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Marka Güveni, Marka İmajı ve Marka Değerinin Marka Evangelizmi Üzerindeki Etkisi: E-Ticaret Markaları Üzerine Ampirik Bir Araştırma

Year 2022, Volume: 4 Issue: 6, 253 - 280, 01.04.2022

Abstract

Olumlu marka anlatımı olarak tanımlanan marka evangelizmi, kitleleri ikna etme amacıyla markayı gönüllü olarak savunarak markanın geniş kitlelere ulaşmasını, markanın benimsenmesini ve kullanılmasını sağlamaktadır. Bu çalışmada marka evangelizmi üzerinde marka güveni, marka imajı ve marka değerinin etkisini incelemek amaçlanmıştır. Çalışma kapsamı Türkiye' de faaliyette bulunan beş e-ticaret markasından (Amazon, Trendyol, Hepsiburada, Gittigidiyor ve N11) oluşmaktadır. Çalışmada kullanılan anket araştırma kapsamında yer alan e-ticaret markalarından en az birini kullanan müşteriler tarafından cevaplandırılmıştır. 391 geçerli anket çalışması Stata 15.0 istatistik programı ile analiz edilmiştir. Çalışmanın sonucuna göre marka güveni, marka imajı ve marka değeri değişkenlerinin marka evangelizmi üzerinde etkisi olduğu saptanmıştır. Bunun yanı sıra marka evangelizmi açısından e-ticaret kullanıcılarının sosyo-demografik özellikleri arasındaki fark incelenmiş ve sosyo-demografik özellikler arasında bir fark bulunamamıştır.

