THE IMPACT OF BRAND PRESTIGE AND CREDIBILITY ON BRAND LOYALTY: AN APPLICATION IN AUTOMOTIVE SECTOR

Year 2017, 22. UPK Ahmet Hamdi İSLAMOĞLU Special Issue, 163 - 180, 19.12.2017

Şükrü Yapraklı Ercan Keser

https://doi.org/10.18092/ulikidince.346993

Abstract

The main purpose of this study is to identify the impact of brand
prestige and credibility in automotive sector on brand loyalty. Besides this
primary purpose, it also aims to determine the impact of brand prestige and credibility
on the variables of perceived quality, perceived risk, diminishing costs of
information and perceived monetary value as well as the impact of these
variables on brand loyalty. Conducted on car owners living in Erzurum, the
research employs survey method with a sample of 573 people to obtain data.
Arithmetic means, standard deviation, frequency distribution, reliability
analysis, confirmatory factor analysis, and regression analysis are used in
data analysis. Analyses are conducted via Lisrel 8.51 and SPSS 20.0 pocket
statistical software. In the light of the regression analyses conducted in the
research, it identifies that brand prestige and credibility has a significant
and positive impact on brand loyalty, perceived quality, diminishing costs of
information and perceived monetary value. In addition, it is also determined
that perceived quality, diminishing costs of information and perceived monetary
value have a significant and positive impact on brand loyalty.

Keywords

Brand Credibility, Brand Prestige, Brand Loyalty, Automotive Sector

MARKA PRESTİJİNİN VE KREDİBİLİTESİNİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİ: OTOMOTİV SEKTÖRÜNDE BİR UYGULAMA

Abstract

Bu çalışmanın temel amacı otomotiv sektöründe marka prestiji ve
kredibilitesinin marka sadakati üzerindeki etkisinin belirlenmesidir. Bu temel
amacın yanı sıra araştırmada marka prestiji ve kredibilitesinin algılanan
kalite, algılanan risk, azalan bilgi maliyetleri ve algılanan parasal değer değişkenleri
üzerinde, bu değişkenlerin de marka sadakati üzerindeki etkisinin belirlenmesi
de amaçlanmaktadır. Araştırmanın kapsamını Erzurum’da yaşayan otomobil
sahipleri oluşturmaktadır. Araştırmada verilerin elde edilmesinde anket yöntemi
kullanılmış ve araştırma 573 kişi üzerinde gerçekleştirilmiştir. Verilerin
analizinde aritmetik ortalama,
standart sapma, frekans dağılımı, güvenilirlik analizi, doğrulayıcı faktör
analizi ve regresyon analizi kullanılmıştır. Analizler Lisrel 8.51 ve SPSS 20.0
paket istatistik programları kullanılarak yapılmıştır. Araştırmada uygulanan regresyon analizleri sonucunda marka prestiji ve kredibilitesinin
marka sadakati, algılanan kalite, azalan bilgi maliyetleri ve algılanan parasal
değer üzerinde anlamlı ve pozitif yönde bir etkiye sahip olduğu belirlenmiştir.
Bununla birlikte marka sadakati üzerinde de algılanan kalitenin, azalan bilgi
maliyetlerinin ve algılanan parasal değerin anlamlı ve pozitif yönde bir etkisinin
bulunduğu tespit edilmiştir.

