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The Effects of Perceived Risk on Brand Loyalty: A Study on Mobile Phones

Year 2011, Volume: 11 Issue: 2, 267 - 276, 01.05.2011

Abstract

Recently, brand loyalty gains a lot of interest among the researchers, some focus whether or not consumers are showing loyal behaviour, meanwhile some other researchers study formation of brand loyalty. Relationship between brand loyalty and trust, commitment, image etc. is investigated in order to understand the brand loyalty concept. The current paper focuses on the relationship between brand loyalty and perceived risk in a similar manner. The results of the study conducted on cellular phones, in Antalya, show that the perceived risk effects brand loyalty intentions, however not all perceived risk dimensions have the same effect

References

  • Aaker, D. A. (1996) Building Strong Brands, New York, The Free Press.
  • Bettman, J. R. (1973) “Perceived Risk and Its Components: A Model and Empirical Test” Journal of Marketing Research, 10: 184-190.
  • Blattberg, R.C. ve Sen, S.K. (1975) “An Evaluation of the App- lication of Minimum Chi-Square Procedures to Stochastic Models of Brand Choice” Journal of Marketing Research, 10 (4): 421-427.
  • Bowen, J. T. ve Chen, S. (2001) “The Relationship between Customer Loyalty and Customer Satisfaction” International Journal of Contemporary Hospitality Management, 13 (5): 213–17.
  • Carman, J.M. (1970) “Correlates of Brand Loyalty-Some Po- zitive Results” Journal of Marketing Research, 7 (1): 67-76.
  • Chaudhuri, A. (1998) “Product Class Effects On Brand Loyalty” The Journal of Marketing and Management, 8(2): 60-77.
  • Cheverton, P. (2006) Understanding Brands, London, Kogan Page.
  • Cronbach, L.J. ve Meehl, P.E. (1955) “Construct Validity in Psychological Tests” Psychological Bulletin, 52: 281-302.
  • Day, G. (1969): “A two-dimensional concept of brand loyalty”, Journal of Advertising Research, 9(3): 29-35.
  • De Chernatony, L. ve McDonald, M. H. B. (1992) Creating Powerful Brands, Oxford, Butterworth Heinemann.
  • Ford, W. (2003) “Communication Practices of Professional Service Providers: Predicting Customer Satisfaction and Loyalty” Journal of Applied Communication Research, 31(3): 189-211.
  • Fournier, S. (1998) “Consumers and Their Brands: Developing Relationship Theory in Consumer Research” Journal of Con- sumer Research, 24 (4): 343-373.
  • Gliem, J.A. ve Gliem, R.R. (2003) “Calculating, Interpreting, and Reporting Cronbach’s Alpha Reliability Coefficient for Likert-Type Scales”, The Ohio State University, Midwest Research to Practice Conference in Adult, Continuing, and Community Education: 82-88, October 8-10,Columbus, OH.
  • Guadagni, P.M. ve Little, J.D.C. (1983) “A Logit model of Brand Choice” Marketing Science, 2: 203-238.
  • Helgesen, Ø. (2006) “Are Loyal Customers Profitable? Custo- mer Satisfaction, Customer (action) Loyalty and Customer Profitability at the Individual Level” Journal of Marketing Management, 22(3): 245-266.
  • Henry, C. D. (2000) “Is Customer Loyalty a Pernicious Myth?” Business Horizons, 43(4): 13-16.
  • Hoover, R. J., Green, R. T. ve Sigert, J. (1978) “A Cross- National Study of Perceived Risk” Journal of Marketing, July: 102-108.
  • Jacoby, J. (1970) “Model of Multi-Brand Loyalty” Journal of Advertising Research, 11 (3): 25-31.
  • Jacoby, J. ve Chestnut, R. (1978): Brand Loyalty Measurement and Management, John Wiley, New York.
  • Johnson, M., Herrmann, A. ve Huber, F. (2006) “The Evolu- tion of Loyalty Intentions” Journal of Marketing 70(2): 122.
  • Knox, S. ve Walker, D. (2003) “ Empirical Developments in the Measurement of Involvement, Brand Loyalty and Their Relationship in Grocery Markets” Journal of Strategic Marke- ting, 11(4): 271-286.
  • Li, F. ve Miniard, P. (2006) “On the Potential for Advertising to Facilitate Trust in the Advertised Brand” Journal of Adver- tising, 35(4): 101-112.
  • Mcalexander, J., Kim, S. ve Roberts, S. (2003) “Loyalty: the Influences of Satisfaction and Brand Community Integra- tion” Journal of Marketing Theory and Practice, 11(4): 1-11.
  • Miller, J. (2005) Business of Brands, Incorporated Hoboken, NJ, John Wiley and Sons.
  • Mitchell, V. M. (1999) “Consumer Perceived Risk: Concep- tualizations and Models” European Journal of Marketing, 33(1/2): 163-195.
  • Mitchell, V. M. ve Greatorex, M. (1993) “Risk Perception and Reduction in the Purchase of Consumer Services” Service Industries Journal, 13(4): 179-200.
  • Moon, M. (2000) Fire Brands : Building Brand Loyalty in the Internet Age, Emerville, CA, McGraw-Hill.
  • Oliver, R. (1999) “Whence Consumer Loyalty?” The Journal of Marketing, 63: 33-44.
  • Peter, J. P. ve Ryan, M. J. (1976) “An Investigation of Perceived Risk at the Brand Level” Journal of Marketing Research, 13: 184-188.
  • Park, C.W. Assael, H. ve Chaiy, S. (1987) “Mediating Effects of Trial and Learning on Involvement-Associated Characte- ristics” Journal of Consumer Marketing, 4 (3): 25-35.
  • Raj, S. P. (1982) “The Effects of Advertising on High and Low Loyalty Consumer Segments” Journal of Consumer Research, 9(1): 77-89.
  • Roselius, T. (1971) “Consumer Rankings of Risk Reduction Methods” Journal of Marketing, 35: 56-61.
  • Russell-Bennett, R., Mccoll-Kennedy, R. R. ve Coote, L.V. (2007) “Involvement, Satisfaction, and Brand Loyalty in A Small Business Services Setting” Journal of Business Research, 60: 1253–1260.
  • Sheth, J.N. (1968) “A Factor Analytic Model of Brand Lo- yalty” Journal of Marketing, 5 :395-404.
  • Sheth, J. N. ve Venkatesan, M. (1968) “Risk-Reduction Pro- cesses in Repetitive Consumer Behavior” Journal of Marke- ting Research, 5: 307-310.
  • Sierra, J.J. ve Mcquinty, S. (2005) “Service Providers and Cus- tomers: Social Exchange Theory and Service Loyalty” The Journal of Services Marketing, 19 (6/7): 392-400
  • Simcock, P., Sudbury, L. ve Wright, G. (2006) “Age, Perceived Risk and Satisfaction in Consumer Decision Making: A Re- view and Extension” Journal of Marketing Management, 22: 355-377.
  • Sjödin, H. (2007) “Uh-oh, Where Is Our Brand Headed? Exp- loring the Role of Risk in Brand Change” Advances in Con- sumer Research, 34: 49-53.
  • Stern, B. (1997) “Advertising Intimacy: Relationship Marke- ting and the Services Consumer” Journal of Advertising, 16 (4): 7-19.
  • Stone, R. N. ve Gronhaug, K. (1993) “Perceived Risk:Further Considerations for the Marketing Discipline” European Jo- urnal of Marketing, 27(3): 31-50.
  • Tucker, W. (1964) “The Development of Brand Loyalty” Jour- nal of Marketing Research: 32-35.
  • Venkatraman, M. P. (1989) “Involvement and Risk” Psychology and Marketing, 6(3): 229-247.
  • Yazıcıoğlu, Y. ve Erdoğan, S. (2004) SPSS Uygulamalı Bilimsel Araştırma Yöntemleri, Ankara, Detay Yayıncılık.
  • Yi, Y. ve La, S. (2004) “What Influences the Relationship Between Customer Satisfaction and Repurchase Intentions? “ Psychology and Marketing, 21: 351-73.

