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MARKA GÜVENİNİN EBEVEYNLERİN BEBEK BAKIM ÜRÜNLERİ SATIN ALMA NİYETLERİ ÜZERİNDEKİ ROLÜ

Yıl 2014, Cilt: 15 Sayı: 2, 165 - 180, 01.07.2014

Gülnil Aydın Aybeniz Akdeniz Ar Çağatan Taşkın

Öz

Çalışmanın amacı; global ve ulusal markalar için marka güveninin tüketici marka ilişkisi üzerindeki rolünü araştırmaktır. Bu amaçla geliştirilen model; bebek bakım ürünleri pazarında faaliyette bulunan biri global, diğeri ulusal iki rakip marka için uygulanmıştır. Araştırma modelinin testi için yapısal eşitlik modellemesi kullanılmıştır. Çalışmanın sonucunda marka güveninin yeniden satın alma niyeti üzerindeki etkisinin, ilişkisel bağlılık üzerindeki etkisinden daha büyük olduğu ve özellikle ulusal markada bu etkinin daha fazla gözlendiği tespit edilmiştir

Anahtar Kelimeler

Marka Güveni Marka Satın Alma Niyeti Bebek ve Çocuk Bakım Ürünleri

Kaynakça

  • AC Nielsen Turkish Baby-Child Care Products Market Data (2010) “Turkish baby-child care products’ market data” available at: <http://www.kopas.com.tr/> [accessed 10 December 2010].
  • BALL, D. COELHO P. S., MACHAS A. (2004). The Role of Communication and Trust in Explaining Customer Loyalty – An Extension to the ECSI Model. European Journal of Marketing, Vol.38, No.9/10, pp. 1272-1293.
  • BAŞ, T. (2003). Anket, Ankara: Seçkin Yayınları.
  • BITNER, M.J. (1995). Building service relationships: it’s all about promises. Journal of Academy of Marketing Science, 23 (4), 246-251. pp.
  • CACERES, R.C., PAPAROIDAMIS, N.G. (2007). Service quality, relationship satisfaction, trust, commitment and business-to-business loyalty. European Journal of Marketing, 41 (7/8), 836-867. pp.
  • CHAUDHURI, A., HOLBROOK, M.B. (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. pp.
  • CHIOU, J., DROGE C. (2006). Service quality, trust, specific asset investment, and expertise: direct and indirect effects in a satisfaction-loyalty framework. Journal of the Academy of Marketing Science, 34 (4), 613-627. pp.
  • DELGADO-BALLESTER, E., MUNUERA-ALEMAN, J.L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35 (11/12), 1238-1258. pp.
  • DELGADO-BALLESTER, E., MUNUERA-ALEMAN, J.L., YAGUE-GUILLEN, M.J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45 (1), 35-53. pp.
  • DELGADO-BALLESTER, E. (2004). Applicability of a brand trust scale across product categories: a multi group invariance analysis. European Journal of Marketing, 38 (5), 573-592. pp.
  • DELGADO-BALLESTER, E., MUNUERA-ALEMAN, J.L. (2005). Does brand trust matter to brand equity?, The Journal of Product & Brand Management, 14 (2/3), 187-199. p.
  • DONEY, P., CANNON, J. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61, 35-51. pp.
  • EHRENBERG, A. SC, GOODHARDT G.J., BARWISE P. (1990). Double jeopardy revisited. The Journal of Marketing, 82-91. pp.
  • ERDEM, T., SWAIT, J. (1998). Brand equity as a signaling phenomenon, Journal of Consumer Psychology, 7, 131-157. pp.
  • ERDEM, T., SWAIT, J. (2004). Brand credibility, brand consideration and choice. Journal of Consumer Research, 31 (1), 191-208. pp.
  • ERDEM, T., SWAIT, J., VALENZUELA, A. (2006) Brands as signals: a-cross-country validation study. Journal of Marketing, 70, 34-49. pp.
  • ESCH, F. R., LANGNER T., SCHMITT B.H., GEUS P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15 (2), 98-105. pp.
  • GEYER, P.D., DOTSON, M., KING, R.H. (1991). Predicting brand commitment: an emprical test of Rusbult’s investment model. The Mid-Atlantic Journal of Business, 27 (2), 129- 137. pp.
