationships”, Journal of Services Marketing, 21 (5): 334-344.
  • Wang, Guangping (2002), “Attitudinal Correlates of Brand Commitment: An Empirical Study”, Journal of Relationship Marketing, 1 (2): 57-75.
  • Yi, Youjae (1990), “A Critical Review of Consumer Satisfaction”, in Zeithaml, V.A. (ed.), Review of Marketing, 1990, American Marketing Association, Chicago, Il, 68-123.
  • Zboja, James J. ve Clay M. Voorhees (2006), “The Impact of Brand Trust and Satisfaction on Retailer Repurchase Intentions”, Journal of Services Marketing, 20 (6/7): 381-390.
  • Zulganef (2006), “The Existence of Overall Satisfaction in Service Customer Relationships”, Gadjah Mada International Journal of Business, 8 (3): 301-321.
There are 86 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Mustafa Özdemir This is me

Akın Koçak This is me

Publication Date February 1, 2012
Submission Date July 31, 2014
Published in Issue Year 2012

Cite

APA Özdemir, M., & Koçak, A. (2012). İlişkisel Pazarlama Çerçevesinde Marka Sadakatinin Oluşumu ve Bir Model Önerisi. Ankara Üniversitesi SBF Dergisi, 67(02), 127-156. https://doi.org/10.1501/SBFder_0000002246
AMA Özdemir M, Koçak A. İlişkisel Pazarlama Çerçevesinde Marka Sadakatinin Oluşumu ve Bir Model Önerisi. SBF Dergisi. February 2012;67(02):127-156. doi:10.1501/SBFder_0000002246
Chicago Özdemir, Mustafa, and Akın Koçak. “İlişkisel Pazarlama Çerçevesinde Marka Sadakatinin Oluşumu Ve Bir Model Önerisi”. Ankara Üniversitesi SBF Dergisi 67, no. 02 (February 2012): 127-56. https://doi.org/10.1501/SBFder_0000002246.
EndNote Özdemir M, Koçak A (February 1, 2012) İlişkisel Pazarlama Çerçevesinde Marka Sadakatinin Oluşumu ve Bir Model Önerisi. Ankara Üniversitesi SBF Dergisi 67 02 127–156.
IEEE M. Özdemir and A. Koçak, “İlişkisel Pazarlama Çerçevesinde Marka Sadakatinin Oluşumu ve Bir Model Önerisi”, SBF Dergisi, vol. 67, no. 02, pp. 127–156, 2012, doi: 10.1501/SBFder_0000002246.
ISNAD Özdemir, Mustafa - Koçak, Akın. “İlişkisel Pazarlama Çerçevesinde Marka Sadakatinin Oluşumu Ve Bir Model Önerisi”. Ankara Üniversitesi SBF Dergisi 67/02 (February 2012), 127-156. https://doi.org/10.1501/SBFder_0000002246.
JAMA Özdemir M, Koçak A. İlişkisel Pazarlama Çerçevesinde Marka Sadakatinin Oluşumu ve Bir Model Önerisi. SBF Dergisi. 2012;67:127–156.
MLA Özdemir, Mustafa and Akın Koçak. “İlişkisel Pazarlama Çerçevesinde Marka Sadakatinin Oluşumu Ve Bir Model Önerisi”. Ankara Üniversitesi SBF Dergisi, vol. 67, no. 02, 2012, pp. 127-56, doi:10.1501/SBFder_0000002246.
Vancouver Özdemir M, Koçak A. İlişkisel Pazarlama Çerçevesinde Marka Sadakatinin Oluşumu ve Bir Model Önerisi. SBF Dergisi. 2012;67(02):127-56.

Cited By





Marka Deneyiminin Güven, Tatmin ve Bağlılığa Etkisi
Bilecik Şeyh Edebali Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
https://doi.org/10.33905/bseusbed.300054