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THE MEDIATION ROLE OF BRAND COMMITMENT ON THE EFFECT OF ROLE MODEL BEHAVIOR ON WOM AND REPURCHASING INTENTION

Year 2017, ICMEB17 Özel Sayısı, 687 - 696, 01.12.2017

Abstract

It is thought that the social environment friends, favors has an important influence on the shaping of consumption behaviors and that young consumers are influenced by the person s whom they role models in the early period of adolescence. In this context; the aim of the study was to examine the role modeling behaviors of the famous athletes of young consumers, to determine the effects on WOM and buying intentions and to examine the interactions of brand commitment. The data of the research were obtained from 1234 participants by using face-to-face interview technique with the research convenience sampling method. The results showed that role modeling behavior positively affects young consumers' WOM and repurchase intentions. Moreover; research findings reveal that brand commitment has a partial mediating effect on the relationship between role modeling behavior and WOM and repurchase intentions

References

  • Allen, N. J., & Meyer, J. P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of occupational and organizational psychology, 63(1), 1-18. Ataselim, M. (2016). Batı spor yapıyor, Türkiye giyiyor. Erişim Tarihi: 17.04.2017, http://www.haberturk.com/ekonomi/isyasam/haber/1260573-bati-spor-yapiyor-turkiye-giyiyor.
  • Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. J. Adv. Res., 23(1), 57-61.
  • Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 421- 458.
  • Bailey, A. A., (2007). Public information and consumer scepticism effects on celebrity endorsements: Studies among young consumers. Journal of Marketing Communications, 13(2), 85-107.
  • Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  • Bay Yılmaz, Ö. (2016).
  • Spor perakendesinde mağazalaşma atağı. Erişim Tarihi: 17.04.2017
  • http://www.ekonomist.com.tr/perakende/spor-perakendesinde-magazalasma-atagi.html.
  • Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151-172.
  • Bush, A. J., Martin, C. A., & Bush, V. D. (2004). Sports celebrity influence on the behavioral intentions of generation Y. Journal of Advertising Research, 44(1), 108-118.
  • Carlson, B. & Donavan, T. (2008). Concerning the effect of athlete endorsements on brand and team-related intentions. Sport Marketing Quarterly, 17(3), 154-162.
  • Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.
  • 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.
  • Chung, K. Y., Derdenger, T. P., & Srinivasan, K. (2013). Economic value of celebrity endorsements: Tiger Woods' impact on sales of Nike golf balls. Marketing Science, 32(2), 271-293.
  • Clark, P. W., Martin, C. A., & Bush, A. J. (2001). The effect of role model influence on adolescents’ materialism and marketplace knowledge. Journal of Marketing Theory and Practice, 9(4), 27-36.
  • Cordes, C. (2009). Changing your role models: Social learning and the Engel curve. The Journal of Socio- Economics, 38(6), 957-965.
  • Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193- 218.
  • Crosby, L. A. (2002). Exploding some myths about customer relationship management. Managing Service Quality, 12(5), 271-277.
  • Çifçi, S. D., & Erdoğan, B. Z. (2016). Antecedents and measurement of brand commitment and behavioural loyalty. Journal of Customer Behaviour, 15(4), 321-336.
  • Çiftyıldız, S. S., & Sütütemiz, N. (2007). Tüketici ilgisinin marka bağlılığına etkisi. Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1(13), 37-55.
  • De Run, E. C., Butt, M., & Nee, C. Y. (2010). The influence of role models on young adults purchase. Jurnal Kemanusiaan, 15, 70-81.