  • GURVIEZ, P., KORCHIA, M. (2003). Proposal for a multidimensional brand trust scale, 32nd EMAC Conference-Glasgow, Marketing: Responsible and Relevant, 1-9. pp.
  • HARRIS, L.C., GOODE M. MH. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of Retailing, 80 (2), 139-158. pp.
  • HARRISON-WALKER, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4 (1), 60-75. pp.
  • HEM, L., GRONHAUG K., LINES R. (2000). Exploring the importance of product category similarity and selected personal correlates in brand extensions. The Journal of Brand Management, 7 (3), 197-209. pp.
  • HESS, J., STORY J. (2005). Trust-based Commitment: Multidimensional Consumer-Brand Relationships. Journal of Consumer Research, 22 (6), 313-322. pp.
  • J&J, (2010) “Introduction to web services for remote portlets” available at: <http://www.investor.jnj.com/2010annualreport/caring/index.html> (accessed 11 February 2010).
  • KELLER, K.L., AAKER, D.A. (1992). The effects of sequential introduction of brand extension. Journal of Marketing Research, 29, 35-50. pp. Kopaş Cosmetic Inc.Sales Data (2010) “Dalin’s market share in national market” available at: <http://www.kopas.com.tr/> [accessed 10 December 2010].
  • LAROCHE, M., HABİBİ M. R., RICHARD M., 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. pp.
  • LAU, G. T., LEE, S. H. (1999). Consumers' trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4 (4), 341-370. pp.
  • LICHTLE, M.C., PLICHON, V. (2008) Understanding better consumer loyalty, Pedagogy, 23 (4), 121-140. pp.
  • MORGAN, R.M., HUNT, S.D. (1994) The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38. pp.
  • QUINTON, S., MARCH, S.H. (2008). Trust and online wine purchasing: insights into UK consumer behavior. International Journal of Wine Business Research, 20 (1), 68-85. pp. Passport by Euromonitor International (2011) “Company shares in Turkey child baby care products” available at: <http://www.euromonitor.com/>, [accessed 20 December 2011]. Passport by Euromonitor International (2011) “Market size baby care-Turkey 2004-2009” available at: <http://www.euromonitor.com/> [accessed 20 December 2011].
  • REAST, J. D. (2005). Brand trust and brand extension acceptance: the relationship. Journal of Product & Brand Management. 14/1, 4-13. pp.
  • ROMANIUK, J., BOGOMOLOVA, S. (2005), Variation in brand trust scores, Journal of Targeting, Measurement and Analysis for Marketing, 13 (4), 363-373. pp.
  • SIRDESHMUKH, D., SINGH, J., SABOL, B. (2006). Consumer trust, value and loyalty in relational exchanges. Journal of Marketing, 66 (1), 15-37. pp.
  • SHARMA, N., PATTERSON, P.G. (2000). Switching cost, alternative attractiveness and experience as moderators of relationship commitment in professional, customer services. International Journal of Service Industry Management, 11 (5), 470-490. pp.
  • STORY, J., HESS J. (2006). Segmenting customer-brand relations: beyond the personal relationship metaphor. Journal of Consumer Marketing, 23 (7), 406-413. pp.
  • SWAEN, V., CHUMPITAZ, C.R. (2008). Impact of corporate social responsibility on consumer trust. Recherche at Applications en Marketing, 23 (4), 7-33. pp.
  • XİNGYUAN, W., Lİ, F., WEİ, Y. (2010). How do they really help? An empirical study of the role of different information sources in building brand trust. Journal of Global Marketing, 23(3), 243-252. pp.
  • ZBOJA, J. J., VOORHEES C. M. (2006). The impact of brand trust and satisfaction on retailer repurchase intentions. Journal of Services Marketing, 20/5, 381-390. pp.

