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TH E EFFECT OF PERCEIVED QUALITY AND BRAND IMAGE ON IMPACT CUSTOMER LOYALTY: AN APPLICATION

Year 2016, Volume: 2 Issue: 2, 19 - 32, 01.01.2016

Abstract

In today’s competitive environment, firms have to create strong brand in order to be ahead of their competitors, corner the market and survive. Because branding and brand management have a vital effect on consumers’ buying behaviour. The aim of this study in brand loyalty with an image of the mark of the white goods sector to examine the impact on perceived quality. For this purpose, a field work conducted and obtained the data was applied regression analysis to from the SPSS 20.0 program. As a result of the study, was determined perceived quality and brand image impact customer loyalty

References

  • Alhaddad, A. (2015). “PerceivedQuality, Brand Image andBrandTrust as Determinants of BrandLoyalty”,Journal of Research in Business and Management, 3(4), s.1-8.
  • Cannon, J. P.; Perreault, W. D.; McCarthy, E. J. (2009). Pemasaran Dasar- Pendekatan Manajemen Global, Jakarta: Salembe Empat.
  • Carman, J. M. (1990). “Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions”,Journal of Retailing, 66, s.33- 55.
  • Chen, C. ve Tseng, W. (2010). “Exploring Customer Based Airline Brand Equity: Evidence From Taiwan”, Transportation Journal, 49(10), s. 24-34.
  • Chi, H. K.;Yeh, H. R.; Yang, Y. T. (2009). “TheImpact of BrandAwareness on Consumer PurchaseIntention: TheMediatingEffect of PerceivedQualityandBrandLoyalty”,Journal of International Management Studes, 136(4), s.136-144.
  • Deniz, Müjgan H. (2011).“Markalı Ürün Tercihlerinin Satın Alma Davranışları Üzerindeki Etkisi”, Sosyal Siyaset Konferansları, 61(2), 243-268.
  • Garvin, D. A. (1987). “Competing on theEightDimensions of Quality”, Hardward Business Review, 65(6).
  • Judith, H. W. Ve Richard, E. P. (2002). “MeasuringBrandEquity: An Evaluation of a Conaumer-BasedBrandEquityScale. Journal of Marketing TheoryandPractice, 10(1), s.46-63.
  • Şeref Kalaycı. SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, Asil Yayın Dağıtım, 5. Baskı, 2010, s.322.
  • Karayalçın, Cem (2010). “Comparison of Brand and Retailer Equity Regarding Purchase Intentions of Customers in Turkish Automotive Sector”. Universiteit Van Amsterdam.
  • Küçük, Orhan (2016). Bilimsel Araştırma Yöntemleri, Ekin Yayınevi: Bursa.
  • Küçük, Orhan, (2016) Toplam Kalite Yönetimi, 3. Baskı; Seçkin Yayıncılık: Ankara.
  • Mourad, M.; Ennew, C.; Kortam, W. (2010). “Brand Equity in Higher Education”, Marketing Intelligence & Planing, 29(4), 403-420.
  • Parasuraman, A., Zeithaml, V. ve Berry, L. (1996). “The Behavioral Consequences Of Service Quality”,Journal of Marketing, 60, 31–46.
  • Pujadi, B. (2010). “Studi Tentang Pengaruh Citra Merek Terhadap Minat Beli Melaui Sikap Terhadap Merek”, Program Magister Manajemen Universitas Diponegoro.
  • Rubini, Andrea. (2010).“The Role of Brand in Consumer Behavior Case: How Sneakers Have Turned Into Status Symbols”, Savonia University of Applied Sciences Unit of Business and Administration, Business Administration Bachelor’s Thesis.
  • Severi, Erfan ve Ling, Choon (2013). “The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity”, Asian Social Science, 9(3), s.125-137.
  • Tsiotsou, R. (2006). “The Role of Perceived Product Quality and Overall Satisfaction on Purchase Intentions”, International Journal of Consumer Studies, 30(2), 207-217.
  • Ukpebor, Priscillia ve Ipogah, Bibiana (2008). A Study to Indicate the Importance of Consumer Based-Brand Equity on Consumer Perception of Brand A Case Study of Fast Food Restaurants). Blekinge Tekniska Högskola. Master Thesis.
  • Wu, L. M. (2007). “The Study of the Brand Image, Perceived Quality, Brand Loyalty and Repurchase Intention: Chinese Meat Process Industry as an Examples”,Unpublished master thesis, Kun Shan University of Technology, Taiwan.
  • Zablah, A.R.;Brown, B.P. &Donthu, N. (2010).“The Relative Importance of Brands in Modified Rebuy Purchase Situations”, International Journal of Research in Marketing, 27(3), 248-260.
  • Zeithaml, V.A. (1988). “Consumers’ Perceptions Of Price, Quality, And Value: A Meansend Model And Synthesis Of Evidence”,Journal of Marketing, 52 (July), 2-22.