  • Demirbaş, M., & Yağbasan, R. (2005). Sosyal öğrenme teorisine dayalı öğretim etkinliklerinin, öğrencilerin bilimsel tutumlarının kalıcılığına olan etkisinin incelenmesi. Uludağ Üniversitesi Eğitim Fakültesi Dergisi, 18(2), 363-382.
  • Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of The Academy of Marketing Science, 22(2), 99-113.
  • Dickson, M. A., & Pollack, A. (2000). Clothing and identity among female in-line skaters. Clothing and Textiles Research Journal, 18(2), 65-72.
  • Dix, S., Phau, I. & Pougnet, S. (2010). Bend it like Beckham': The influence of sports celebrities on young adult consumers. Young Consumers, 11(1), 36-46.
  • Elberse, A., & Verleun, J. (2012). The economic value of celebrity endorsements. Journal of Advertising Research, 52(2), 149-165.
  • Erciş, A., Ünal, S., Candan, F. B., & Yıldırım, H. (2012). The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions. Procedia-Social and Behavioral Sciences, 58, 1395- 1404.
  • Eskiler, E., Küçükibiş, F., & Soyer, F. (2016, Haziran). Genç Tüketicilerin Satın Alma Davranışları Üzerine Rol Model Etkisi: Marka Duyarlılığı Aracılık Rolü. ERPA International Congresses on Education, Sarajevo/Bosna Hersek, 709-715.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50.
  • Grohmann, M. Z., Battistella, L. F., & Radons, D. L. (2013). Sports celebrities influencing the consumption of young people in the Brazilian context. African Journal of Business Management, 7(24), 2352-2361.
  • Hair, J., Black, W., Babin, B., & Anderson, R. (2009). Multivariate Data Analysis. 7. Baskı, Upper Saddle River, N.J.: Prentice Hall.
  • Hair, J., R. Tatham, R. Anderson, ve W. Black. (1998). Multivariate Data Analysis. 5. Baskı, Upper Saddle River, N.J.: Prentice Hall.
  • Haroon, M. Z., & ul Haq, M. A. (2015). Impact of role model on behavioral and purchase ıntentions among youngsters: empirical evidence from Karachi, Pakistan. Journal of Management Sciences, 2(2), 242-254.
  • Hayes, AF. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: The Guilford Press.
  • Hung, K., Chan, K. W., & Caleb, H. T. (2011). Assessing celebrity endorsement effects in China. Journal of Advertising Research, 51(4), 608-623.
  • Kapferer, J.N. & Laurent, G. (1992). La Sensibilities Aux Marques. Paris: Editions d’organisation.
  • Karaboğa, K. (2013). Spor pazarı yabancı yatırımcının iştahını kabartıyor. Erişim Tarihi: 17.04.2017, http://www.dunya.com/sektorler/tekstil/spor-pazari-yabanci-yatirimcinin-istahini-kabartiyor-haberi- 206484.
  • Kazançoğlu, İ., & Baybars, M. (2016). Lisanslı spor ürünlerinin algılanan değer bileşenlerinin satın alma niyeti ile ilişkisi: Türkiye’nin en büyük üç futbol kulübünün incelenmesi. Doğuş Üniversitesi Dergisi, 17(1), 51-66.
  • Kim, J., Morris, J.D., & Swait, J. (2008). Antecedents of true brand loyalty. Journal of Advertising, 37(2), 99-117.
  • Latif, A., Saleem, S., & Abideen, Z. U. (2011). Influence of role model on Pakistani urban teenager’s purchase behavior. European Journal of Economics, Finance and Administrative Sciences, 31(3), 7-16.
  • Lindstrom, M. & Seybold, P. B. (2003). Brand Child: Günümüz Dünya Çocuklarının Satınalma Güçleri, Tüketim Tercihleri ve Markalarla olan İlişkileri (Çev. A. Özer, D. Günkut). İstanbul: CSA Yayınları.
  • Magnini, V. P., Honeycutt, E. D., & Cross, A. M. (2008). Understanding the use of celebrity endorsers for hospitality firms. Journal of Vacation Marketing, 14(1), 57-69.
  • Makgosa, R. (2010). The influence of vicarious role models on purchase intentions of Botswana teenagers. Young Consumers, 11(4), 307-319.
