Çevrimiçi Alışveriş Platformlarında Markalar Müşteri Marka İlişkisini Nasıl Geliştirebilir: Marka Cinsiyeti Özelliklerinin Düzenleyici Rolü (Trendyol Türkiye Uygulaması)

Parisa Alizade

doi:10.32709/akusosbil.1260370

TR EN

Çevrimiçi Alışveriş Platformlarında Markalar Müşteri Marka İlişkisini Nasıl Geliştirebilir: Marka Cinsiyeti Özelliklerinin Düzenleyici Rolü (Trendyol Türkiye Uygulaması)

Öz

Marka sevgisi son zamanlarda pazarlama literatüründe çok önem kazan bir konu olmuştur. Çalışmanın odak noktası marka sevgisinin bazı öncüllerini ortaya koymaktır. Çalışmada marka sevgisi öncülleri olarak marka itibarı ve teknolojik özellikler öne sürülmüştür. Bu faktörlerin marka sevgisi üzerindeki doğrudan etkisinden söz edilmemiştir. Bu nedenle, çalışmada kullanım kolaylığı ve kullanışlılık teknolojik özelliklerinin ve marka itibarının doğrudan marka sevgisini etkileyip etkilemediği araştırılmıştır. Bu çalışma, Trendyol alışveriş platformunda faaliyet gösteren markaların itibarı ve teknolojik özelliklerinin tüketicilerin marka sevgisi duyguları üzerinde ve marka sevgisinin marka sadakati ve olumlu ağızdan ağıza iletişim üzerindeki etkisini belirlemeyi amaçlamaktadır. Ayrıca, yapısal modeldeki ilişkilerde marka cinsiyeti özelliklerinin düzenleyici rolü de incelenmiştir. Çalışmada İstanbul’da yaşayan ve Trendyol çevrimiçi platformundan alışveriş yapan kişilere anket çevrimiçi olarak uygulanmıştır. Dağıtılan anketlerden 480 veriye ulaşılmıştır. Elde edilen verilerin analizinde SPSS ve AMOS programları kullanılarak güvenilirlik analizi, açıklayıcı ve doğrulayıcı faktör analizleri, korelasyon ve yapısal eşitlik modellemesi analizleri yapılmıştır. Elde edilen sonuçlara göre, algılanan kullanışlılık teknolojik özelliği tüketicilerin markaya yönelik sevgi duygularını etkilememektedir. Araştırma bulguları, marka itibarının ve algılanan kullanım kolaylığının marka sevgisi üzerindeki etkisini, marka sevgisinin marka sadakati ve olumlu ağızdan ağıza iletişim üzerindeki etkisini ve aynı zamanda marka itibarı, marka sevgisi, marka sadakati ve olumlu ağızdan ağıza iletişim arasındaki ilişkilerde marka cinsiyeti özelliklerinin yarattığı düzenleyici etkiyi ortaya çıkarmıştır.

Anahtar Kelimeler

Marka İtibarı, Marka Sevgisi, Marka Sadakati, Olumlu Ağızdan Ağıza İletişim, Marka Cinsiyeti

How Brands on Online Shopping Platforms Can Improve Customer-Brand Relationship: The Moderating Roles of Brand Gender Characteristics (Trendyol Turkey Application)

Öz

Brand love has become a very important topic in the marketing literature lately. The focus of the study is to reveal some antecedents of brand love. In the study, brand reputation and technological features were suggested as the precursors of brand love. Therefore, in the study it was investigated whether the technological features and brand reputation directly affect brand love. The present study aims to determine the impact of attributes of brands operating on Trendyol shopping platform on brand love and the impact of brand love on brand loyalty and positive word of mouth. In addition, the moderator roles of brand gender characteristics in the relationships of structural model were examined. In the study the questionnaire was applied to 480 consumers living in Istanbul and shopping from Trendyol online platform. In the analyses of the obtained data, explanatory and confirmatory factor analyzes, correlation and structural equation modeling analyzes were performed using SPSS and AMOS programs. The findings elicited the impact of brand reputation and perceived ease of use on brand love, the impact of brand love on brand loyalty and positive word of mouth communications and also the moderating roles of brand gender characteristics on correlations between brand reputation, brand love, brand loyalty and positive word of mouth communications.

