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Tüketici Sinizminin Marka Aşkı ve Marka Güveni Üzerindeki Etkisi: E-Ticaret Markası Üzerine Bir Araştırma

Year 2022, Volume: 18 Issue: 2, 198 - 213, 30.12.2022

Abstract

Tüketici sinizmi işletmenin- markanın sadece kendi çıkarlarını ön planda tutarak hareket ettiği, tüketicileri- müşterileri önemsemediği inanışı temelinde bir tüketicinin işletmeye- markaya karşı olumsuz duygu, eğilim ve kuşku içinde olma durumudur ve tüketicinin- müşterinin bu inançla verdiği bilişsel, duygusal veya fiziksel tepkidir. Bu çalışmada marka aşkı ve marka güveni üzerinde tüketici sinizmi etkisinin incelenmesi amaçlanmıştır. Çalışma Türkiye' de faaliyette bulunan e-ticaret markası üzerinden yapılmıştır. Çalışmada anket kullanılmış ve 400 geçerli veri elde edilmiştir. Veriler Stata 15.0, IBM SPSS 22.0 ve Excel programları ile analiz edilmiştir. Çalışmanın sonucuna göre tüketici sinizmi ile marka aşkı ve marka güveni arasında anlamlı, negatif yönlü ve orta düzeyde bir ilişki olduğu bulunmuştur. Ayrıca tüketici sinizminin marka aşkı ve marka güveni üzerinde etkisi olduğu saptanmıştır.

