Parasal Ve Parasal Olmayan Satış Tutundurmanın Marka Tercihi ve Marka Güveni Üzerindeki Etkileri

Year 2023, Issue: 32, 84 - 99, 31.01.2023

Emel Yıldız , Halil Hakdan Öz

https://doi.org/10.54600/igdirsosbilder.1132006

Abstract

Parasal ve parasal olmayan satış tutundurma araçları müşterileri farklı şekillerde etkilemektedir. Alan incelenmesi yapıldığında özellikle yerli literatürde parasal ve parasal olmayan tutundurma araçlarının tüketiciler nezdinde ayrımının yapıldığı çalışma sayısının oldukça az olması bu çalışmanın yapılmasının gerekçesini oluşturmaktadır. Buradan hareketle bu araştırmanın amacı satış tutundurma araçlarından parasal ve parasal olmayan satış tutundurmanın marka tercihi ve marka güveni üzerindeki etkisini incelemektir. Söz konusu amaç doğrultusunda Bayburt Üniversitesi öğrencileri üzerinde ankete dayalı bir alan araştırması gerçekleştirilmiştir. Kota örnekleme yöntemine göre toplam 500 öğrencinin olduğu bir örneklem grubundan veriler toplanmıştır. Elde edilen veriler SPSS 21 ve AMOS 24 istatistik paket programları aracılığı test edilmiştir. Kullanılan ölçeklerin geçerlilik ve güvenilirliklerinin test edilmesi amacıyla sırasıyla açımlayıcı faktör analizleri ve Cronbach Alpha analizleri yapılmıştır. Hipotez testleri için yapısal eşitlik modelinin kullanıldığı çalışma sonucunda hem parasal satış tutundurmanın hem de parasal olmayan satış tutundurmanın marka tercihi ve marka güvenini pozitif bir şekilde etkilediği ancak parasal satış tutundurma araçlarının marka güveni ve tercihine etkisinin parasal olmayan satış tutundurma araçlarından daha fazla olduğu ortaya çıkmıştır. Yine marka güveninin de marka tercihi üzerinde pozitif bir etkisinin olduğu görülmüştür.

Keywords

: Parasal satış tutundurma, parasal olmayan satış tutundurma, marka güveni, marka tercihi

