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KURUMSAL SOSYAL SORUMLULUĞUN TÜKETİCİ TEMELLİ MARKA DENKLİĞİNE ETKİSİ

Year 2019, Volume: 7 Issue: 2, 126 - 146, 01.12.2019

Selin Urkut Emrah Cengiz

https://doi.org/10.14514/byk.m.26515393.2019.7/2.126-146
Cited By: 2

Abstract

İletişim teknolojilerindeki gelişmeler, küreselleşme, sayıları giderek artan çokuluslu işletmeler, baskı grupları gibi başlıca faktörler kurumsal sosyal sorumluluk bilincinin oluşmasına ve yaygınlaşmasına katkıda bulunmuştur. Günümüzde, kurumsal sosyal sorumluluk, marka denkliği oluşturmada bir pazarlama stratejisi olarak kullanılmaya başlanmıştır. Bu çalışmanın ana amacı kurumsal sosyal sorumluluğun tüketici temelli marka denkliğine etkisinin hastane sektöründe incelenmesidir. Bu amaçla, anket formlarında katılımcıların en çok hizmet aldıkları özel hastaneler olarak belirttikleri hastaneler için karşılaştırmalı bir analiz yapılmıştır. Türkiye’deki özel hastanelerin herhangi birinden en az bir kez hizmet almış İstanbul ilindeki 18 yaş ve üzeri katılımcılara yüz yüze görüşme tekniği ile anket uygulanmıştır. Anketler sonucunda elde edilen veriler SPSS 25 programı ile analiz edilmiştir. Hipotezlerin test edilmesinde çoklu doğrusal regresyon analizi kullanılmıştır. Analizler sonucunda kurumsal sosyal sorumluluk algısının; algılanan kaliteyi, marka sadakatini, marka farkındalığı/marka çağrışımlarını ve genel tüketici temelli marka denkliğini istatistiksel olarak anlamlı bir şekilde etkilediği belirlenmiştir.

