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Duyum, Algı ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme

Year 2021, , 2528 - 2544, 20.10.2021
https://doi.org/10.33206/mjss.885798

Abstract

Ürünlerin ve markaların yavaş yavaş birbirine benzemeye başlaması, geleneksel yöntemlerin günümüz tüketicilerini artık yeterince etkileyememesi gibi nedenler, markaları farklı stratejiler geliştirmeye yöneltmiştir. Bu stratejilerden biri ise tüketici algı ve tutumlarını beş duyu aracılığıyla etkilemeyi amaçlayan duyusal markalamadır. Duyusal markalama; renk, ses, koku, doku ve tat uyarıcıları ile tüketici algıları bilinçli ve sistematik olarak şekillendirilmektedir. Bu çalışmada duyuların, tüketicilerin markaya ilişkin tutum oluşturmalarındaki etkisine yönelik bir değerlendirme yapılmıştır. Bu değerlendirme tutumun öğeleri olan bilişsel, duygusal ve davranışsal boyutları aracılığıyla gerçekleştirilmiştir. Değerlendirme sonucuna göre tüketicilerin ürün veya markayla ilgili sahip oldukları bilgi düzeyi, his ve niyetin, markaya yönelik algılamaları ve tutumları etkilediği görülmüştür. Diğer yandan marka algısı boyutları olan marka bilinirliği, marka çağrışımları, algılanan kalite ve marka sadakatinin, beş duyunun tamamından ayrı ayrı etkilendiği görülmüştür. Bu etki düzeyi ise markanın veya ürünün niteliğine göre farklılık göstermektedir. Özellikle de alanyazın kaynaklarına göre duyuların tüketicileri, bilişsel tanımlar ve duygusal şemalar yoluyla motive ederek davranışsal eyleme sevk ettiği sonucuna varılmıştır.

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Sensation, Perception and Brand: A Three-Dimensional Evaluation of Consumer Attitudes

Year 2021, , 2528 - 2544, 20.10.2021
https://doi.org/10.33206/mjss.885798

Abstract

Today products and brands are gradually becoming similar to each other, and traditional methods do not affect today’s consumers enough because of such reasons it led brands to struggle to develop different strategies. One of these strategies is sensory marking, which aims to influence consumer perceptions and attitudes through five senses. Sensory branding; Consumer perceptions are consciously and systematically shaped with color, sound, smell, texture and taste stimulants. In this study, extant literature relevant to the effect of senses on consumers' attitudes towards the brand examined. This assessment was carried out through the cognitive, emotional and behavioral dimensions of the attitude. According to the results of the evaluation, it was seen that the level of knowledge, feeling and intention of the consumers about the product or brand affect their perceptions and attitudes towards the brand. On the other hand, brand awareness, brand associations, perceived quality and brand loyalty, which are dimensions of brand perception, were observed to be affected by all five senses separately. This level of influence varies according to the nature of the brand or product. According to the sources of the literature it was concluded that the senses motivate consumers through cognitive descriptions and emotional schemas and lead them to behavioral action.

