Marka Reklamının Marka Deneyimi ve Marka Sadakatine Etkisinde Marka Tatmininin Aracılık Rolü: Otel Konukları Üzerine Bir Araştırma

Year 2022, Volume: 7 Issue: 2, 44 - 59, 30.12.2022

Alev Sökmen , Selda Yordam , Aslı Eren

https://doi.org/10.37847/tdtad.1211553

Abstract

Amaç: Bu çalışmada, marka reklamı (MRR), marka tatmini (MRT), marka deneyimi (MRD) ve marka sadakati (MRS) ilişkisini ortaya koymak amaçlanmaktadır.
Yöntem: Çalışmada nicel araştırma yöntemlerinden anket tekniği kullanılarak Ankara'da bulunan uluslararası zincir otelde konaklayan 268 misafire ulaşılmış ve çalışmada kullanılan veriler elde edilmiştir.
Bulgular: Araştırma hipotezlerini test etmek için korelasyon ve regresyon analizi uygulanmıştır. Korelasyon analizi sonucuna göre marka reklamı, marka deneyimi, marka tatmini ve marka sadakati arasında pozitif ilişki olduğu tespit edilmiştir. Regresyon analizi sonuçlarına bakıldığında, marka reklamı ve marka tatmininin marka deneyimi ve marka sadakati üzerinde anlamlı etkisinin olduğu belirlenmiştir. Ayrıca marka reklamı, marka deneyimi ve marka sadakati değişkenleri üzerinde marka tatmininin kısmi aracılık rolü olduğu tespit edilmiştir.
Tartışma: Analizler neticesinde ortaya çıkan bulgular literatürde yer alan ilgili çalışmalardan elde edilen sonuçlarla karşılaştırılmış ve birtakım öneriler geliştirilmiştir.

Keywords

Marka reklamı, marka tatmini, marka deneyimi, marka sadakati, brand advertisement, brand satisfaction, brand experience, brand loyalty

The Mediating Role of Brand Satisfaction in the Brand Advertisement’s Effect on Brand Experience and Brand Loyalty: A Research on Hotel Guests

Abstract

Purpose: In this study, it is aimed to reveal the relationship between brand advertisement (BRA) and brand satisfaction (BRST), brand experience (BRE) and brand loyalty (BRL).
Method: For this purpose, 268 in-house guests staying in the international chain hotel in Ankara were reached and the survey technique was applied.
Findings: Correlation and series of regression analyses are applied for investigating relationships and testing research hypotheses. According to the correlation analysis, there is a significant positive correlation between brand advertisement, brand experience, brand satisfaction, and brand loyalty.
Discussion: As a result of regression analysis, brand advertisement and brand satisfaction have a significant effect on brand experience and brand loyalty. Research findings show that the effect of brand advertisement is partially mediated by brand satisfaction on brand experience and brand loyalty variables.