  • Makgosa, R., & Mohube, K. (2007). Peer influence on young adults' products purchase decisions. African Journal of Business Management, 1(3), 64-71.
  • MarketWatch, (2006). A-list celebrity endorsements are failing to dazzle consumers. Market Watch: Global Round-Up, 5(9), 29-30.
  • Marsh, H. W., & Balla, J. (1994). Goodness of fit in confirmatory factor analysis: The effects of sample size and model parsimony. Quality and Quantity, 28(2), 185-217.
  • Martin, C. A., & Bush, A. J. (2000). Do role models influence teenagers’ purchase intentions and behavior?. Journal of Consumer Marketing, 17(5), 441-453.
  • Mathieu, J. E., & Zajac, D. M. (1990). A review and meta-analysis of the antecedents, correlates and consequences of organizational commitment. Psychological Bulletin, 108(2), 171-193.
  • Morgan, R., & Hunt, S. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
  • Moschis, G. P., & Churchill, Jr, G. A. (1978). Consumer socialization: A theoretical and empirical analysis. Journal of Marketing, 15, 599-609.
  • Moschis, G. P., & Moore, R. L. (1979). Decision making among the young: a socialization perspective. Journal of Consumer Research, 6(2), 101-112.
  • Mutter, F., & Pawlowski, T. (2014). Role models in sports–Can success in professional sports increase the demand for amateur sport participation?. Sport Management Review, 17(3), 324-336.
  • Nelson, M. R., & McLeod, L. E. (2005). Adolescent brand consciousness and product placements: awareness, liking and perceived effects on self and others. International Journal of consumer studies, 29(6), 515-528.
  • Odabaşı, Y., & Barış, G. (2010). Tüketici Davranışı. 9. Baskı, İstanbul: MediaCat Yayınları.
  • Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63, 33- 44.
  • Özabacı, N., & Özmen, M. (2005). Tüketici olmayı nasıl öğreniyoruz?. Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi, 6(2), 135-148.
  • Özkan, E., & Yıldız, S. (2015). Müşteri sadakati ile ağızdan ağıza iletişimin tüketici satın alma davranışlarına etkisi: Elektronik eşya sektöründe bir uygulama. International Journal of Economic & Administrative Studies, 8(15), 359-379.
  • Rich, G. A. (1997). The sales manager as a role model: Effects on trust, job satisfaction and performance of salespeople. Journal of the Academy of Marketing Science, 25(4), 319-328.
  • Sarkar, A., Ponnam, A., & Murthy, B. K. (2012). Understanding and measuring romantic brand love. Journal of Customer Behaviour, 11(4), 324-347.
  • Sönmez, E. (2009). Giyimde marka bağlılığı ve marka duyarlılığı: Gençler üzerine bir araştırma (Doktora Tezi). Sosyal Bilimler Enstitüsü, Erciyes Üniversitesi, Kayseri.
  • Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882-909.
  • Subramanian, S., & Subramanian, A. (1995). Reference group influence on innovation adoption behaviour: incorporating comparative and normative referents. Eur. Advanc. Consum., 2, 14-18.
  • Suh, B., & Han, I. (2003). The impact of customer trust and perception of security on the acceptance of electronic commerce. International Journal of Electronic Commerce, 7(3), 135-161.
  • Till, B. D., Stanley, S. M., & Priluck, R. (2008). Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction. Psychology & Marketing, 25(2), 179-196.
  • Ward, S. (1974). Consumer socialization. Journal of Consumer Research, 1(2), 1-14.
  • Wong, M. C. M., Kwok, M. L. J. & Lau, M. M. (2015). Spreading good words: The mediating effect of brand loyalty between role model influence and word of mouth. Contemporary Management Research, 11(4), 313-325.
  • Yancey, A. K. (1998). Self-image building in adolescents in foster care: The use of group process interactions with role models. Adolescence, 33, 253-267.