References

  • Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
  • American Marketing Association. Erişim Tarihi: 2.2.2021, Web: https://www.ama.org/the-definition-of-marketing-what-is-marketing/.
  • Anderson , E. & Weitz, B. (1989). Determinants of Continuity in Conventional Industrial Channel Dyads. Marketing Science, 8(4), 310-323.
  • Armstrong, G. ve Kotler, P. (2013). Marketing An Introduction. New Jersey: Prentice Hall.
  • Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J.B.E.M., & Ramachander, S. (2000). Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries. Journal of Consumer Psychology, 9(2), 83-95.
  • Becerra, E. P. & Badrinarayanan, V. (2013). The Influence of Brand Trust and Brand Identification on Brand Evangelism. Journal of Product & Brand Management, Vol. 22. (5/6), 371–383.
  • Berkkan, K. (2018). Mesih Krallığı Evanjelizm. İstanbul: Eftalya Kitap.
  • Chaudhuri, A. & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing 65(2), 81–93.
  • Delgado-Ballester, E. (2004). Applicability of a Brand Trust Scale across Product Categories A Multigroup Invariance Analysis. European Journal of Marketing, Vol, 38 No. 5/6, 573-592.
  • Delgado‐Ballester, E. & Luis Munuera‐Alemán, J. (2005). Does Brand Trust Matter to Brand Equity?. Journal of Product & Brand Management, 14(3), 187–196.
  • Deutsch, M. (1958). Trust and Suspicion. Journal of Conflict Resolution, 2: 265.
  • Dichter, E. (1985). What's In An Image. Journal of Consumer Marketing, 2(1), 75–81.
  • Doss, S. K. (2014). Spreading the Good Word: Toward an Understanding of Brand Evangelism. Journal of Management and Marketing Research, 1-16.
  • Elwell, W. A. (1984). Evangelical Dictionary of Theology. Michigan: Baker Book House Company.
  • Farquhar, P. H. (1989). Managing Brand Equity. Marketing Research, September, 24-33.
  • Fast Company. (2021). En Büyük 100 İnternet Şirketi. Erişim Tarihi: 26.07.2021, (Şubat-Mart, 7), Web: https://fastcompany.com.tr/calisma-hayati/en-buyuk-100-internet-sirketi/.
  • Gambetta, D. (1988). TRUST Making and Breaking Cooperative Relations. UK: Basil Blackwell Ltd.
  • Gaur, A. S. ve Gaur, S. S. (2009). Statistical Methods for Practice and Research. New Delhi: Response Books.
  • Gross, P. (2014). Growing Brands Through Sponsorship. Hanover, Germany: Dissertation University of Hanover, Springer Gabler.
  • Gürbüz, S. ve Şahin, F. (2018). Sosyal Bilimlerde Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık.
  • Igwe, S. R. & Nwamou, C. C. (2017). Brand Evangelism Attributes and Lecturers Loyalty of Automobiles in Rivers State. Covenant Journal of Business & Social Sciences, Vol 8, No 2, 23-39.
  • Işık, F. (2019). Çağrı Merkezi Uygulamalarının Tüketici Temelli Marka Değerine Etkisi: Ampirik bir Araştırma. Manisa Celal Bayar Üniversitesi, Doktora Tezi.
  • Kawasaki, G. (2015). The Art of Evangelism. Harvard Business Review. Web: https://hbr.org/2015/05/the-art-of-evangelism#.
  • Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. England: Pearson Education Limited.
  • Kim, H.B. & Kim, W. G. (2005). The Relationship between Brand Equity and Firms’ Performance in Luxury Hotels and Chain Restaurants. Tourism Management, 26, 549–560.
  • Kindersley, D. (2014). The Business Book. New York: Dorling Kindersley Limited.
  • Kıncal, R. Y. (2015). Bilimsel Araştırma Yöntemleri. Ankara: Nobel Akademik Yayıncılık.
  • Kotler, P. ve Keller, K. L. (2016). Marketing Management. England: Pearson Education Limited.
  • Kotler, P. (2019). A' dan Z' ye Pazarlama. (Çev. K. Bakkal, A.). İstanbul: Kapital Medya Hizmetleri A. Ş.
  • Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring Customer‐Based Brand Equity. Journal of Consumer Marketing, 12(4), 11–19.
  • Lau, G. T. & Lee, S. H. (1999). Consumers' Trust in a Brand and the Link to Brand Loyalty. Journal of Market Focused Management, 4(4), 341–370.
  • Malik, M. E., Naeem, B., & Munawar, M. (2012). Brand Image: Past, Present and Future. Journal of Basic and Applied Scientific Research, 2(12), 13069-13075.
  • Matzler, K., Pichler, E. A. & Hemetsberger, A. (2007). Who Is Spreading the Word? The Positive Influence of Extraversion on Consumer Passion and Evangelism. AMA Winter Educator's Conference Proceedings Marketing Theory and Applications, Vol 18, 1-22.
  • Moilanen, T. ve Rainisto, S. (2009). How To Brand Nations, Cities And Destinations. England: Palgrave Macmillan.
  • Morello, G. (1983). The Made in Issue: A Comparative Research on the Image of Domestic and Foreign Products. Serie Research Memorana 18, Faculty of Economics, Business Administration and Econometrics VU University Amsterdam.
  • Özdener, İ. H. (2018). E-Perakende Hizmet Kalitesinin Marka Değerine Etkisi: Trendyol Örneği. İstanbul Gelişim Üniversitesi, Yüksek Lisans Tezi.
  • Riivits-Arkonsuo, I., Kaljund, K., & Leppiman, A. (2014). Consumer Journey from First Experience to Brand Evangelism. Research in Economics and Business: Central and Eastern Europe, Vol 6, No 1, 5-28.
  • Seo, E.-J. & Park, J.-W. (2018). A Study on the Effects of Social Media Marketing Activities on Brand Equity and Customer Response in the Airline Industry. Journal of Air Transport Management, 66, 36-41.
  • Sığrı, Ü. (2018). Nitel Araştırma Yöntemleri. İstanbul: Beta Yayıncılık.
  • Silik, C. E. (2017). Tüketicilerin Iphone Satın Alma Tercihlerinde Marka Değerinin Etkisi: Ankara İli Örneği. Yönetim, Ekonomi ve Pazarlama Araştırmaları Dergisi, Cilt 1, Sayı 3, ss. 14-31.
  • Srivastava, M. & Kamdar, R. M. (2009). Brand Image Formation as a Function of Involvement and Familiarity. Paradigm, 13(1), 84–90.
  • Türk Dil Kurumu Güncel Sözlük. Erişim Tarihi: 2.2.2021, Web: https://sozluk.gov.tr/.
  • Türk Patent ve Marka Kurumu. Erişim Tarihi: 2.2.2021, Web: https://www.turkpatent.gov.tr/TURKPATENT/commonContent/MAbout.
  • Usta, A. (2020). Misyonerlik ve Evanjelizm. İstanbul: MC Matbaa Ltd. Şti.
  • Webrazzi. (2021). Türkiye'de 59 Milyon İnternet Kullanıcısının 55,8 Milyonu E-Ticarette. Erişim Tarihi: 10.05.2021, Web: https://webrazzi.com/.