Anahtar Kelimeler

Brand Reputation, Brand Love, Brand Loyalty, Positive Word of Mouth, Brand Gender

Kaynakça

Aaker, J. (1997), “Dimensions of brand personality”, Journal of Marketing Research, 34(3), 347–356.
Ahearne, M., Bhattacharya, C. B., & Gruen, T. (2005), “Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing”, Journal of Applied Psychology, 90(3), 574–585.
Albert, N., Merunka, D., & Valette-Florence, P. (2008), “When consumers love their brands: Exploring the concept and its dimensions”, Journal of Business research, 61(10), 1062-1075.
Alreck, P. L., Settle, R. B., & Belch, M. A. (1982). Who responds to” gendered” ads, and how? Masculine brands versus feminine brands. Journal of Advertising Research, 22(2), 25–32.
Amin, M., Rezaei, S., & Abolghasemi, M. (2014), “User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust”, Nankai Business Review International, 5(3), 258-274. Avery, J. (2012), “Defending the markers of masculinity: Consumer resistance to brand gender bending”, International Journal of Research in Marketing, 29(4), 322-336.
Bagozzi, R. P., & Yi, Y. (1988), “On the evaluation of structural equation models”, Journal of the academy of marketing science, 16(1): 74-94. Baker-Eveleth, L., & Stone, R. W. (2020), “User's perceptions of perceived usefulness, satisfaction, and intentions of mobile application”, International Journal of Mobile Communications, 18(1), 1-18.
Barrett, L. F., ve Bliss-Moreau, E. (2009). She’s emotional. He’s having a bad day: Attributional explanations for emotion stereotypes. Emotion, 9(5), 649-658.
Bartikowski, B., & Walsh, G. (2011), “Investigating mediators between corporate reputation and customer citizenship behaviors”, Journal of Business Research, 64(1), 39-44.
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012), “Brand love”, Journal of marketing, 76(2), 1-16. Boerman, S. C., Van Reijmersdal, E. A., ve Neijens, P. C. (2014). Effects of sponsorship disclosure timing on the processing of sponsored content: A study on the effectiveness of European disclosure regulations. Psychology & Marketing, 31(3), 214-224.
Boeuf, B. (2020). Boys do not cry: the negative effects of brand masculinity on brand emotions. Marketing Letters, 31(2), 247-264.