ROL MODEL ALMA DAVRANIŞININ POZİTİF SÖZLÜ İLETİŞİM VE SATIN ALMA NİYETİ ÜZERİNE ETKİSİNDE MARKA BAĞLILIĞININ ARACILIK ROLÜ

Year 2017, ICMEB17 Özel Sayısı, 687 - 696, 01.12.2017

Abstract

Tüketim davranışlarının şekillenmesinde sosyal çevrenin arkadaş, ünlüler önemli bir etkiye sahip olduğu ve özellikle ergenliğin ilk dönemlerinde genç tüketicilerin, kendilerine rol model aldıkları kişi ler den etkilendikleri ifade edilmektedir. Bu çerçevede; araştırmanın amacı genç tüketicilerin ünlü sporcuları rol model alma davranışlarının, pozitif sözlü iletişim ve satın alma niyetleri üzerine etkilerini belirlemek ve marka bağlılığının aracılık etkisini incelemektir. Araştırma verileri, kolayda örnekleme yöntemi ile belirlenen 1234 kişiden yüzyüze görüşme tekniğiyle elde edilmiştir. Bulgular, rol model alma davranışının, genç tüketicilerin pozitif sözlü iletişim ve satın alma niyetlerini olumlu yönde etkilediğini göstermektedir. Ayrıca; araştırma bulguları marka bağlılığının rol model alma davranışı ile pozitif sözlü iletişim ve satın alma niyeti arasındaki ilişkiye kısmi aracılık etkisinin olduğunu ortaya koymaktadır.