The Effect of Brand Trust, Brand Image and Brand Equity on Brand Evangelism: An Empirical Research on E-Commerce Brands

Year 2022, Volume: 4 Issue: 6, 253 - 280, 01.04.2022

Abstract

Brand evangelism, which is defined as a "positive brand narration", enables the brand to reach large masses, adopt and use the brand by voluntarily advocating the brand with the aim to convince the masses. In this study, it is aimed to examine the effect of brand trust, brand image and brand equity on brand evangelism.The scope of the study consists of five e-commerce brands (Amazon, Trendyol, Hepsiburada, Gittigidiyor and N11) operating in Turkey. The survey used in the study was answered by customers using at least one of the e-commerce brands included in the research. 391 valid survey studies were analyzed with Stata 15.0 statistics program. According to the results of the study, it was determined that the variables of brand trust, brand image and brand equity have an effect on brand evangelism. In addition, in terms of brand evangelism, the difference between the socio-demographic characteristics of e-commerce users was analyzed and no difference was found between socio-demographic characteristics.

References

  • Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
  • American Marketing Association. Erişim Tarihi: 2.2.2021, Web: https://www.ama.org/the-definition-of-marketing-what-is-marketing/.
  • Anderson , E. & Weitz, B. (1989). Determinants of Continuity in Conventional Industrial Channel Dyads. Marketing Science, 8(4), 310-323.
  • Armstrong, G. ve Kotler, P. (2013). Marketing An Introduction. New Jersey: Prentice Hall.
  • Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J.B.E.M., & Ramachander, S. (2000). Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries. Journal of Consumer Psychology, 9(2), 83-95.
  • Becerra, E. P. & Badrinarayanan, V. (2013). The Influence of Brand Trust and Brand Identification on Brand Evangelism. Journal of Product & Brand Management, Vol. 22. (5/6), 371–383.
  • Berkkan, K. (2018). Mesih Krallığı Evanjelizm. İstanbul: Eftalya Kitap.
  • Chaudhuri, A. & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing 65(2), 81–93.
  • Delgado-Ballester, E. (2004). Applicability of a Brand Trust Scale across Product Categories A Multigroup Invariance Analysis. European Journal of Marketing, Vol, 38 No. 5/6, 573-592.
  • Delgado‐Ballester, E. & Luis Munuera‐Alemán, J. (2005). Does Brand Trust Matter to Brand Equity?. Journal of Product & Brand Management, 14(3), 187–196.
  • Deutsch, M. (1958). Trust and Suspicion. Journal of Conflict Resolution, 2: 265.
  • Dichter, E. (1985). What's In An Image. Journal of Consumer Marketing, 2(1), 75–81.
  • Doss, S. K. (2014). Spreading the Good Word: Toward an Understanding of Brand Evangelism. Journal of Management and Marketing Research, 1-16.
  • Elwell, W. A. (1984). Evangelical Dictionary of Theology. Michigan: Baker Book House Company.
  • Farquhar, P. H. (1989). Managing Brand Equity. Marketing Research, September, 24-33.
  • Fast Company. (2021). En Büyük 100 İnternet Şirketi. Erişim Tarihi: 26.07.2021, (Şubat-Mart, 7), Web: https://fastcompany.com.tr/calisma-hayati/en-buyuk-100-internet-sirketi/.
  • Gambetta, D. (1988). TRUST Making and Breaking Cooperative Relations. UK: Basil Blackwell Ltd.
  • Gaur, A. S. ve Gaur, S. S. (2009). Statistical Methods for Practice and Research. New Delhi: Response Books.
  • Gross, P. (2014). Growing Brands Through Sponsorship. Hanover, Germany: Dissertation University of Hanover, Springer Gabler.
  • Gürbüz, S. ve Şahin, F. (2018). Sosyal Bilimlerde Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık.
  • Igwe, S. R. & Nwamou, C. C. (2017). Brand Evangelism Attributes and Lecturers Loyalty of Automobiles in Rivers State. Covenant Journal of Business & Social Sciences, Vol 8, No 2, 23-39.