Carroll, B. A., & Ahuvia, A. C. (2006), “Some antecedents and outcomes of brand love”, Marketing letters, 17(2), 79-89.
Chang, H. H., & Wang, H. W. (2007), “The relationships among e-service quality, value, satisfaction and loyalty in online shopping”, ACR European Advances, 8, 10-14.
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.
Chiu, C. M., Chang, C. C., Cheng, H. L., & Fang, Y. H. (2009), “Determinants of customer repurchase intention in online shopping”, Online information review, 33(4), 761-784. Choi, S., Lehto, X. Y., & Morrison, A. M. (2007), “Destination image representation on the web: Content analysis of Macau travel related websites”, Tourism management, 28(1), 118-129.
Davis, F. D. (1989), “Perceived usefulness, perceived ease of use, and user acceptance of information technology”, MIS Quarterly, 13(3), 319-340.
Davis, F.D., Bagozzi, R.P., & Warshaw, P.R. (1989), “User acceptance of computer technology: A comparison of two theoretical models”, Management Science, 35(8), 982–1003.
Drennan, J., Bianchi, C., Cacho-Elizondo, S., Louriero, S., Guibert, N., & Proud, W. (2015), “Examining the role of wine brand love on brand loyalty: A multi-country comparison”, International Journal of Hospitality Management, 49, 47-55. East, R., Hammond, K., & Lomax, W. (2008), “Measuring the impact of positive and negative word of mouth on brand purchase probability”, International journal of research in marketing, 25(3), 215-224.
Eastlick, M. A., Lotz, S. L., & Warrington, P. (2006), “Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment”, Journal of business research, 59(8), 877-886.
Esch, F. R., Langner, T., Schmitt, B. H., & Geus, P. (2006), “Are brands forever? How brand knowledge and relationships affect current and future purchases”, Journal of product & brand management, 15(2), 98-105. Flavián, C., Guinalíu, M., & Gurrea, R. (2006), “The role played by perceived usability, satisfaction and consumer trust on website loyalty”, Information & management, 43(1), 1-14.
Fombrun, C. J., & Rindova, V. P. (2000), “The road to transparency: Reputation management at Royal Dutch/Shell”, The expressive organization, 7, 7-96. Fornell, C. and Larcker, D.F. (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, 18(1), 39-50.
Foroudi, P., Dinnie, K., Kitchen, P. J., Melewar, T. C., & Foroudi, M. M. (2017), “IMC antecedents and the consequences of planned brand identity in higher education”, European Journal of Marketing, 51(3), 528-550.
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018), “Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention”, Journal of Business Research, 89, 462-474.
Freling, T. H., & Forbes, L. P. (2005). “An examination of brand personality through methodological triangulation”, Journal of brand management, 13(2), 148-162.
Fullwood, C., Quinn, S., Kaye, L. K., & Redding, C. (2017), “My virtual friend: A qualitative analysis of the attitudes and experiences of Smartphone users: Implications for Smartphone attachment”, Computers in Human Behavior, 75, 347-355.
Grohmann, B. (2009), “Gender dimensions of brand personality”, Journal of Marketing Research, 46, 105–119.
Ha, H. Y., & Perks, H. (2005), “Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust”, Journal of consumer behaviour: An international research review, 4(6), 438-452. Ha, J., & Stoel, L. (2009), “Consumer E-Shopping acceptance: Antecedents in a technology acceptance model”, Journal of Business Research, 62(5), 565 –571.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. (2006), Multivariate data analysis, Uppersaddle River, 6th Edition. Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017), “Toward a theory of customer engagement marketing”, Journal of the Academy of marketing science, 45(3), 312-335.
Herbig, P., & Milewicz, J. (1995), “The relationship of reputation and credibility to brand success”, Journal of consumer marketing, 12(4), 5-11.
Hernandez, B., Jimenez, J., & Martín, M. J. (2009), “Adoption vs acceptance of e‐commerce: two different decisions”, European Journal of Marketing, 43(9/10), 1232-1245. Holt, D. B. (1997), “Poststructuralist lifestyle analysis: Conceptualizing the social patterning of consumption in postmodernity”, Journal of Consumer research, 23(4), 326-350.
Iqbal, J., Malik, M., Yousaf, S., & Yaqub, R. M. S. (2021), “Brand reputation, brand experience, and electronic word of mouth toward smartphone: investigating the mediating role of brand love”, Journal of Public Affairs, 21(3), e2455.
Islam, J. U., & Rahman, Z. (2016), “Linking customer engagement to trust and word-of-mouth on Facebook brand communities: An empirical study”, Journal of Internet Commerce, 15(1), 40-58.
Jain, S. P., & Posavac, S. S. (2004). Valenced comparisons. Journal of marketing Research, 41(1), 46-58.
Jurisic, B., & Azevedo, A. (2011), “Building customer–brand relationships in the mobile communications market: The role of brand tribalism and brand reputation”, Journal of Brand Management, 18(4), 349-366. Karjaluoto, H., Munnukka, J., & Kiuru, K. (2016), “Brand love and positive word of mouth: the moderating effects of experience and price”, Journal of Product & Brand Management, 25(6), 527-537.
Kline, R.B. (2011). Principles and Practice of Structural Equation Modeling. New York: The Guilford Press.
Köklü, N., Büyüköztürk, Ş., ve Coklu, Ö. (2006), Sosyal Bilimler İçin İstatistik. Pegem A Yayınları, Ankara.