References

  • Allen, N. J., & Meyer, J. P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of occupational and organizational psychology, 63(1), 1-18. Ataselim, M. (2016). Batı spor yapıyor, Türkiye giyiyor. Erişim Tarihi: 17.04.2017, http://www.haberturk.com/ekonomi/isyasam/haber/1260573-bati-spor-yapiyor-turkiye-giyiyor.
  • Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. J. Adv. Res., 23(1), 57-61.
  • Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 421- 458.
  • Bailey, A. A., (2007). Public information and consumer scepticism effects on celebrity endorsements: Studies among young consumers. Journal of Marketing Communications, 13(2), 85-107.
  • Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  • Bay Yılmaz, Ö. (2016).
  • Spor perakendesinde mağazalaşma atağı. Erişim Tarihi: 17.04.2017
  • http://www.ekonomist.com.tr/perakende/spor-perakendesinde-magazalasma-atagi.html.
  • Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151-172.
  • Bush, A. J., Martin, C. A., & Bush, V. D. (2004). Sports celebrity influence on the behavioral intentions of generation Y. Journal of Advertising Research, 44(1), 108-118.
  • Carlson, B. & Donavan, T. (2008). Concerning the effect of athlete endorsements on brand and team-related intentions. Sport Marketing Quarterly, 17(3), 154-162.
  • Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.
  • 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.
  • Chung, K. Y., Derdenger, T. P., & Srinivasan, K. (2013). Economic value of celebrity endorsements: Tiger Woods' impact on sales of Nike golf balls. Marketing Science, 32(2), 271-293.
  • Clark, P. W., Martin, C. A., & Bush, A. J. (2001). The effect of role model influence on adolescents’ materialism and marketplace knowledge. Journal of Marketing Theory and Practice, 9(4), 27-36.
  • Cordes, C. (2009). Changing your role models: Social learning and the Engel curve. The Journal of Socio- Economics, 38(6), 957-965.
  • Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193- 218.
  • Crosby, L. A. (2002). Exploding some myths about customer relationship management. Managing Service Quality, 12(5), 271-277.
  • Çifçi, S. D., & Erdoğan, B. Z. (2016). Antecedents and measurement of brand commitment and behavioural loyalty. Journal of Customer Behaviour, 15(4), 321-336.
  • Çiftyıldız, S. S., & Sütütemiz, N. (2007). Tüketici ilgisinin marka bağlılığına etkisi. Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1(13), 37-55.
  • De Run, E. C., Butt, M., & Nee, C. Y. (2010). The influence of role models on young adults purchase. Jurnal Kemanusiaan, 15, 70-81.
  • Demirbaş, M., & Yağbasan, R. (2005). Sosyal öğrenme teorisine dayalı öğretim etkinliklerinin, öğrencilerin bilimsel tutumlarının kalıcılığına olan etkisinin incelenmesi. Uludağ Üniversitesi Eğitim Fakültesi Dergisi, 18(2), 363-382.
  • Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of The Academy of Marketing Science, 22(2), 99-113.
  • Dickson, M. A., & Pollack, A. (2000). Clothing and identity among female in-line skaters. Clothing and Textiles Research Journal, 18(2), 65-72.
  • Dix, S., Phau, I. & Pougnet, S. (2010). Bend it like Beckham': The influence of sports celebrities on young adult consumers. Young Consumers, 11(1), 36-46.
  • Elberse, A., & Verleun, J. (2012). The economic value of celebrity endorsements. Journal of Advertising Research, 52(2), 149-165.
  • Erciş, A., Ünal, S., Candan, F. B., & Yıldırım, H. (2012). The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions. Procedia-Social and Behavioral Sciences, 58, 1395- 1404.
  • Eskiler, E., Küçükibiş, F., & Soyer, F. (2016, Haziran). Genç Tüketicilerin Satın Alma Davranışları Üzerine Rol Model Etkisi: Marka Duyarlılığı Aracılık Rolü. ERPA International Congresses on Education, Sarajevo/Bosna Hersek, 709-715.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50.
  • Grohmann, M. Z., Battistella, L. F., & Radons, D. L. (2013). Sports celebrities influencing the consumption of young people in the Brazilian context. African Journal of Business Management, 7(24), 2352-2361.
  • Hair, J., Black, W., Babin, B., & Anderson, R. (2009). Multivariate Data Analysis. 7. Baskı, Upper Saddle River, N.J.: Prentice Hall.
  • Hair, J., R. Tatham, R. Anderson, ve W. Black. (1998). Multivariate Data Analysis. 5. Baskı, Upper Saddle River, N.J.: Prentice Hall.
  • Haroon, M. Z., & ul Haq, M. A. (2015). Impact of role model on behavioral and purchase ıntentions among youngsters: empirical evidence from Karachi, Pakistan. Journal of Management Sciences, 2(2), 242-254.
  • Hayes, AF. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: The Guilford Press.
  • Hung, K., Chan, K. W., & Caleb, H. T. (2011). Assessing celebrity endorsement effects in China. Journal of Advertising Research, 51(4), 608-623.
  • Kapferer, J.N. & Laurent, G. (1992). La Sensibilities Aux Marques. Paris: Editions d’organisation.
  • Karaboğa, K. (2013). Spor pazarı yabancı yatırımcının iştahını kabartıyor. Erişim Tarihi: 17.04.2017, http://www.dunya.com/sektorler/tekstil/spor-pazari-yabanci-yatirimcinin-istahini-kabartiyor-haberi- 206484.
