MARKA GÜVENİNİN SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİNDE MARKA AŞKININ ARACILIK ROLÜ

Year 2019, Issue: 18, 116 - 135, 01.02.2019

Ebru Onurlubaş Remzi Altunışık

Abstract

Bu çalışmanın amacı, marka güveninin satın alma niyeti üzerindeki etkisinde marka aşkının aracılık rolünü araştırmaktır. Çalışmada İzmir ilinde yaşamakta olan 18 yaşından büyük bireyler, X marka beyaz eşya kullanıcıları hedef alınmış ve 500 kişiye yüz yüze anket yöntemi uygulanmıştır. Kolayda örnekleme yöntemine göre belirlenen katılımcılar veri kaynağını teşkil etmektedir. Saha çalışmasında elde edilen veriler öncelikle analize uygunluk açısından çeşitli kontrollerden normallik analizi ve Cronbach Alfa testi geçirildikten sonra korelasyon, Açıklayıcı Faktör Analizi, Doğrulayıcı Faktör Analizi, Yapısal Eşitlik Modeli, Sobel test teknikleri ile analize tabi tutulmuştur. Araştırma sonucunda, marka güveninin satın alma niyeti üzerindeki etkisinde marka aşkının aracılık rolü olduğu tespit edilmiştir. Ayrıca marka aşkı ve marka güveninin satın alma niyeti üzerinde, marka güveninin marka aşkı üzerinde anlamlı bir etkisi olduğu tespit edilmiştir.

Keywords

Marka aşkı, marka güveni, satın alma niyeti, tüketici

THE MEDIATING ROLE OF BRAND LOVE IN THE EFFECT OF BRAND TRUST ON THE PURCHASING INTENTION

Abstract

The purpose of this study is to research the mediating role of brand love in the effect of brand trust on purchasing intent. In this study, Individuals who are older than 18 years of age living in İzmir and using X brand household appliances were targeted and 500 people were interviewed with face to face survey method. Survey data were collected according to convenience sampling method. Then, upon checking for normality and reliability controls, the collected data were analyzed through Correlation analysis, Explanatory Factor Analysis, Confirmatory Factor Analysis, Structural Equation Model and Sobel test. As a result of the research, it is determined that the brand love has a mediating role in the effect of brand trust on the purchasing intent. In addition, it is determined that brand love and brand trust have a significant effect on the purchasing intent and brand trust has a significant effect on brand love.