Legris, P., Ingham, J.,& Collerette, P. (2003), “Why do people use information technology? A critical review of the technology acceptance model”, Information and Management, 40(3), 1–14.
Lieven, T., Grohmann, B., Herrmann, A., Landwehr, J. R., & Van Tilburg, M. (2015), “The effect of brand design on brand gender perceptions and brand preference”, European Journal of Marketing, 49(1–2), 146–169.
Lieven, T., & Hildebrand, C. (2016). The impact of brand gender on brand equity: Findings from a large scale cross-cultural study in ten countries. International Marketing Review, 33(2), 178-195.
Lin, W.B. (2008), “Construction of on-line consumer behavior models: a comparative study of industries in Taiwan”, International Journal of Commerce and Management, 18(2), 123-149.
Lin, J. C. C., & Lu, H. (2000), “Towards an understanding of the behavioural intention to use a web site”, International journal of information management, 20(3), 197-208.
Loureiro, S. M. C., Ruediger, K. H., & Demetris, V. (2012), “Brand emotional connection and loyalty”, Journal of Brand Management, 20(1), 13-27.
Luo, M. M., Chen, J. S., Ching, R. K., & Liu, C. C. (2011), “An examination of the effects of virtual experiential marketing on online customer intentions and loyalty”, The Service Industries Journal, 31(13), 2163-2191.
Machado, J. C., Vacas-de-Carvalho, L., Azar, S. L., André, A. R., ve dos Santos, B. P. (2019). “Brand gender and consumer based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love”, Journal of Business Research, 96, 376-385.
Moon, J. W., & Kim, Y. G. (2001), “Extending the TAM for a World-Wide-Web context”, Information & management, 38(4), 217-230.
Morgan-Thomas, A., & Veloutsou, C. (2013), “Beyond technology acceptance: Brand relationships and online brand experience”, Journal of Business Research, 66(1), 21-27.
Palvia, P. (2009), “The role of trust in e-commerce relational exchange: A unified model”, Information & management, 46(4), 213-220.
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010), “Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers”, Journal of marketing, 74(6), 1-17.
Pavlou, P. A. (2003), “Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model”, International journal of electronic commerce, 7(3), 101-134.
Rageh Ismail, A., & Spinelli, G. (2012), “Effects of brand love, personality and image on word of mouth: The case of fashion brands among young consumers”, Journal of Fashion Marketing and Management: An International Journal, 16(4), 386-398.
Ramaseshan, B., & Stein, A. (2014). “Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships”, Journal of Brand Management, 21(7), 664-683.
Ranjbarian, B., Kazemi, A., & Borandegi, F. (2013), “Analyzing the antecedents and consequences of brand love with a case study on apple cell phone users”, International Journal of Academic Research in Business and Social Sciences, 3(11), 320-329.
Roberts, K. (2004), Lovemarks–Pour l’amour des marques, Paris: Editions d'Organisation.
Roberts, K. (2006), The lovemarks effect: Winning in the consumer revolution, Sydney, Australia: Mountaineers books.
Roy, S. K., Eshghi, A., & Sarkar, A. (2013), “Antecedents and consequences of brand love”, Journal of Brand Management, 20(4), 325-332.
Roy, P., Khandeparkar, K., & Motiani, M. (2016). “A lovable personality: The effect of brand personality on brand love”, Journal of Brand Management, 23(5), 97-113.
Schermelleh-Engel, K., & Moosbrugger, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
Simon, C., Brexendorf, T. O., & Fassnacht, M. (2013), “Creating online brand experience on Facebook”, Marketing Review St. Gallen, 30(6), 50-59.
Singh, J. (1990), “Voice, exit, and negative word-of-mouth behaviors: An investigation across three service categories”, Journal of the academy of Marketing Science, 18(1), 1-15.
Song, P., Zhang, C., Xu, Y. C., & Huang, L. (2010), “Brand extension of online technology products: Evidence from search engine to virtual communities and online news”, Decision support systems, 49(1), 91-99.
Stoel, L., & Lee, K. H. (2003), “Modeling the effect of experience on student acceptance of web‐based courseware”, Internet Research, 13(5), 364-374.
Thompson, D. V., & Malaviya, P. (2013). Consumer-generated ads: Does awareness of advertising co creation help or hurt persuasion?. Journal of Marketing, 77(3), 33-47.
Tuškej, U., Golob, U., & Podnar, K. (2013), “The role of consumer–brand identification in building brand relationships”, Journal of business research, 66(1), 53-59.
Unal, S., & Aydın, H. (2013), “An investigation on the evaluation of the factors affecting brand love”, Procedia-Social and Behavioral Sciences, 92, 76-85.
Veloutsou, C., & Moutinho, L. (2009), “Brand relationships through brand reputation and brand tribalism”, Journal of Business Research, 62(3), 314-322.
Venkatesh, V., & Davis, F. D. (2000), “A theoretical extension of the technology acceptance model: Four longitudinal field studies”, Management science, 46(2), 186-204. Westbrook, R. A. (1987), “Product/consumption-based affective responses and postpurchase processes”, Journal of marketing research, 24(3), 258-270.
Xia, M., Zhang, Y., & Zhang, C. (2018), “A TAM-based approach to explore the effect of online experience on destination image: A smartphone user's perspective”, Journal of destination marketing & management, 8, 259-270.

