TÜKETİCİLERİN MARKA ALGISI ve MARKA SADAKATİ İLİŞKİSİ: PERAKENDECİ MAĞAZALAR ÜZERİNE BİR ARAŞTIRMA

Year 2023, , 72 - 84, 25.01.2023

Fatma Demirağ

https://doi.org/10.33416/baybem.1191588

Abstract

Marka sadakati işletmelerin mevcut ve potansiyel müşterileri ile ilgili uzun vadeli başarının anahtarıdır. Günümüz pazarlama dünyasında marka sadakatinin öncülleri, ilişkili olduğu kavramlar veya marka sadakatini arttırabilecek değişkenler oldukça karmaşık ve önemli bir konudur. Bu çalışma, tüketicilerin perakende marka algısı ve marka sadakati arasındaki nedensel ilişkileri açıklamak amacıyla yapılmıştır. Bu çalışmada, nicel araştırma yöntemlerinden biri olan nedensel araştırma deseni kullanılmıştır. Araştırmada veri toplama aracı olarak anket yöntemi kullanılmıştır. Anket 414 katılımcıya online olarak uygulanmıştır. Araştırma hipotezlerinin test edilmesinde yapısal eşitlik modelinden yararlanılmıştır. Araştırma sonucuna göre, marka güveni ve markaya bağlanmanın marka sadakati üzerinde etkisi olmadığı, marka imajının marka sadakati üzerinde pozitif etkisi olduğu sonucuna ulaşılmıştır. Bu çalışma, perakendeci markalara yönelik marka algısının marka sadakati üzerinde etkili olabilecek unsurları tartışarak teorik ve pratik açıdan farklı bir bakış açısı sunmaktadır. Çalışma, marka ve marka sadakati teorisine yönelik boşluğu doldurmaya çalışmaktadır. Uygulayıcılara yönelik ise perakendeci mağazaların marka sadakatini etkileyen marka algılarının belirlenmesi uygulayıcıların doğru stratejilerin uygulanması açısından önemlidir.

Keywords

Marka Güveni, Marka Bağlılığı, Marka İmajı, Marka Sadakati, Brand Trust, Brand Attachment, Brand Image, Brand Loyalty

THE RELATIONSHIP OF CONSUMERS' BRAND PERCEPTION AND BRAND LOYALTY: A RESEARCH ON RETAIL STORES

Abstract

Brand loyalty is the key to the long-term success of businesses with their current and potential customers. In today's marketing world, the antecedents of brand loyalty, the concepts it is associated with or the variables that can increase brand loyalty are very complex and important issues. This study was conducted to explain the causal relationships between consumers' retail brand perception and brand loyalty. In this study, causal research design, which is one of the quantitative research methods, was used. The questionnaire method was used as a data collection tool in the research. The questionnaire was applied to 414 participants online. A structural equation model was used to test the research hypotheses. According to the results of the research, it was concluded that brand trust and brand attachment had no effect on brand loyalty, and brand image had a positive effect on brand loyalty. This study presents a different theoretical and practical perspective by discussing the factors that can affect the brand perception of retail brands on brand loyalty. The study tries to fill the gap in the theory of brand and brand loyalty. As for the practitioners, determining the brand perceptions that affect the brand loyalty of the retail stores is important for the practitioners to implement the right strategies.