References

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  • Alpert, M. I., Alpert, J. I. ve Maltz, E. N.(2005). Purchase occasion ınfluence on the role of music in advertising. Journal of Business Research, 58(3), 369-376.
  • Ampuero, O. ve Vila, N. (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing, 23, 100-112.
  • Amsteus, M. (2015). The scent of a successful venue (in) congruent scent and consumer attitude towards a cafe. International Journal of Business and Social Science, 6(5), 232-243.
  • Argo, J. J., Popa, M. ve Smith, M. C.(2010). The sound of brands. Journal of Marketing, 74(4), 97-109.
  • Augustin, S., Coleman, C. ve Frankel, N. (2009). Place advantage applied psychology for ınterior architecture. Wiley.
  • Axel, R. (1995). The molecular logic of smell. Scientific American, 16(3), 68-75.
  • Barat, A. H. (2007). Human perception and knowledge organization: visual imagery. Library Hi Tech, 25(3), 338- 351.
  • Beidler, L, M. (1988). Taste, (Ed.) J. M. Wolfe, Sensory Systems II: Senses Other than Vision. Boston: Birkhauser.
  • Berman, B. R., Evans, J. R. ve Chatterjee, P. M. (2013). Retail management: A strategic approach. United Kingdom: Pearson.
  • Büdün, E. ve Ertürk Y. D. (2020). Beş duyu kullanımı ile duyusal markalama: tüketici tutumlarını belirleme üzerine bir odak grup çalışması. Etkileşim, 5, 52-71.
  • Büdün, E. (2020). Markaya yönelik tutum oluşturmada duyusal markalama uyaranlarının rolü: Ev tekstili sektörü üzerine bir araştırma (Doktora Tezi). İstanbul Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
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  • Bradford, K. D. ve Desrochers, D. M. (2009). The use of scents to ınfluence consumers- the sense of using scents to make cents. Journal of Business Ethics, 90(S2), 141-153.
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  • Bruwer, J., Saliba, A. ve Miller, B. (2011). Consumer behaviour and sensory preference differences, implications for wine product marketing. Journal of Consumer Marketing, 28(1), 5-18.
  • Buck, L. B. (2004). The search for odorant receptors. Cell, 116, 117-120.
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  • Cüceloğlu, D. (2006). İnsan ve davranışı. İstanbul: Remzi Kitapevi.
  • Decre, G. B. ve Cloonan, C. (2019). A touch of gloss- haptic perception of packaging and consumers’ reactions. Journal of Product & Brand Management, 28(1), 117-132.
  • Dematte, M. L., Pojer, N., Endrizzi, I., Corollaro, M. L., Betta, E., Aprea, E., Charles, M., Biasioli, F., Zampini, M. ve Gasperi, F. (2014). Effects of the sound of the bite on apple perceived crispness and hardness. Food. Quality and Preference, 38, 58-64.
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  • Duizer, L. (2001). A review of acoustic research for studying the sensory perception of crisp, crunchy and crackly textures. Trends in Food Science & Technology, 12(1), 17-24.
  • Elder, R. ve Krishna, A. (2010). The effect of advertising copy on sensory thoughts and perceived taste. The Journal of Consumer Research, 36(5), 748-756.
  • Ertürk, Y. D. (2017). Davranışlarımız ve biz. İstanbul: Pozitif Yayınları.
  • Faircloth, J. B., Capella, L. M. ve Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, 9(3), 61-75.
  • Fitzgibbon, C. ve White, L. (2004). The role of attitudinal loyalty in the development of customer relationship management strategy within service firms. Journal of Financial Services Marketing, 9(3), 214-230.
  • Frank, M. E., Hettinger, T. P. ve Mott, A. E. (1992). The sense of taste: neurobiology, aging, and medication effects. Critical Reviews in Oral Biology & Medicine, 3(4), 371-393.
  • Gallace, A. ve Spence, C.(2010). The science of interpersonal touch: An overview. Neuroscience & Biobehavioral Reviews, 34(2), 246-259.
  • Grohmann, B., Spangenberg, E. R. ve Sprott, D. E. (2007). The influence of tactile input on the evaluation of retail product offerings. Journal of Retailing, 83(2), 237-245.
  • Gordon, W. (2006). What do consumers do emotionally with advertising? Journal of Advertising Research, 46(1), 2-10.
  • Gustafsson, C. (2015). Sonic branding: A consumer oriented literature review. Journal of Brand Management, 22(1), 20-37.
  • Haase, J., Wiedmann, K. P. ve Labenz, F. (2018). Effects of consumer sensory perception on brand performance. Journal of Consumer Marketing, 35(6), 565-576.
  • Hakala, U., Svensson, J. ve Vincze, Z. (2012). Consumer-based brand equity and top-of-mind awareness: A cross-country analysis. Journal of Product & Brand Management, 21(6), 439-451.
  • Herrmann, A., Zidansek, M., Sprott, D. E. ve Spangenberg, E. R. (2013). The power of simplicity: processing fluency and the effects of olfactory cues on retail sales. Journal of Retailing, 89(1), 30-43.
  • Hoegg, J. ve Alba, J. W.(2007). Taste perception, more than meets the tongue. Journal of Consumer Research, 33(4) 490-498.
  • Hoeksema, S. N., Fredrickson, B. L., Loftus, G. R. ve Wagenaar, W. A. (2009). Atkinson & Hilgard's introduction to psychology. Wadsworth Pub Co.
  • Hornik, J. (1992). Tactile stimulation and consumer response. Journal of Consumer Research, 19(3), 449-459.
  • Hoyer, W. D., Brown, S. P.(1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2), 141-148.
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There are 111 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Esra Büdün Aydın 0000-0003-4533-8657

Publication Date October 20, 2021
Submission Date February 23, 2021
Published in Issue Year 2021

Cite

APA Büdün Aydın, E. (2021). Duyum, Algı ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme. MANAS Sosyal Araştırmalar Dergisi, 10(4), 2528-2544. https://doi.org/10.33206/mjss.885798
AMA Büdün Aydın E. Duyum, Algı ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme. MJSS. October 2021;10(4):2528-2544. doi:10.33206/mjss.885798
Chicago Büdün Aydın, Esra. “Duyum, Algı Ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme”. MANAS Sosyal Araştırmalar Dergisi 10, no. 4 (October 2021): 2528-44. https://doi.org/10.33206/mjss.885798.
EndNote Büdün Aydın E (October 1, 2021) Duyum, Algı ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme. MANAS Sosyal Araştırmalar Dergisi 10 4 2528–2544.
IEEE E. Büdün Aydın, “Duyum, Algı ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme”, MJSS, vol. 10, no. 4, pp. 2528–2544, 2021, doi: 10.33206/mjss.885798.
ISNAD Büdün Aydın, Esra. “Duyum, Algı Ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme”. MANAS Sosyal Araştırmalar Dergisi 10/4 (October 2021), 2528-2544. https://doi.org/10.33206/mjss.885798.
JAMA Büdün Aydın E. Duyum, Algı ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme. MJSS. 2021;10:2528–2544.
MLA Büdün Aydın, Esra. “Duyum, Algı Ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme”. MANAS Sosyal Araştırmalar Dergisi, vol. 10, no. 4, 2021, pp. 2528-44, doi:10.33206/mjss.885798.
Vancouver Büdün Aydın E. Duyum, Algı ve Marka: Tüketici Tutumlarına Yönelik Üç Boyutlu Bir Değerlendirme. MJSS. 2021;10(4):2528-44.

MANAS Journal of Social Studies (MANAS Sosyal Araştırmalar Dergisi)     


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