Supporting Institution

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Project Number

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Thanks

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References

  • Albert, N. & Merunka, D. (2013). The Role of Brand Love in Consumer-Brand Relationships. Journal of Consumer Marketing, 30 (3), 258-266.
  • Anderson, E. & Weitz, B. (1989). Determinants of Continuity in Conventional Industrial Channel Dyads. Marketing Science, 8(4), 310-323.
  • Andersson, L. M. (1996). Employee Cynicism: An Examination Using a Contract Violation Framework. Human Relations, Vol. 49, No. 11, 1395-1418.
  • Andersson, L. M. & Bateman, T. S. (1997). Cynicism In The Workplace: Some Causes and Effects. Journal of Organizational Behavior, Vol. 18, 449-469.
  • Bairrada, C. M., Coelho, A. & Lizanets, V. (2018). The Impact of Brand Personality on Consumer Behavior: The Role of Brand Love. Journal of Fashion Marketing and Management: An International Journal, JFMM-07-2018-0091.
  • Batra, R., Ahuvia, A. & Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, Volume 76 (March), 1–16.
  • Bicchieri, C., Duffy, J. & Tolle, G. (2004). Trust Among Strangers. Philosophy of Science, Vol. 71, No. 3, 286-319.
  • Carroll, B. A. & Ahuvia, A. C. (2006). Some Antecedents and Outcomes of Brand Love. Market Lett, (17), 79–89.
  • Chatterjee, S. C. & Chaudhuri, A. (2005). Are Trusted Brands Important?. The Marketing Management Journal, Vol. 15, Issue 1, 1 - 16.
  • 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.
  • Chu, A. & Chylinski, M. (2006). A Model of Consumer Cynicism – Antecedents and Consequences. Proceedings of the Australian and New Zealand Marketing Academy, 1-9.
  • Chylinski, M. & Chu, A. (2010). Consumer Cynicism: Antecedents and Consequences. European Journal of Marketing, Vol. 44 No. 6, 796-837.
  • Clow K. E. ve Baack, D. (2016). Bütünleşik Reklam, Tutundurma ve Pazarlama İleşimi. (Çev. Öztürk, G.). Ankara: Nobel.
  • Delgado-Ballester, E. (2004). Applicability of a Brand Trust Scale across Product Categories A Multigroup Invariance Analysis. European Journal of Marketing, Vol, 38 No. 5/6, 573-592.
  • van Dolen, W. M., de Cremer, D. & de Ruyter, K. (2012). Consumer Cynicism toward Collective Buying: The Interplay of Others’ Outcomes, Social Value Orientation, and Mood. Psychology and Marketing, Vol. 29(5), 306–321.
  • Doney, P. M. & Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer–Seller Relationships. Journal of Marketing, 61(2), 35–51.
  • E-Ticaret Bilgi Platformu. (2021). 2021 Yılı İlk 6 Ayı E-Ticaret Verileri Açıklandı. (2022, Ocak 29) https://www.eticaret.gov.tr/haberler/.
  • Folse, J. A. G., Burton, S. & Netemeyer, R. G. (2013). Defending Brands: Effects of Alignment of Spokescharacter Personality Traits and Corporate Transgressions on Brand Trust and Attitudes. Journal of Advertising, 42(4), 331–342.
  • Gaur, A. S. ve Gaur, S. S. (2009). Statistical Methods for Practice and Research. New Delhi: Response Books.
  • Gürbüz, S. ve Şahin, F. (2018). Sosyal Bilimlerde Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık.
  • Helm, A. (2004). Cynics and Skeptics: Consumer Dispositional Trust. Advances in Consumer Research, Vol. 31, 345-351.
  • Helm, A. E., Moulard, J. G. & Richins, M. (2015). Consumer Cynicism: Developing a Scale to Measure Underlying Attitudes Influencing Marketplace Shaping and Withdrawal Behaviors. International Journal of Consumer Studies, 39(5), 1-35.