Keywords

Kurumsal Sosyal Sorumluluk Tüketici Temelli Marka Denkliği Özel Hastaneler

References

  • Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
  • Aaker, D. A. (1996) Building Strong Brands. New York: The Free Press.
  • Bayraktaroğlu, G., İlter, B. ve Tanyeri M. (2009). Kurumsal Sosyal Sorumluluk: Pazarlamada Yeni Bir Paradigmaya Doğru. 1. Basım, Literatür Yayıncılık.
  • Blackston, M. (1992). Observations: Building Brand Equity by Managing the Brand's Relationships. Journal of Advertising Research, 32(3), 79-83.
  • Büyüköztürk, Ş. (2018). Sosyal Bilimler için Veri Analizi El Kitabı: İstatistik, Araştırma Deseni SPSS Uygulamaları ve Yorum. 24. Baskı. Ankara: Pagem Akademi Yayıncılık.
  • Carroll, A. B. (1979). A Three-Dimensional Conceptual Model of Corporate Social Performance. Academy of Management Review, 4 (4), 497-505.
  • Carroll, A. B. (1991). The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders. Business Horizons, July-August, 39-48.
  • Carroll, A. B. (1999). Corporate Social Responsibility Evolution of a Definitional Construct. Business & Society, 38 (3), 268-295.
  • Chen, Y. (2010). The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 93, 307-319.
  • Christodoulides, G. and de Chernatony, L. (2010). Consumer-Based Brand Equity Conceptualisation and Measurement: A Literature Review. International Journal of Market Research, 52 (1), 43-66.
  • Coşkun Değirmen, G. (2016). Kurumsal Pazarlama ve Sosyal Sorumluluk. 2. Basım, Ankara: Nobel Akademik Yayıncılık.
  • Davis, K. (1975). Five Propositions for Social Responsibility. Business Horizons, 18 (3), 19-24.
  • de Pelsmacker, P., Geuens, M. and Van den Bergh, J. (2010). Marketing Communications: A European Perspective, 4th Edition, Pearson.
  • del Río, A. B., Vázquez, R. and Iglesias, V. (2001). The Effects of Brand Associations on Consumer Response. Journal of Consumer Marketing, 18 (5), 410-425.
  • Dick, A. S. and Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22 (2), 99-113.
  • Erdem, T. and Swait, J. (1998). Brand Equity As A Signaling, Phenomenon. Journal of Consumer Psychology, 7(2), 131-157.
  • Frederick, W. C. (1986). Toward CSR3: Why Ethical Analysis is Indispensable and Unavoidable in Corporate Affairs. California Management Review, 28 (2), 126-141.
  • Frederick, W. C. (1994). From CSR1 to CSR2: The Maturing of Business-and-Society Thought. Business & Society, 33 (2), 150-164.
  • Frederick, W. C. (1998). Moving to CSR4: What to Pack for the Trip. Business & Society, 37 (1), 40-59.
  • Friedman, M. (2017). Kapitalizm ve Özgürlük. (Çev. Doğan Erberk, Nilgün Himmetoğlu). 4. Baskı, Ankara: Eksi Kitaplar. Friedman, M. (September 13, 1970). The Social Responsibility of Business is to Increase its Profits. The New York Times Magazine.
  • Hoeffler, S. and Keller, K. L. (2002). Building Brand Equity Through Corporate Societal Marketing. Journal of Public Policy & Marketing, 21(1), 78-89.
  • İslamoğlu, A. H. ve Fırat, D. (2016). Stratejik Marka Yönetimi. Genişletilmiş 3. Baskı, İstanbul: Beta Yayınları.
  • Jacoby, J. (1971). A Model of Multi-Brand Loyalty. Journal of Advertising Research, 11 (3), 25-31.
  • Jacoby, J. and Kyner, D. B. (1973). Brand Loyalty Vs. Repeat Purchasing Behavior. Journal of Marketing Research, 10, 1-9.
  • Kamakura, W. A. and Russell, G. J. (1991). Measuring Consumer Perceptions of Brand Quality with Scanner Data: Implications for Brand Equity. Report Number 91-122, Marketing Science Institute, Cambridge, MA.
  • Kamakura, W. A. and Russell, G. J. (1993). Measuring Brand Value with Scanner Data. International Journal of Research in Marketing, 10, s. 9-22.
  • Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57 (1), 1-22.
  • Kotler, P. ve Lee, N. (2013). Kurumsal Sosyal Sorumluluk. (Çev. Sibel Kaçamak). 2. Baskı, İstanbul: MediaCat Yayınları. Kurtuluş, K. (2010). Araştırma Yöntemleri. İstanbul: Türkmen Kitabevi.
  • Lai, C., Chiu, C., Yang, C. and Pai, D. (2010). The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation. Journal of Business Ethics, 95 (3), 457-469.
  • Lantos, G. P. (2001). The Boundaries of Strategic Corporate Social Responsibility. Journal of Consumer Marketing, 18 (7), 595-630.
  • Lantos, G. P. (2002). The Ethicality of Altruistic Corporate Social Responsibility. Journal of Consumer Marketing, 19 (3), 205-230.
  • Lassar, W., Mittal, B. and Sharma, A. (1995). Measuring Customer-Based Brand Equity. Journal of Consumer Marketing, 12 (4), 11-19.
  • McGuire, J. B., Sundgren, A. and Schneeweis, T. (1988). Corporate Social Responsibility and Firm Financial Performance. Academy of Management Journal, 31 (4), 854-872.
  • Mohr, L. A. and Webb, D. J. (2005). The Effects of Corporate Social Responsibility and Price on Consumer Responses. The Journal of Consumer Affairs, 39 (1), 121-147.
  • Mohr, L. A., Webb D. J. and Harris, K. E. (2001). Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior. The Journal of Consumer Affairs, 35 (1), 45-72.
  • Nunnally, J. C. and Bernstein, I. H. (1994). Psychometric Theory. USA: Mcgraw-Hill.
  • Pappu, R., Quester, P. G. and Cooksey, R. W. (2005). Consumer-Based Brand Equity: Improving The Measurement. Journal of Product & Brand Management, 14 (3), 143154
  • Pitta, D. A. and Katsanis, L. P. (1995). Understanding Brand Equity for Successful Brand Extension. Journal of Consumer Marketing, 12 (4), 51-64.
  • Rodríguez, P. G., Valiño, P. C. and Burguete, J. L. V. (2017). The Effects of Corporate Social Responsibility on Customer-Based Brand Equity: Spanish Hypermarket Case. Economic Research-Ekonomska Istraživanja, 30 (1), 290–301.
  • Schwartz, M. S. and Carroll, A. B. (2003). Corporate Social Responsibility: A Three-Domain Approach. Business Ethics Quarterly, 13 (4), 503-530.
  • Sethi, S. P. (1979). A Conceptual Framework for Environmental Analysis of Social Issues and Evaluation of Business Response Patterns. The Academy of Management Review, 4 (1), 63-74.
  • Sethi, S. P. (1975). Dimensions of Corporate Social Performance: An Analytical Framework. California Management Review, 17 (3), 58-64.
  • Singh, J., Garcia de los Salmones Sanchez, M. del M. and Rodriguez del Bosque, I. (2008). Understanding Corporate Social Responsibility and Product Perceptions in Consumer Markets: A Cross-Cultural Evaluation. Journal of Business Ethics, 80 (3), 597-611.
  • van Beurden, P., & Gössling, T. (2008). The Worth of Values – A Literature Review on the Relation Between Corporate Social and Financial Performance. Journal of Business Ethics, 82, 407–424.
  • Vázquez, R., del Río, A. B. and Iglesias, V. (2002). Consumer-Based Brand Equity: Development and Validation of a Measurement Instrument. Journal of Marketing Management, 18, 27-48.
  • Wartick, S. L. and Cochran, P. L. (1985). The Evolution of the Corporate Social Performance Model. Academy of Management Review, 10 (4), 758-769.
  • Weber, M. (2008). The Business Case for Corporate Social Responsibility: A Company-level Measurement Approach for CSR. European Management Journal, 26, 247-261.
  • Wood, D. J. (1991). Corporate Social Performance Revisited. Academy of Management Review, 16 (4), 691-718. Yoo, B. and Donthu, N. (2001). Developing and Validating A Multidimensional ConsumerBased Brand Equity Scale. Journal of Business Research, 52, 1-14.
  • Yoo, B., Donthu, N. and Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28 (2), 195-211.
  • Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22.

