TÜKETİCİLERİN BÜTÜNLEŞİK PAZARLAMA İLETİŞİMİ İLE REKLAM VE PARASAL SATIŞ PROMOSYONLARININ KULLANILMASINA YÖNELİK ALGILARININ MARKA DENKLİĞİ ÜZERİNDEKİ ETKİLERİ

Year 2021, Volume: 20 Issue: 77, 217 - 239, 03.01.2021

Selver Güler Bağdat , Esra Arıkan

https://doi.org/10.17755/esosder.679413

Cited By: 2

Abstract

Bu çalışma, bütünleşik pazarlama iletişiminin, reklam harcamalarının, reklama yönelik tutumların ve parasal satış promosyonlarının marka denkliğinin bileşenleri üzerindeki etkilerini ve de marka denkliği bileşenlerinin kendi aralarındaki ilişkileri marka denkliği yaratma süreci kapsamında havayolu taşımacılığı sektörü özelinde incelemektedir. Bu çalışmada kolayda örnekleme yönteminden yararlanılmış ve çevrimiçi anket tekniği ile 403 kullanılabilir anket elde edilmiştir. Veriler SPSS 24 ve AMOS 24 istatistik paket programları kullanılarak, yapısal eşitlik modellemesi aracılığıyla analiz edilmiştir. Bu analizler sonucunda elde edilen bulgular, bütünleşik pazarlama iletişiminin, reklam harcamalarının, reklama yönelik tutumların ve parasal satış promosyonlarının marka denkliğinin bileşenleri üzerinde öngörülen etkilerini genel olarak desteklemekte ve de marka denkliği bileşenleri arasında hiyerarşik bir düzen olduğunu ortaya koymaktadır. Bu bulgular özellikle rekabetin yoğun olarak yaşandığı havayolu taşımacılığı sektöründe firmalarının rakiplerine karşı avantaj elde etmeleri ve bu avantajı sürdürebilmeleri açısından büyük önem taşımaktadır. Çalışmanın sonunda, bu bulguların hem teoriye hem de uygulamaya yönelik katkıları tartışılmış ve gelecekteki araştırmalar için bazı önerilerde bulunulmuştur.

Keywords

Marka Denkliği, Bütünleşik Pazarlama İletişimi, Reklam, Parasal Satış Promosyonları, Havayolu Taşımacılığı

THE EFFECTS OF CONSUMERS' PERCEPTIONS TOWARDS THE INTEGRATED MARKETING COMMUNICATIONS AND THE USE OF ADVERTISING AND MONETARY SALES PROMOTIONS ON BRAND EQUITY

Abstract

This study examines the effects of integrated marketing communications, advertising spending, attitudes towards advertisements and monetary sales promotions on the dimensions of brand equity and the relationships among the dimensions of brand equity themselves within the process of brand equity creation in the airline transportation sector. In this study, convenience sampling method is employed and 403 useable surveys are obtained by using online survey technique. The data are analyzed via structural equation modeling using SPSS 24 and AMOS 24 statistical software. The results of these analyses generally support the hypothesized effects of integrated marketing communication, advertising spending, attitudes towards advertisements and monetary sales promotions on the dimensions of brand equity and also reveal that there is a hierarchical order among the dimensions of brand equity. These findings are of great importance for the companies in order to gain advantage over their competitors and sustain this advantage, especially in the airline transportation sector where the competition is intense. At the end of the study, both the theoretical and the practical contributions of these findings are discussed and some suggestions for future research are provided.

Keywords

Brand Equity, Integrated Marketing Communications, Advertisement, Monetary Sales Promotions, Airline Transportation

