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ÖZ BENLİĞİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİNİN DERMOKOZMETİK ÜRÜN PAZARI İÇİN İNCELENMESİ

Year 2020, Volume: 6 Issue: 2, 199 - 216, 29.08.2020

Abstract

Tüketici davranışı literatüründe özellikle markalar için önemli birer kavram olan öz benlik uyumu ve marka sadakati bu çalışmanın ana konusu olarak seçilmiştir. Bu doğrultuda çalışmanın amacı, öz benlik uyumunun marka sadakati üzerindeki doğrudan ve dolaylı etkilerini gösteren bir modeli test etmek olarak belirlenmiştir. Model, öz benlik uyumunun doğrudan, ürün ilgilenimi ve marka ilişki kalitesiyle dolaylı olarak marka sadakatini olumlu yönde etkilediğini ortaya koymaktadır. Araştırmanın örneklemini 303 dermokozmetik kullanıcısı oluşturmaktır. Dermokozmetik market büyüyen ve gelişen bir pazardır ve kullanıcıları her yaştan ve segmentten olduğu için araştırma konusu seçilmiştir. Veriler araştırma modelini desteklemektedir. Öz benlik uyumu marka sadakatini doğrudan olumlu etkilemektedir. Ayrıca marka ilişki kalitesi ve ürün ilgilenimi tam aracılık yaparak öz benlik uyumunun marka sadakati üzerindeki etkisini olumlu etkilemektedir. Tüm bu sonuçlar ışığında tüketicilerin kendi kişiliklerine uygun olarak marka/ürün tercih ettikleri dolayısıyla marka yöneticilerinin tüketici-marka ilişkisine çok daha fazla önem vermelerinin gerekliliği ortaya konulmuştur.

References

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INVESTIGATION OF THE EFFECT OF THE SELF IMAGE CONGRUENCE ON BRAND LOYALTY FOR THE DERMOCOSMETIC PRODUCT MARKET

Year 2020, Volume: 6 Issue: 2, 199 - 216, 29.08.2020

Abstract

In the literature on consumer behavior, self-image congruence and brand loyalty, which are important concepts for brands, have been chosen as the main subject of this study. The aim of this study is to test a model showing the direct and indirect effects of self-image congruence on brand loyalty. The model posits that self-image congruence positively affects brand loyalty directly and indirectly through product involvement, and brand relationship qualityThe research sample of 303 dermocosmetic consumers was included in the study with questionnaires. The dermocosmetic market is a growing and developing market and since its users are from every age and segment, the research topic has been chosen. The data supports the research model. Self image congruence directly and positive affects brand loyalty. In addition, brand relationship quality and product involvement are fully mediated and have a positive impact on the self image congruence on brand loyalty. In the light of all these results, it is revealed that consumers prefer brand / product in accordance with their personalities and therefore brand managers should pay more attention to consumer-brand relationship.