  • Kazançoğlu, İ., & Baybars, M. (2016). Lisanslı spor ürünlerinin algılanan değer bileşenlerinin satın alma niyeti ile ilişkisi: Türkiye’nin en büyük üç futbol kulübünün incelenmesi. Doğuş Üniversitesi Dergisi, 17(1), 51-66.
  • Kim, J., Morris, J.D., & Swait, J. (2008). Antecedents of true brand loyalty. Journal of Advertising, 37(2), 99-117.
  • Latif, A., Saleem, S., & Abideen, Z. U. (2011). Influence of role model on Pakistani urban teenager’s purchase behavior. European Journal of Economics, Finance and Administrative Sciences, 31(3), 7-16.
  • Lindstrom, M. & Seybold, P. B. (2003). Brand Child: Günümüz Dünya Çocuklarının Satınalma Güçleri, Tüketim Tercihleri ve Markalarla olan İlişkileri (Çev. A. Özer, D. Günkut). İstanbul: CSA Yayınları.
  • Magnini, V. P., Honeycutt, E. D., & Cross, A. M. (2008). Understanding the use of celebrity endorsers for hospitality firms. Journal of Vacation Marketing, 14(1), 57-69.
  • Makgosa, R. (2010). The influence of vicarious role models on purchase intentions of Botswana teenagers. Young Consumers, 11(4), 307-319.
  • Makgosa, R., & Mohube, K. (2007). Peer influence on young adults' products purchase decisions. African Journal of Business Management, 1(3), 64-71.
  • MarketWatch, (2006). A-list celebrity endorsements are failing to dazzle consumers. Market Watch: Global Round-Up, 5(9), 29-30.
  • Marsh, H. W., & Balla, J. (1994). Goodness of fit in confirmatory factor analysis: The effects of sample size and model parsimony. Quality and Quantity, 28(2), 185-217.
  • Martin, C. A., & Bush, A. J. (2000). Do role models influence teenagers’ purchase intentions and behavior?. Journal of Consumer Marketing, 17(5), 441-453.
  • Mathieu, J. E., & Zajac, D. M. (1990). A review and meta-analysis of the antecedents, correlates and consequences of organizational commitment. Psychological Bulletin, 108(2), 171-193.
  • Morgan, R., & Hunt, S. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
  • Moschis, G. P., & Churchill, Jr, G. A. (1978). Consumer socialization: A theoretical and empirical analysis. Journal of Marketing, 15, 599-609.
  • Moschis, G. P., & Moore, R. L. (1979). Decision making among the young: a socialization perspective. Journal of Consumer Research, 6(2), 101-112.
  • Mutter, F., & Pawlowski, T. (2014). Role models in sports–Can success in professional sports increase the demand for amateur sport participation?. Sport Management Review, 17(3), 324-336.
  • Nelson, M. R., & McLeod, L. E. (2005). Adolescent brand consciousness and product placements: awareness, liking and perceived effects on self and others. International Journal of consumer studies, 29(6), 515-528.
  • Odabaşı, Y., & Barış, G. (2010). Tüketici Davranışı. 9. Baskı, İstanbul: MediaCat Yayınları.
  • Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63, 33- 44.
  • Özabacı, N., & Özmen, M. (2005). Tüketici olmayı nasıl öğreniyoruz?. Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi, 6(2), 135-148.
  • Özkan, E., & Yıldız, S. (2015). Müşteri sadakati ile ağızdan ağıza iletişimin tüketici satın alma davranışlarına etkisi: Elektronik eşya sektöründe bir uygulama. International Journal of Economic & Administrative Studies, 8(15), 359-379.
  • Rich, G. A. (1997). The sales manager as a role model: Effects on trust, job satisfaction and performance of salespeople. Journal of the Academy of Marketing Science, 25(4), 319-328.
  • Sarkar, A., Ponnam, A., & Murthy, B. K. (2012). Understanding and measuring romantic brand love. Journal of Customer Behaviour, 11(4), 324-347.
  • Sönmez, E. (2009). Giyimde marka bağlılığı ve marka duyarlılığı: Gençler üzerine bir araştırma (Doktora Tezi). Sosyal Bilimler Enstitüsü, Erciyes Üniversitesi, Kayseri.
  • Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882-909.
  • Subramanian, S., & Subramanian, A. (1995). Reference group influence on innovation adoption behaviour: incorporating comparative and normative referents. Eur. Advanc. Consum., 2, 14-18.
  • Suh, B., & Han, I. (2003). The impact of customer trust and perception of security on the acceptance of electronic commerce. International Journal of Electronic Commerce, 7(3), 135-161.
  • Till, B. D., Stanley, S. M., & Priluck, R. (2008). Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction. Psychology & Marketing, 25(2), 179-196.
  • Ward, S. (1974). Consumer socialization. Journal of Consumer Research, 1(2), 1-14.
  • Wong, M. C. M., Kwok, M. L. J. & Lau, M. M. (2015). Spreading good words: The mediating effect of brand loyalty between role model influence and word of mouth. Contemporary Management Research, 11(4), 313-325.
  • Yancey, A. K. (1998). Self-image building in adolescents in foster care: The use of group process interactions with role models. Adolescence, 33, 253-267.
There are 67 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Article
Authors

Ersin Eskiler This is me

Remzi Altunışık This is me

Publication Date December 1, 2017
Submission Date October 17, 2017
Published in Issue Year 2017 ICMEB17 Özel Sayısı

Cite

APA Eskiler, E., & Altunışık, R. (2017). ROL MODEL ALMA DAVRANIŞININ POZİTİF SÖZLÜ İLETİŞİM VE SATIN ALMA NİYETİ ÜZERİNE ETKİSİNDE MARKA BAĞLILIĞININ ARACILIK ROLÜ. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 13(13), 687-696.