References

• Aaker, D.A. (1991). Managing Brand Equity. New York: The Free Press.
• Aaker, D.A. (1996). Measuring brand equity across products and markets. California Management Review, 38 (3), 102-120.
• Adetunji, R. R., Nordin, S. M. ve Noor, S. M. (2014). The effectiveness of integrated advertisement message strategy in developing audience-based brand equity. Global Business & Management Research, 6(4), 308-318.
• Ailawadi, K. L., Lehmann, D. R. ve Neslin, S. A. (2003). Revenue premium as an outcome measure of brand equity. Journal of Marketing, 67(4), 1-17.
• Alex, N. J. (2012). An enquiry into selected marketing mix elements and their impact on brand equity. IUP Journal of Brand Management, 9(2), 29-43.
• AlSaleh, D. A. (2019). The role of technology-based services in establishing brand equity within the private hospitals sector in Kuwait. Journal of Transnational Management, 24(1), 21-39.
• Altunışık, R., Özdemir, Ş. ve Torlak, Ö. (2006). Pazarlamaya Giriş. Sakarya: Sakarya Yayınları.
• Alvarez, A. B. ve Casielles, R. V. (2005). Consumer evaluations of sales promotion: The effect on brand choice. European Journal of Marketing, 39(1/2), 54-70.
• Anantachart, S. (2004). Integrated marketing communications and market planning: Their implications to brand equity building. Journal of Promotion Management, 11 (1), 101-125.
• Anderson, J. C. ve Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
• Augusto, M. ve Torres, P. (2018). Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity. Journal of Retailing and Consumer Services, 42, 1-10.
• Avcılar, M.Y. (2008). Tüketici temelli marka değeri ölçümü. Çukurova Üniversitesi Sosyal Bilimler Dergisi, 17 (1), 11-30.
• Balaji, M. S. (2011). Building strong service brands: The hierarchical relationship between brand equity dimensions. IUP Journal of Brand Management, 8(3), 7-24.
• Biedenbach, G. ve Marell, A. (2010). The impact of customer experience on brand equity in a business-to-business services setting. Journal of Brand Management, 17(6), 446-458.
• Bose, S., Roy, S. K. ve Tiwari, A. K. (2016). Measuring customer-based place brand equity (CBPBE): An investment attractiveness perspective. Journal of Strategic Marketing, 24(7), 617-634.
• Bravo Gil, R., Fraj Andres, E. ve Martinez Salinas, E. (2007). Family as a source of consumer- based brand equity. Journal of Product & Brand Management, 16(3), 188-199.
• Buil, I., De Chernatony, L. ve Martinez, E. (2013a). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-122.
• Buil, I., Martinez, E. ve De Chernatony, L. (2013b). The influence of brand equity on consumer responses. Journal of Consumer Marketing, 30(1), 62-74.
• Byrne, B. (2010). Structural Equation Modeling with AMOS. New York: Routledge Taylor & Francis.
• Chen, C. F. ve Tseng, W. S. (2010). Exploring customer-based airline brand equity: Evidence from Taiwan. Transportation Journal, 49, 24-34.
• Christodoulides, G. ve De Chernatony, L. (2010). Consumer-based brand equity conceptualization and measurement: A literature review. International Journal of Research in Marketing, 52(1), 43-66.
• Cobb-Walgren, C. J., Ruble, C. A. ve Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40.
• Çakır, V. ve Çakır V. (2007). Televizyon reklamlarının algılanan değeri ve reklam tutumu ilişkisi: Bir yapısal eşitlik modeli. İstanbul Üniversitesi İletişim Fakültesi Dergisi, 30, 37-58.
• Çalık, M., Altunışık, R. ve Sütütemiz, N. (2013). Bütünleşik pazarlama iletişimi, marka performansı ve pazar performansı ilişkisinin incelenmesi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 9(19), 137-161.
• Çelik, D. S. (2017). Havayolu taşımacılığı endüstrisi ve ekonomik etkileri. The Journal of International Scientific Researches, 2(8), 82-89.
• DelVecchio, D., Henard, D. H. ve Freling, T. H. (2006). The effect of sales promotion on post- promotion brand preference: A meta-analysis. Journal of Retailing, 82(3), 203-213.
• Doğan, T. G. B., Doğan, S. ve Soysal, A. (2018). Sağlık kurumlarında algılanan kalitenin marka denkliği üzerine etkisinin incelenmesi: Kayseri’de özel hastanelerde bir araştırma. Aurum Sosyal Bilimler Dergisi, 3(2), 71-94.
• Durmuş, B., Yurtkoru, E.S. ve Çinko, M. (2013). Sosyal Bilimlerde SPSS’le Veri Analizi (5. Baskı). İstanbul: Beta Yayıncılık.
• Fornell, C. ve Larcker, D.F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388.