Keywords

Brand Trust, Brand Attachment, Brand Image, Brand Loyalty

References

• Agmeka, F., Wathoni, R. & Santos, A., (2019). The Influence of Discount Framing towards Brand Reputation and Brand Image on Purchase Intention and Actual Behaviour in e-commerce, The Fifth Information Systems International Conference 2019.
• Alguacil,M., Pomar, J. N., Calabuig, F., Escamilla-Fajardo, P. & Staskeviciute-Butiene, I. (2021). Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service, Heliyon 7, e07163.
• Alzate, M., Arce-Urriza, M., & Cebollada, J. (2022). Mining the text of online consumer reviews to analyze brand image and brand positioning. Journal of Retailing and Consumer Services, 67, 102989.
• Aydın, İ. (2022). Instagram’da Nüfuzlunun İlgi Çekiciliğinin Marka Sadakati, Marka İmajı, Marka Farkındalığı ve Ağızdan Ağıza İletişim Üzerindeki Etkisinin Araştırılması. Equinox, Journal of Economics, Business & Political Studies, 9 (1), 38-68.
• Böger, D., Kottemann, P. & Decker, R. (2018), "Parent brands’ influence on co-brand’s perception: a model-based approach", Journal of Product & Brand Management, 27, 5, 514-522.
• Chae, H., Kim, S., Lee, J., & Park, K. (2020). Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research, 120, 398-406.
• Chen, C., Chen, Y., Mu, P., & Yu, Y. (2021). Beyond adoption of shared bike: A case study on antecedents and consequences of brand attachment in Taiwan, Research in Transportation Business & Management 40, 100574.
• Chen-Yu, J., Cho, S. & Kincade, D. (2016) Brand perception and brand repurchase intent in online apparel shopping: An examination of brand experience, image congruence, brand affect, and brand trust, Journal of Global Fashion Marketing, 7:1, 30-44.
• Chuenban, P., Sornsaruht, P., & Pimdee, P. (2021). How brand attitude, brand quality, and brand value affect Thai canned tuna consumer brand loyalty, Heliyon 7, e06301.
• Chung, Y. & Kim, A. J. (2020). Effects of mergers and acquisitions on brand loyalty in luxury Brands: The moderating roles of luxury tier difference and social media, Journal of Business Research 120, 434–442.
• Çokluk, Ö., Şekercioğlu, G., & Büyüköztürk, Ş. (2012). Sosyal bilimler için çok değişkenli istatistik: SPSS ve LISREL uygulamaları (Vol. 2). Ankara: Pegem Akademi.
• Delgado‐Ballester, E. & Luis Munuera‐Alemán, J. (2005). Does brand trust matter to brand equity?, Journal of Product & Brand Management, 14, 3, 187-196.
• Dolbec, P. & Chebat, J. (2013). The Impac to faFlagship vs. A Brand Store on Brand Attitude,Brand Attachment andBrand Equity, Journal of Retailing 89, 4, 460–466.
• Donvito, R. Aiello, G., Grazzini, L., Godey, B, Pederzoli, D. Wiedmann, K. Halliburton, C., Chan, P., Tsuchiya, J., Skorobogatykh, I., O, H., Singh, R., Ewing, M., Lee, Y., Fei, L, Chen, c., & Yee-Man Siu, N. (2020), Does personality congruence explain luxury brand attachment? The results of an international research study, Journal of Business Research, 120, 462–472.
• Fastoso, F., & Gonzalez-Jimenez, H. (2020). Materialism, cosmopolitanism, and emotional brand attachment: The roles of ideal self-congruity and perceived brand globalness, Journal of Business Research 121, 429–437.
• Genç, E., Erdem Kurt, A. & Özer, A. (2022). Markaya Bağlanmanın Öncülleri ve Yeniden Satın Alma Eğilimi Üzerindeki Etkisi: Pozitif ve Negatif Bağlanma, Tüketici ve Tüketim Araştırmaları Dergisi, 14(1), 143-188.
• Greve, G. (2014).The moderating effect of customer engagement on the brand image – brand loyalty relationship, Procedia - Social and Behavioral Sciences 1, 203 – 210.
• Haghıgh Khıabanıan, Y. & Karakadılar, İ. S. (2016). Marka Sadakati Yaklaşımlarına Etki Eden Öncül Faktörlerin İncelenmesine Yönelik Bir Ampirik Çalışma . Ejovoc (Electronic Journal of Vocational Colleges) , 6 (1) , 56-66 . Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2014). Pearson new international edition. Multivariate data analysis.
• Hofmann, J. Schnittka, O., Johnen, M., & Kottemann, P. (2021). Talent or popularity: What drives market value and brand image for human brands?, Journal of Business Research 124, 748–758.
• Hwang, J. Choe, J., Kim, H., & Kim, J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?, International Journal of Hospitality Management 99, 10305.
• Japutra, A., Ekinci, Y., & Simkin, L. (2022).Discovering the dark side of brand attachment: Impulsive buying, obsessive-compulsive buying and trash talking, Journal of Business Research, 442-453.
• Kim, S. Choe, J. & Petrick, J. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival, Journal of Destination Marketing & Management 9, 320–329.