Keywords

Brand love, brand trust, purchasing intent, consumer

References

• Aaker, D.A., Kumar,V., Day, G.S. (2007). Marketing Research. 9. Edition, John Wiley & Sons, Danvers.
• Ahuvia, AC. (2006). Some Antecedents and Outcomes of Brand Love, Market Lett. 17, 79–89
• Ahuvia, A.C., Rajeev Batra and Richard Bagozzi (2012). “Brand Love”, Journal of Marketing 76, 1–16.
• Aydın, H. (2016). Marka Aşkının Değerlendirilmesi: Beyaz Eşya Kullanıcıları Üzerine Bir Araş- tırma. Tüketici ve Tüketim Araştırmaları Dergisi, 8(2), 125-149.
• Azizi, S. (2014). «A Model of Factors Affecting Foreign Brand Trust.» Journal of Competitive- ness, 3, 20-31.
• Baron, R. M. ve 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
• Batı, U. (2015). Marka Yönetimi. İstanbul:Alfa Yayınevi.
• Batra, R., Ahuvia, A. ve Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16
• Becerra, E. P., ve V. Badrinarayanan (2013). «The influence of brand trust and brand identifica- tion on brand evangelism.» Journal of Product & Brand Management 22, 5/6, 371-383.
• Berens, Guido, Cees B.M. van Riel, and Gerrit H. van Bruggen (2005). “Corporate Associations and Consumer Product Responses: the Moderating Role of Corporate Brand Dominan- ce,” JM, 69, 35-48.
• Carroll, BA. ve Ahuvia, AC. (2006). “Some Antecedents and Outcomes of Brand Love” Marke- ting Letters, 17(2): 79-89.
• Cengiz, O. (2016). Marka Farkındalığının Marka İmajına ve Marka Güvenine Etkisi, Tüketiciler Üzerinde Araştırma.Yayınlanmamış Yüksek Lisans Tezi, Beykent Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
• Cop, R. (2015). “Aşk Marka”. Masamızda Marka Sohbetleri. Ed. F. Müge Arslan. İstanbul: Beta Yayıncılık.
• Çiçek, H. (2006). Psikolojik ve Sosyal Yönden Yükümlülerin Vergiye Karşı Tutum ve Tepkileri (İstanbul İli Anket Çalışması), İstanbul, İstanbul Serbest Muhasebeci ve Mali Müşavirler Odası 65, 98.
• Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2012). Sosyal Bilimler İçin Çok Değişkenli İsta- tistik: SPSS ve Lisrel Uygulamaları, Pegem Akademi Yayıncılık, Ankara.
• Dawar, N (1996). «Extensions of Broad Brands: The Role of Retrieval in Evaluations of Fit.» Jo- urnal of Consumer Psychology 5, 2, 189-207.
• Delgado-Ballester, E. ve Luis Munuera-Aleman, J. (2001) “Brand Trust in the Context of Con- sumer Loyalty”, European Journal of Marketing, 35(11/12), 1238-1258.
• Deutsch, M. (1958), “Trust and suspicion”. Journal of Conflict Resolution. 2, 265-279.
• Dodds, William B., Kent B. Monroe and Dhruv G. (1991). “The Effects of Price, Brand, and Store Information on Buyers' Product Evaluations,” JMR, 28 (August), 307-319.
• Doney, P. and Cannon, J. (1997), “An Examination of The Nature of Trust in Buyer- Seller Rela- tionships”, Journal of Marketing, 61(2), 35- 51.
• Dorman, Jeffrey P. and Wendy M. Knightley (2006). “Development and Validation of an Inst- rument to Assess Secondary School Students’ Perceptions of Academic Tasks”. Educa- tional Studies 32 (1), 47-58.
• Erdil, T. S. ve Uzun, Y. (2009). Marka Olmak. İstanbul: Beta Basım Yayım.
• Far, M. Setayesh and Dinani, Ghorbani, H. (2015). “Investigating Effect Rate of Brand Love on Mouth Marketing and Consumers’ Purchase Intention Considerıng Moderating Role of Product Class”. Indian Journal of Fundamental and Applied Life Sciences. 5(4), 1450- 1457.
• Fetscherin, M., Boulanger, M., Souki, G., Goncalves Filho, C. (2014). “The Effect of Product Ca- tegory on Consumer Brand Relationships”. The Journal of Product and Brand Mana- gement 23(2), 78-89.
• George, D. ve Mallery, P. (2003). SPSS for Windows Step by Step: A Simple Guide and Referen- ce 11.0 Update, Pearson Education, Inc, United States of America.
• Hair, J., Rolp A., Ronald T. ve William B. (1998). Multivariate Data Analysis with Readings, 5th Edition, Prentice- Hall International, Inc. United States.
• Harris, L. C., ve M. M. Goode. «The four levels of loyalty and the pivotal role of trust: a study of online service dynamics.» Journal of Retailing 80, 2, 139-158.
• Hegner, S. M., ve C. (2016). Jevons. «Brand trust: a cross-national validation in Germany, India, and South Africa.» Journal of Product & Brand Management 25, 1, 58-68.