Year 2019, Volume: 7 Issue: 2, 126 - 146, 01.12.2019

Selin Urkut Emrah Cengiz

https://doi.org/10.14514/byk.m.26515393.2019.7/2.126-146
Cited By: 2

Abstract

References

  • Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
  • Aaker, D. A. (1996) Building Strong Brands. New York: The Free Press.
  • Bayraktaroğlu, G., İlter, B. ve Tanyeri M. (2009). Kurumsal Sosyal Sorumluluk: Pazarlamada Yeni Bir Paradigmaya Doğru. 1. Basım, Literatür Yayıncılık.
  • Blackston, M. (1992). Observations: Building Brand Equity by Managing the Brand's Relationships. Journal of Advertising Research, 32(3), 79-83.
  • Büyüköztürk, Ş. (2018). Sosyal Bilimler için Veri Analizi El Kitabı: İstatistik, Araştırma Deseni SPSS Uygulamaları ve Yorum. 24. Baskı. Ankara: Pagem Akademi Yayıncılık.
  • Carroll, A. B. (1979). A Three-Dimensional Conceptual Model of Corporate Social Performance. Academy of Management Review, 4 (4), 497-505.
  • Carroll, A. B. (1991). The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders. Business Horizons, July-August, 39-48.
  • Carroll, A. B. (1999). Corporate Social Responsibility Evolution of a Definitional Construct. Business & Society, 38 (3), 268-295.
  • Chen, Y. (2010). The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 93, 307-319.
  • Christodoulides, G. and de Chernatony, L. (2010). Consumer-Based Brand Equity Conceptualisation and Measurement: A Literature Review. International Journal of Market Research, 52 (1), 43-66.
  • Coşkun Değirmen, G. (2016). Kurumsal Pazarlama ve Sosyal Sorumluluk. 2. Basım, Ankara: Nobel Akademik Yayıncılık.
  • Davis, K. (1975). Five Propositions for Social Responsibility. Business Horizons, 18 (3), 19-24.
  • de Pelsmacker, P., Geuens, M. and Van den Bergh, J. (2010). Marketing Communications: A European Perspective, 4th Edition, Pearson.
  • del Río, A. B., Vázquez, R. and Iglesias, V. (2001). The Effects of Brand Associations on Consumer Response. Journal of Consumer Marketing, 18 (5), 410-425.
  • Dick, A. S. and Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22 (2), 99-113.
  • Erdem, T. and Swait, J. (1998). Brand Equity As A Signaling, Phenomenon. Journal of Consumer Psychology, 7(2), 131-157.
  • Frederick, W. C. (1986). Toward CSR3: Why Ethical Analysis is Indispensable and Unavoidable in Corporate Affairs. California Management Review, 28 (2), 126-141.
  • Frederick, W. C. (1994). From CSR1 to CSR2: The Maturing of Business-and-Society Thought. Business & Society, 33 (2), 150-164.
  • Frederick, W. C. (1998). Moving to CSR4: What to Pack for the Trip. Business & Society, 37 (1), 40-59.
  • Friedman, M. (2017). Kapitalizm ve Özgürlük. (Çev. Doğan Erberk, Nilgün Himmetoğlu). 4. Baskı, Ankara: Eksi Kitaplar. Friedman, M. (September 13, 1970). The Social Responsibility of Business is to Increase its Profits. The New York Times Magazine.
  • Hoeffler, S. and Keller, K. L. (2002). Building Brand Equity Through Corporate Societal Marketing. Journal of Public Policy & Marketing, 21(1), 78-89.
  • İslamoğlu, A. H. ve Fırat, D. (2016). Stratejik Marka Yönetimi. Genişletilmiş 3. Baskı, İstanbul: Beta Yayınları.
  • Jacoby, J. (1971). A Model of Multi-Brand Loyalty. Journal of Advertising Research, 11 (3), 25-31.
  • Jacoby, J. and Kyner, D. B. (1973). Brand Loyalty Vs. Repeat Purchasing Behavior. Journal of Marketing Research, 10, 1-9.
  • Kamakura, W. A. and Russell, G. J. (1991). Measuring Consumer Perceptions of Brand Quality with Scanner Data: Implications for Brand Equity. Report Number 91-122, Marketing Science Institute, Cambridge, MA.
  • Kamakura, W. A. and Russell, G. J. (1993). Measuring Brand Value with Scanner Data. International Journal of Research in Marketing, 10, s. 9-22.
  • Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57 (1), 1-22.