References

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  • Abel, J. I., Buff, C. L., & O'Neill, J. C. (2013). Actual Self-Concept Versus Ideal Self-Concept: An Examination Of Image Congruence and Consumers In The Health Club Industry. Sport, Business and Management: An International Journal, 3(1), 78-96.
  • Achouri, M. A., and Bouslama, N. (2010). The Effect of the Congruence between Brand Personality and Self-Image on Consumers' Satisfaction and Loyalty: A Conceptual Framework. IBIMA Business Review. 1-16
  • Armutlu, C., ve Üner, M. M. (2009). Benlik İmajı Uyumu, Tüketici Tatmini ve Marka Sadakati İlişkisi Üzerine Görgül Bir Araştırma. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 11(3), 1-26.
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  • Belanche, D., Flavián, C., & Pérez-Rueda, A. (2017). Understanding interactive online advertising: Congruence and product involvement in highly and lowly arousing, skippable video ads. Journal of Interactive Marketing, 37, 75-88.
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  • Cosmetic Market Size, Share, İndustry Trends And Analysis. (2019) 25.01.2020 tarihinde https://www.alliedmarketresearch.com/cosmetics-market adresinden alınmıştır.
  • Das, G. (2014). Impacts Of Retail Brand Personality And Self-Congruity On Store Loyalty: The Moderating Role Of Gender. Journal of Retailing and Consumer services, 21(2), 130-138.
  • Ericksen, M. K., and Sirgy, M. J. (1992). Employed Females’ Clothing Preference, Self-image Congruence, And Career Anchorage. Journal of Applied Social Psychology, 22, 408–422.
  • Ferreira, A. G., and Coelho, F. J. (2015). Product involvement, price perceptions, and brand loyalty. Journal of Product & Brand Management. 24 (4), 349–364
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  • Francisco-Maffezzolli, E. C., Semprebon, E., & Prado, P. H. M. (2014). Construing loyalty through brand experience: The mediating role of brand relationship quality. Journal of Brand Management, 21(5), 446-458.
  • Fu, X., Kang, J., and Tasci, A. (2017). Self-congruity and flow as antecedents of attitude and loyalty towards a theme park brand. Journal of Travel & Tourism Marketing, 34(9), 1261-1273.
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  • Huang, C. C., Fang, S. C., Huang, S. M., Chang, S. C., & Fang, S. R. (2014). The impact of relational bonds on brand loyalty: the mediating effect of brand relationship quality. Managing Service Quality. 24(2), 184-204. Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The Effects Of Social Media On Emotions, Brand Relationship Quality, And Word Of Mouth: An Empirical Study Of Music Festival Attendees. Tourism Management, 47, 68-76.
  • Ibrahim, H., and Najjar, F. (2008). Assessing The Effects Of Self-Congruity, Attitudes And Customer Satisfaction On Customer Behavioural Intentions in Retail Environment. Marketing Intelligence & Planning, 26(2), 207-227.
  • Jamal, A., and Goode, M. M. (2001). Consumers And Brands: A Study Of The Impact Of Self-image Congruence On Brand Preference And Satisfaction. Marketing Intelligence & Planning, 19(7), 482-492.
  • Kang, J., Tang, L., and Lee, J. Y. (2015). Self-congruity and functional congruity in brand loyalty. Journal of Hospitality & Tourism Research, 39(1), 105-131.
  • Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct And Indirect Effects Of Self-image Congruence On Brand Loyalty. Journal of Business research, 59(9), 955-964.
  • Krystallis, A., and Chrysochou, P. (2014). The effects of service brand dimensions on brand loyalty. Journal of Retailing and Consumer Services, 21(2), 139-147.
  • Koç, F., Kaya, N., Özbek, V., ve Akkılıç, M. E. (2014). Algılanan Fiyat İle Tüketici Güveni Arasında Algılanan Hizmet Kalitesinin Aracı Etkisi: Bankacılık Ve Gsm Sektörlerinin Karşılaştırılmasına Yönelik Bir Araştırma. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 13: 1-26.
  • Lesschaeve, I., and Bruwer, J. (2010). The importance of consumer involvement and implications for new product development. In Consumer-driven innovation in food and personal care products (pp. 386-423). Woodhead Publishing.
  • Levy, S. (1959). Symbols For Sale. Harvard Business Review, 37, 117–124.
  • Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self‐Congruity, Brand Attitude, And Brand Loyalty: A Study On Luxury Brands. European Journal of Marketing, 46, 922–937.
  • Mangleburg, T. F., Sirgy, M. J., Grewal, D., Axsom, D., Hatzios, M., Claiborne, C. B., & Bogle, T. (1998). The Moderating Effect Of Prior Experience in Consumers' Use Of User-Image Based Versus Utilitarian Cues in Brand Attitude. Journal of Business and Psychology, 13(1), 101-113.
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  • Mothersbaugh, D. L. And Hawkins, D. I. (2015). Consumer Behavior: Building Marketing Strategy. (Thırteenth Edıtıon) New York: Mcgraw-Hill Higher Education.
  • Moulard, J. G., Garrity, C. P., & Rice, D. H. (2015). What Makes A Human Brand Authentic? Identifying The Antecedents Of Celebrity Authenticity. Psychology & Marketing, 32(2), 173-186.
  • Nam, J., Ekinci, Y., and Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of tourism Research, 38(3), 1009-1030.
  • O'Malley, L., and Tynan, C. (2001). Reframing Relationship Marketing For Consumer Markets. Interactive Marketing, 2(3), 240-246.
  • Park, S. Y., and Lee, E. M. (2005). Congruence Between Brand Personality And Self-image, And The Mediating Roles Of Satisfaction And Consumer-Brand Relationship On Brand Loyalty. ACR Asia-Pacific Advances. 6, 39-45.
  • PAGEV (2017) Türkiye Plastik Kozmetik Ambalaj Sektör İzleme Raporu, 10.02.2020 tarihinde https://www.pagev.org/upload/files/Hammadde%20Yeni%20Tebliğ%20Bilg.%203/Türkiye%20Plastik%20Kozmetik%20Ambalaj%20Sektör%20Raporu%202017%206%20Ay.pdf adresinden alınmıştır.
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  • Rosenberg, M. (1989). Self-Concept Research: A Historical Overview. Social forces, 68(1), 34-44.
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There are 72 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Sezer Korkmaz This is me 0000-0001-9393-5136

