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A RESEARCH IN THE FAST FOOD SECTOR ABOUT THE EFFECT OF BRAND EXPERIENCES AND PERCEIVED ADVERTISEMENT EXPENSES ON THE EXTENT OF BRAND EQUITY

Year 2016, Volume: 12 Issue: 30, 121 - 143, 01.12.2016
https://doi.org/10.17130/ijmeb.20163024228

Abstract

Brand equity is a valuable and intangible phenomenon which gains favor to the establishments. Most of the establishments desire to have a high ordered brand to minimise the possible product failure and spread out their brand. On the other hand, thanks to the high ordered brand equity by having benefits of their former usages, the consumers can make their next purschase with an inner peace. Brand experience and hedonic feelings of the consumers may be leading in arising a high ordered brand equity. Besides, influential advertising campaigns give shape to the perception of the brand quality and influence the consumer. With this study it is aimed to research brand awareness, perceived quality, brand loyalty and hedonic feelings of brand experience and perceived advertising expenses. According to the results of the analysis carried out, brand experinces effects hedonic feelings and brand awareness. Besides, hedonic feelins effects brand loyalty

References

  • Aaker, D. A. (2007). Güçlü markalar yaratmak. İstanbul: Kapital Medya Hizmetleri.
  • Aktepe, C., & Baş, M. (2008). Marka bilgisi sürecinde marka farkındalığı ve algılanan kalite (beklenti) ilişkisi ve gsm sektörüne yönelik bir analiz. Gazi Üniversitesi İİBF Dergisi, 10(1), 81-96.
  • Baron, S. & Harris, K. (2008). Consumers as resource integrators. Journal of Marketing Management, 24(1/2), 113-130.
  • Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? how is it measured? does it affect loyalty?. Journal of Marketing, 73(3), 52-68.
  • Carrillat, F. A., & D’Astous, A. (2012). The sponsorship-advertising interface: Is less better for sponsors?. European Journal of Marketing, 46(3/4), 562-574.
  • Chang, P. L., & Chieng, M. H. (2006). Building consumer-brand relationship: A cross-cultural experiential view. Psychology and Marketing, 23(11), 927-959.
  • Christodoulides, G., & De Chernatony, L. (2010). Consumer-based brand equity conceptualization and measurement. International Journal of Market Research, 52(1), 43-66.
  • Cohen, J. B., Pham, M. T., & Andrade, E. B. (2008). The nature and role of affect in consumer behavior. Handbook of Consumer Psychology, 297-348.
  • Cooper, P. (1999). Consumer understanding, change, and qualitative research. Journal of Market Research Society, 41(1), 1-5.
  • Cova, B., & Pace, S. (2006). Brand community of convenience products: New forms of customer empowerment – the case ‘my Nutella the community. European Journal of Marketing, 40(9/10), 1087-1105.
  • Çokluk, Ö., Şekercioğlu, G., & Büyüköztürk, Ş. (2014). Sosyal bilimler için çok değişkenli istatistik SPSS ve LISREL uygulamaları. 3.Baskı, Ankara: Pegem Yayınları.
  • Dea, J. T., & Hemerling, J. W. (1998). Living the brand. Banking Strategies, 74, 47-56.
  • Delgado-Ballester, E., Navarro, A., & Sicilia, M. (2012). Revitalising brands through communication messages: The role of brand familiarity. European Journal of Marketing, 46(1/2), 31-51.
  • Fırat, A., & Azmak, E. (2007). Satın alma karar sürecinde beyaz eşya kullanıcılarının marka bağlılığı. Karamanoğlu Mehmet Bey Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 13, 251-267.
  • Hagtvedt, H., & Patrick, V. M. (2009). The broad embrace of luxury: Hedonic potential as a driver of brand extendibility. Journal of Consumer Psychology, 19(4), 608-618.
  • Herrmann, A., Huber, F., Shao, A. T., & Bao, Y. (2007). Building brand equity via product quality. Total Quality Management, 18(5), 531-544.
  • Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.