  • Herbst, K. C., Finkel, E. J., Allan, D. & Fitzsimons, G. M. (2012). On the Dangers of Pulling a Fast One: Advertisement Disclaimer Speed, Brand Trust, and Purchase Intention. Journal of Consumer Research, 38(5), 909–919.
  • Kanter, D. L. & Wortzel, L. H. (1985). Cynicism and Alienation as Marketing Considerations: Some New Ways to Approach the Female Consumer. The Journal of Consumer Marketing, Vol. 2 (1), 5-15.
  • Ketron, S. (2016). Consumer Cynicism and Perceived Deception in Vanity Sizing: The Moderating Role of Retailer (dis) Honesty. Journal of Retailing and Consumer Services, 33, 33–42.
  • Kıncal, R. Y. (2015). Bilimsel Araştırma Yöntemleri. Ankara: Nobel Akademik Yayıncılık.
  • Laroche, M., Habibi, M. R., 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(5), 1755–1767.
  • 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.
  • Leventhal, R. C., Pitta, D., Franzak, F. & Fowler, D. (2006). A Strategic Approach to Building Online Customer Loyalty: Integrating Customer Profitability Tiers. Journal of Consumer Marketing, 23(7), 421–429.
  • Mills, C. M. & Keil, F. C. (2005). The Development of Cynicism. Psychological Science, Vol. 16, No. 5, 385-390.
  • Mirvis, P. H & Kanter, D. L. (1991). Beyond Demography: A Psychographic Profile of the Workforce. Human Resource Management, Vol. 30, No. 1, 45-68.
  • Mohr, L. A., Eroğlu, D. & Ellen, P. S. (1998). The Development and Testing of a Measure of Skepticism Toward Environmental Claims in Marketers’ Communications. The Journal of Consumer Affairs, Vol. 32, No. 1, 30-55.
  • Molinillo, S., Ekinci, Y. & Japutra, A. (2018). A Consumer-Based Brand Performance Model for Assessing Brand Success. International Journal of Market Research, 1-18.
  • Moorman, C., Zaltman, G. & Deshpande, R. (1992). Relationships Between Providers and Users of Market Research: The Dynamics of Trust within and Between Organizations. Journal of Marketing Research, Vol. 29, No. 3, 314-328.
  • Morgan, R. M. & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38.
  • Odou, P. & de Pechpeyrou, P. (2011). Consumer Cynicism: From Resistance to Anti-Consumption in a Disenchanted World?. European Journal of Marketing, Vol. 45, No. 11/12, 1799 - 1808.
  • Rotter, J. B. (1971). Generalized Expectancies for Interpersonal Trust. American Psychologist, 26(5), 443–452.
  • Roy, S. K., Eshghi, A. & Sarkar, A. (2013). Antecedents and Consequences of Brand Love. Journal of Brand Management, 4 May, 1–8.
  • Rubin, Z. (1970). Measurement of Romantic Love. Journal of Personality and Social Psychology, Vol. 16 (2), 265-273.
  • Schmid, W. (2019). Aşk: Neden Bu Kadar Zordur ve Yine de Nasıl Mümkün Olur?. (Çev. Bora, T.). İstanbul: İletişim, 5. Baskı.
  • Seçer, İ. (2017). SPSS ve LISREL ile Pratik Veri Analizi Analiz ve Raporlaştırma. Ankara: Anı Yayıncılık.
  • Sığrı, Ü. (2018). Nitel Araştırma Yöntemleri. İstanbul: Beta Yayıncılık.
  • Sternberg, R. J. (1986). A Triangular Theory of Love. Psychological Review, Vol. 93(2), 119-135.
  • Süer, S. (2021). Marka Güveni, Marka İmajı ve Marka Değerinin Marka Evangelizmi Üzerindeki Etkisi: E-Ticaret Markaları Üzerine Ampirik Bir Araştırma. (Yüksek Lisans Tezi, Ankara Hacı Bayram Veli Üniversitesi, Ankara).
  • Türk Dil Kurumu - Türk Dil Kurumu Sözlükleri. (2022, Ocak 12). https://sozluk.gov.tr/.
  • Webrazzi. (2021). Türkiye' de 59 Milyon İnternet Kullanıcısının 55,8 Milyonu E-Ticarette. (2022, Ocak 29) https://webrazzi.com/.

