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Word of Mouth Communication: Explaining The Roles of Value Congruity and Brand Love

Year 2021, Volume 16, Issue 61, 32 - 61, 31.01.2021
https://doi.org/10.19168/jyasar.716698

Abstract

References

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  • Ahuvia, A. C. 1993. “I love it! Towards an unifying theory of love across divers love objects.” Ph. Dissertation, Northwestern University.
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  • Albert, N. ve Merunka, D. 2013. “The role of brand love in consumer-brand relationships.” Journal of Consumer Marketing, 30(3), 258-266.
  • Al-Haddad A. 2019. “Social Identification, Brand Image and Customer Satisfaction as Determinants of Brand Love.” In: Mateev M., Poutziouris P. (eds) Creative Business and Social Innovations for a Sustainable Future. Advances in Science, Technology & Innovation (IEREK Interdisciplinary Series for Sustainable Development). Springer, Cham.
  • Al-Haddad, A. 2014. “The effect of brand image and brand loyalty on brand equity.” International Journal of Business and Management Invention, 3(51), 28-32.
  • Ali, F., Rasoolimanesh, S.M., Sarstedt, M., Ringle, C.M. ve Ryu, K. 2018. “An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research”. International Journal of Contemporary Hospitality Management, 30(1), 514-538.
  • Alkhawaldeh, A.M., Salleh, S.M. ve Halim, F. 2016. “Linkages between Political Brand Image, Affective Commitment and Electors Loyalty: The Moderating Influence of Reference Group.” Soc. Sci. Electron. Publ., 5, 18-36.
  • Anastasiei, B. ve Dospinescu, N. 2019. “Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence.” Sustainability, 11, 814.
  • Anggraeni, A. 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.
  • Anwar, A., Gulzar, A., Sohail, F. ve Akram, S. 2011. “Impact of brand image, trust and affect on consumer brand extension attitude: the mediating role of brand loyalty.” International Journal of Economics and Management Sciences, 1(5), 73-79.
  • Arndt, J. 1967. “The role of product-related conversations in the diffusion of a new product.” Journal of Marketing Research, 4, 291-295.
  • Assael, H. 2004. “Consumer behavior: A strategic approach.” Boston: Houghton Mifflin Company.
  • Batra, R., Ahuvia, A. ve Bagozzi, R.P. 2012. “Brand Love”. Journal of Marketing, 76, 1-16.
  • Becheur, I., Bayarassou, O., ve Ghrib, H. 2017. “Beyond brand personality: Building consumer-brand emotional relationship.” Global Business Review, 18(3S), 1-17.
  • Burmann, C., Jost-Benz, M. ve Riley, N. 2009. “Towards an identity-based brand equity model.” Journal of Business Research, 62(2009), 390-397.
  • Carroll, B. A., ve Ahuvia, A.C. 2006. “Some antecedents and outcomes of brand love”. Market Letter, 17(2), 79-89.
  • Chandon, P. 2003. “Notes on measuring brand awareness, brand image, brand equity and brand value”, INSEAD Working Paper Series, March.
  • Charlett, D., Garland, R. ve Marr, N. 1995. “How Damaging is Negative Word of Mouth?” Marketing Bulletin, 6, 42-50.
  • Chaudhary, A.H. 2018. “Retracted Artıcle: Brand love: fiction or reality?” Journal of Strategic Marketing, 26, 8.
  • Chen, Chin-Tsu. 2016. “The Investigation on Brand Image of University Education and Students’ Word-of-Mouth Behavior.” Higher Education Studies, 6(4), 23-33.