THE ROLE OF BRAND TRUST ON PARENTS’ PURCHASE INTENTIONS OF BABY-CARE PRODUCTS

Yıl 2014, Cilt: 15 Sayı: 2, 165 - 180, 01.07.2014

Gülnil Aydın Aybeniz Akdeniz Ar Çağatan Taşkın

Öz

The aim of this study is to investigate the role of brand trust in the consumer-brand relationship for both global and national brands. The model developed for this goal is applied to two rival brands in the baby care products market in Turkey, one of which is global and the other is national. To test the research model, a structural equation modeling approach is followed. The study reveals that the effect of the brand trust on repurchasing intention is greater than its effect on relational commitment, and that this effect is observed particularly in the case of national brands.

Anahtar Kelimeler

Brand Trust Brand Purchasing Intention Care Products for Babies and Children

Kaynakça

  • AC Nielsen Turkish Baby-Child Care Products Market Data (2010) “Turkish baby-child care products’ market data” available at: <http://www.kopas.com.tr/> [accessed 10 December 2010].
  • BALL, D. COELHO P. S., MACHAS A. (2004). The Role of Communication and Trust in Explaining Customer Loyalty – An Extension to the ECSI Model. European Journal of Marketing, Vol.38, No.9/10, pp. 1272-1293.
  • BAŞ, T. (2003). Anket, Ankara: Seçkin Yayınları.
  • BITNER, M.J. (1995). Building service relationships: it’s all about promises. Journal of Academy of Marketing Science, 23 (4), 246-251. pp.
  • CACERES, R.C., PAPAROIDAMIS, N.G. (2007). Service quality, relationship satisfaction, trust, commitment and business-to-business loyalty. European Journal of Marketing, 41 (7/8), 836-867. pp.
  • CHAUDHURI, A., HOLBROOK, M.B. (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. pp.
  • CHIOU, J., DROGE C. (2006). Service quality, trust, specific asset investment, and expertise: direct and indirect effects in a satisfaction-loyalty framework. Journal of the Academy of Marketing Science, 34 (4), 613-627. pp.
  • DELGADO-BALLESTER, E., MUNUERA-ALEMAN, J.L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35 (11/12), 1238-1258. pp.
  • DELGADO-BALLESTER, E., MUNUERA-ALEMAN, J.L., YAGUE-GUILLEN, M.J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45 (1), 35-53. pp.
  • DELGADO-BALLESTER, E. (2004). Applicability of a brand trust scale across product categories: a multi group invariance analysis. European Journal of Marketing, 38 (5), 573-592. pp.
  • DELGADO-BALLESTER, E., MUNUERA-ALEMAN, J.L. (2005). Does brand trust matter to brand equity?, The Journal of Product & Brand Management, 14 (2/3), 187-199. p.
  • DONEY, P., CANNON, J. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61, 35-51. pp.
  • EHRENBERG, A. SC, GOODHARDT G.J., BARWISE P. (1990). Double jeopardy revisited. The Journal of Marketing, 82-91. pp.
  • ERDEM, T., SWAIT, J. (1998). Brand equity as a signaling phenomenon, Journal of Consumer Psychology, 7, 131-157. pp.
  • ERDEM, T., SWAIT, J. (2004). Brand credibility, brand consideration and choice. Journal of Consumer Research, 31 (1), 191-208. pp.
  • ERDEM, T., SWAIT, J., VALENZUELA, A. (2006) Brands as signals: a-cross-country validation study. Journal of Marketing, 70, 34-49. pp.
  • ESCH, F. R., LANGNER T., SCHMITT B.H., GEUS P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15 (2), 98-105. pp.
  • GEYER, P.D., DOTSON, M., KING, R.H. (1991). Predicting brand commitment: an emprical test of Rusbult’s investment model. The Mid-Atlantic Journal of Business, 27 (2), 129- 137. pp.
  • GURVIEZ, P., KORCHIA, M. (2003). Proposal for a multidimensional brand trust scale, 32nd EMAC Conference-Glasgow, Marketing: Responsible and Relevant, 1-9. pp.
  • HARRIS, L.C., GOODE M. MH. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of Retailing, 80 (2), 139-158. pp.
