THE ROLE OF HOLY MONTH OF RAMADAN AS A PERIODICAL EFFECT IN STORE LOYALTY AND BRAND EQUITY

Year 2018, Volume: 7 Issue: 1, 81 - 92, 01.09.2018

Metin Toptas

https://doi.org/10.17261/Pressacademia.2018.860

Abstract

Purpose- The purpose of this study was to investigate the role of holy month of Ramadan as a periodical effect in terms of store loyalty tendency and brand equity evaluations of shoppers.

Methodology- Using convenience sampling method with online survey technique, 573 before and 818 during the month of Ramadan in 2017, a total of 1391 valid samples were obtained in the study. Difference tests were used as analysis method in order to compare the data taken before and during Ramadan.

Findings- Findings indicate that store loyalty seemed to be increased due to the increasing food expenditures of shoppers in their budgets. Additionally, not the brand equity but one of its dimensions, namely overall store quality perception showed a certain amount of decrease. The decrease in overall store quality perception was considered to be arisen from negative attitudes regarding airing quality, shelf layout, display locations, floor ads, personalized SMS/emails, search engine optimization, ease of product search in retailer’s website and ease of online shopping.

Conclusion- In the final analysis, despite the seemingly rise in store loyalty due to the increasing food expenditures in Ramadan; overall store quality perceptions decreased at least periodically due to the negative shopper attitudes regarding product quality level, spacious or tidiness of store environments, and intensiveness of promotion efforts.

Keywords

Store loyalty, brand equity, store brand equity, shopper marketing, Ramadan consumption

RAMAZAN AYININ DÖNEMSEL BİR ETKİ OLARAK MAĞAZA SADAKATİ VE MARKA EDERİNE İLİŞİKİN ROLÜ

Abstract

Amaç- Araştırmanın amacı, alışveriş davranışlarını yönlendirebilen dönemsel bir etki olarak, Ramazan ayının alışverişçilerin mağaza sadakati eğilimi ve marka ederi değerlendirmelerine ilişkin rolünün araştırılmasıdır.

Yöntem- Araştırmada kolayda örnekleme yöntemi ile çevrimiçi anket tekniği kullanılarak, 2017 yılının Ramazan ayı öncesinde 573, esnasında 818 olmak üzere toplam 1391 geçerli örnek elde edilmiştir. Ramazan öncesi ve Ramazan esnası verileri karşılaştırabilmek amacıyla analiz yöntemi olarak fark testleri kullanılmıştır.

Bulgular- Bulgular, mağaza sadakati eğiliminin alışverişçilerin bütçeleri içerinde artan gıda harcamalarına bağlı olarak yükselmiş olarak göründüğünü ortaya koymaktadır. Buna ilave olarak, alışverişçi temelli mağaza marka ederi değişkeninde değil, fakat onun alt boyutu olan mağaza genel kalite algısındaki düşüş görülmüştür. Yapılan ilave analizlerde, mağaza genel kalite algısındaki düşüşün ürün malzeme kalitesi, havalandırma kalitesi, teşhirlerin yerleşimi, raf düzenliliği, zemin reklamları, kişiselleştirilmiş SMS ve e-postalar, perakendecinin arama motorunda optimizasyonu, internet sitesinde ürün araştırma kolaylığı ve çevrimiçi alışveriş kolaylığına ilişkin algının olumsuzlaşması ile ilgili olduğu değerlendirilmiştir.

Sonuç- Son tahlilde, Ramazan ayında artan gıda alışverişinin mağaza sadakatinde yarattığı artış görünümüne karşın; ürün kalitesi, mağaza ortamı ferahlığı ve düzenliliği, tutundurma çabalarının fazla yoğun olmasına ilişkin olumsuz alışverişçi tutumu sonucunda mağaza genel kalite algısının en azından dönemsel olarak düştüğü gözlenmiştir.