Ece Doğuç This is me 0000-0002-9112-6404

Publication Date August 29, 2020
Acceptance Date July 1, 2020
Published in Issue Year 2020 Volume: 6 Issue: 2

Cite

APA Korkmaz, S., & Doğuç, E. (2020). ÖZ BENLİĞİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİNİN DERMOKOZMETİK ÜRÜN PAZARI İÇİN İNCELENMESİ. Uluslararası Sağlık Yönetimi Ve Stratejileri Araştırma Dergisi, 6(2), 199-216.
AMA Korkmaz S, Doğuç E. ÖZ BENLİĞİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİNİN DERMOKOZMETİK ÜRÜN PAZARI İÇİN İNCELENMESİ. USAYSAD. August 2020;6(2):199-216.
Chicago Korkmaz, Sezer, and Ece Doğuç. “ÖZ BENLİĞİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİNİN DERMOKOZMETİK ÜRÜN PAZARI İÇİN İNCELENMESİ”. Uluslararası Sağlık Yönetimi Ve Stratejileri Araştırma Dergisi 6, no. 2 (August 2020): 199-216.
EndNote Korkmaz S, Doğuç E (August 1, 2020) ÖZ BENLİĞİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİNİN DERMOKOZMETİK ÜRÜN PAZARI İÇİN İNCELENMESİ. Uluslararası Sağlık Yönetimi ve Stratejileri Araştırma Dergisi 6 2 199–216.
IEEE S. Korkmaz and E. Doğuç, “ÖZ BENLİĞİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİNİN DERMOKOZMETİK ÜRÜN PAZARI İÇİN İNCELENMESİ”, USAYSAD, vol. 6, no. 2, pp. 199–216, 2020.
ISNAD Korkmaz, Sezer - Doğuç, Ece. “ÖZ BENLİĞİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİNİN DERMOKOZMETİK ÜRÜN PAZARI İÇİN İNCELENMESİ”. Uluslararası Sağlık Yönetimi ve Stratejileri Araştırma Dergisi 6/2 (August 2020), 199-216.
JAMA Korkmaz S, Doğuç E. ÖZ BENLİĞİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİNİN DERMOKOZMETİK ÜRÜN PAZARI İÇİN İNCELENMESİ. USAYSAD. 2020;6:199–216.
MLA Korkmaz, Sezer and Ece Doğuç. “ÖZ BENLİĞİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİNİN DERMOKOZMETİK ÜRÜN PAZARI İÇİN İNCELENMESİ”. Uluslararası Sağlık Yönetimi Ve Stratejileri Araştırma Dergisi, vol. 6, no. 2, 2020, pp. 199-16.
Vancouver Korkmaz S, Doğuç E. ÖZ BENLİĞİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİNİN DERMOKOZMETİK ÜRÜN PAZARI İÇİN İNCELENMESİ. USAYSAD. 2020;6(2):199-216.