Marka İmajı Ve Algılanan Kalitenin Marka Sadakatine Etkisi: Bir Uygulama

Year 2016, Volume: 2 Issue: 2, 19 - 32, 01.01.2016

Abstract

Günümüz rekabet ortamında firmaların rakiplerinden öne geçebilmeleri, böylece piyasa payının önemli bölümünü ele geçirerek hayatta kalabilmeleri güçlü bir marka oluşturabilmelerine bağlıdır. Çünkü markalaşma ve güçlü bir marka yönetimi tüketici satın alma davranışları üzerinde önemli bir etkiye sahiptir. Bu çalışmanın amacı; beyaz eşya sektöründe mark imajı ile algılanan kalitenin marka sadakatine etkisini incelemektir. Bu amaçla alan araştırması yapılmış, elde edilen veriler SPSS 20,0 programında regresyon analizi uygulanmıştır. Çalışma sonucunda algılanan kalite ve marka imajının müşteri sadakatini etkilediği belirlenmiştir.

References

  • Alhaddad, A. (2015). “PerceivedQuality, Brand Image andBrandTrust as Determinants of BrandLoyalty”,Journal of Research in Business and Management, 3(4), s.1-8.
  • Cannon, J. P.; Perreault, W. D.; McCarthy, E. J. (2009). Pemasaran Dasar- Pendekatan Manajemen Global, Jakarta: Salembe Empat.
  • Carman, J. M. (1990). “Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions”,Journal of Retailing, 66, s.33- 55.
  • Chen, C. ve Tseng, W. (2010). “Exploring Customer Based Airline Brand Equity: Evidence From Taiwan”, Transportation Journal, 49(10), s. 24-34.
  • Chi, H. K.;Yeh, H. R.; Yang, Y. T. (2009). “TheImpact of BrandAwareness on Consumer PurchaseIntention: TheMediatingEffect of PerceivedQualityandBrandLoyalty”,Journal of International Management Studes, 136(4), s.136-144.
  • Deniz, Müjgan H. (2011).“Markalı Ürün Tercihlerinin Satın Alma Davranışları Üzerindeki Etkisi”, Sosyal Siyaset Konferansları, 61(2), 243-268.
  • Garvin, D. A. (1987). “Competing on theEightDimensions of Quality”, Hardward Business Review, 65(6).
  • Judith, H. W. Ve Richard, E. P. (2002). “MeasuringBrandEquity: An Evaluation of a Conaumer-BasedBrandEquityScale. Journal of Marketing TheoryandPractice, 10(1), s.46-63.
  • Şeref Kalaycı. SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, Asil Yayın Dağıtım, 5. Baskı, 2010, s.322.
  • Karayalçın, Cem (2010). “Comparison of Brand and Retailer Equity Regarding Purchase Intentions of Customers in Turkish Automotive Sector”. Universiteit Van Amsterdam.
  • Küçük, Orhan (2016). Bilimsel Araştırma Yöntemleri, Ekin Yayınevi: Bursa.
  • Küçük, Orhan, (2016) Toplam Kalite Yönetimi, 3. Baskı; Seçkin Yayıncılık: Ankara.
  • Mourad, M.; Ennew, C.; Kortam, W. (2010). “Brand Equity in Higher Education”, Marketing Intelligence & Planing, 29(4), 403-420.
  • Parasuraman, A., Zeithaml, V. ve Berry, L. (1996). “The Behavioral Consequences Of Service Quality”,Journal of Marketing, 60, 31–46.
  • Pujadi, B. (2010). “Studi Tentang Pengaruh Citra Merek Terhadap Minat Beli Melaui Sikap Terhadap Merek”, Program Magister Manajemen Universitas Diponegoro.
  • Rubini, Andrea. (2010).“The Role of Brand in Consumer Behavior Case: How Sneakers Have Turned Into Status Symbols”, Savonia University of Applied Sciences Unit of Business and Administration, Business Administration Bachelor’s Thesis.
  • Severi, Erfan ve Ling, Choon (2013). “The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity”, Asian Social Science, 9(3), s.125-137.
  • Tsiotsou, R. (2006). “The Role of Perceived Product Quality and Overall Satisfaction on Purchase Intentions”, International Journal of Consumer Studies, 30(2), 207-217.
  • Ukpebor, Priscillia ve Ipogah, Bibiana (2008). A Study to Indicate the Importance of Consumer Based-Brand Equity on Consumer Perception of Brand A Case Study of Fast Food Restaurants). Blekinge Tekniska Högskola. Master Thesis.
  • Wu, L. M. (2007). “The Study of the Brand Image, Perceived Quality, Brand Loyalty and Repurchase Intention: Chinese Meat Process Industry as an Examples”,Unpublished master thesis, Kun Shan University of Technology, Taiwan.
  • Zablah, A.R.;Brown, B.P. &Donthu, N. (2010).“The Relative Importance of Brands in Modified Rebuy Purchase Situations”, International Journal of Research in Marketing, 27(3), 248-260.
  • Zeithaml, V.A. (1988). “Consumers’ Perceptions Of Price, Quality, And Value: A Meansend Model And Synthesis Of Evidence”,Journal of Marketing, 52 (July), 2-22.
There are 22 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Atif Kaya This is me

Fatma Zanco This is me

Publication Date January 1, 2016
Published in Issue Year 2016 Volume: 2 Issue: 2

Cite

APA Kaya, A., & Zanco, F. (2016). Marka İmajı Ve Algılanan Kalitenin Marka Sadakatine Etkisi: Bir Uygulama. The International New Issues in Social Sciences, 2(2), 19-32.

The International New Issues in Social Sciences, is international, Scientific, peer-reviewed Journal.
Tini-SOS journal is to evaluate scientific articles in the field of social sciences, especially based on field studies structured in accordance with scientific criteria, and conducts studies to publish studies that provide appropriate measures.