Keywords

brand advertisement, brand satisfaction, brand experience, brand loyalty

References

• Ahmedov, A. (2020). Reklamlarda ünlü ve marka arasındaki uyumun tüketicilerin satın alma niyetine ve marka sadakatine etkisi. 19 Mayıs Sosyal Bilimler Dergisi, 1(2), 168-187.
• Akkoç, F., Koç, D. ve Akkoç, F. (2012). Uşak üniversitesi öğrencilerinin spor ayakkabı marka sadakatlerini değerlendirmeye yönelik bir uygulama. Uşak Üniversitesi Sosyal Bilimler Dergisi, 5(3), 197-213.
• Alfakih, K. A. A., Saraih, U. N. Al- Shammari, S. A., Abdulrab, M., Rehman, A. U., ve Al- Mamary, Y. H. S. (2021). Determinants of the malaysian cars brand loyalty mediating effect of brand satisfaction. Journal of Industrial Integration and Management, 6(xx), 1-44. doi:10.1142/S2424862221500172
• Aslım, H. (2007). Marka sadakatinin satın alma davranışı üzerindeki etkileri: Bir uygulama. (Yayımlanmamış Yüksek Lisans Tezi). Ege Üniversitesi.
• Bakator, M., Đalić, N., Petrović, N., Paunović, M. ve Terek, E. (2019). Transition economy and market factors: the influence of advertising on customer satisfaction in Serbia. Economic Research-Ekonomska istraživanja, 32(1), 2293-2309. doi: 10.1080/1331677X.2019.1642787
• Bapat, D. (2018). Exploring advertising as an antecedent to brand experience dimensions: an experimental study. Journal of Financial Services Marketing, 23(3), 210-217. doi:10.1057/s41264-018-0056-7
• 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.
• Beig, F. A. ve Nika, F. A. (2019). Brand experience and brand equity. Vision, 23(4), 410-417. doi:10.1177/0972262919860963
• Bloemer, J. M. ve Kasper, H. D., (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16, 311-329. doi:10.1016/0167-4870(95)00007-B
• Boateng, H. ve Okoe, A.F. (2015). Consumers’ attitude towards social media advertising and their behavioural response: The moderating role of corporate reputation. Journal of Research in Interactive Marketing, 9 (4), 299-312. doi:10.1108/JRIM-01-2015-0012
• Brakus, J.J., Schmitt, B.H., ve L. Zarantonello. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73 (3), 52-68. doi:10.1509/jmkg.73.3.052
• Cengiz, E., Ayyildiz, H. ve Er, B. (2007). Effects of image and adverting efficiency on customer loyalty and antecedents of loyalty: Turkish banks sample. Banks and Bank Systems, 2 (1), 56-80.
• Cheng, Q., Fang, L. ve Chen, H. (2016). Visitors’ brand loyalty to a historical and cultural theme park: A case study of hangzhou songcheng, China. Current Issues in Tourism, 19(9), 861-868. doi:10.1080/13683500.2015.1006589
• Chrisjatmiko, K. (2018). Towards green loyalty: The ınfluences of green perceived risk, green ımage, green trust and green satisfaction. In IOP Conference Series: Earth and Environmental Science, 106, 1-6. doi:10.1088/1755-1315/106/1/012085
• Çabuk, S., Nakiboğlu, B. ve Canoğlu, M. (2013). Algılanan otel imajı ve hizmet kalitesi ile tekrar satın alma niyeti arasındaki ilişkiler. Anatolia: Turizm Araştırmaları Dergisi, 24(1), 96-108.
• Das, G., Agarwal, J., Malhotra, N. K. ve Varshneya, G. (2019). Does brand experience translate into brand commitment? A mediated-moderation model of brand passion and perceived brand ethicality. Journal of Business Research, 95, 479-490. doi:10.1016/j.jbusres.2018.05.026
• Dick, S.A. ve Basu, K. (1994). Customer Loyalty; Toward An Integrated Conceptual Framework. Journal of The Academy of Marketing Science, (22-2), 99-113. doi:10.1177/009207039422200
• Dikili, Ç. (2018). Lüks Marka Reklamlarında Çizgi Film Karakterlerinin Kullanımı ile Marka ve Reklam Tutumu Arasındaki İlişkiye Yönelik bir Analiz (Yayımlanmamış Yüksek Lisans Tezi). Dokuz Eylül Üniversitesi.
• Dolye, P. (2001). Building value-based branding strategies. Journal of Strategic Marketing, 9(4), 255-268.
• Drennan, J., Bianchi, C., Cacho-Elizondo, S., Louriero, S., Guibert, N. ve Proud, W. (2015). Examining the role of wine brand love on brand loyalty: A multi-country comparison. International Journal of Hospitality Management, 49, 47-55. doi:10.1016/j.ijhm.2015.04.012
• Elden, M. (2014). Reklam Yazarlığı. İletişim Yayınları.
• Ganesan, S. (1994). Determinants of long- term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19.