References

• Abdelhamied, H. S. (2013). The effects of sales promotion on post promotion behaviors and brand preferences in fast food restaurants. Tourismos, 8(1), 93-113.
• Adji, J. (2014). Pengaruh satisfaction dan trust terhadap minat beli konsumen (Purchase Intention) di Starbucks The Square Surabaya. Jurnal Manajemen Pemasaran Petra, 2(1), 1-10.
• Agrawal, D. (1996). Effect of Brand Loyalty on Advertising and Trade Promotions: A Game Theoretic Analysis with Empirical Evidence. Marketing Science, 15(1), 86-108.
• Alam, M. S., & Faruqui, M. F. (2009). Effect of Sales Promotion on Consumer Brand Preference: A Case Study Of Laundry Detergent in Dhaka City Consumers. ASA University Review, 3(2), 57-64.
• Alvarez , B. A., & Casielles, R. V. (2005). Consumer evaluations of sales promotion: the effect on brand choice. European Journal of Marketing, 39(1/2), 54-70.
• Arı, O. (1976). Olasılık ve Örnek Alma,"Toplum Bilimlerinde Araştırma ve Yöntem". (R. Keleş, Dü.) Ankara: TODAİE.
• Balaghar, A. A., Majidazar, M., & Niromand, M. (2012). Evaluation of Effectiveness of Sales Promotional Tools on Sales Volume ( Case Study : Iran Tractor Manufacturing Complex ( ITMC )). Middle-East Journal of Scientific Research, 11(4), 470-480.
• Blattberg, R. C., & Neslin, S. A. (1990). Sales Promotion: Concepts, Methods, and Strategies. Englewood Cliffs, NJ: Prentice-Hall . Bridges, E., Briesch, R. A., & Yim, C. K. (2006). Effects of prior brand usage and promotion on consumer promotion response. Journal of Retailing, 82(4), 295-307.
• Buil, I., Martínez, E., & de Chernatony, L. (2013). The influence of brand equity on consumer responses. Journal of Consumer Marketing, 30(1), 62-74.
• Büttner, O. B., Florack, A., & Göritz, A. S. (2015). How shopping orientation influences the effectiveness of monetary and nonmonetary promotions. European Journal of Marketing, 49(1/2), 212-237.
• Chandon, P., Wansink, B., & Laurent, G. (2000). A benefi t congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65-81.
• 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.
• Chen, C. F., & Chang, Y. Y. (2008). Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs. Journal of Air Transport Management, 14(1), 40-42.
• Chinomona, R., & Mahlangu, D. (2013). Brand service quality, satisfaction, trust and preference as predictors of consumer brand loyalty in the retailing industry. Mediterranean Journal of Social Sciences, 4(14), 181-190.
• Cuong, D. T. (2020). The influence of brand satisfaction, brand trust, brand preference on brand loyalty to laptop brands. Systematic Reviews in Pharmacy, 11(11), 95-101.
• Dam, T. C. (2020). fluence of brand trust, perceived value on brand preference and purchase intention. The Journal of Asian Finance, Economics, and Business, 10(7), 939-947.
• Delgado-Ballester, E. (2004). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European Journal of Marketing, 38(5), 573-592.
• DelVecchio, D., Henard, D. H., & Freling, T. H. (2006). The Effect of Sales Promotion on Post-promotion Brand Preference: A Meta-analysis. Journal of Retailing, 82(3), 203-213.
• Dharmayana, I. M., & Rahanatha, G. B. (2017). Pengaruh Brand Equity, Brand Trust, Brand Preference. Dan Kepuasan Konsumen Terhadap Niat Membeli Kembali. Thesis. Fakultas Ekonomi dan Bisnis, Universitas Udayana.
• Diamond, W. D. (1992). Just What Is a “Dollar’s Worth”? Consumer Reactions to Price Discounts vs. Extra Product Promotions. Journal of Retailing, 68(3), 254-270.
• Diamond,, W. D., & Campbell, L. (1989). The Framing of Sales Promotions: Effects on Reference Price Change. Advances in Consumer Research, 16(1), 241-247.
• Gherasim, T. (2012). Sales promotion. Economy Transdisciplinarity Cognition, 15(2), 186. Gürbüz, S., & Şahin, F. (2017). Sosyal bilimlerde araştırma yöntemleri (Gözden geçirilmiş ve güncellenmiş 4. baskı). Ankara: Seçkin Yayıncılık.
• Hendel, I., & Nevo, A. (2006). Measuring the implications of sales and consumer inventory behavior. Econometrica, 74(6), 1637-1673. Hulu, P., Ruswanti, E., & Hapsari, N. p. (2018). . Influence of Product Quality, Promotion, Brand Image, Consumer Trust towards Purchase Intention (Study Case on Pocari Sweat Isotonic Drink in Indonesia). Universitas Esa Unggul.
• Jarvenpaa, S. L., & Todd, P. A. (1996). Consumer reactions to electronic shopping on the World Wide Web. International Journal of Electronic Commerce, 1(2), 59-88.
• Jean, W. A., & Yazdanifard, R. (2015). The review of how sales promotion change the consumer’s perception and their purchasing behavior of a product. Global Journal of Management and Business Research, 15(5), 32-317.