Keywords

Marka Kredibilitesi, Marka Prestiji, Marka Sadakati, Otomotiv Sektörü

References

• Akturan, U. ve Bozbay, Z. (2016). Markaya Sahip Olan ve Olmayan Tüketicilerin Markaya Yönelik Kredibilite ve Değer Algısı Farkı. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (16), 139-152.
• Alam, A., Arshad, M. U. ve Shabbir, S. A. (2012). Brand Credibility, Customer Loyalty and The Role of Religious Orientation. Asia Pacific Journal of Marketing and Logistics, 24 (4), 583-598. Aşkın, N. ve İpek, İ. (2016). Marka Aşkının Marka Deneyimi ile Marka Sadakati Arasındaki İlişkiye Aracılık Etkisi. Ege Akademik Bakış, 16 (1), 79-94.
• Baek, T. H., Kim, J. ve Yu, J. H. (2010). The Differential Roles of Brand Credibility and Brand Prestige in Consumer Brand Choice. Psychology and Marketing, 27 (7), 662-678. Baek, T. H. ve King, K. W. (2011). Exploring The Consequences of Brand Credibility in Services. Journal of Services Marketing, 25/4, 260-272. Chepchirchir, J. ve Leting, M. (2015). Effects of Brand Quality, Brand Prestige on Brand Purchase Intention of Mobile Phone Brands: Empirical Assessment from Kenya. International Journal of Management Science and Business Administration, 1 (11), 7-14.
• Choi, Y. G., Ok, C. M. ve Hyun, S. S. (2017). Relationships Between Brand Experiences, Personality Traits, Prestige, Relationship Quality, and Loyalty An Empirical Analysis of Coffeehouse Brands. International Journal of Contemporary Hospitality Management, 29 (4), 1185-1202. Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2012) Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve LISREL Uygulamaları (2. Baskı). Ankara: Pegem Akademi
• Devrani, T. K. (2009). Marka Sadakati Öncülleri: Çalışan Kadınların Kozmetik Ürün Tüketimi Üzerine Bir Çalışma. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 14 (3), 407-421. Erdem, T. ve Swait, J. (1998). Brand Equity as A Signaling Phenomenon. Journal of Consumer Psychology, 7 (2), 131-157.
• Erdem, T. ve Swait, J. (2004). Brand Credibility, Brand Consideration, and Choice, Journal of Consumer Research. Vol. 31, No.1, 191-198.
• Erdem, T., Swait, J. ve Valenzuela, A. (2006). Brands as Signals: A Cross-Country Validation Study. Journal of Marketing, 70 (1), 34-49.
• Erdem, T. ve Swait, J. (2016). The Information-Economics Perspective on Brand Equity. Foundations and Trends in Marketing, 10 (1), 1-59. Erdoğmuş, İ. ve Turan, I. B. (2012). The Role of Personality Congruence, Perceived Quality and Prestige on Ready-to-Wear Brand Loyalty. Journal of Fashion Marketing and Management, 16 (4), 399-417. Gilaninia, S., Ganjinia, H., Moridi, A. ve Rahimi, M. (2012). The Dıfferential Roles of Brand Credibility and Brand Prestige in The Customers' Purchase Intention. Kuwait Chapter of Arabian Journal of Business and Management Review, 2 (2), 1-9.
• Hanzaee, K. H. ve Taghipourian, M. J. (2012). The Effects of Brand Credibility and Prestige on Consumers Purchase Intention in Low and High Product Involvement. Journal of Basic and Applied Scientific Research, 2 (2), 1291-2012.
• Hashmi, F. K. H., Khalid, F., Akram, M. A., Saeed, U. ve Rizwan, M. (2014). An Empirical Study of Brand Loyalty on Samsung Electronics in Pakistan. Journal of Sociological Research, 5 (1), 350-364. Hwang, J. ve Hyun, S. S. (2012). The Antecedents and Consequences of Brand Prestige in Luxury Restaurants. Asia Pacific Journal of Tourism Research, 17 (6), 656-683. Hwang, J. ve Han, H. (2016). A Model of Brand Prestige Formation in The Casino Industry. Journal of Travel and Tourism Marketing, 33, 1106–1123. Jin, N. (P.), Line, N. ve Merkebu, J. (2016). The Impact of Brand Prestige on Trust, Perceived Risk, Satisfaction, and Loyalty in Upscale Restaurants. Journal of Hospitality Marketing and Management, 25 (5), 523-546. Kia, F. T. (2016). Brand Credibility and Brand Prestige on Influencing Purchase a Mobile Brand. The Social Sciences, 11 (9), 2200-2205.
• Lee, S-H., Workman, J. E. ve Jung, K. (2016). Brand Relationships and Risk: Influence of Risk Avoidance and Gender on Brand Consumption. Journal of Open Innovation: Technology, Market, and Complexity, 1-14. Loei, F. W., Lapian, S.L.H.V J. ve Tumiwa, J. (2016). Analyzıng The Effect of Celebrıty Endorsement and Brand Credibility on Brand Loyalty (A Study on Nike Shoes in Manado). Jurnal Berkala Ilmiah Efisiensi, (3), 313-320.
• Mahjoub, H. ve Naeij, A. K. (2015). The Impact of Prestige, Consumer Personality and Self-Concept on Brand Loyalty. The International Journal Of Business and Management, 3 (4), 392-398.
• Moslehpour, M. ve Huyen, N. T. L. (2014). The Influence of Perceived Brand Quality and Perceived Brand Prestige on Purchase Likelihood of iPhone and HTC Mobile Phone in Taiwan. Research in Business and Management, 1 (1), 62-77. Rizwan, M., Javed, P. A., Aslam, J., Khan, R. ve Bibi, H. (2014). The Relationship of Brand Commitment, Brand Credibility, Perceived Quality, Customer Satisfaction and Brand Loyalty: An Empirical Study on Stylo Shoes. Journal of Sociological Research, 5 (1), 377-404. Seçer, İ. (2013). SPSS ve LIREL ile Pratik Veri Analizi. Ankara: Anı Turan, I. B. (2011). The Role of Personality Congruence, Perceived Quality and Brand Prestige on Brand Loyalty. (Yayımlanmamış Yüksek Lisans Tezi). Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul. Yousaf, U., Zulfiqar, R., Aslam, M. ve Altaf, M. (2012). Studying Brand Loyalty in The Cosmetics Industry. Scientific Journal of Logistics, 8 (4), 327-337.
• Yee, W. F. ve Sidek, Y. (2008). Influence of Brand Loyalty on Consumer Sportswear. Journal of Economics and Management, 2 (2), 221-236. Yılmaz, V., Çelik, E. (2009). Yapısal Eşitlik Modellemesi – I. Ankara: Pegem Akademi
• Yozgat, U. ve Deniz, R. B. (2010). Marka Kredibilitesinin Müşteri Tatmini, Sadakat, Zorunlu Bağlılık, Ağızdan Ağıza Pazarlama ve Marka Değiştirme Eğilimi Üzerindeki Etkisi (Banka Müşterileri Üzerinde Bir Araştırma). 15. Ulusal Pazarlama Kongresi, 125-132, İzmir.
• Zayerkabeh, S., Albabayi A. ve Abdoli M. (2012). Studying the Effect of Brand Credibility and Brand Prestige on Brand Loyalty. Australian Journal of Basic and Applied Sciences, 6 (8), 160-166.
• Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52 (3), 2-22.
• Zeren, D. ve Gökdağlı, N. (2017). Marka Prestiji ve Marka Kredibilitesinin Satın Alma Niyeti Üzerindeki Etkisi. İşletme ve İktisat Çalışmaları Dergisi, 5 (2), 91-102.
• Žvinytė, I. (2017). The Impact of Endorser Credibility on Brand Credibilty: The Moderating Effect of Involvement into The Product Category. (Yayımlanmamış Yüksek Lisans Tezi). ISM University of Management and Economics, Lithuania
• American Marketing Association Dictionary. (2017). Erişim Adresi. https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B