Spor Tüketicilerinin Marka Tatmini ve Marka Sadakati İlişkisi: Marka Güveni, Marka Duygusu ve Marka İmajının Aracılık Etkisi

Year 2020, Volume: 21 Issue: 47, 156 - 172, 31.12.2020

Mikail Kazan Halil Erdem Akoğlu , Ercan Polat

Abstract

Özellikle spor giyim sektöründe yer alan birçok şirket mevcut tüketicilerinin memnuniyetini sağlamak, müşteri potansiyelini artırmak ve marka imajı oluşturarak marka sadakatini sağlamak için çeşitli araştırmalar yapmaktadır. Bu araştırmanın amacı, spor tüketicilerinin spor ürünleri üzerine marka tatmininin, marka güveni, marka duygusu ve marka imajı aracılığıyla inceleyerek marka sadakatine etkisini ortaya koymaktır. Bu çalışmanın araştırma grubunu 275 beden eğitimi ve spor öğretmeni oluşturmuştur. Araştırmada veri toplama aracı olarak üç bölümden oluşan anket kullanılmıştır. Birinci bölümünde kişisel bilgi formu, ikinci bölümünde marka imajı ölçeği ve üçüncü bölümünde marka sadakati ölçeği kullanılmıştır. Araştırma kapsamında ortaya konulan modelin hipotezlerini test etmek adına yapısal eşitlik modellemesi yapılmıştır. Ayrıca ölçek geçerliliği ve güvenirliği için yakınsak geçerlilik, ayırt edici geçerlilik ile Cronbach Alpha katsayıları incelenmiştir. Sonuç olarak marka tatmininin marka sadakatine doğrudan etkisinin olmadığı ancak marka güveni, marka duygusu ve marka imajını etkilediği ortaya konulmuştur. Marka tatmininin marka güveni ve marka imajı aracılığıyla davranışsal ve tutumsal marka sadakatini etkilemediği görülürken marka duygusu aracılığıyla hem davranışsal hem de tutumsal marka sadakatini etkilediği tespit edilmiştir.

Keywords

marka tatmini, marka güveni, marka duygusu, marka imajı, marka sadakati

The Relationship Between Sports Consumers' Brand Satisfaction and Brand Loyalty: Brand Trust, Brand Affect and the Mediation Effect of Brand Image