• Kline, R. B. (2011). Principles and practice of structural equation modeling. Guilford publications. Koll, O. & Wallpach, S. (2009), "One brand perception? Or many? The heterogeneity of intra‐brand knowledge", Journal of Product & Brand Management, Vol. 18 No. 5, pp. 338-345.
• Kumar, S., Talwar, S., Krishnan, S., Kaur, P., & Dhir, A. (2021). Purchasing natural personal care products in the era of fake news? The moderation effect of brand trust. Journal of Retailing and Consumer Services, 63, 102668.
• Laroche, M. Habibi, M. Richard, M.O. & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty, Computers in Human Behavior 28, 1755–1767.
• Lee, D. n Moon, J., & Kim, Y. (2015). Antecedents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty, Information & Management 52, 295–304.
• Lee, J. & Lee, Y. (2018). Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image, Journal of Fashion Marketing and Management, 22, 3, 387-403.
• Li, B., Nan, Y. & Yao, R. (2022), "Warmth or competence? The effects of cool and cuteness on the perceived quality of digital products", Asia Pacific Journal of Marketing and Logistics, 34, 9, 1880-1904.
• Li, C. Y. & Fang, Y. H. (2019). Predicting continuance intention toward mobile branded apps through satisfaction and attachment, Telematics and Informatics 43, 101248.
• Li, M. Teng, H. & Chen, C. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust, Journal of Hospitality and Tourism Management 44, 184–192.
• Lien, C., Wen, M., Huang, L. & (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions, Asia Pacific Management Review, 210e218.
• Liu, L., Lee, M. K., Liu, R., & Chen, J. (2018). Trust transfer in social media brand communities: The role of consumer engagement. International Journal of Information Management, 41, 1-13.
• Pagani, M., Racat, M., & Hofacker, C. F. (2019). Adding voice to the omnichannel and how that affects brand trust. Journal of Interactive Marketing, 48, 89-105.
• Pedeliento, G., Andreini, D., Bergamaschi, M. & Salo, J. (2016). Brand and product attachment in an industrial context: The effects on brand loyalty, Industrial Marketing Management, 53194–206.
• Peker, A. E. & Boyraz, A. (2018). Muhafazakâr Kadınlarda Tüketici Davranışı Ve Marka Algısı Üzerine Bir Çalışma . Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi , 21 (1) , 107-116.
• Pham, L., Do, H., & Phung, T. (2016). The effect of authenticity perceptions and brand equity on brand choice intention,The 10th International Days of Statistics and Economics, Prague, September 8-10.
• Polomba, A. (2022). Building OTT brand loyalty and brand equity: Impact of original series on OTT services, Telematics and Informatics 66, 101733.
• Sääksjärvi, M. & Samiee, S. (2011). Relationships among Brand Identity, Brand Image and Brand Preference: Differences between Cyber and Extension Retail Brands over Time, Journal of Interactive Marketing 25 169–177.
• Şahin, A., Zehir, C., & Kitapcı, H. (2011). The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands, Procedia Social and Behavioral Sciences, 1288–1301.
• Tabachnick, B. G., & Fidell, L. S. (2015). Using multivariate statistics (Vol. 5, pp. 481-498). Boston, MA: pearson.
• Tan, P. Rasoolimanesh, M., & Manickam, G. (2022). How corporate social responsibility affects brand equity a How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities, 8, 4, e09266.
• Woo, H. (2019), "The expanded halo model of brand image, country image and product image in the context of three Asian countries", Asia Pacific Journal of Marketing and Logistics, Vol. 31 No. 4, pp. 773-790.
• Woo, H. (2019). The expanded halo model of brand image, country image and product image in the context of three Asian countries, Asia Pacific Journal of Marketing and Logistics, Vol. 31 No. 4, pp. 773-790.
• Yoo, B. & Donthu, N. (2001) Developing and validating a multidimensional consumer-based brand equity scale, Journal of Business Research, 52, 1- 14.
• Yu, X., & Yuan, C. (2019). How consumers’ brand experience in social media can improve brand perception and customer equity. Asia Pacific Journal of Marketing and Logistics.
• Zehir, C., Şahin, A., Hakan Kitapçı, H., & ÖzŞahin, M. (2011). The Effects of Brand Communication and Service Quality In Building Brand Loyalty Through Brand Trust; The Empirical Research On Global Brands, Procedia Social and Behavioral Sciences 24, 1218–1231.
• Zhang, M., Xu, P., & Ye, Y. (2022). Trust in social media brands and perceived media values: A survey study in China. Computers in Human Behavior, 127, 107024.