  • Hung, I. W., & Mukhopadhyay, A. (2012). Lenses of the heart: How actors’ and observers’ perspectives influence emotional experiences. Journal of Consumer Research, 38(6), 1103-1115.
  • İslamoğlu, A. H., & Alnıaçık, Ü. (2013). Sosyal bilimlerde araştırma yöntemleri. Gözden Geçirilmiş ve Genişletilmiş 3. Baskı, İstanbul: Beta Yayınları.
  • Jamal, A., & Anastasiadou, K. (2009). Investigating the effects of service quality dimensions and expertise on loyalty. European Journal of Marketing, 43(3/4), 398-420.
  • Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759.
  • Keskin, H. D., & Yıldız, S. (2010). Tüketicilerin marka tercihinde etkili olan faktörler ile marka imajının marka değeri üzerindeki etkileri: Trabzon örneği. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 27, 239-254.
  • Klaus, P., & Maklan, S. (2007). The role of brands in a service-dominated world. Journal of Brand Management, 15(2), 115-122.
  • Kotler, P. (2003). Kotler ve pazarlama. (Çev. A. Özyağcılar). Üçüncü Baskı. İstanbul: Sistem Yayıncılık.
  • Kotler, P., & Keller, K. L. (2005). Marketing management. 12th ed., Prentice Hall, Upper Saddle River, NJ.
  • Kurtuluş K. (1998). Pazarlama araştırmaları. Altıncı Baskı, İstanbul: Avcıol Basım Yayım.
  • Leary, M. R. (2007), Motivational and emotional aspects of the self. Annual Review of Psychology, 58, 317-344.
  • Muzellec, L., & Lambkin, M. (2006). Corporate rebranding: Destroying, transferring or creating brand equity. European Journal of Marketing, 40(7/8), 803-824.
  • Odabaşı, Y., & Gülfidan, B. (2013). Tüketici davranışı. 13. Baskı, İstanbul: Kapital Medya.
  • Palmer, A. (2010). Customer experience management: A critical review of an emerging idea. Journal of Services Marketing, 24(2/3), 196-208.
  • Pappu, R., Quester, P. G., & Cooksey, R. W. (2006). Consumer-based brand equity and country- of-origin relationships. European Journal of Marketing, 40(5/6), 696-717.
  • Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Smith, S., & Wheeler, J. (2002), Managing the customer experience: Turning customers into advocates. Prentice Hall, Upper Saddle River, NJ.
  • Simmons, G. (2008). Marketing to postmodern consumers: Introducing the internet chameleon. European Journal of Marketing, 42(3/4), 299-310.
  • Soscia, I. (2007). Gratitude, delight, or guilt: The role of emotions in predicting postconsumption behaviors. Psychology and Marketing, 24(10), 871-894.
  • Sönmez, E. (2010). Giyimde marka bağlılığı ve marka duyarlılığı: Gençler üzerine bir araştırma. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 28(1), 67-91.
  • Tynan, C., & McKechnie, S. (2009). Experience marketing: A review and reassessment. Journal of Marketing Management, 25(5/6), 501-517.
  • Uztuğ, F. (2008). Markan kadar konuş: Marka iletişimi stratejileri. İstanbul: Kapital Medya.
  • Van Riel, A. C. R., De Mortanges, C.P., & Streukens, S. (2005). Marketing antecedents of industrial brand equity: An empirical investigation in special chemicals. Industrial Marketing Management, 34(8), 841-847.
  • Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics, and management strategies. Journal of Retailing, 85(1), 31-41.
  • Voss, K. E., Spangenberg, E.R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310-320.
  • Wang, Y. J., Hernandez, M. D., Minor, M. S., & Wei, J. (2012). Superstitious beliefs in consumer evaluation of brand logos: Implications for corporate branding strategy. European Journal of Marketing, 46(5), 712-732.
  • Yoo, B., & Donthu, N. (2001). Developing and validating a multidimentional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
  • Zhong, J. Y. & Mitchell, V. W. (2010). A mechanism model of the effect of hedonic product consumption on well-being. Journal of Consumer Psychology, 20(2), 152-162.