Risk Algısının Marka Sadakatine Etkisi: Cep Telefonları Kategorisinde Bir Uygulama

Year 2011, Volume: 11 Issue: 2, 267 - 276, 01.05.2011

Abstract

Son yıllarda marka sadakati üzerine birçok çalışma yapılmaktadır. Araştırmacıların bir kısmı tüketicilerin sadakat gösterip göstermedikleri üzerine yoğunlaşırken bir kısım araştırmacılar ise marka sadakatinin nasıl oluştuğu üzerine çalışmalar yürütmektedir. Yazında marka sadakatinin güven, bağlılık, imaj, vb boyutlar ile ilişkisi irdelenmiştir. Yürütülmekte olan çalışmada, benzer şekilde, tüketicilerin risk algıları ile marka sadakati arasındaki ilişki incelenmektedir. Cep telefonları üzerine yapılan araştırma, Antalya ili sınırları içerisinde gerçekleştirilmiştir. Sonuçlar tüketicilerin risk algılarının marka sadakati üzerinde etkisi olduğunu, ancak her risk algısının aynı düzeyde etkili olmadığını ortaya koymaktadır

References

  • Aaker, D. A. (1996) Building Strong Brands, New York, The Free Press.
  • Bettman, J. R. (1973) “Perceived Risk and Its Components: A Model and Empirical Test” Journal of Marketing Research, 10: 184-190.
  • Blattberg, R.C. ve Sen, S.K. (1975) “An Evaluation of the App- lication of Minimum Chi-Square Procedures to Stochastic Models of Brand Choice” Journal of Marketing Research, 10 (4): 421-427.
  • Bowen, J. T. ve Chen, S. (2001) “The Relationship between Customer Loyalty and Customer Satisfaction” International Journal of Contemporary Hospitality Management, 13 (5): 213–17.
  • Carman, J.M. (1970) “Correlates of Brand Loyalty-Some Po- zitive Results” Journal of Marketing Research, 7 (1): 67-76.
  • Chaudhuri, A. (1998) “Product Class Effects On Brand Loyalty” The Journal of Marketing and Management, 8(2): 60-77.
  • Cheverton, P. (2006) Understanding Brands, London, Kogan Page.
  • Cronbach, L.J. ve Meehl, P.E. (1955) “Construct Validity in Psychological Tests” Psychological Bulletin, 52: 281-302.
  • Day, G. (1969): “A two-dimensional concept of brand loyalty”, Journal of Advertising Research, 9(3): 29-35.
  • De Chernatony, L. ve McDonald, M. H. B. (1992) Creating Powerful Brands, Oxford, Butterworth Heinemann.
  • Ford, W. (2003) “Communication Practices of Professional Service Providers: Predicting Customer Satisfaction and Loyalty” Journal of Applied Communication Research, 31(3): 189-211.
  • Fournier, S. (1998) “Consumers and Their Brands: Developing Relationship Theory in Consumer Research” Journal of Con- sumer Research, 24 (4): 343-373.
  • Gliem, J.A. ve Gliem, R.R. (2003) “Calculating, Interpreting, and Reporting Cronbach’s Alpha Reliability Coefficient for Likert-Type Scales”, The Ohio State University, Midwest Research to Practice Conference in Adult, Continuing, and Community Education: 82-88, October 8-10,Columbus, OH.
  • Guadagni, P.M. ve Little, J.D.C. (1983) “A Logit model of Brand Choice” Marketing Science, 2: 203-238.
  • Helgesen, Ø. (2006) “Are Loyal Customers Profitable? Custo- mer Satisfaction, Customer (action) Loyalty and Customer Profitability at the Individual Level” Journal of Marketing Management, 22(3): 245-266.
  • Henry, C. D. (2000) “Is Customer Loyalty a Pernicious Myth?” Business Horizons, 43(4): 13-16.
  • Hoover, R. J., Green, R. T. ve Sigert, J. (1978) “A Cross- National Study of Perceived Risk” Journal of Marketing, July: 102-108.
  • Jacoby, J. (1970) “Model of Multi-Brand Loyalty” Journal of Advertising Research, 11 (3): 25-31.
  • Jacoby, J. ve Chestnut, R. (1978): Brand Loyalty Measurement and Management, John Wiley, New York.
