MARKA OTANTİKLİĞİNİN TÜKETİCİ TEMELLİ MARKA DEĞERİ ÜZERİNDEKİ ETKİSİ

Year 2017, 22. UPK Ahmet Hamdi İSLAMOĞLU Special Issue, 127 - 144, 26.12.2017

Bahar Yaşin Nargiz Zulfugarova , Adem Uysal , Fahatie Doumbıa

https://doi.org/10.18092/ulikidince.353284

Cited By: 2

Abstract

Tüketicilerin
ürün ve hizmet tercihinde belirsizliğin arttığı durumlarda, gerçekçi olma,
özgün olma, güvenilir olma, sürekli yani devamlılığı olma, orijinal olma ve
doğal olma gibi kavramları içeren otantiklik, marka başarısında önemli
etmenler arasında yerini almış ve tüketicilerin referans alacağı bir
kaynak olmuştur. Hızlı servis operasyon tipinde faaliyet gösteren markalara
yönelik marka otantikliğinin ölçülmesi ile marka otantikliğinin tüketici
temelli marka değeri üzerindeki etkisinin araştırıldığı bu çalışma, hızlı servis/yemek operasyon tipinde
faaliyet gösteren işletmelerden alışveriş yapan tüketicilere yönelik yüz yüze anket uygulanarak gerçekleştirilmiştir.
Verile­rin analizinde ve araştırma hipotezlerinin test edilmesinde keşfedici
faktör analizi, doğrulayıcı faktör analizi ve yapısal eşitlik modeli
uygulanmıştır. Araştırma sonucunda, orijinallik ve güvenirlik/doğallık boyutlarının, marka
otantikliğinin ölçülmesinde
anlamlı etkileri olduğu ve marka otantikliğinin, genel marka değeri üzerindeki etkisinin
yüksek olduğu görülmüştür.

Keywords

Marka Otantikliği, Tüketici Temelli Marka Değeri, Fast Food Markaları, Yapısal Eşitlik Modeli

THE EFFECT OF BRAND AUTHENTICITY ON CONSUMER BASED BRAND EQUITY

Abstract

In times of increasing
uncertainty within the preferences of product and service, authenticity
including concepts such as individuality,
reliability, continuity, originality and naturalness has become a fundamental
human resource and a major factor for brand success.  The goal of this study is to measure brand authenticity and
the effect of the brand authenticity on brand equity with the consumer-based perspective. Research data was obtained via
face to face survey method from consumers who bought at fast food service
businesses. Exploratory factor analysis, confirmatory factor analyses and structural equation
modeling were employed to investigate the hypothesized relationships. As a
result of the research, it has been found that originality,
reliability/naturalness dimensions have significant effects on the measurement
of brand authenticity. In addition, it was observed that overall brand authenticity
has high effect on overall brand equity.

Keywords

Brand Authenticity, Consumer Based Brand Equity, Fast Food Brands, Structural Equation Model

References

• Aaker, D.A. (1991). Management brand equity.
• Bayram, N. (2013). Yapısal Eşitlik Modellemesine Giriş Amos Uygulamaları. Ezgi Kitabevi.
• Beattie, G., & Fernley L. (2014). The Age of Authenticity: An Executive Summary. http://www.yrgrp.com/sites/default/files/files/CohnWolfe_Authentic-Brands14.pdf.
• Beverland, M. B. (2005). Crafting Brand Authenticity: The Case Of Luxury Wines. Journal Of Management Studies. 42(5), 1003-1029.
• Beverland, M. B., & Farrelly, F. J. (2009). The Quest For Authenticity İn Consumption: Consumers’ Purposive Choice Of Authentic Cues To Shape Experienced Outcomes. Journal of Consumer Research, 36(5), 838-856.
• Bruhn, M., Schoenmüller, V. Schafer, D. & Heinrich, D. (2012). Brand Authenticity: Towards a Deeper Understanding of Its Conceptualization and Measurement. Advances in Consumer Research, 40, 567-576.
• Burnett, J., & Hutton, R. B. (2007). New Consumers Need New Brands. Journal of Product & Brand Management. 16(5), 342-347.
• Cappannelli, G. & Cappannelli, S.C. (2004). Authenticity: Simple Strategies for Greater Meaning and Purpose at Work and at Home. USA: Emmis Books.
• Coary, S. P. (2013). Scale Construction and Effects of Brand Authenticity (Doctoral dissertation, University of Southern California).
• Demirel, E. Ü., & Yıldız, E. (2015). Marka Özgünlüğünün Marka Tercihi, Müşteri Tatmini Ve Marka Sadakati Üzerindeki Etkileri: Bilgisayar Markaları Üzerine Bir Araştırma. Öneri Dergisi, 11(44), 83-100.
• Friedman, T. Dünya Düzdür. (2010). 6.Baskı. L.Cinemre (Çev.), İstanbul: Boyner
• Gilmore, J.H. & Pine, B.J. (2007). Authenticity: What Consumers Really Want. Cambridge:Harvard Business School Press Management. 32(2), 233-242.
• Gök, A., & Bulut D. (2015). Tüketici Temelli Marka Değeri Algılamalarının Gsm Operatörleri Bazında Analizi: Van Yüzüncü Yıl Üniversitesi Örneği. The Journal of Academic Social Science Studies. Number: 39 , p. 89-107, Autumn III.
• Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate Data Analysis: A Global Perspective (Vol. 7). Upper Saddle River, NJ: Pearson. Jourdan, P. (2002). Measuring Brand Equity: Proposal For Conceptual And Methodological İmprovements. NA-Advances in Consumer Research Volume 29.
• Keller, K.L. (1993). Conceptualizing, Measuring, And Managing Customer-Based Brand Equity. The Journal of Marketing, 1-22.
• Krom, I., & Guzel, E. (2006). Postmodern Branding Experience Of Cultural Omnivores: Zorlu Center Case.
• Leigh, T. W., Peters, C., & Shelton, J. (2006). The Consumer Quest For Authenticity: The Multiplicity Of Meanings Within The MG Subculture Of Consumption. Journal of the Academy of Marketing Science, 34(4), 481-493.
• Lu, A. C. C., Gursoy, D., & Lu, C. Y. (2015). Authenticity Perceptions, Brand Equity And Brand Choice İntention: The Case Of Ethnic Restaurants. International Journal of Hospitality Management, 50, 36-45.
• Morhart, F., Malär, L., Guevremont, A., Girardin, F., & Grohmann, B. (2015). Brand Authenticity: An İntegrative Framework And Measurement Scale. Journal of Consumer Psychology, 25(2), 200-218.
• Napoli, J., Dickinson, S.J., Beverland, M.B. & Farrelly, F. (2014). Measuring Consumer-Based Brand Authenticity. Journal of Business Research, 67, 1090-1098. Passikoff, R. (2016). The Brand Authencity Cycle. https://brandkeys.com/the-brand-authenticity-cycle/.
• Schallehn, M., Burmann, C., & Riley, N. (2014). Brand Authenticity: Model Development And Empirical Testing. Journal of Product & Brand Management, 23(3), 192-199.
• 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.
• Yoo, B., & Donthu, N. (2001). Developing And Validating A Multidimensional Consumer-Based Brand Equity Scale. Journal of Business Research, 52(1), 1-14.
• Yurtman, A., (2001). Fast Food Sektör Profil Araştırması. İstanbul Ticaret Odası Yayınları.