• Ganesh, J., Arnold, M. J. ve Reynolds, K. E. (2000). Understanding the customer base of service providers: An examination of the differences between switchers and stayers. Journal of Marketing, 64(3), 65-87. doi:10.1509/jmkg.64.3.65.18028
• Gönenç Güler, E. (2009). Otel işletmelerinde değer yaratma ve müşteri değeri algılaması üzerine bir araştırma: Edirne’deki oteller örneği. Anatolia: Turizm Araştırmaları Dergisi, 20(1), 61-76.
• Grisaffe, D. B., ve Nguyen, H. P. (2011). Antecedents of emotional attachment to brands. Journal of Business Research, 64(10), 1052-1059. doi:10.1016/j.jbusres.2010.11.002
• Gülmez, M. ve Dörtyol, İ. T. (2009). Açıklamalı Pazarlama Sözlüğü. Detay Yayıncılık.
• Ha, H. Y., John, J., Janda, S. ve Muthaly, S. (2011). The effects of advertising spending on brand loyalty in services. European Journal of Marketing, 45(4), 673-691. doi:10.1108/03090561111111389
• Hameed, F. (2013). The effect of advertising spending on brand loyalty mediated by store ımage, perceived quality and customer satisfaction: A case of hypermarkets. Asian Journal of Business Management, 5(1), 181-192.
• Heitmann, M., Lehmann, D. R., ve Herrmann, A. (2007). Choice goal attainment and decision and consumption satisfaction. Journal of Marketing Research, 44(2), 234-250. doi:10.1509/jmkr.44.2.234
• Hellier, P. K., Geursen, G. M., Carr, R. A. ve Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37 (12), 1762-1780. doi: 10.1108/03090560310495456
• Hwang, J., Choe, J. Y. J., Kim, H. M., ve Kim, J. J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty? International Journal of Hospitality Management, 99, 103050. doi:10.1016/j.ijhm.2021.103050
• İslamoğlu, A. H. ve Altunışık, R. (2017). Tüketici davranışları, Beta Basım Yayım.
• Karahan, M.O., (2022). Reklamlarda ünlü desteği algısının satın alma niyeti üzerindeki etkisinde marka sadakati ve marka güvenilirliğinin aracılık etkisi. Business & Management Studies: An International Journal, 10 (3), 835-857. doi:10.15295/bmij.v10i3.2073
• Koç, E. (2012). Tüketici Davranışı ve pazarlama stratejileri: global ve yerel yaklaşım. Seçkin Yayıncılık.
• Kotler, P. (2021). A’dan Z’ye pazarlama: Pazarlamayla İlgili herkesin bilmesi gereken 80 kavram. Çeviren: Aslı Kalem Bakkal, MediaCat.
• Kotler, P. ve Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9(4), 249-261.
• Kotler, P., ve Keller, K. L. (2009). Marketing Management. 13. Edition. Pearson Education Inc.
• Kumar, V. ve Kaushik, A. K. (2020). Building consumer–brand relationships through brand experience and brand identification. Journal of Strategic Marketing, 28(1), 39-59. doi:10.1080/0965254X.2018.1482945
• Lau, G. ve S. Lee. (1999). Consumer’s trust in a brand and link to brand loyalty. Journal of Market Focused Management, 4(4), 341-370.
• Lau, P. M., Akbar, A. K. ve Fie, D. Y. (2005). Service quality: A study of the luxury hotels in Malaysia. Journal of American Academy of Business, 7, 46-55.
• Lin, Y. H. (2015). Innovative brand experience's influence on brand equity and brand satisfaction. Journal of Business Research, 68(11), 2254-2259. doi:10.1016/j.jbusres.2015.06.007
• Maity, M., ve Gupta, S. (2016). Mediating effect of loyalty program membership on the relationship between advertising effectiveness and brand loyalty. Journal of Marketing Theory and Practice, 24(4), 462-481. doi:10.1080/10696679.2016.1205450
• Malhan, S. ve Anjum, B. (2017). Impact of customer satisfaction and brand trust on brand loyalty: a study of mobile phone industry. International Journal in Management & Social Science, 5(7), 163-174.
• Mason, M.C. ve Moretti, A. (2015). Antecedents and moderators of golf tourists‘ behavioral ıntentions. An empirical study in a mediterranean destination. EuroMed Journal of Business, 10(3), 338-359. doi:10.1108/EMJB-10-2014-0033
• Mattila, A. S. (2006). How Affective commitment boosts guest loyalty (and promotes frequent-guest programs). Cornell Hotel and Restaurant Administration Quarterly, 47, 174-181. doi:10.1177/0010880405283943
• Mehmood, A. ve Sabeeh, N. U. (2018). Influence of Banking Advertisement on Bank Customer Satisfaction: An Examination of Pakistani Bank Customers’ Choice. (December 9, 2018).
• Mengü, M. T. (2006). Reklam Sloganları ve Tüketici Zihni. İstanbul Üniversitesi İletişim Fakültesi Dergisi, (25), 109.