  • Işık, F. (2019). Çağrı Merkezi Uygulamalarının Tüketici Temelli Marka Değerine Etkisi: Ampirik bir Araştırma. Manisa Celal Bayar Üniversitesi, Doktora Tezi.
  • Kawasaki, G. (2015). The Art of Evangelism. Harvard Business Review. Web: https://hbr.org/2015/05/the-art-of-evangelism#.
  • Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. England: Pearson Education Limited.
  • Kim, H.B. & Kim, W. G. (2005). The Relationship between Brand Equity and Firms’ Performance in Luxury Hotels and Chain Restaurants. Tourism Management, 26, 549–560.
  • Kindersley, D. (2014). The Business Book. New York: Dorling Kindersley Limited.
  • Kıncal, R. Y. (2015). Bilimsel Araştırma Yöntemleri. Ankara: Nobel Akademik Yayıncılık.
  • Kotler, P. ve Keller, K. L. (2016). Marketing Management. England: Pearson Education Limited.
  • Kotler, P. (2019). A' dan Z' ye Pazarlama. (Çev. K. Bakkal, A.). İstanbul: Kapital Medya Hizmetleri A. Ş.
  • Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring Customer‐Based Brand Equity. Journal of Consumer Marketing, 12(4), 11–19.
  • Lau, G. T. & Lee, S. H. (1999). Consumers' Trust in a Brand and the Link to Brand Loyalty. Journal of Market Focused Management, 4(4), 341–370.
  • Malik, M. E., Naeem, B., & Munawar, M. (2012). Brand Image: Past, Present and Future. Journal of Basic and Applied Scientific Research, 2(12), 13069-13075.
  • Matzler, K., Pichler, E. A. & Hemetsberger, A. (2007). Who Is Spreading the Word? The Positive Influence of Extraversion on Consumer Passion and Evangelism. AMA Winter Educator's Conference Proceedings Marketing Theory and Applications, Vol 18, 1-22.
  • Moilanen, T. ve Rainisto, S. (2009). How To Brand Nations, Cities And Destinations. England: Palgrave Macmillan.
  • Morello, G. (1983). The Made in Issue: A Comparative Research on the Image of Domestic and Foreign Products. Serie Research Memorana 18, Faculty of Economics, Business Administration and Econometrics VU University Amsterdam.
  • Özdener, İ. H. (2018). E-Perakende Hizmet Kalitesinin Marka Değerine Etkisi: Trendyol Örneği. İstanbul Gelişim Üniversitesi, Yüksek Lisans Tezi.
  • Riivits-Arkonsuo, I., Kaljund, K., & Leppiman, A. (2014). Consumer Journey from First Experience to Brand Evangelism. Research in Economics and Business: Central and Eastern Europe, Vol 6, No 1, 5-28.
  • Seo, E.-J. & Park, J.-W. (2018). A Study on the Effects of Social Media Marketing Activities on Brand Equity and Customer Response in the Airline Industry. Journal of Air Transport Management, 66, 36-41.
  • Sığrı, Ü. (2018). Nitel Araştırma Yöntemleri. İstanbul: Beta Yayıncılık.
  • Silik, C. E. (2017). Tüketicilerin Iphone Satın Alma Tercihlerinde Marka Değerinin Etkisi: Ankara İli Örneği. Yönetim, Ekonomi ve Pazarlama Araştırmaları Dergisi, Cilt 1, Sayı 3, ss. 14-31.
  • Srivastava, M. & Kamdar, R. M. (2009). Brand Image Formation as a Function of Involvement and Familiarity. Paradigm, 13(1), 84–90.
  • Türk Dil Kurumu Güncel Sözlük. Erişim Tarihi: 2.2.2021, Web: https://sozluk.gov.tr/.
  • Türk Patent ve Marka Kurumu. Erişim Tarihi: 2.2.2021, Web: https://www.turkpatent.gov.tr/TURKPATENT/commonContent/MAbout.
  • Usta, A. (2020). Misyonerlik ve Evanjelizm. İstanbul: MC Matbaa Ltd. Şti.
  • Webrazzi. (2021). Türkiye'de 59 Milyon İnternet Kullanıcısının 55,8 Milyonu E-Ticarette. Erişim Tarihi: 10.05.2021, Web: https://webrazzi.com/.
There are 45 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Articles
Authors

Süheyla Süer 0000-0001-5734-2552

Publication Date April 1, 2022
Submission Date December 25, 2021
Acceptance Date January 20, 2022
Published in Issue Year 2022 Volume: 4 Issue: 6

Cite

APA Süer, S. (2022). Marka Güveni, Marka İmajı ve Marka Değerinin Marka Evangelizmi Üzerindeki Etkisi: E-Ticaret Markaları Üzerine Ampirik Bir Araştırma. Uluslararası Sosyal Bilimler Ve Eğitim Dergisi, 4(6), 253-280.

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Editor in Chief:  Prof. Dr. Aytekin DEMİRCİOĞLU