  • Kotler, P. ve Lee, N. (2013). Kurumsal Sosyal Sorumluluk. (Çev. Sibel Kaçamak). 2. Baskı, İstanbul: MediaCat Yayınları. Kurtuluş, K. (2010). Araştırma Yöntemleri. İstanbul: Türkmen Kitabevi.
  • Lai, C., Chiu, C., Yang, C. and Pai, D. (2010). The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation. Journal of Business Ethics, 95 (3), 457-469.
  • Lantos, G. P. (2001). The Boundaries of Strategic Corporate Social Responsibility. Journal of Consumer Marketing, 18 (7), 595-630.
  • Lantos, G. P. (2002). The Ethicality of Altruistic Corporate Social Responsibility. Journal of Consumer Marketing, 19 (3), 205-230.
  • Lassar, W., Mittal, B. and Sharma, A. (1995). Measuring Customer-Based Brand Equity. Journal of Consumer Marketing, 12 (4), 11-19.
  • McGuire, J. B., Sundgren, A. and Schneeweis, T. (1988). Corporate Social Responsibility and Firm Financial Performance. Academy of Management Journal, 31 (4), 854-872.
  • Mohr, L. A. and Webb, D. J. (2005). The Effects of Corporate Social Responsibility and Price on Consumer Responses. The Journal of Consumer Affairs, 39 (1), 121-147.
  • Mohr, L. A., Webb D. J. and Harris, K. E. (2001). Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior. The Journal of Consumer Affairs, 35 (1), 45-72.
  • Nunnally, J. C. and Bernstein, I. H. (1994). Psychometric Theory. USA: Mcgraw-Hill.
  • Pappu, R., Quester, P. G. and Cooksey, R. W. (2005). Consumer-Based Brand Equity: Improving The Measurement. Journal of Product & Brand Management, 14 (3), 143154
  • Pitta, D. A. and Katsanis, L. P. (1995). Understanding Brand Equity for Successful Brand Extension. Journal of Consumer Marketing, 12 (4), 51-64.
  • Rodríguez, P. G., Valiño, P. C. and Burguete, J. L. V. (2017). The Effects of Corporate Social Responsibility on Customer-Based Brand Equity: Spanish Hypermarket Case. Economic Research-Ekonomska Istraživanja, 30 (1), 290–301.
  • Schwartz, M. S. and Carroll, A. B. (2003). Corporate Social Responsibility: A Three-Domain Approach. Business Ethics Quarterly, 13 (4), 503-530.
  • Sethi, S. P. (1979). A Conceptual Framework for Environmental Analysis of Social Issues and Evaluation of Business Response Patterns. The Academy of Management Review, 4 (1), 63-74.
  • Sethi, S. P. (1975). Dimensions of Corporate Social Performance: An Analytical Framework. California Management Review, 17 (3), 58-64.
  • Singh, J., Garcia de los Salmones Sanchez, M. del M. and Rodriguez del Bosque, I. (2008). Understanding Corporate Social Responsibility and Product Perceptions in Consumer Markets: A Cross-Cultural Evaluation. Journal of Business Ethics, 80 (3), 597-611.
  • van Beurden, P., & Gössling, T. (2008). The Worth of Values – A Literature Review on the Relation Between Corporate Social and Financial Performance. Journal of Business Ethics, 82, 407–424.
  • Vázquez, R., del Río, A. B. and Iglesias, V. (2002). Consumer-Based Brand Equity: Development and Validation of a Measurement Instrument. Journal of Marketing Management, 18, 27-48.
  • Wartick, S. L. and Cochran, P. L. (1985). The Evolution of the Corporate Social Performance Model. Academy of Management Review, 10 (4), 758-769.
  • Weber, M. (2008). The Business Case for Corporate Social Responsibility: A Company-level Measurement Approach for CSR. European Management Journal, 26, 247-261.
  • Wood, D. J. (1991). Corporate Social Performance Revisited. Academy of Management Review, 16 (4), 691-718. Yoo, B. and Donthu, N. (2001). Developing and Validating A Multidimensional ConsumerBased Brand Equity Scale. Journal of Business Research, 52, 1-14.
  • Yoo, B., Donthu, N. and Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28 (2), 195-211.
  • Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22.
There are 50 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Selin Urkut 0000-0002-7727-0418