The Effect of Consumer Cynicism on Brand Love and Brand Trust: A Research on E-Commerce Brand

Year 2022, Volume: 18 Issue: 2, 198 - 213, 30.12.2022

Abstract

Consumer cynicism is the state of a consumer to have negative feelings, tendencies and suspicions towards the business- brand on the basis of the belief that the business- brand only acts by keeping its own interests in the foreground and does not care about the consumers- customers; and it is the consumer's- customer's cognitive, emotional or physical response with this belief. In this study, it is aimed to examine the effect of consumer cynicism on brand love and brand trust. The study was carried out on the e-commerce brand operating in Turkey. A survey was used in the study and 400 valid data were obtained. Data were analyzed with Stata 15.0, IBM SPSS 22.0 and Excel programs. According to the results of the study, it was found that there is a significant, negative and middle level relationship between consumer cynicism and brand love, consumer cynicism and brand trust. In addition, it has been determined that consumer cynicism has an effect on brand love and brand trust.

Project Number

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References

  • Albert, N. & Merunka, D. (2013). The Role of Brand Love in Consumer-Brand Relationships. Journal of Consumer Marketing, 30 (3), 258-266.
  • Anderson, E. & Weitz, B. (1989). Determinants of Continuity in Conventional Industrial Channel Dyads. Marketing Science, 8(4), 310-323.
  • Andersson, L. M. (1996). Employee Cynicism: An Examination Using a Contract Violation Framework. Human Relations, Vol. 49, No. 11, 1395-1418.
  • Andersson, L. M. & Bateman, T. S. (1997). Cynicism In The Workplace: Some Causes and Effects. Journal of Organizational Behavior, Vol. 18, 449-469.
  • Bairrada, C. M., Coelho, A. & Lizanets, V. (2018). The Impact of Brand Personality on Consumer Behavior: The Role of Brand Love. Journal of Fashion Marketing and Management: An International Journal, JFMM-07-2018-0091.
  • Batra, R., Ahuvia, A. & Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, Volume 76 (March), 1–16.
  • Bicchieri, C., Duffy, J. & Tolle, G. (2004). Trust Among Strangers. Philosophy of Science, Vol. 71, No. 3, 286-319.
  • Carroll, B. A. & Ahuvia, A. C. (2006). Some Antecedents and Outcomes of Brand Love. Market Lett, (17), 79–89.
  • Chatterjee, S. C. & Chaudhuri, A. (2005). Are Trusted Brands Important?. The Marketing Management Journal, Vol. 15, Issue 1, 1 - 16.
  • 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.
  • Chu, A. & Chylinski, M. (2006). A Model of Consumer Cynicism – Antecedents and Consequences. Proceedings of the Australian and New Zealand Marketing Academy, 1-9.
  • Chylinski, M. & Chu, A. (2010). Consumer Cynicism: Antecedents and Consequences. European Journal of Marketing, Vol. 44 No. 6, 796-837.
  • Clow K. E. ve Baack, D. (2016). Bütünleşik Reklam, Tutundurma ve Pazarlama İleşimi. (Çev. Öztürk, G.). Ankara: Nobel.
  • Delgado-Ballester, E. (2004). Applicability of a Brand Trust Scale across Product Categories A Multigroup Invariance Analysis. European Journal of Marketing, Vol, 38 No. 5/6, 573-592.
  • van Dolen, W. M., de Cremer, D. & de Ruyter, K. (2012). Consumer Cynicism toward Collective Buying: The Interplay of Others’ Outcomes, Social Value Orientation, and Mood. Psychology and Marketing, Vol. 29(5), 306–321.
  • Doney, P. M. & Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer–Seller Relationships. Journal of Marketing, 61(2), 35–51.
  • E-Ticaret Bilgi Platformu. (2021). 2021 Yılı İlk 6 Ayı E-Ticaret Verileri Açıklandı. (2022, Ocak 29) https://www.eticaret.gov.tr/haberler/.
  • Folse, J. A. G., Burton, S. & Netemeyer, R. G. (2013). Defending Brands: Effects of Alignment of Spokescharacter Personality Traits and Corporate Transgressions on Brand Trust and Attitudes. Journal of Advertising, 42(4), 331–342.
  • Gaur, A. S. ve Gaur, S. S. (2009). Statistical Methods for Practice and Research. New Delhi: Response Books.
  • Gürbüz, S. ve Şahin, F. (2018). Sosyal Bilimlerde Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık.
  • Helm, A. (2004). Cynics and Skeptics: Consumer Dispositional Trust. Advances in Consumer Research, Vol. 31, 345-351.