Keywords

Mağaza sadakati, marka ederi, mağaza marka ederi, alişverişçi pazarlama, Ramazan tüketimi

References

• Aaker, D. (1991). Managing brand equity. New York, NY: Free Press. https://doi.org/10.2307/1252048
• Aaker, D. A. (1991). Managing brang equity: capitalizing on the value of a brand name. New York, NY: The Free Press.
• Agarwal, M. K., Rao, V. R. (1996). An empirical of consumer-based comparison of brand measures equity. Marketing Letters, 7(3), 237–247.
• Ailawadi, K. L., Lehmann, D. R., Neslin, S. A. (2003). Revenue premium as an outcome measure of brand equity. Journal of Marketing, 67(4), 1–17. https://doi.org/10.1509/jmkg.67.4.1.18688
• Brady, M. K., Gavin, J. J. C. J. L. F., Roehm, M. L. (2008). Strategies to offsetperformance failures: the role of brand equity. Journal of Retailing, 84(2), 151–164.
• Bruner II, G. C. (2009). Marketing scales handbook: a compilation of multi-ıtem measures for consumer behavior & advertising research. Fort Worth, Texas: GCBII Productions, LLC.
• Bruner II, G. C. (2012). Marketing scales handbook : a compilation of multi-item measures. Fort Worth, Texas: GCBII Productions, LLC.
• Chaudhuri, A. (1999). Does brand loyalty mediate brand equity outcomes?. Journal of Marketing Theory and Practice, 7(2), 136–146. https://doi.org/10.1080/10696679.1999.11501835
• Cobb-Walgren, C. J., Ruble, C. A., Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25–40. https://doi.org/10.1080/00913367.1995.10673481
• Copeland, M. T. (1923). Relation of consumers’ buying habits to marketing methods. Harvard Business Review, 1(3), 282–289.
• Cunningham, R. M. (1956). Brand loyalty - what, where, how much?. Harvard Business Review, 34(1), 116–128. https://doi.org/10.1177/10963480030274003
• Datta, P. R. (2003). The determinants of brand loyalty. Journal of American Academy of Business, Cambridge, 3(1/2), 138.
• Day, G. S. (1969). A two-dimensional concept of brand loyalty. Journal of Advertising Research, 9(3), 29–35.
• Delgado‐Ballester, E., Luis Munuera‐Alemán, J. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238–1258. https://doi.org/10.1108/EUM0000000006475
• Dick, A. S., Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001
• Eagle, L., Kitchen, P. J., Rose, L., Moyle, B. (2003). Brand equity and brand vulnerability. European Journal of Marketing, 37(10), 1332–1349. https://doi.org/10.1108/03090560310487130
• Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1(3), 24–33. https://doi.org/10.2307/1252048
• Field, A. (2009). Andy Field - discovering statistics using SPSS. Sage. https://doi.org/10.1111/j.1365-2648.2007.04270_1.x
• Gil, R. B., Andrés, E. F., Salinas, E. M. (2007). Family as a source of consumer-based brand equity. Journal of Product and Brand Management, 16(3), 188–199. https://doi.org/10.1108/10610420710751564
• GMA/ Deloitte. (2007). Shopper marketing: capturing a shopper’s mind, heart and wallet.
• GMA/ Deloitte. (2011). Shopper marketing 5.0: creating value with shopper solutions.
• Jacoby, J. (1971). A model of multi-brand loyalty. Journal of Advertising Research, 11(1), 25–31.
• Jacoby, J., Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, 10(1), 1. https://doi.org/10.2307/3149402
• Jacoby, J., Olson, J. C. (1970). An attitudinal model of brand loyalty: conceptual underpinnings and instrumentation research. Içinde University o f Illinois Conference on Attitude Research and Consumer Behavior, Urbana.
• Jarvis, L. P., Wilcox, J. B. (1976). Repeat-purchasing-behavior and attitudinal brand loyalty: additional evidence. Içinde K. L. Bernhart (Ed.), Educator’s Proceedings. American Marketing Association (ss. 151–152).
• Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57(1), 1–22. https://doi.org/10.2307/1252054
• Keller, K. L. (1998). Strategic brand management. New York, NY: Prentice Hall.
• Kim, H. B., Kim, W. G. (2005). The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants. Tourism Management, 26(4), 549–560. https://doi.org/10.1016/j.tourman.2004.03.010