• Gijsenberg, M. J. ve Nijs, V. R. (2019). Advertising spending patterns and competitor impact. International Journal of Research in Marketing, 36(2), 232-250.
• Girard, T., Trapp, P., Pinar, M., Gulsoy, T. ve Boyt, T. E. (2017). Consumer-based brand equity of a private-label brand: Measuring and examining determinants. Journal of Marketing Theory and Practice, 25(1), 39-56.
• Göktaş, B. ve Parıltı, N. (2016). Bütünleşik pazarlama iletişiminin marka imajina etkisi: Bir uygulama. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 18(3), 923-944.
• Ha, H. Y., John, J., Janda, S. ve Muthaly, S. (2011). The effects of advertising spending on brand loyalty in services. European Journal of Marketing, 45(4), 673-691.
• Hair, J.F., Black, W.C., Babin, B.J. ve Anderson, R.E. (2014). Multivariate Data Analysis (7. Baskı). Essex: Pearson.
• Hsu, C. H., Oh, H. ve Assaf, A. G. (2012). A customer-based brand equity model for upscale hotels. Journal of Travel Research, 51(1), 81-93.
• Huang, R. ve Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92-99.
• Iglesias, O., Markovic, S., Singh, J. J. ve Sierra, V. (2019). Do customer perceptions of corporate services brand ethicality improve brand equity? Considering the roles of brand heritage, brand image, and recognition benefits. Journal of Business Ethics, 154(2), 441-459.
• İslamoğlu, A. H. ve Fırat, D. (2011). Stratejik Marka Yönetimi. İstanbul: Beta.
• Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
• Keller, K.L. (2013). Strategic Brand Management: Building, Measuring and Managing Brand Equity (4. Baskı). New York: Prentice Hall.
• Keller, K. L. ve Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759.
• Kim, J. H. ve Hyun, Y. J. (2011). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial Marketing Management, 40(3), 424-438.
• Kirmani, A. ve Rao, A. R. (2000). No pain, no gain: A critical review of the literature on signaling unobservable product quality. Journal of Marketing, 64(2), 66-79.
• Kocaman, S. ve Güngör, İ. (2012). Destinasyonlarda müşteri temelli marka değerinin ölçülmesi ve marka değeri boyutlarının genel marka değeri üzerindeki etkileri: alanya destinasyonu örneği. Journal of Alanya Faculty of Business/Alanya İşletme Fakültesi Dergisi , 4(3),143-161.
• Koçoğlu, C. M. ve Aksoy, R. (2017). Tüketici temelli marka denkliği bileşenleri arasındaki ilişkiler üzerine bir araştırma. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 18, 71-90.
• Konecnik, M. ve Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400-421.
• Kurtuluş, K. (2010). Araştırma Yöntemleri. İstanbul: Türkmen Kitabevi.
• Lee, D. H. ve Park, C. W. (2007). Conceptualization and measurement of multidimensionality of integrated marketing communications. Journal of Advertising Research, 47(3), 222-236.
• Leone, R. P., Rao, V. R., Keller, K. L., Luo, A. M., McAlister, L. ve Srivastava, R. (2006). Linking brand equity to customer equity. Journal of Service Research, 9(2), 125-138.
• Liu, M. T., Wong, I. A., Tseng, T. H., Chang, A. W. Y. ve Phau, I. (2017). Applying consumer-based brand equity in luxury hotel branding. Journal of Business Research, 81, 192-202.
• MacKenzie, S. B. ve Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65.
• Madhavaram, S., Badrinarayanan, V. ve McDonald, R. E. (2005). Integrated marketing communication (IMC) and brand identity as critical components of brand equity strategy: A conceptual framework and research propositions. Journal of Advertising, 34(4), 69-80.
• Marangoz, M. (2007). Marka değeri algılamalarının marka yayılmaya etkileri. Ege Akademik Bakış, 7, 21-33.
• Montaner, T. ve Pina, J. M. (2008). The effect of promotion type and benefit congruency on brand image. Journal of Applied Business Research, 24(3), 15-28.
• Nikabadi, M. S., Safui, M. A. ve Agheshlouei, H. (2015). Role of advertising and promotion in brand equity creation. Journal of Promotion Management, 21(1), 13-32.
• Nunnally, J.C. ve Bernstein, I. H. (1994). Psychometric Theory (3. Baskı). New York: McGraw- Hill.
• Odabaşı, Y. ve Oyman, M. (2002). Pazarlama İletişimi Yönetimi. İstanbul: MediaCat Yayınları.
• Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.
• Palazon-Vidal, M. ve Delgado-Ballester, E. (2005). Sales promotions effects on consumer-based brand equity. International Journal of Market Research, 47(2), 179-204.
• Papatya, N. ve Karaca, Y. (2011). Kadın imgesi kullanılan reklamlara yönelik tüketicinin tutum ve davranışlarının değerlendirilmesi. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 29(1), 69-100.