  • Johnson, M., Herrmann, A. ve Huber, F. (2006) “The Evolu- tion of Loyalty Intentions” Journal of Marketing 70(2): 122.
  • Knox, S. ve Walker, D. (2003) “ Empirical Developments in the Measurement of Involvement, Brand Loyalty and Their Relationship in Grocery Markets” Journal of Strategic Marke- ting, 11(4): 271-286.
  • Li, F. ve Miniard, P. (2006) “On the Potential for Advertising to Facilitate Trust in the Advertised Brand” Journal of Adver- tising, 35(4): 101-112.
  • Mcalexander, J., Kim, S. ve Roberts, S. (2003) “Loyalty: the Influences of Satisfaction and Brand Community Integra- tion” Journal of Marketing Theory and Practice, 11(4): 1-11.
  • Miller, J. (2005) Business of Brands, Incorporated Hoboken, NJ, John Wiley and Sons.
  • Mitchell, V. M. (1999) “Consumer Perceived Risk: Concep- tualizations and Models” European Journal of Marketing, 33(1/2): 163-195.
  • Mitchell, V. M. ve Greatorex, M. (1993) “Risk Perception and Reduction in the Purchase of Consumer Services” Service Industries Journal, 13(4): 179-200.
  • Moon, M. (2000) Fire Brands : Building Brand Loyalty in the Internet Age, Emerville, CA, McGraw-Hill.
  • Oliver, R. (1999) “Whence Consumer Loyalty?” The Journal of Marketing, 63: 33-44.
  • Peter, J. P. ve Ryan, M. J. (1976) “An Investigation of Perceived Risk at the Brand Level” Journal of Marketing Research, 13: 184-188.
  • Park, C.W. Assael, H. ve Chaiy, S. (1987) “Mediating Effects of Trial and Learning on Involvement-Associated Characte- ristics” Journal of Consumer Marketing, 4 (3): 25-35.
  • Raj, S. P. (1982) “The Effects of Advertising on High and Low Loyalty Consumer Segments” Journal of Consumer Research, 9(1): 77-89.
  • Roselius, T. (1971) “Consumer Rankings of Risk Reduction Methods” Journal of Marketing, 35: 56-61.
  • Russell-Bennett, R., Mccoll-Kennedy, R. R. ve Coote, L.V. (2007) “Involvement, Satisfaction, and Brand Loyalty in A Small Business Services Setting” Journal of Business Research, 60: 1253–1260.
  • Sheth, J.N. (1968) “A Factor Analytic Model of Brand Lo- yalty” Journal of Marketing, 5 :395-404.
  • Sheth, J. N. ve Venkatesan, M. (1968) “Risk-Reduction Pro- cesses in Repetitive Consumer Behavior” Journal of Marke- ting Research, 5: 307-310.
  • Sierra, J.J. ve Mcquinty, S. (2005) “Service Providers and Cus- tomers: Social Exchange Theory and Service Loyalty” The Journal of Services Marketing, 19 (6/7): 392-400
  • Simcock, P., Sudbury, L. ve Wright, G. (2006) “Age, Perceived Risk and Satisfaction in Consumer Decision Making: A Re- view and Extension” Journal of Marketing Management, 22: 355-377.
  • Sjödin, H. (2007) “Uh-oh, Where Is Our Brand Headed? Exp- loring the Role of Risk in Brand Change” Advances in Con- sumer Research, 34: 49-53.
  • Stern, B. (1997) “Advertising Intimacy: Relationship Marke- ting and the Services Consumer” Journal of Advertising, 16 (4): 7-19.
  • Stone, R. N. ve Gronhaug, K. (1993) “Perceived Risk:Further Considerations for the Marketing Discipline” European Jo- urnal of Marketing, 27(3): 31-50.
  • Tucker, W. (1964) “The Development of Brand Loyalty” Jour- nal of Marketing Research: 32-35.
  • Venkatraman, M. P. (1989) “Involvement and Risk” Psychology and Marketing, 6(3): 229-247.
  • Yazıcıoğlu, Y. ve Erdoğan, S. (2004) SPSS Uygulamalı Bilimsel Araştırma Yöntemleri, Ankara, Detay Yayıncılık.
  • Yi, Y. ve La, S. (2004) “What Influences the Relationship Between Customer Satisfaction and Repurchase Intentions? “ Psychology and Marketing, 21: 351-73.
There are 44 citations in total.