• Kabadayi, E. T., & Alan, A. K. (2012). Brand trust and brand affect: Their strategic importance on brand loyalty. Journal of Global Strategic Management, 6(1), 80-88.
• Kendrick, A. (1998). Promotional Products vs Price Promotion in Fostering Customer Loyalty: a Report of Two Controlled Field Experiments. Journal of Services Marketing, 12(4), 312-326.
• Kish, L. (1965). Survey Sampling. John Wiley ınc. Kotler, P. (1988). Marketing Management: Analysis, Planning, Implementation and Control (6 b.). Englewood Cliffs, NJ: Prentice-Hall Inc. Kotler, P., & Armstrong, G. (2012). Principles of Marketing (14 b.). Pearson Prentice Hall.
• Köksal, Y., & Spahiu, O. (2014). he efficiency of monetary and non-monetary sales promotions on brand preference; a case of Albanian GSM companies. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 43(2), 319-331.
• Kwok, S., & Uncles, M. (2005). Sales promotion effectiveness: the impact of consumer differences at an ethnicgroup level. Journal of Product & Brand Management, 14(3), 170-186.
• Laroche, M., Pons, F., Zgolli, N., Cervellon, M.-C., & Kim, C. (2003). A Model of Consumer Response to Two Retail Sales Promotion Techniques. Journal of Business Research, 56, 513-522.
• Liao, S. (2006). The Effects of Nonmonetary Sales Promotions on Consumer, Preferences: The Contingent Role of Product Category. The journal of American Academy of Business, Cambridge, 8(2), 196-203.
• Luk, S. T., & Yip, L. S. (2008). The moderator effect of monetary sales promotion on the relationship between brand trust and purchase behaviour. Journal of Brand Management, 15(6), 452-464.
• Mela , C. F., Gupta, S., & Lehmann, D. R. (1997). he Long-Term Impact of Promotion and Advertising on Consumer Brand Choice. Journal Of Marketing Research, 34(2), 248-261.
• Montaner, T., Chernatony, L., & Buil, I. (2011). Consumer response to gift promotions. The Journal of Product & Brand Management, 20(2), 101-110.
• Nagar, K. (2009). Evaluating the effects of consumer sales on brand loyal and brand switching segments. VISSION-Journal of Business Perspective, 13(4), 35-48.
• Nijs, V. R., Dekimpe, M. G., Steenkamps, J. E., & Hanssens, D. M. (2001). The categorydemand effects of price promotions. Marketing Sciences, 20(1), 1-22.
• Owens, D. L., Hardman, M., & Keillor, B. (2001). The Differential Impact of Price-Related Consumer Promotions on Loyal versus Non-Loyal Users of the Brand. Journal of Promotion Management, 6(1-2), 113-131.
• Peattie, K., & Peattie, S. (1994). Sales Promotion a Missed Opportunity for Services Marketers? International Journal of Service Industry Management, 6(1), 22-39.
• Quelch, J. A. (1989). Sales Promotion Management. Englewood Cliffs, NJ: Prentice-Hall Inc. Sağlam, M. (2020). Örgütsel Ustalığın Girişimcilik Yönelimi Üzerindeki Etkisi: Hizmet ve Üretim Sektörü Karşılaştırması. Uluslararası Ekonomi İşletme ve Politika Dergisi, 4(2), 421-440.
• Setiawan, Y., Hansopaheluwakan, S., & Oey, E. (2021). The Impact of Brand Equity and Brand Trust Towards Purchase Intention Through Brand Preference. PalArch's Journal of Archaeology of Egypt/Egyptology, 18(1), 505-517.
• Shimp, T. (2010). Advertising Promotion and Other Aspects of Integrated Marketing Communications (8 b.). Mason, USA: South-Western Cengage Learning.
• Sinha, S. K., & Verma, P. (2017). Consumer's response towards non-monetary and monetary sales Promotion: A review and future research directions. Journal of Economic & Management Perspectives, 11(2), 500-507.
• Smith, P. A. (2001). Marketing Communication an Integrated Approach (2 b.). Chapter.
• Soedarto, T., Kurniawan, G. A., & Sunarsono, R. J. (2019). The parceling of loyalty: Brand quality, brand affect, and brand trust effect on attitudinal loyalty and behavioral loyalty. Academy of Strategic Management Journal, 18(1), 1-15.
• Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş Temel İlkeler ve LISREL Uygulamaları. Ankara: Ekinox.
• Teunter, L. H. (2002). Analysis of Sales Promotion Effects on Household Purchase Behavior. Erasmus Research Institute of Management, Erim Ph.D. Series Research in Management.
• Yi, Y., & Yoo, J. (2011). The long-term effects of sales promotions on brand attitude across monetary and nonmonetary promotions. Psychology and Marketing, 28(9), 879-896.
• Yoo, B., Donthu, N., & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 195-211.
• Zehir, C., Şahin, A., & Kitapçi, H. (2011). The effects of brand communication and service quality in building brand loyalty through brand trust; The empirical research on global brands. Procedia - Social and Behavioral Sciences, 1218-1231.