• Narayandas, N. (1996). The link between customer satisfaction and customer loyalty: an empirical investigation. Narakesari Narayandas Working Paper. Division of Research: Harward Business School.
• Nemati, A. R., Ahmed, S., ve Khan, K. (2018). Impact of Advertising Effectiveness on Behavioral Brand Loyalty with Mediating Effect of Self-Brand Connection: Evidence from the Islamic Banking Sector in Pakistan. Journal of Islamic Business and Management, 8(1), 187-204. doi:10.26501/jibm/2018.0801-012
• Nysveen, H., Pedersen, P. E., ve Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20(5), 404-423.
• O'Neill, J. W. ve Xiao, Q. (2006). The Role of Brand Affiliation in Hotel Market Value. Cornell Hotel and Restaurant Administration Quarterly, 47, 210-223. doi:10.1177/0010880406289070
• Paramartha, M. N. A., ve Syah, T. Y. R. (2020). The influence of customer satisfaction on customer loyalty and marketing organization performance over outdoor advertising companies. Journal of Multidisciplinary Academic, 4(4), 234-241.
• Percy, L. ve Rosenbaum-Elliott, R. (2016). Strategic Advertising Management. Oxford University Press. Pine, B. J., ve Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 97–105.
• Quan, N., Chi, N. T. K. C., Nhung, D., Ngan, N., ve Phong, L. (2020). The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction. Management Science Letters, 10(1), 63-76. doi:10.5267/j.msl.2019.8.015
• Roswinanto, W., ve Strutton, D. (2014). Investigating the advertising antecedents to and consequences of brand experience. Journal of Promotion Management, 20(5), 607-627. doi:10.1080/10496491.2014.946206
• Schmitt, B., Brakus, J. J., & Zarantonello, L. (2015). From experiential psychology to consumer experience. Journal of Consumer Psychology, 25(1), 166–171. doi:10.1016/j.jcps.2014.09.001
• Solem, B. A. A. (2016). Influences of customer participation and customer brand engagement on brand loyalty. Journal of Consumer Marketing, 33, 332–342. doi:10.1108/JCM-04-2015-1390
• Sökmen, A. ve Baş, M. (2019). Elektronik müşteri ilişkileri uygulamalarının algılanan ilişki kalitesi ve müşteri sadakati üzerine etkisi: Havayolu sektöründe bir araştırma. İşletme Araştırmaları Dergisi, 11 (1), 641-652. doi:10.20491/isarder.2019.625
• Sökmen, A. ve Kenek, G. (2022). Marka farkındalığının, marka tatmini ve marka sadakatine etkisinde marka deneyiminin aracı rolü: Sağlık sektöründe bir araştırma. Üçüncü Sektör Sosyal Ekonomi Dergisi, 57(2), 1281-1292. doi: 10.15659/3.sektor-sosyal-ekonomi.22.06.1863
• Suhaily, L. ve Darmoyo, S. (2019). Effect of green product and green advertising to satisfaction and loyalty which mediated by purchase decision. International Journal of Contemporary Applied Researches, 6(1), 44-57.
• Şahin, A., Turhan, L. ve Zehir, A. (2013). Building behavioral intentions in automotive industry: Brand experience, satisfaction, trust, direct mail communication and attitudes toward advertising. Business Management Dynamics, 3(4), 45-61.
• Van der Westhuizen, L. M. (2018). Brand loyalty: exploring self-brand connection and brand experience. Journal of Product ve Brand Management, 27(2), 172-184. doi: 10.1108/JPBM-07-2016-1281
• Varinli, İ. ve Çatı, K. (2010). Güncel Pazarlama Yaklaşımlarından Seçmeler. Detay Yayıncılık.
• Wibowo, S., Hidayat, R., Suryana, Y., Sari, D., ve Kaltum, U. (2020, Ekim). Measuring the effect of advertising value and brand awareness on purchase ıntention through the flow experience method on facebook's social media marketing big data. 2020 8th International Conference on Cyber and IT Service Management (CITSM) (ss. 1-5). IEEE.
• Wijaya, B. S. (2012). The development of hierarchy of effects model in advertising. International Research Journal of Business Studies, 5(1), 73-85. doi:10.21632/irjbs.5.1.73-85
• Yoon, Y. S., Lee, J. S. ve Lee, C. K. (2010). Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29(2), 335-342. doi:10.1016/j.ijhm.2009.10.002
• Zarantonello L. ve Schmitt B.H. (2010). Using the brand experience scale to profile consumers and predict consumer behavior. Journal of Brand Management, 17(7), 532–540.
• Zubair Tariq, M. (2014). Impact of green advertisement and green brand awareness on green satisfaction with mediating effect of buying behavior. Journal of Managerial Sciences, 8(2), 274-289.