  • Cheung, C. M., Lee, M. K., ve Thadani, D. R. 2009. “The impact of positive electronic word-of-mouth on consumer online purchasing decision.” In World Summit on Knowledge Society (pp. 501-510). Springer, Berlin, Heidelberg.
  • Chiosa, A. R., ve Anastasiei, B. 2017. “Negative Word-of-Mouth: Exploring the Impact of Adverse Messages on Consumers' Reactions on Facebook.” Review of Economic and Business Studies, 10(2), 157-173.
  • Del Rio, A. B., Vazquez, R. ve Iglesias, V. 2001. “The effects of brand associations on consumer response”. Journal of Consumer Marketing, 18(4/5), 410-425.
  • Farhat, R. ve Khan, B.M. 2012. “Effect of Brand Image & Self Image Congruency on Brand Preference & Customer Satisfaction.” International Journal of Marketing and Technology, 2(3), 92-102.
  • Ferguson, R.J., Paulin, M. ve Bergeron, J. 2009. “Customer sociability and the total service experience. Antecedents of positive word-of-mouth intentions.” Journal of Service Management, 21(1), 25-44.
  • Fornell, C. & Larcker, D. F. 1981. “Structural Equation Models With Unobservable Variables and Measurement Error: Algebra and Statistics.” Journal of Marketing Research, May, 382-388.
  • Fournier, S., ve Mick, D.G. 1999. “Rediscovering satisfaction.” Journal of Marketing, 63(4), 5-23.
  • Gul, M.S., Jan, F.A., Baloch, Q.B., Jan, M.F., ve Jan, M.F. 2012. “Brand image and brand loyalty.” Abasyn Journal of Social Sciences, 3(1), 55-74.
  • Gürbüz, S. ve Şahin, F. 2016. “Sosyal Bilimlerde Araştırma Yöntemleri.” (3.Baskı). Ankara: Seçkin Yayıncılık.
  • Ha, S., ve Im, H. 2012. “Identifying the Role of Self-Congruence on Shopping Behavior in the Context of U.S. Shopping Malls.” Clothing and Textiles Research Journal, 30(2), 87-101.
  • Hair, J. F., Risher, J. J., Sarstedt, M. ve Ringle, C. M. 2019. “When to use and how to report the results of PLS-SEM.” European Business Review, 31(1), 2-24.
  • Hair, J. F., Sarstedt, M., Ringle, C. M., ve Mena, J. A. 2012. “An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research.” Journal of the Academy of Marketing Science, 40(3), 414-433.
  • Hair, J.F., Ringle, C.M. ve Sarstedt, M. 2011. “PLS-SEM: indeed a silver bullet”. Journal of Marketing Theory and Practice, 19(2), 139-152.
  • Henseler, J., Ringle, C. M., ve Sinkovics, R. R. 2009. “The use of partial least squares path modeling in international marketing.” In New challenges to international marketing. Emerald Group Publishing Limited.
  • Heris, M.S. ve Ahmadian, B. 2017. “The Effects of Brand Image on Brand Love in the Sport Products of Companies of Nike and Adidas from the Sport Customers Perspective”.
  • Hu, L. T., ve Bentler, P. M. 1999. “Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives.” Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Huang, C. C. 2017. “The impacts of brand experiences on brand loyalty: mediators of brand love and trust.” Management Decision, 55(5), 915-934.
  • Islam, J., Rahman, Z. ve Hollebeek, L. 2018a. “Consumer engagement in online brand communities: a solicitation of congruity theory.” Internet Research, 28(1), 23-45.
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  • Ismail, A. R., ve Melewar, T. C. 2015. “Binational study of the impact of brand image, brand personality and brand love on word of mouth: The case of fashion brands in UK and Switzerland.” In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same… (pp. 462-471). Springer, Cham.
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Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması

