BRAND LOYALTY AND ANTECEDENTS IN SPORT SHOE SECTOR: COMPARATİVE RESEARCH

Year 2019, , 837 - 870, 30.12.2019

Çağatan Taşkın , Ezgi Sürmeli

https://doi.org/10.37093/ijsi.659066

Abstract

There is an intense competition among brands in the sports shoe industry. The established and new brands that try to dominate the market, especially the young generation, are competing. Afterwards, new brands entered the market, which was established by well-established brands such as Adidas and Nike. New Balance brand is the most preferred brand among them. Therefore, it is the main objective to maintain and increase its share by gaining competitive advantage for all brands. Therefore, it is the main objective to maintain and increase its share by gaining competitive advantage for all brands. The aim of this study is to explore the relationships among the brand loyalty antecedents of the consumers who prefer Adidas, Nike and New Balance sports shoes brands and to propose strategies for the companies in the sports shoe sector according to the results obtained. The universe of the research consists of the consumers who live in the city center of Bursa and use sports shoes. The data of the study were collected between March and September 2018.Convenience sampling method was used for collecting the data. A total of 377 questionnaires were obtained The scale of the study was adapted from Karjaluoto et al. (2016), Ünal and Aydın (2013) and Taşkın (2014). According to the results; it was found that the image and trust created by the New Balance brand in the consumer affects the love of the consumer brand more than other brands. When the effects of word of mouth communication and brand love on brand loyalty are examined on the basis of brand preferences; it was found that the influence of word of mouth communication and brand love on brand loyalty was more for New Balance brand than other brands.

Keywords

Brand Love, Brand Trust, Brand Image, Sport Shoe, Brand Loyalty

Spor Ayakkabısı Sektöründe Marka Bağlılığı Ve Öncülleri: Karşılaştırmalı Bir Araştırma

Abstract

Spor ayakkabısı sektöründe markalar arası yoğun bir rekabet yaşanmaktadır. Özellikle genç kuşaktan oluşan pazarın hâkimi olmak isteyen köklü ve yeni markalar rekabet etmektedir. Adidas ve Nike gibi köklü markaların oluşturduğu pazara daha sonradan yeni markalar girmiştir. Bunlar arasında en fazla tercih edilen marka New Balance markasıdır. Dolayısıyla bütün markalar için rekabetçi avantaj elde ederek gerek payını koruma gerekse de arttırma temel amaçtır. Bu çalışmanın amacı Adidas, Nike ve New Balance spor ayakkabı markalarını tercih eden tüketicilerin, marka bağlılığı öncülleri arasındaki ilişkileri tespit etmek ve elde edilen sonuçlara göre spor ayakkabısı sektöründe faaliyet gösteren işletmelere strateji önerilerinde bulunmaktır. Araştırmanın evrenini, Bursa il merkezinde ikamet eden ve spor ayakkabısı kullanan nihai tüketiciler oluşturmaktadır. Araştırmanın verileri 2018 yılı Mart ile Eylül ayları arasında toplanmıştır. Araştırma verilerinin toplanmasında kolayda örnekleme yöntemi kullanılmıştır. Analize uygun toplam 377 adet anket verisi elde edilmiştir. Araştırmanın ölçeği Karjaluoto vd.(2016), Ünal ve Aydın(2013) ve Taşkın(2014) çalışmalarından uyarlanmıştır. Araştırmadan elde edilen bulgulara göre; New Balance markasının tüketicide yarattığı imaj ve güvenin, diğer markalara göre tüketici marka sevgisi daha fazla etkilediği belirlenmiştir. Ağızdan ağıza iletişim ve marka sevgisinin marka bağlılığına etkileri marka tercihleri bazında incelendiğinde; ağızdan ağıza iletişim ve marka sevgisinin New Balance markası için marka bağlılığını diğer markalara göre daha fazla etkilediği bulunmuştur.

Keywords

Marka Sevgisi, Markaya Duyulan Güven, Marka İmajı, Spor Ayakkabısı, Marka Bağlılığı