• Pike, S., Bianchi, C., Kerr, G. ve Patti, C. (2010). Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market. International Marketing Review, 27(4), 434-449.
• Schultz, D. E. ve Kitchen, P. J. (1997). Integrated marketing communications in US advertising agencies: An exploratory study. Journal of Advertising Research, 37(5), 7-18.
• Sehhat, S., Kenari, M. J. ve Abdollahi, H. (2014). The role of beliefs shaping customers' view toward advertising through sport (football) in promoting the brand equity. International Journal of Scientific Management & Development, 2(10), 493-504.
• Seo, E. J. ve Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41.
• Seric, M. (2017). Relationships between social web, IMC and overall brand equity: An empirical examination from the cross-cultural perspective. European Journal of Marketing, 51(3), 646-667.
• Seric, M. (2018). Content analysis of the empirical research on IMC from 2000 to 2015. Journal of Marketing Communications, 24(7), 647-685.
• Seric, M. ve Gil-Saura, I. (2012). ICT, IMC, and brand equity in high-quality hotels of Dalmatia: An analysis from guest perceptions. Journal of Hospitality Marketing & Management, 21(8), 821-851.
• Seric, M., Gil-Saura, I. ve Ruiz-Molina, M. E. (2014). How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management, 39, 144-156.
• Simon, C. J. ve Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12(1), 28-52.
• Sözer, E. G. ve Civelek, M. E. (2018). The effect of perceived benefit on consumer based brand equity in online shopping context. Ege Akademik Bakış Dergisi, 18(4), 711-725.
• Srinivasan, S., Vanhuele, M. ve Pauwels, K. H. (2008). Do mindset metrics explain brand sales?. Marketing Science Institute, Report 08-119.
• Sürücü, Ö., Öztürk, Y., Okumus, F. ve Bilgihan, A. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: consequences in the hotel context. Journal of Hospitality and Tourism Management, 40, 114-124.
• Tığlı, M., Pirtini, S. ve Çelik, C. (2007). Sosyal sorumluluk kampanyalarının genç tüketicilerin marka farkındalığı üzerindeki etkisinin incelenmesine yönelik bir araştırma. Marmara Üniversitesi Sosyal Bilimler Enstitüsü Öneri Dergisi, 7 (27), 83-93.
• Uslu, A., Durmuş, B. ve Kolivar, B. K. (2013). Analyzing the brand equity of Turkish airlines services: Comparing the Japanese and Turkish perspectives. Procedia-Social and Behavioral Sciences, 99, 446-454.
• Valette-Florence, P., Guizani, H. ve Merunka, D. (2011). The impact of brand personality and sales promotions on brand equity. Journal of Business Research, 64(1), 24-28.
• Vieceli, J. M. (2011). The measurement of the number, uniqueness and valence of brand associations across three product categories. Journal of Customer Behaviour, 10(3), 245-269.
• Villarejo-Ramos, A. F. ve Sanchez-Franco, M. J. (2005). The impact of marketing communication and price promotion on brand equity. Journal of Brand Management, 12(6), 431-444.
• Vukasovic, T. (2016). An empirical investigation of brand equity: A cross-country validation analysis. Journal of Global Marketing, 29(5), 251-265.
• Wahid, N. A. ve Ahmed, M. (2011). The effect of attitude toward advertisement on Yemeni female consumers' attitude toward brand and purchase intention. Global Business and Management Research, 3(1), 21-29.
• Yapraklı, Ş. ve Can, P. (2009). Pazarlama faaliyetlerinin ve ailenin tüketici temelli marka değeri boyutlarina etkisi. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 23(1), 265-290.
• Yaşlıoğlu, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.
• Yiğit, İ. (2011). Marka Denkliğinin Havayolu Şirketinde, Tüketicinin Hizmet Algısı Bağlamında Ölçülmesi ve Sadakate Etkisi. Yüksek Lisans Tezi, Yıldız Teknik Üniversitesi Sosyal Bilimler Enstitüsü.
• Yi, Y. ve Yoo, J. (2011). The long‐term effects of sales promotions on brand attitude across monetary and non‐monetary promotions. Psychology & Marketing, 28(9), 879-896.
• Yoganathan, D., Jebarajakirthy, C. ve Thaichon, P. (2015). The influence of relationship marketing orientation on brand equity in banks. Journal of Retailing and Consumer Services, 26, 14-22.
• Yoo, B., Donthu, N. ve 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.
• Zineldin, M. (2006). The royalty of loyalty: CRM, quality and retention. Journal of Consumer Marketing, 23(7), 430–437.