Year 2021, Volume 16, Issue 61, 32 - 61, 31.01.2021
https://doi.org/10.19168/jyasar.716698

Abstract

Araştırma, değer uyumunun, marka aşkının ve marka imajının, pozitif ağızdan ağıza iletişime yol açan tüketici rollerinin değerlendirilmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini Gaziantep’te yer alan kozmetik firmalarından 1 Ocak-1 Şubat tarihlerinde alışveriş yapan kadın tüketiciler oluşturmaktadır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Araştırmada ölçülmesi amaçlanan hipotezlerin testi için bootstrapping tekniği uygulanmıştır. Analiz sonuçlarına göre değerlerin uyumunun marka imajını, marka imajının da marka aşkını pozitif yönde anlamlı olarak etkilediği tespit edilmiştir. Değerlerinin uyumu, marka imajı ve marka aşkının marka bağlılığına etkisi de anlamlı çıkmıştır. Son olarak marka aşkının ve marka bağlılığının pozitif ağızdan ağıza iletişim üzerinde pozitif anlamlı etkisi olduğu yapılan analizler sonucunda tespit edilmiştir.

References

  • Aaker, D. A. 1996. “Measuring Brand Equity Across Products and Markets.” California Management Review, 38(3), 102-120.
  • Aaker, J. L. 1997. “Dimensions of brand personality.” Journal of Marketing, 34(3), 47-56.
  • Ahuvia, A. C. 1993. “I love it! Towards an unifying theory of love across divers love objects.” Ph. Dissertation, Northwestern University.
  • Albert, N., Merunka, D. ve Valette-Florence, P. 2008. “When consumers love their brands: Exploring the concept and its dimensions.” Journal of Business Research, 61(10), 1062-1075.
  • Albert, N. ve Merunka, D. 2013. “The role of brand love in consumer-brand relationships.” Journal of Consumer Marketing, 30(3), 258-266.
  • Al-Haddad A. 2019. “Social Identification, Brand Image and Customer Satisfaction as Determinants of Brand Love.” In: Mateev M., Poutziouris P. (eds) Creative Business and Social Innovations for a Sustainable Future. Advances in Science, Technology & Innovation (IEREK Interdisciplinary Series for Sustainable Development). Springer, Cham.
  • Al-Haddad, A. 2014. “The effect of brand image and brand loyalty on brand equity.” International Journal of Business and Management Invention, 3(51), 28-32.
  • Ali, F., Rasoolimanesh, S.M., Sarstedt, M., Ringle, C.M. ve Ryu, K. 2018. “An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research”. International Journal of Contemporary Hospitality Management, 30(1), 514-538.
  • Alkhawaldeh, A.M., Salleh, S.M. ve Halim, F. 2016. “Linkages between Political Brand Image, Affective Commitment and Electors Loyalty: The Moderating Influence of Reference Group.” Soc. Sci. Electron. Publ., 5, 18-36.
  • Anastasiei, B. ve Dospinescu, N. 2019. “Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence.” Sustainability, 11, 814.
  • Anggraeni, A. 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.
  • Anwar, A., Gulzar, A., Sohail, F. ve Akram, S. 2011. “Impact of brand image, trust and affect on consumer brand extension attitude: the mediating role of brand loyalty.” International Journal of Economics and Management Sciences, 1(5), 73-79.
  • Arndt, J. 1967. “The role of product-related conversations in the diffusion of a new product.” Journal of Marketing Research, 4, 291-295.
  • Assael, H. 2004. “Consumer behavior: A strategic approach.” Boston: Houghton Mifflin Company.
  • Batra, R., Ahuvia, A. ve Bagozzi, R.P. 2012. “Brand Love”. Journal of Marketing, 76, 1-16.
  • Becheur, I., Bayarassou, O., ve Ghrib, H. 2017. “Beyond brand personality: Building consumer-brand emotional relationship.” Global Business Review, 18(3S), 1-17.
  • Burmann, C., Jost-Benz, M. ve Riley, N. 2009. “Towards an identity-based brand equity model.” Journal of Business Research, 62(2009), 390-397.
  • Carroll, B. A., ve Ahuvia, A.C. 2006. “Some antecedents and outcomes of brand love”. Market Letter, 17(2), 79-89.
  • Chandon, P. 2003. “Notes on measuring brand awareness, brand image, brand equity and brand value”, INSEAD Working Paper Series, March.
  • Charlett, D., Garland, R. ve Marr, N. 1995. “How Damaging is Negative Word of Mouth?” Marketing Bulletin, 6, 42-50.