MARKA DENEYİMİ, HEDONİK DUYGULAR VE ALGILANAN REKLAM HARCAMALARININ MARKA DEĞERİ BOYUTLARINA ETKİSİ ÜZERİNE FAST FOOD SEKTÖRÜNDE BİR ARAŞTIRMA

Year 2016, Volume: 12 Issue: 30, 121 - 143, 01.12.2016
https://doi.org/10.17130/ijmeb.20163024228

Abstract

Marka değeri işletmelere birçok fayda sağlayan değerli ve soyut bir olgudur. Çoğu işletme, muhtemel ürün başarısızlığını azaltmak ve markasını yaymak için yüksek değere sahip bir markasının olmasını istemektedir. Tüketiciler ise geçmiş kullanımlarından elde ettikleri fayda ile oluşturdukları yüksek marka değeri sayesinde sonraki satın alımlarını güven içerisinde gerçekleştirmektedir. Yüksek marka değerinin oluşmasında ise marka deneyimi ve tüketicinin hedonik duyguları yönlendirici olabilmektedir. Ayrıca, etkili reklam kampanyaları markanın kalite algısını şekillendirmekte ve tüketiciyi etkilemektedir. Araştırmada marka deneyimi ve algılanan reklam harcamalarının, marka farkındalığı, algılanan kalite, marka bağlılığı ve henonik duygulara etkisini araştırmak amaçlanmıştır. Yapılan analizler sonucunda modelin saha ve sektör açısından uygun olduğu, marka deneyiminin marka farkındalığı ve hedonik duyguları etkilediği, hedonik duygularında marka bağlılığı üzerinde etkisi olduğu belirlenmiştir.