  • HARRISON-WALKER, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4 (1), 60-75. pp.
  • HEM, L., GRONHAUG K., LINES R. (2000). Exploring the importance of product category similarity and selected personal correlates in brand extensions. The Journal of Brand Management, 7 (3), 197-209. pp.
  • HESS, J., STORY J. (2005). Trust-based Commitment: Multidimensional Consumer-Brand Relationships. Journal of Consumer Research, 22 (6), 313-322. pp.
  • J&J, (2010) “Introduction to web services for remote portlets” available at: <http://www.investor.jnj.com/2010annualreport/caring/index.html> (accessed 11 February 2010).
  • KELLER, K.L., AAKER, D.A. (1992). The effects of sequential introduction of brand extension. Journal of Marketing Research, 29, 35-50. pp. Kopaş Cosmetic Inc.Sales Data (2010) “Dalin’s market share in national market” available at: <http://www.kopas.com.tr/> [accessed 10 December 2010].
  • LAROCHE, M., HABİBİ M. R., RICHARD M., 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. pp.
  • LAU, G. T., LEE, S. H. (1999). Consumers' trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4 (4), 341-370. pp.
  • LICHTLE, M.C., PLICHON, V. (2008) Understanding better consumer loyalty, Pedagogy, 23 (4), 121-140. pp.
  • MORGAN, R.M., HUNT, S.D. (1994) The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38. pp.
  • QUINTON, S., MARCH, S.H. (2008). Trust and online wine purchasing: insights into UK consumer behavior. International Journal of Wine Business Research, 20 (1), 68-85. pp. Passport by Euromonitor International (2011) “Company shares in Turkey child baby care products” available at: <http://www.euromonitor.com/>, [accessed 20 December 2011]. Passport by Euromonitor International (2011) “Market size baby care-Turkey 2004-2009” available at: <http://www.euromonitor.com/> [accessed 20 December 2011].
  • REAST, J. D. (2005). Brand trust and brand extension acceptance: the relationship. Journal of Product & Brand Management. 14/1, 4-13. pp.
  • ROMANIUK, J., BOGOMOLOVA, S. (2005), Variation in brand trust scores, Journal of Targeting, Measurement and Analysis for Marketing, 13 (4), 363-373. pp.
  • SIRDESHMUKH, D., SINGH, J., SABOL, B. (2006). Consumer trust, value and loyalty in relational exchanges. Journal of Marketing, 66 (1), 15-37. pp.
  • SHARMA, N., PATTERSON, P.G. (2000). Switching cost, alternative attractiveness and experience as moderators of relationship commitment in professional, customer services. International Journal of Service Industry Management, 11 (5), 470-490. pp.
  • STORY, J., HESS J. (2006). Segmenting customer-brand relations: beyond the personal relationship metaphor. Journal of Consumer Marketing, 23 (7), 406-413. pp.
  • SWAEN, V., CHUMPITAZ, C.R. (2008). Impact of corporate social responsibility on consumer trust. Recherche at Applications en Marketing, 23 (4), 7-33. pp.
  • XİNGYUAN, W., Lİ, F., WEİ, Y. (2010). How do they really help? An empirical study of the role of different information sources in building brand trust. Journal of Global Marketing, 23(3), 243-252. pp.
  • ZBOJA, J. J., VOORHEES C. M. (2006). The impact of brand trust and satisfaction on retailer repurchase intentions. Journal of Services Marketing, 20/5, 381-390. pp.
Toplam 38 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Araştırma Makalesi
Yazarlar

Gülnil Aydın Bu kişi benim

Aybeniz Akdeniz Ar Bu kişi benim

Çağatan Taşkın Bu kişi benim

Yayımlanma Tarihi 1 Temmuz 2014
Yayımlandığı Sayı Yıl 2014 Cilt: 15 Sayı: 2

Kaynak Göster

APA Aydın, G., Ar, A. A., & Taşkın, Ç. (2014). THE ROLE OF BRAND TRUST ON PARENTS’ PURCHASE INTENTIONS OF BABY-CARE PRODUCTS. Doğuş Üniversitesi Dergisi, 15(2), 165-180.