  • Helm, A. E., Moulard, J. G. & Richins, M. (2015). Consumer Cynicism: Developing a Scale to Measure Underlying Attitudes Influencing Marketplace Shaping and Withdrawal Behaviors. International Journal of Consumer Studies, 39(5), 1-35.
  • Herbst, K. C., Finkel, E. J., Allan, D. & Fitzsimons, G. M. (2012). On the Dangers of Pulling a Fast One: Advertisement Disclaimer Speed, Brand Trust, and Purchase Intention. Journal of Consumer Research, 38(5), 909–919.
  • Kanter, D. L. & Wortzel, L. H. (1985). Cynicism and Alienation as Marketing Considerations: Some New Ways to Approach the Female Consumer. The Journal of Consumer Marketing, Vol. 2 (1), 5-15.
  • Ketron, S. (2016). Consumer Cynicism and Perceived Deception in Vanity Sizing: The Moderating Role of Retailer (dis) Honesty. Journal of Retailing and Consumer Services, 33, 33–42.
  • Kıncal, R. Y. (2015). Bilimsel Araştırma Yöntemleri. Ankara: Nobel Akademik Yayıncılık.
  • Laroche, M., Habibi, M. R., 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(5), 1755–1767.
  • 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.
  • Leventhal, R. C., Pitta, D., Franzak, F. & Fowler, D. (2006). A Strategic Approach to Building Online Customer Loyalty: Integrating Customer Profitability Tiers. Journal of Consumer Marketing, 23(7), 421–429.
  • Mills, C. M. & Keil, F. C. (2005). The Development of Cynicism. Psychological Science, Vol. 16, No. 5, 385-390.
  • Mirvis, P. H & Kanter, D. L. (1991). Beyond Demography: A Psychographic Profile of the Workforce. Human Resource Management, Vol. 30, No. 1, 45-68.
  • Mohr, L. A., Eroğlu, D. & Ellen, P. S. (1998). The Development and Testing of a Measure of Skepticism Toward Environmental Claims in Marketers’ Communications. The Journal of Consumer Affairs, Vol. 32, No. 1, 30-55.
  • Molinillo, S., Ekinci, Y. & Japutra, A. (2018). A Consumer-Based Brand Performance Model for Assessing Brand Success. International Journal of Market Research, 1-18.
  • Moorman, C., Zaltman, G. & Deshpande, R. (1992). Relationships Between Providers and Users of Market Research: The Dynamics of Trust within and Between Organizations. Journal of Marketing Research, Vol. 29, No. 3, 314-328.
  • Morgan, R. M. & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38.
  • Odou, P. & de Pechpeyrou, P. (2011). Consumer Cynicism: From Resistance to Anti-Consumption in a Disenchanted World?. European Journal of Marketing, Vol. 45, No. 11/12, 1799 - 1808.
  • Rotter, J. B. (1971). Generalized Expectancies for Interpersonal Trust. American Psychologist, 26(5), 443–452.
  • Roy, S. K., Eshghi, A. & Sarkar, A. (2013). Antecedents and Consequences of Brand Love. Journal of Brand Management, 4 May, 1–8.
  • Rubin, Z. (1970). Measurement of Romantic Love. Journal of Personality and Social Psychology, Vol. 16 (2), 265-273.
  • Schmid, W. (2019). Aşk: Neden Bu Kadar Zordur ve Yine de Nasıl Mümkün Olur?. (Çev. Bora, T.). İstanbul: İletişim, 5. Baskı.
  • Seçer, İ. (2017). SPSS ve LISREL ile Pratik Veri Analizi Analiz ve Raporlaştırma. Ankara: Anı Yayıncılık.
  • Sığrı, Ü. (2018). Nitel Araştırma Yöntemleri. İstanbul: Beta Yayıncılık.
  • Sternberg, R. J. (1986). A Triangular Theory of Love. Psychological Review, Vol. 93(2), 119-135.
  • Süer, S. (2021). Marka Güveni, Marka İmajı ve Marka Değerinin Marka Evangelizmi Üzerindeki Etkisi: E-Ticaret Markaları Üzerine Ampirik Bir Araştırma. (Yüksek Lisans Tezi, Ankara Hacı Bayram Veli Üniversitesi, Ankara).
  • Türk Dil Kurumu - Türk Dil Kurumu Sözlükleri. (2022, Ocak 12). https://sozluk.gov.tr/.
  • Webrazzi. (2021). Türkiye' de 59 Milyon İnternet Kullanıcısının 55,8 Milyonu E-Ticarette. (2022, Ocak 29) https://webrazzi.com/.
There are 46 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Süheyla Süer 0000-0001-5734-2552

Nurettin Parıltı 0000-0002-2811-6174

Project Number -
Publication Date December 30, 2022
Acceptance Date September 22, 2022
Published in Issue Year 2022 Volume: 18 Issue: 2

Cite

APA Süer, S., & Parıltı, N. (2022). Tüketici Sinizminin Marka Aşkı ve Marka Güveni Üzerindeki Etkisi: E-Ticaret Markası Üzerine Bir Araştırma. Ekonomik Ve Sosyal Araştırmalar Dergisi, 18(2), 198-213.

İletişim Adresi: Bolu Abant İzzet Baysal Üniversitesi İktisadi ve İdari Bilimler Fakültesi Ekonomik ve Sosyal Araştırmalar Dergisi 14030 Gölköy-BOLU

Tel: 0 374 254 10 00 / 14 86 Faks: 0 374 253 45 21 E-posta: iibfdergi@ibu.edu.tr

ISSN (Basılı) : 1306-2174 ISSN (Elektronik) : 1306-3553