Details

Other ID JA24UD93BT
Journal Section Research Article
Authors

Mehmet Özer Demir

Publication Date May 1, 2011
Published in Issue Year 2011 Volume: 11 Issue: 2

Cite

APA Demir, M. Ö. (2011). The Effects of Perceived Risk on Brand Loyalty: A Study on Mobile Phones. Ege Academic Review, 11(2), 267-276.
AMA Demir MÖ. The Effects of Perceived Risk on Brand Loyalty: A Study on Mobile Phones. ear. May 2011;11(2):267-276.
Chicago Demir, Mehmet Özer. “The Effects of Perceived Risk on Brand Loyalty: A Study on Mobile Phones”. Ege Academic Review 11, no. 2 (May 2011): 267-76.
EndNote Demir MÖ (May 1, 2011) The Effects of Perceived Risk on Brand Loyalty: A Study on Mobile Phones. Ege Academic Review 11 2 267–276.
IEEE M. Ö. Demir, “The Effects of Perceived Risk on Brand Loyalty: A Study on Mobile Phones”, ear, vol. 11, no. 2, pp. 267–276, 2011.
ISNAD Demir, Mehmet Özer. “The Effects of Perceived Risk on Brand Loyalty: A Study on Mobile Phones”. Ege Academic Review 11/2 (May 2011), 267-276.
JAMA Demir MÖ. The Effects of Perceived Risk on Brand Loyalty: A Study on Mobile Phones. ear. 2011;11:267–276.
MLA Demir, Mehmet Özer. “The Effects of Perceived Risk on Brand Loyalty: A Study on Mobile Phones”. Ege Academic Review, vol. 11, no. 2, 2011, pp. 267-76.
Vancouver Demir MÖ. The Effects of Perceived Risk on Brand Loyalty: A Study on Mobile Phones. ear. 2011;11(2):267-76.