Emrah Cengiz 0000-0001-6524-7563

Publication Date December 1, 2019
Submission Date April 5, 2019
Acceptance Date November 29, 2019
Published in Issue Year 2019 Volume: 7 Issue: 2

Cite

APA Urkut, S., & Cengiz, E. (2019). KURUMSAL SOSYAL SORUMLULUĞUN TÜKETİCİ TEMELLİ MARKA DENKLİĞİNE ETKİSİ. Beykoz Akademi Dergisi, 7(2), 126-146. https://doi.org/10.14514/byk.m.26515393.2019.7/2.126-146
AMA Urkut S, Cengiz E. KURUMSAL SOSYAL SORUMLULUĞUN TÜKETİCİ TEMELLİ MARKA DENKLİĞİNE ETKİSİ. Beykoz Akademi Dergisi. December 2019;7(2):126-146. doi:10.14514/byk.m.26515393.2019.7/2.126-146
Chicago Urkut, Selin, and Emrah Cengiz. “KURUMSAL SOSYAL SORUMLULUĞUN TÜKETİCİ TEMELLİ MARKA DENKLİĞİNE ETKİSİ”. Beykoz Akademi Dergisi 7, no. 2 (December 2019): 126-46. https://doi.org/10.14514/byk.m.26515393.2019.7/2.126-146.
EndNote Urkut S, Cengiz E (December 1, 2019) KURUMSAL SOSYAL SORUMLULUĞUN TÜKETİCİ TEMELLİ MARKA DENKLİĞİNE ETKİSİ. Beykoz Akademi Dergisi 7 2 126–146.
IEEE S. Urkut and E. Cengiz, “KURUMSAL SOSYAL SORUMLULUĞUN TÜKETİCİ TEMELLİ MARKA DENKLİĞİNE ETKİSİ”, Beykoz Akademi Dergisi, vol. 7, no. 2, pp. 126–146, 2019, doi: 10.14514/byk.m.26515393.2019.7/2.126-146.
ISNAD Urkut, Selin - Cengiz, Emrah. “KURUMSAL SOSYAL SORUMLULUĞUN TÜKETİCİ TEMELLİ MARKA DENKLİĞİNE ETKİSİ”. Beykoz Akademi Dergisi 7/2 (December 2019), 126-146. https://doi.org/10.14514/byk.m.26515393.2019.7/2.126-146.
JAMA Urkut S, Cengiz E. KURUMSAL SOSYAL SORUMLULUĞUN TÜKETİCİ TEMELLİ MARKA DENKLİĞİNE ETKİSİ. Beykoz Akademi Dergisi. 2019;7:126–146.
MLA Urkut, Selin and Emrah Cengiz. “KURUMSAL SOSYAL SORUMLULUĞUN TÜKETİCİ TEMELLİ MARKA DENKLİĞİNE ETKİSİ”. Beykoz Akademi Dergisi, vol. 7, no. 2, 2019, pp. 126-4, doi:10.14514/byk.m.26515393.2019.7/2.126-146.
Vancouver Urkut S, Cengiz E. KURUMSAL SOSYAL SORUMLULUĞUN TÜKETİCİ TEMELLİ MARKA DENKLİĞİNE ETKİSİ. Beykoz Akademi Dergisi. 2019;7(2):126-4.

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