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DUYGUSAL BAĞLILIĞIN, TÜKETİCİ MARKA KİMLİKLENDİRMESİNİN VE KURUMSAL İTİBARIN BELİRLEYİCİSİ OLARAK KOZMETİK MARKALARIN ALGILANAN ETİĞİ

Year 2022, Volume: 15 Issue: 2, 452 - 480, 30.05.2022

Abstract

Marka etiği konusunda gelişen yeni kaygılara bağlı olarak, marka kimliğine dayalı tüketici benlik kavramları ile markaya yönelik izlenimleri arasındaki ilişkilerin daha iyi anlaşılması gerekmektedir. Bu çalışma, genç kadınlar kapsamında kozmetik markaların algılanan marka etiği ile tüketici odaklı kurumsal itibarı arasındaki ilişkide duygusal bağlılığın ve tüketici marka kimliklendirmesinin aracılık rollerini analiz etmektedir. Ayrıca çalışma kapsamında kozmetik markalar, bu etkiler açısından önemli bir fark olup olmadığını analiz etmek amacıyla 4P stratejilerine bağlı olarak iki gruba ayrılmıştır. Amaçlı, kolayda ve kartopu örnekleme yöntemleriyle ulaşılan 271 katılımcıya anket formu elektronik olarak uygulanmıştır. Kartopu örnekleme yöntemi, kozmetik markaları hakkında benzer ahlaki duruşlara sahip iyi eğitimli genç kadınlara ulaşmak için özellikle tercih edilmiştir. Varsayıldığı gibi, markalar pazarda farklı konumlandırılmış olsalar bile, algılanan marka etiğinin kurumsal itibarı doğrudan etkilediği tespit edilmiştir. Ayrıca, duygusal bağlılığın algılanan marka etiği ile tüketici marka kimliklendirmesi arasındaki ilişkide aracılık etkisinin olduğu, bu etkinin de marka kimliğine ve fiyat stratejilerine bağlı olarak değiştiği gözlemlenmiştir.

References

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PERCEIVED ETHICALITY OF COSMETICS BRANDS AS A DETERMINANT OF AFFECTIVE COMMITMENT, CONSUMERBRAND IDENTIFICATION AND REPUTATION

Year 2022, Volume: 15 Issue: 2, 452 - 480, 30.05.2022

Abstract

With regard to the emerging concerns about brand ethicality, the relationships between consumer self-concepts based on brand identity and their impressions of the brand need to be better understood. This study analyzes the mediating roles of affective commitment and consumer-brand identification in the relationship between perceived brand ethicality and consumer-based corporate reputation of cosmetics brands among young women. In addition, brands are divided into two groups depending on their price strategies in order to analyze whether there is a significant difference in terms of these effects, cosmetics. The questionnaire was electronically conducted to 271 participants reached by purposive, convenient and snowball sampling methods. The snowball sampling method was especially preferred to reach well-educated young women with similar moral standing on cosmetics brands. As assumed, the direct impact of perceived brand ethicality on corporate reputation is found even if the brands are differently positioned in the market. In addition, the mediating role of affective commitment in the relationship between perceived brand ethicality and consumer-brand identification is observed and this role differs depending on the brands’ identities and their price strategies.

References

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  • Carlson, B. D., Suter, T. A., ve Brown, T. J. (2008). Social versus psychological brand community: The role of psychological sense of brand community. Journal of Business Research, 61(4), 284-291.
  • Carrigan, M., ve Attalla, A. (2001). The myth of the ethical consumer–do ethics matter in purchase behaviour?. Journal of Consumer Marketing, 18(7), 560–577.
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  • Deephouse, D. L. (2000). Media reputation as a strategic resource: An integration of mass communication and resource-based theories. Journal of Management, 26(6), 1091-1112.
  • Del Rio, A. B., Vazquez, R., ve Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410-425.
  • D’enbeau, S. (2011). Sex, Feminism, and Advertising: The Politics of Advertising Feminism in a Competitive Marketplace. Journal of Communication Inquiry, 35 (1), 53–69.
  • Doğan, D. (2018). SmartPLS ile Veri Analizi. Charleston SC: CreateSpace.
  • Du, S., Battacharya, C. B., ve Sen, S. (2007). Reaping relational rewards from corporate social responsibility: The role of competitive positioning. International Journal of Research in Marketing, 24, 224–241.
  • Dwyer, F. R., Schurr, P. H., ve Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11-27.
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  • Enderle, G., ve Tavis, L. A. (1998). A balanced concept of the firm and the measurement of its long-term planning and performance. Journal of Business Ethics, 17(11), 1129-1144.
  • Erciş, A., Ünal, S., Candan, F. B., ve Yıldırım, H. (2012). The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions. Procedia-Social and Behavioral Sciences, 58, 1395-1404.
  • Fan, Y. (2005). Ethical branding and corporate reputation. Corporate Communication, 10(4), 341‐50.
  • Ferrell, O. C., Harrison, D. E., Ferrell, L., ve Hair, J. F. (2019). Business ethics, corporate social responsibility, and brand attitudes: An exploratory study. Journal of Business Research, 95, 491-501.
  • Fincher, L. H. (2016). Leftover Ladies: The Resurgence of Gender Inequality in China. London: Zed Books.
  • Fombrun, C. (1996). Reputation: Realizing Value from the Corporate Image. Boston: Harvard Business School Press.
  • Fombrun, C. J., Gardberg, N. A., ve Sever, J. M. (2000). The Reputation Quotient SM: A multi-stakeholder measure of corporate reputation. Journal of Brand Management, 7(4), 241-255.
  • Fombrun, C., ve Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of Management Journal, 33(2), 233-258.
  • Fornell, C., ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Fullerton, G. (2003). When does commitment lead to loyalty?. Journal of Service Research, 5(4), 333-344.
  • Galinsky, A. D., ve Moskowitz, G. B. (2000). Perspective-taking: decreasing stereotype expression, stereotype accessibility, and in-group favoritism. Journal of Personality and Social Psychology, 78(4), 708.
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There are 96 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Articles
Authors

Çağla Pınar Utkutuğ This is me 0000-0002-4147-9519

Publication Date May 30, 2022
Submission Date January 25, 2022
Published in Issue Year 2022 Volume: 15 Issue: 2

Cite

APA Utkutuğ, Ç. P. (2022). DUYGUSAL BAĞLILIĞIN, TÜKETİCİ MARKA KİMLİKLENDİRMESİNİN VE KURUMSAL İTİBARIN BELİRLEYİCİSİ OLARAK KOZMETİK MARKALARIN ALGILANAN ETİĞİ. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 15(2), 452-480.