References

• Albert, Noel; Merunka, Dwight (2013) “The Role Of Brand Love İn Consumer ‐Brand Relationships”. Journal of Consumer Marketing, 30 (3), 258-266.
• Albert, Noel; Merunka, Dwight; Valette-Florence, Pierre (2009). “The Feeling Of Love Toward A Brand: Concept And Measurement”. Journal of Business Research, 61, 1062-1075.
• Albert, Noel; Merunka, Dwight; Valette-Florence, Pierre (2013) “Brand Passion: Antecedents And Consequences”. Journal of Business Research, 66, 904-909.
• Albert, Noel; Valette-Florence, Pierre (2010) “Measuring The Love Feeling For A Brand Using Interpersonal Love Items”. Journal of Marketing Development And Competitiveness, 5 (1), 57-63.
• Anggraenı, Rachmanıt (2015). “Effects of Brand Love, Personality And Image on Word of Mouth; The Case of Local Fashion Brands Among Young Consumers”. Procedia- Social and Behavioral Sciences, 211, 442-447.
• Bagozzi, Richard; Batra, Rajeev; Ahuvıa, Aaron (2017). “Brand Love: Development and Validation of A Practical Scale”. Markett, 28, 1-14.
• Bıçakçıoğlu, İpek; Bayraktaroğlu, Gül (2018). “Antecedents And Outcomes Of Brand Love: The Mediating Role of Brand Loyalty”. Journal Of Marketing Communications, 24, 863-877.
• Bidmon, Sonja (2017). “How Does Attachment Style İnfluence The Brand Attachment – Brand Trust And Brand Loyalty Chain İn Adolescents?”. International Journal of Advertising, 36 (1), 64-189.
• Bloemer, Josem; Kasper, Hans (1995). “The Complex Relationship Between Consumer Satisfaction And Brand Loyalty”. Journal Of Economic Psychology, 16, 311-329.
• Carroll, Barbara, Ahuvia, Aaron (2006). “Some Antecedents and Outcomes of Brand Love”, Market Lett, 17, 79-89.
• Chen, Guan-Lin; Yang, Shu-Chen; Chang, Rui-Min; Lee, Tzu-Ling (2017). “The Antecedents of Brand Loyalty Building in Fan Page of Facebook”. 17-19.
• Choi, ; Yeh, (2009). “The Impact of Brand Awareness on Consumer Purchase Intention The Mediating Effect of Perceived Quality and Brand Loyalty”. Journal of International Management Studies, 4, (1), 135-144.
• Drennan, Judy; Bianchi, Constanza; Cacho-Elizondo, Silvia; Louriero, Sandra (2015). “Examining the Role of Wine Brand Love on Brand Loyalty: A Multi-Country Comparison”. International Journal of Hospitality Management, 49, 47-55.
• Eelen, Jiska; Özturan, Peren; Verlegh, Peter (2017). “The Differential İmpact of Brand Loyalty on Traditional And Online Word of Mouth: The Moderating Roles of Self-Brand Connection and The Desire to Help The Brand”. International Journal of Research İn Marketing, 34, 872-889.
• Gounaris, Spiros; Stathakopoulus, Vilasis (2004) “Antecedents and Consequences of Brand Loyalty: an Empirical Study”. The Journal Of Brand Management. 11, 283-306.
• Hendrick, Clyde; Hendrick, Susan; Dicke, Amy. (1998). “The Love Attitudes Scale: Short Form. Journal of Personal and Social Relationship”. 15, 147-159.
• Ishak, Faridah; Ghani, Noor Hasmini; (2013). “Review of The Literature on Brand Loyalty and Customer Loyalty”. Paper Presented at the Conference on Business Management Research, 186-198.
• Islam, Jillur; Zamid, Rahman (2016).” Examining the Effects of Brand Love And Brand İmage on Customer Engagement: an Empirical Study of Fashion Apparel Brands”. Journal of Global Fashion Marketing, 7, 45-59.
• Jiang, Kai; Potawarka, Luke; Havitz, Mark (2017). “Sub-Dimensions of Destination Brand Love and Their Influences on Destination Brand Loyalty: A Study of First-Timers and Repeat Visitors”. International Tourism, Travel and Research Association: Advancing Tourism Research Globally.
• Karjaluoto, Heikki; Munnukka, Juha; Kiuru Katrine (2016). “Brand Love and Positive Word of Mouth: The Moderating Effects of Experience and Price”, Journal of Product & Brand Management, 25, (6), 527-537.
• Kim, Woo; Han, Jin; Lee, Euehun. (2001). “Effects of Relationship Marketing on Repeat Purchase and Word of Mouth”. Journal Of Hospitality & Tourism Research, 3, 272-288.
• Lau, Geok Tiek; Lee, Sook Han (1999). “Consumer’s Trust in Brand And The Link to Brand Loyalty”. Journal of Market Focused Management,.4, 341-370.