• Kim, J., Morris, J. D., Swait, J. (2008). Antecedents of true brand loyalty. Journal of Advertising, 37(2), 99–117. https://doi.org/10.2753/JOA0091-3367370208
• Lee, J., Lee, H. (2013). Does satisfaction affect brand loyalty? Academy of Marketing Studies Journal, 17(2), 133–148.
• Lucas, J. (2010). Shopper marketing: the discipline, the approach. Içinde M. Ståhlberg & V. Maila (Ed.), Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale (ss. 13–21). London, UK: GB: Kogan Page Ltd.
• Nijssen, E., Singh, J., Sirdeshmukh, D., Holzmüeller, H. (2003). Investigating industry context effects in consumer-firm relationships: preliminary results from a dispositional approach. Journal of the Academy of Marketing Science, 31(1), 46–60. https://doi.org/10.1177/0092070302238604
• Odin, Y., Odin, N., Valette-Florence, P. (2001). Conceptual and operational aspects of brand loyalty: an empirical investigation. Journal of Business Research, 53(2), 75–84. https://doi.org/10.1016/S0148-2963(99)00076-4
• Oliver, R. L. (1999). Whence consumer loyalty? The Journal of Marketing, 63, 33–44. https://doi.org/10.2307/1252099/
• Palumbo, F., Herbig, P. (2000). The multicultural context of brand loyalty. European Journal of Innovation Management. https://doi.org/10.1108/14601060010334876
• Praveenraj, D. D. W., Ashok, J. (2014). Impact of shopper marketing on purchase decisions of information technology devices for personal use by Indian consumers. Journal of Theoretical and Applied Information Technology, 64(3), 616–624.
• Rust, R. T., Zeithaml, V. A., Lemon, K. N. (2000). Driving customer equity: how customer lifetime value is reshaping corporate strategy. New York: Free Press.
• Schiffman, L., Kanuk, L. L. (2000). Consumer behavior (7. baskı). New Jersey: Prentice Hall.
• Shankar, V., Inman, J. J., Mantrala, M., Kelley, E., Rizley, R. (2011). Innovations in shopper marketing: current insights and future research issues. Journal of Retailing, 87(SUPPL. 1), S29–S42. https://doi.org/10.1016/j.jretai.2011.04.007
• Sheth, J. N., Venkatesan, M. (1968). Risk-reduction processes in repetitive consumer behavior. Journal of Marketing Research, 5(3), 307. https://doi.org/10.2307/3150350
• Simon, C. J., Sullivan, M. W. (1993). The measurement and determinants of brand equity: a financial approach. Marketing Science, 12(1), 28–52. https://doi.org/10.1287/mksc.12.1.28
• Sirdeshmukh, D., Singh, J., Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(January), 15–37. https://doi.org/10.1509/jmkg.66.1.15.18449
• Sriram, S., Kalwani, M. U. (2007). Optimal advertising and promotion budgets in dynamic markets with brand equity as a mediating variable. Management Science, 53(1), 46–60. https://doi.org/10.1287/mnsc.1060.0604
• Srivastava, R. K., Shocker, A. D. (1991). Brand equity: a perspective on its meaning and measurement. Marketing Science Institute, Report No., 1–124. https://doi.org/10.1177/0972262914565557
• Stahl, F., Heitmann, M., Lehmann, D. R., Neslin, S. A. (2012). The impact of brand equity on customer acquisition, retention, and profit margin. Journal of Marketing, 76(4), 44–63. https://doi.org/10.1509/jm.10.0522
• Swait́, J., Erdem, T., Louviere, J., Dubelaar, C. (1993). The equalization price: a measure of consumer-perceived brand equity. International Journal of Research in Marketing, 10(1), 23–45. https://doi.org/10.1016/0167-8116(93)90031-S
• Tucker, W. T. (1964). The development of brand loyalty. Journal of Marketing Research, 1(3), 32. https://doi.org/10.2307/3150053
• Voorhees, C. M., Brady, M. K., Horowitz, D. M. (2006). A voice from the silent masses: an exploratory and comparative analysis of noncomplainers. Journal of the Academy of Marketing Science. https://doi.org/10.1177/0092070306288762
• Wang, H. M. D., Sengupta, S. (2016). Stakeholder relationships, brand equity, firm performance: a resource-based perspective. Journal of Business Research, 69(12), 5561–5568. https://doi.org/10.1016/j.jbusres.2016.05.009
• Zeithaml, V. A., Berry, L. L., Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(April), 31–46. https://doi.org/10.2307/1251929