  • Chaudhary, A.H. 2018. “Retracted Artıcle: Brand love: fiction or reality?” Journal of Strategic Marketing, 26, 8.
  • Chen, Chin-Tsu. 2016. “The Investigation on Brand Image of University Education and Students’ Word-of-Mouth Behavior.” Higher Education Studies, 6(4), 23-33.
  • Cheung, C. M., Lee, M. K., ve Thadani, D. R. 2009. “The impact of positive electronic word-of-mouth on consumer online purchasing decision.” In World Summit on Knowledge Society (pp. 501-510). Springer, Berlin, Heidelberg.
  • Chiosa, A. R., ve Anastasiei, B. 2017. “Negative Word-of-Mouth: Exploring the Impact of Adverse Messages on Consumers' Reactions on Facebook.” Review of Economic and Business Studies, 10(2), 157-173.
  • Del Rio, A. B., Vazquez, R. ve Iglesias, V. 2001. “The effects of brand associations on consumer response”. Journal of Consumer Marketing, 18(4/5), 410-425.
  • Farhat, R. ve Khan, B.M. 2012. “Effect of Brand Image & Self Image Congruency on Brand Preference & Customer Satisfaction.” International Journal of Marketing and Technology, 2(3), 92-102.
  • Ferguson, R.J., Paulin, M. ve Bergeron, J. 2009. “Customer sociability and the total service experience. Antecedents of positive word-of-mouth intentions.” Journal of Service Management, 21(1), 25-44.
  • Fornell, C. & Larcker, D. F. 1981. “Structural Equation Models With Unobservable Variables and Measurement Error: Algebra and Statistics.” Journal of Marketing Research, May, 382-388.
  • Fournier, S., ve Mick, D.G. 1999. “Rediscovering satisfaction.” Journal of Marketing, 63(4), 5-23.
  • Gul, M.S., Jan, F.A., Baloch, Q.B., Jan, M.F., ve Jan, M.F. 2012. “Brand image and brand loyalty.” Abasyn Journal of Social Sciences, 3(1), 55-74.
  • Gürbüz, S. ve Şahin, F. 2016. “Sosyal Bilimlerde Araştırma Yöntemleri.” (3.Baskı). Ankara: Seçkin Yayıncılık.
  • Ha, S., ve Im, H. 2012. “Identifying the Role of Self-Congruence on Shopping Behavior in the Context of U.S. Shopping Malls.” Clothing and Textiles Research Journal, 30(2), 87-101.
  • Hair, J. F., Risher, J. J., Sarstedt, M. ve Ringle, C. M. 2019. “When to use and how to report the results of PLS-SEM.” European Business Review, 31(1), 2-24.
  • Hair, J. F., Sarstedt, M., Ringle, C. M., ve Mena, J. A. 2012. “An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research.” Journal of the Academy of Marketing Science, 40(3), 414-433.
  • Hair, J.F., Ringle, C.M. ve Sarstedt, M. 2011. “PLS-SEM: indeed a silver bullet”. Journal of Marketing Theory and Practice, 19(2), 139-152.
  • Henseler, J., Ringle, C. M., ve Sinkovics, R. R. 2009. “The use of partial least squares path modeling in international marketing.” In New challenges to international marketing. Emerald Group Publishing Limited.
  • Heris, M.S. ve Ahmadian, B. 2017. “The Effects of Brand Image on Brand Love in the Sport Products of Companies of Nike and Adidas from the Sport Customers Perspective”.
  • Hu, L. T., ve Bentler, P. M. 1999. “Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives.” Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Huang, C. C. 2017. “The impacts of brand experiences on brand loyalty: mediators of brand love and trust.” Management Decision, 55(5), 915-934.
  • Islam, J., Rahman, Z. ve Hollebeek, L. 2018a. “Consumer engagement in online brand communities: a solicitation of congruity theory.” Internet Research, 28(1), 23-45.
  • Islam, T. Attiq, S., Hameed, Z., Khokhar, M.N. ve Sheikh, Z. 2018b. “The impact of self-congruity (symbolic and functional) on the brand hate: A studybased on self-congruity theory.” British Food Journal.
  • Ismail, A. R., ve Melewar, T. C. 2015. “Binational study of the impact of brand image, brand personality and brand love on word of mouth: The case of fashion brands in UK and Switzerland.” In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same… (pp. 462-471). Springer, Cham.
  • Ismail, A.R. ve Spinelli, G. 2012. “Effects of brand love, personality and image on word of mouth The case of fashion brands among young consumers.” Journal of Fashion Marketing and Management, 16(4), 386-398.
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Details