• Laupalazón-Vidal , Delgado-Ballester, (2005). “Sales Promotions Effects on Consumer-Based Brand Equity”. International Journal of Market Research, 47, 179-204.
• Lin, Miao; Lee, Bruce (2012). “The Influence of Website Environment on Brand Loyalty: Brand Trust and Brand Affect As Mediators”. International Journal of Electronic Business Management, 10, 308-321.
• Mete, Melisa; Davies, Garry (2012) “Comparative Study on Brand Image Measurements”. Global Conference on Services Management, 330-332.
• Odin, Yorik; Odin, Nathalie; Valette-Florence, Pierre, (2001)." Conceptual and Operational Aspects of Brand Loyalty: an Empirical İnvestigation.”. Journal of Business Research, 53, 75-84.
• Ogba, Elechi; Tan, Zhenzhen (2009). “Exploring the İmpact of Brand Image on Customer Loyalty and Commitment in China”. Journal of Technology Management in China, 4, 132-144.
• Podoshen, Jeffrey Steven; (2008). “The African American Consumer Revisited: Brand Loyalty, Word ‐of Mouth and The Effects of The Black Experience”. Journal of Consumer Marketing, 25, 211-222.
• Rahi, Samar (2015). “Moderating Role of Brand Image With Relation to Internet Banking and Customer Loyalty: A Case For Branchless Banking”. Journal of Internet Banking and Commerce, 20, 3.
• Salehnia, Monireh; Saki, Maryam; Eshaghi, Alireza; Nafiseh Salehnia (2014). “A Model of E-Loyalty and Word-Of-Mouth Based on E-Trust in E-Banking Services (Case Study: Mellat Bank”. New Marketing Research Journal, l101-114.
• Sallam,Ahmad (2014).” The Effects of Brand Image and Brand Identification on Brand Love and Purchase Decision Making: The Role of Wom”. International Business Research, 7, 187-193.
• Setiawan, (2014). “The Effect of E-Wom on Destination Image, Satisfaction and Loyalty”. International Journal of Business and Management Invention, 3, (1), 22-29.
• Shankar, Amit, Charles Jebarajakirth; Ashaduzzaman. (2020) "How do electronic word of mouth practices contribute to mobile banking adoption?." Journal of Retailing and Consumer Services, 2.
• Sirdeshmukh, Deepak; Singh, Jagdip; Sabol, Barry (2002). “Consumer Trust, Value, And Loyalty in Relational Exchanges”. Journal of Marketing, 66, 15-37.
• Sondoh, Stephen.L., Omar, Maznah Wan, Wahia, Nabsiah.Abdul; Ismail, Ishak; Harun, Amran (2007). “The Effect of Brand Image on Overall Satisfaction and Loyalty Intention in The Context of Color Cosmetic”. Asian Academy of Management Journal, 12, 83-107.
• Stocchi, Lara; Carl Driesener; Magda Nenycz‐Thiel (2015). “Brand Image and Brand Loyalty: Do They Show The Same Deviations From A Common Underlying Pattern”. Journal af Consumer Behaviour, J. Consumer Behav., 317-324.
• Taşkın, Çağatan; Akat, Ömer (2010). Araştırma Yöntemlerinde Yapısal Eşitlik Modelleme: Lisrel ile Marka Değeri Ölçümü Örnekleri. Bursa Ekin Basım Yayın Dağıtım.
• Tseng, Chie-Chien; Chen Hui-Yun; Yeh, Gwo-Liang; Huang, Jen-Jen; Shi, Lin-Ju (2020). "A Questionnaire Survey on Knowledge, Attitude, Environmental Sensitivity, Self-Efficacy, and Preventive Behavioral Intention of Fine Particulate Matters for Junior High School Students in Taiwan."
• Ünal Sevtap; Aydın Hatice (2013). “An Investigation on The Evaluation of the Factors Affecting Brand Love”. Procedia-Social And Behavioral Sciences, 92.
• Verkijika, Silas Formunyuy; Lizette De Wet.(2019) "Understanding word-of-mouth (WOM) intentions of mobile app users: The role of simplicity and emotions during the first interaction." Telematics and Informatics ,41, 218-228.
• Wallace Elaine; BuilIsabel ; De Chernatony Leslie, (2014). “Consumer Engagement With Self-Expressive Brands: Brand Love And Wom Outcomes”. Journal Of Product & Brand Management, 23, 33-42.
• Wong, Mei-Chi Macy; Man-Lung Jonathan Kwok; Mei Mei Lau. (2015). “ Spreading Good Words: The Mediating Effect Of Brand Loyalty Between Role Model Influence and Word Of Mouth”. Contemporary Management Research. 11, 2015,313-326.
• Yoo, Chul Woo; G. Lawrence Sander; Junghoon Moon. (2013). “Exploring The Effect of E-Wom Participation on E-Loyalty in E-Commerce”. Decision Support Systems, 55, 669-678.