References

  • Aaker, D. A. (2007). Güçlü markalar yaratmak. İstanbul: Kapital Medya Hizmetleri.
  • Aktepe, C., & Baş, M. (2008). Marka bilgisi sürecinde marka farkındalığı ve algılanan kalite (beklenti) ilişkisi ve gsm sektörüne yönelik bir analiz. Gazi Üniversitesi İİBF Dergisi, 10(1), 81-96.
  • Baron, S. & Harris, K. (2008). Consumers as resource integrators. Journal of Marketing Management, 24(1/2), 113-130.
  • Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? how is it measured? does it affect loyalty?. Journal of Marketing, 73(3), 52-68.
  • Carrillat, F. A., & D’Astous, A. (2012). The sponsorship-advertising interface: Is less better for sponsors?. European Journal of Marketing, 46(3/4), 562-574.
  • Chang, P. L., & Chieng, M. H. (2006). Building consumer-brand relationship: A cross-cultural experiential view. Psychology and Marketing, 23(11), 927-959.
  • Christodoulides, G., & De Chernatony, L. (2010). Consumer-based brand equity conceptualization and measurement. International Journal of Market Research, 52(1), 43-66.
  • Cohen, J. B., Pham, M. T., & Andrade, E. B. (2008). The nature and role of affect in consumer behavior. Handbook of Consumer Psychology, 297-348.
  • Cooper, P. (1999). Consumer understanding, change, and qualitative research. Journal of Market Research Society, 41(1), 1-5.
  • Cova, B., & Pace, S. (2006). Brand community of convenience products: New forms of customer empowerment – the case ‘my Nutella the community. European Journal of Marketing, 40(9/10), 1087-1105.
  • Çokluk, Ö., Şekercioğlu, G., & Büyüköztürk, Ş. (2014). Sosyal bilimler için çok değişkenli istatistik SPSS ve LISREL uygulamaları. 3.Baskı, Ankara: Pegem Yayınları.
  • Dea, J. T., & Hemerling, J. W. (1998). Living the brand. Banking Strategies, 74, 47-56.
  • Delgado-Ballester, E., Navarro, A., & Sicilia, M. (2012). Revitalising brands through communication messages: The role of brand familiarity. European Journal of Marketing, 46(1/2), 31-51.
  • Fırat, A., & Azmak, E. (2007). Satın alma karar sürecinde beyaz eşya kullanıcılarının marka bağlılığı. Karamanoğlu Mehmet Bey Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 13, 251-267.
  • Hagtvedt, H., & Patrick, V. M. (2009). The broad embrace of luxury: Hedonic potential as a driver of brand extendibility. Journal of Consumer Psychology, 19(4), 608-618.
  • Herrmann, A., Huber, F., Shao, A. T., & Bao, Y. (2007). Building brand equity via product quality. Total Quality Management, 18(5), 531-544.
  • Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.
  • Hung, I. W., & Mukhopadhyay, A. (2012). Lenses of the heart: How actors’ and observers’ perspectives influence emotional experiences. Journal of Consumer Research, 38(6), 1103-1115.
  • İslamoğlu, A. H., & Alnıaçık, Ü. (2013). Sosyal bilimlerde araştırma yöntemleri. Gözden Geçirilmiş ve Genişletilmiş 3. Baskı, İstanbul: Beta Yayınları.
  • Jamal, A., & Anastasiadou, K. (2009). Investigating the effects of service quality dimensions and expertise on loyalty. European Journal of Marketing, 43(3/4), 398-420.
  • Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759.
  • Keskin, H. D., & Yıldız, S. (2010). Tüketicilerin marka tercihinde etkili olan faktörler ile marka imajının marka değeri üzerindeki etkileri: Trabzon örneği. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 27, 239-254.
  • Klaus, P., & Maklan, S. (2007). The role of brands in a service-dominated world. Journal of Brand Management, 15(2), 115-122.
  • Kotler, P. (2003). Kotler ve pazarlama. (Çev. A. Özyağcılar). Üçüncü Baskı. İstanbul: Sistem Yayıncılık.
  • Kotler, P., & Keller, K. L. (2005). Marketing management. 12th ed., Prentice Hall, Upper Saddle River, NJ.
  • Kurtuluş K. (1998). Pazarlama araştırmaları. Altıncı Baskı, İstanbul: Avcıol Basım Yayım.
  • Leary, M. R. (2007), Motivational and emotional aspects of the self. Annual Review of Psychology, 58, 317-344.
  • Muzellec, L., & Lambkin, M. (2006). Corporate rebranding: Destroying, transferring or creating brand equity. European Journal of Marketing, 40(7/8), 803-824.
  • Odabaşı, Y., & Gülfidan, B. (2013). Tüketici davranışı. 13. Baskı, İstanbul: Kapital Medya.
  • Palmer, A. (2010). Customer experience management: A critical review of an emerging idea. Journal of Services Marketing, 24(2/3), 196-208.
  • Pappu, R., Quester, P. G., & Cooksey, R. W. (2006). Consumer-based brand equity and country- of-origin relationships. European Journal of Marketing, 40(5/6), 696-717.
  • Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Smith, S., & Wheeler, J. (2002), Managing the customer experience: Turning customers into advocates. Prentice Hall, Upper Saddle River, NJ.
  • Simmons, G. (2008). Marketing to postmodern consumers: Introducing the internet chameleon. European Journal of Marketing, 42(3/4), 299-310.
  • Soscia, I. (2007). Gratitude, delight, or guilt: The role of emotions in predicting postconsumption behaviors. Psychology and Marketing, 24(10), 871-894.
  • Sönmez, E. (2010). Giyimde marka bağlılığı ve marka duyarlılığı: Gençler üzerine bir araştırma. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 28(1), 67-91.
  • Tynan, C., & McKechnie, S. (2009). Experience marketing: A review and reassessment. Journal of Marketing Management, 25(5/6), 501-517.
  • Uztuğ, F. (2008). Markan kadar konuş: Marka iletişimi stratejileri. İstanbul: Kapital Medya.
  • Van Riel, A. C. R., De Mortanges, C.P., & Streukens, S. (2005). Marketing antecedents of industrial brand equity: An empirical investigation in special chemicals. Industrial Marketing Management, 34(8), 841-847.
  • Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics, and management strategies. Journal of Retailing, 85(1), 31-41.
  • Voss, K. E., Spangenberg, E.R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310-320.
  • Wang, Y. J., Hernandez, M. D., Minor, M. S., & Wei, J. (2012). Superstitious beliefs in consumer evaluation of brand logos: Implications for corporate branding strategy. European Journal of Marketing, 46(5), 712-732.
  • Yoo, B., & Donthu, N. (2001). Developing and validating a multidimentional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
  • Zhong, J. Y. & Mitchell, V. W. (2010). A mechanism model of the effect of hedonic product consumption on well-being. Journal of Consumer Psychology, 20(2), 152-162.
There are 44 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Polat Can This is me

Publication Date December 1, 2016
Published in Issue Year 2016 Volume: 12 Issue: 30

Cite

APA Can, P. (2016). MARKA DENEYİMİ, HEDONİK DUYGULAR VE ALGILANAN REKLAM HARCAMALARININ MARKA DEĞERİ BOYUTLARINA ETKİSİ ÜZERİNE FAST FOOD SEKTÖRÜNDE BİR ARAŞTIRMA. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 12(30), 121-143. https://doi.org/10.17130/ijmeb.20163024228