Primary Language Turkish
Subjects Social
Journal Section Articles
Authors

Bülent DEMİRAĞ
SOSYAL GÜVENLİK KURUMU BAŞKANLIĞI
0000-0002-8718-1822
Türkiye


Sinan ÇAVUŞOĞLU (Primary Author)
BİNGÖL ÜNİVERSİTESİ, BİNGÖL SOSYAL BİLİMLER MESLEK YÜKSEKOKULU
0000-0001-9365-8677
Türkiye

Publication Date January 31, 2021
Published in Issue Year 2021, Volume 16, Issue 61

Cite

Bibtex @research article { jyasar716698, journal = {Yaşar Üniversitesi E-Dergisi}, issn = {1305-970X}, address = {}, publisher = {Yasar University}, year = {2021}, volume = {16}, pages = {32 - 61}, doi = {10.19168/jyasar.716698}, title = {Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması}, key = {cite}, author = {Demirağ, Bülent and Çavuşoğlu, Sinan} }
APA Demirağ, B. & Çavuşoğlu, S. (2021). Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması . Yaşar Üniversitesi E-Dergisi , 16 (61) , 32-61 . DOI: 10.19168/jyasar.716698
MLA Demirağ, B. , Çavuşoğlu, S. "Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması" . Yaşar Üniversitesi E-Dergisi 16 (2021 ): 32-61 <https://dergipark.org.tr/en/pub/jyasar/issue/60163/716698>
Chicago Demirağ, B. , Çavuşoğlu, S. "Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması". Yaşar Üniversitesi E-Dergisi 16 (2021 ): 32-61
RIS TY - JOUR T1 - Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması AU - Bülent Demirağ , Sinan Çavuşoğlu Y1 - 2021 PY - 2021 N1 - doi: 10.19168/jyasar.716698 DO - 10.19168/jyasar.716698 T2 - Yaşar Üniversitesi E-Dergisi JF - Journal JO - JOR SP - 32 EP - 61 VL - 16 IS - 61 SN - 1305-970X- M3 - doi: 10.19168/jyasar.716698 UR - https://doi.org/10.19168/jyasar.716698 Y2 - 2020 ER -
EndNote %0 Journal of Yaşar University Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması %A Bülent Demirağ , Sinan Çavuşoğlu %T Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması %D 2021 %J Yaşar Üniversitesi E-Dergisi %P 1305-970X- %V 16 %N 61 %R doi: 10.19168/jyasar.716698 %U 10.19168/jyasar.716698
ISNAD Demirağ, Bülent , Çavuşoğlu, Sinan . "Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması". Yaşar Üniversitesi E-Dergisi 16 / 61 (January 2021): 32-61 . https://doi.org/10.19168/jyasar.716698
AMA Demirağ B. , Çavuşoğlu S. Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması. Yaşar Üniversitesi E-Dergisi. 2021; 16(61): 32-61.
Vancouver Demirağ B. , Çavuşoğlu S. Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması. Yaşar Üniversitesi E-Dergisi. 2021; 16(61): 32-61.
IEEE B. Demirağ and S. Çavuşoğlu , "Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması", Yaşar Üniversitesi E-Dergisi, vol. 16, no. 61, pp. 32-61, Jan. 2021, doi:10.19168/jyasar.716698