• Jin, S.A., Lee, K.M. (2010). The İnfluence of Regulatory Fit and İnteractivity On Brand Satistac- tion and Trust in E-health Marketing İnside 3d Virtual Worlds (second life). Cyberpsyc- hology, Behavior, And Social Networking, 13(6), 673–680.
• Kline, Rex B. (1998). Principal and Practice of Structural Equation Modeling. New York: The Guilford Press.
• Lau, G. ve Lee, S. (1999). Consumer‟s Trust in A Brand and Link to Brand Loyalty, Journal of Market Focused Management, 4, 341- 370.
• Madahi, A. ve Sukati, I. (2012). The Effect of External Factors on Purchase Intention Amongst Young Generation in Malaysia, International Business Research, 5(8), 153-159.
• Meydan, C. H. ve Şeşen, H. (2011). Yapısal Eşitlik Modellemesi AMOS Uygulamaları (1 ed.). Ankara: Detay Yayınevi.
• Onurlubaş, E. (2018). Marka Değeri Boyutlarının Marka Bağlılığı ve Satın Alma Niyeti Üzerine Etkisi: X Marka Beyaz Eşya Kullanıcıları Üzerine Bir Uygulama, Turkish Studies, Eco- nomics, Finance and Politics, 13(30), 273-302.
• Öztürk, D. ve Karakaş, G. (2016). The Determination of Factors Influencing Brand Choice of the University Students: A Research on the Apparel Industry. Journal of Life Economics, 10, 69-78.
• Petroshius, Susan M. and Kent B. M. (1987). “Effect of Product-Line Pricing Characteristics on Product Evaluations,” JCR, 13 (March), 511-519.
• Roberts, K. (2005). Lovemarks: The Future Beyond Brands, New York: Power House Books.
• Rodrigues, P. ve Reis, R. (2013). The Influence of “Brand Love” In Consumer Behavior – The Cace of Zara and Modalfa Brands. Proceeding of 22nd International Business Research Conference, 9-10 September, Madrid.
• Roy, S., Eshghi, A. ve Sarkar, A. (2013) “Antecedents and Consequences of Brand Love” Journal of Brand Management, 20(4), 325-332.
• Sağlam, M. (2016). Marka Güveni ve Marka Bağlılığının Satın Alma Niyeti Üzerine Etkisi: Akıllı Telefon Pazarında Bir Araştırma, Journal of Research in Business & Social Science 5(5), 2016 Special Issue, 34-43.
• Sarkar, A. ve Murthy, B. K. (2012). Understanding and Measuring Romantic Brand Love. Jour- nal of Customer Behaviour, 11(4), 324-347.
• Shao, Chris Y. Baker, Julie and Wagner, Judy A. (2004). “The effects of appropriateness of servi- ce contact personnel dress on customer expectations of service quality and purchase in- tention: The moderating influences of involvement and gender”. Journal of Business Research 57, 1164 – 1176.
• Schumacker, RE ve Lomax, RG. A (2010). Beginner's Guide to Structural Equation Modeling. New York: Taylor & Francis Group, 85-90.
• Sichtmann, C. (2007) “An analysis of antecedents and consequences of trust in a corporate brand”, European Journal of Marketing, 41(9/10)
• Sobel, M. E. (1982). “Asymptotic Confidence Intervals for Indirect Effects in Structural Equa- tions Models”, In S. Leinhart (Ed.), Sociological Methodology, 13, 290-312
• Sternberg, R.J. (1986). A Triangular Theory of Love. Psychological Review, 93(2), 119- 135.
• Thomson, M., MacInnis, D.J. ve Park, C.W. (2005). “The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands”, Journal of Consumer Psychology, 15(1), 77-91.
• Tüfekçi, N. ve Tüfekçi, Ö. (2006), “Bankacılık Sektöründe Farklı Olma Üstünlüğünün ve Müsteri Sadakatinin Yarattığı Değer: Isparta İlinde bir Uygulama”, Süleyman Demirel Üniversi- tesi Sosyal Bilimler Enstitüsü Dergisi, 2(4), 170-183.
• Whang, Y. O., Allen, J., Sahoury, N., & Zhang, H. (2004). Falling in love with a product: the structure of a romantic consumer-product relationship. Advances in Consumer Rese- arch, 31(1), 320-327.
• Worchel, D. (1979). “Trust and distrust” The Social Psychology in Intergroup Relations. Bel- mont, C A: Wadsworth
• Yasin, M. ve Shamim, A. (2013). Brand Love: Mediating Role in Purchase Intentions and Word- of-Mouth . IOSR Journal of Business and Management. 7(2),101-109.
• Zboja, J. J. ve Voorhees, C. M. (2006). The impact of brand trust and satisfaction on retailer re- purchase intentions. Journal of Services Marketing, 20(6), 381-390. İnternet Adresi
• https://www.capital.com.tr/yonetim/pazarlama/askli-markalar-daha-cok-satiyor, 2019, Erişim Tarihi: 12.09.2018