Abstract

Keywords

marka tatmini, marka imajı

References

• Aaker, D.A. (1991), Managing Brand Equity, Free Press, New York, NY
• Ahmed, Z., Rizwan, M., Ahmad, M., & Haq, M. (2014). Effect of brand trust and customer satisfaction on brand loyalty in Bahawalpur. Journal of Sociological Research, 5(1), 306-326.
• Alhaddad, A. (2015). Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Research in Business and Management, 3(4), 01-08.
• Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of marketing, 58(3), 53-66.
• Assael, H. (1998), Consumer Behavior and Marketing Actions, 6th ed., South-Western College Publishing, Mason, OH.
• Aydin, S., & Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of marketing, 39(7/8), 910-925.
• Bernarto, I., Berlianto, M. P., Meilani, Y. F., Masman, R. R., & Suryawan, I. N. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, 24(3), 412-426.
• Blackston, M. (1992). A brand with an attitude: a suitable case for treatment. Journal of the market research society, 34(3), 231-242.
• Bloemer, Jose M. M ve Jos G. A. M. Lemmink (1992), “The Importance of Customer Satisfaction in Explaining Brand and Dealer Loyalty”, Journal of Marketing Management, 8 (4): 351-363.
• Burmann, C., Schaefer, K., & Maloney, P. (2008). Industry image: Its impact on the brand image of potential employees. Journal of Brand Management, 15(3), 157-176.
• Büyüköztürk, Ş., Çakmak, E. K., Akgün, Ö. E., Karadeniz, Ş., & Demirel, F. (2017). Bilimsel araştırma yöntemleri. Pegem Atıf İndeksi, 1-360.
• Chang, W. J. (2020). Experiential marketing, brand image and brand loyalty: a case study of Starbucks. British Food Journal.
• Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
• Chaudhuri, A., & Holbrook, M. B. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management, 10(1), 33-58.
• Chen, N., Wang, Y., Li, J., Wei, Y., & Yuan, Q. (2020). Examining Structural Relationships among Night Tourism Experience, Lovemarks, Brand Satisfaction, and Brand Loyalty on “Cultural Heritage Night” in South Korea. Sustainability, 12(17), 6723.
• Chiou, J. S., & Droge, C. (2006). Service quality, trust, specific asset investment, and expertise: Direct and indirect effects in a satisfaction-loyalty framework. Journal of the academy of marketing science, 34(4), 613.
• Cooil, B., Keiningham, T. L., Aksoy, L., & Hsu, M. (2007). A longitudinal analysis of customer satisfaction and share of wallet: investigating the moderating effect of customer characteristics. Journal of marketing, 71(1), 67-83.
• Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2005). Does brand trust matter to brand equity?. Journal of product & brand management, 14(3), 187-196.
• Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
• Dimitriades, Z. S. (2006). Customer satisfaction, loyalty and commitment in service organizations. Management Research News.
• Erciş, A., Ünal, S., Candan, F. B., & 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.
• Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics.
• Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, and findings. Journal of marketing, 60(4), 7-18.
• Geyskens, I., Steenkamp, J. B. E., & Kumar, N. (1999). A meta-analysis of satisfaction in marketing channel relationships. Journal of marketing Research, 36(2), 223-238.
• Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (1998). Multivariate data analysis (Vol. 5, No. 3, pp. 207-219). Upper Saddle River, NJ: Prentice hall.
• Han, H., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of hospitality & tourism research, 33(4), 487-510.
• Heitmann, M., Lehmann, D. R., & Herrmann, A. (2007). Choice goal attainment and decision and consumption satisfaction. Journal of marketing research, 44(2), 234-250.
• Hsieh, A. T., & Li, C. K. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing intelligence & planning.
• Hsieh, M. H., Pan, S. L., & Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis. Journal of the Academy of marketing Science, 32(3), 251-270.
• 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, 6(1), 1-55. http://dx.doi.org/10.1080/10705519909540118
• Im, H. H., Kim, S. S., Elliot, S., & Han, H. (2012). Conceptualizing destination brand equity dimensions from a consumer-based brand equity perspective. Journal of Travel & Tourism Marketing, 29(4), 385-403.
• Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management.
• Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing research, 10(1), 1-9.
• Jones, M. A., & Suh, J. (2000). Transaction‐specific satisfaction and overall satisfaction: an empirical analysis. Journal of services Marketing, 14(2), 147-159.
• Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International journal of contemporary hospitality management, 12(6), 346-351.
• Karasar, N. (2016) Bilimsel Araştırma yöntemi: Kavramlar ilkeler teknikler. 31. Baskı Ankara: Nobel Akademik Yayıncılık
• Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
• Lau, G. T., & Lee, S. H. (1999). Consumers' trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4(4), 341-370.
• Lau, K. C., & Phau, I. (2007). Extending symbolic brands using their personality: Examining antecedents and implications towards brand image fit and brand dilution. Psychology & marketing, 24(5), 421-444.
• Lin, M. Q., & Lee, B. C. (2012). The influence of website environment on brand loyalty: Brand trust and brand affect as mediators. International Journal of Electronic Business Management, 10(4).
• Lin, Y. H. (2015). Innovative brand experience's influence on brand equity and brand satisfaction. Journal of Business Research, 68(11), 2254-2259.
• Matzler, K., Grabner‐Kräuter, S., & Bidmon, S. (2008). Risk aversion and brand loyalty: the mediating role of brand trust and brand affect. Journal of Product & Brand Management.
• Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of marketing research, 38(1), 131-142.
• Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of marketing research, 29(3), 314-328.
• Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.
• Munro, B.H. (2005). Statistical methods for health care research. Philadelphia. Lippincott Williams & Wilkins. p.351-76
• Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of tourism Research, 38(3), 1009-1030. Oliver, R. L. (1999). Whence consumer loyalty?. Journal of marketing, 63(4_suppl1), 33-44.
• Özdemir, M., & Koçak, A. (2012). İlişkisel pazarlama çerçevesinde marka sadakatinin oluşumu ve bir model önerisi. Ankara Üniversitesi SBF Dergisi, 67(2), 127-156.
• Pappu, R., Quester, P. G., & Cooksey, R. W. (2006). Consumer‐based brand equity and country‐of‐origin relationships. European Journal of marketing, 40(5/6), 696-717.
• Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of marketing, 50(4), 135-145.
• Patterson, P. G., & Spreng, R. A. (1997). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business‐to‐business, services context: an empirical examination. International Journal of service Industry management, 8(5), 414-434.
• Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of marketing, 58(4), 28-36.
• Rubio, N., Oubina, J., & Villasenor, N. (2014). Brand awareness–Brand quality inference and consumer’s risk perception in store brands of food products. Food quality and preference, 32, 289-298.
• Sahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1288-1301.
• Schreiber, J. B., Nora, A., Stage, F. K., Barlow, E. A. ve King, J. (2006). Reporting structural equation modeling and confirmatory factor analysis results: A review. The Journal of Educational Research, 99 (6), 323-338. doi: 10.3200/ JOER.99.6.323-338
• Shabbir, M. Q., Khan, A. A., & Khan, S. R. (2017). Brand loyalty brand image and brand equity: the mediating role of brand awareness. International journal of innovation and applied studies, 19(2), 416.
• Singh, J. J., Iglesias, O., & Batista-Foguet, J. M. (2012). Does having an ethical brand matter? The influence of consumer perceived ethicality on trust, affect and loyalty. Journal of business ethics, 111(4), 541-549.
• Song, H., Li, G., van der Veen, R., & Chen, J. L. (2011). Assessing mainland Chinese tourists' satisfaction with Hong Kong using tourist satisfaction index. International Journal of Tourism Research, 13(1), 82-96.
• Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology & Marketing, 27(7), 639-661.
• Sung, Y., Kim, J., & Jung, J. H. (2009). The predictive roles of brand personality on brand trust and brand affect: A study of Korean consumers. Journal of International Consumer Marketing, 22(1), 5-17.
• Şimşek, G. G., & Noyan, F. (2009). Türkiye'de cep telefonu cihazı pazarında marka sadakati için bir model denemesi. Middle East Technical University Studies in Development, 36(1).
• Tabachnick, B.G. ve Fidell, L.S. (2001) Using multivariate statistics. 4th Edition, Allyn and Bacon, Boston.
• Tan, T. M., Ismail, H. B., & Rasiah, D. (2011). Hierarchical chain of consumer-based brand equity: Review from the fast food industry. International Business & Economics Research Journal (IBER), 10(9), 67-80.
• Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science, 28(2), 195-211.
• Yoon, S. J. (2002). The antecedents and consequences of trust in online-purchase decisions. Journal of interactive marketing, 16(2), 47-63.