Ayrıntılar

Birincil Dil

Türkçe

Konular

Dijital Pazarlama

Bölüm

Araştırma Makalesi

Yazarlar

Parisa Alizade ^*
0000-0001-9972-6079
Türkiye

Yayımlanma Tarihi

3 Mart 2025

Gönderilme Tarihi

5 Mart 2023

Kabul Tarihi

30 Mayıs 2024

Yayımlandığı Sayı

Yıl 2025 Cilt: 27 Sayı: 1

DOI

https://doi.org/10.32709/akusosbil.1260370

IZ

https://izlik.org/JA39YF36ZF

APA

Alizade, P. (2025). Çevrimiçi Alışveriş Platformlarında Markalar Müşteri Marka İlişkisini Nasıl Geliştirebilir: Marka Cinsiyeti Özelliklerinin Düzenleyici Rolü (Trendyol Türkiye Uygulaması). Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 27(1), 151-169. https://doi.org/10.32709/akusosbil.1260370

AMA

1.Alizade P. Çevrimiçi Alışveriş Platformlarında Markalar Müşteri Marka İlişkisini Nasıl Geliştirebilir: Marka Cinsiyeti Özelliklerinin Düzenleyici Rolü (Trendyol Türkiye Uygulaması). AKÜSBD. 2025;27(1):151-169. doi:10.32709/akusosbil.1260370

Chicago

Alizade, Parisa. 2025. “Çevrimiçi Alışveriş Platformlarında Markalar Müşteri Marka İlişkisini Nasıl Geliştirebilir: Marka Cinsiyeti Özelliklerinin Düzenleyici Rolü (Trendyol Türkiye Uygulaması)”. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi 27 (1): 151-69. https://doi.org/10.32709/akusosbil.1260370.

EndNote

Alizade P (01 Mart 2025) Çevrimiçi Alışveriş Platformlarında Markalar Müşteri Marka İlişkisini Nasıl Geliştirebilir: Marka Cinsiyeti Özelliklerinin Düzenleyici Rolü (Trendyol Türkiye Uygulaması). Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi 27 1 151–169.

IEEE

[1]P. Alizade, “Çevrimiçi Alışveriş Platformlarında Markalar Müşteri Marka İlişkisini Nasıl Geliştirebilir: Marka Cinsiyeti Özelliklerinin Düzenleyici Rolü (Trendyol Türkiye Uygulaması)”, AKÜSBD, c. 27, sy 1, ss. 151–169, Mar. 2025, doi: 10.32709/akusosbil.1260370.

ISNAD

Alizade, Parisa. “Çevrimiçi Alışveriş Platformlarında Markalar Müşteri Marka İlişkisini Nasıl Geliştirebilir: Marka Cinsiyeti Özelliklerinin Düzenleyici Rolü (Trendyol Türkiye Uygulaması)”. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi 27/1 (01 Mart 2025): 151-169. https://doi.org/10.32709/akusosbil.1260370.

JAMA

1.Alizade P. Çevrimiçi Alışveriş Platformlarında Markalar Müşteri Marka İlişkisini Nasıl Geliştirebilir: Marka Cinsiyeti Özelliklerinin Düzenleyici Rolü (Trendyol Türkiye Uygulaması). AKÜSBD. 2025;27:151–169.

MLA

Alizade, Parisa. “Çevrimiçi Alışveriş Platformlarında Markalar Müşteri Marka İlişkisini Nasıl Geliştirebilir: Marka Cinsiyeti Özelliklerinin Düzenleyici Rolü (Trendyol Türkiye Uygulaması)”. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, c. 27, sy 1, Mart 2025, ss. 151-69, doi:10.32709/akusosbil.1260370.

Vancouver

1.Parisa Alizade. Çevrimiçi Alışveriş Platformlarında Markalar Müşteri Marka İlişkisini Nasıl Geliştirebilir: Marka Cinsiyeti Özelliklerinin Düzenleyici Rolü (Trendyol Türkiye Uygulaması). AKÜSBD. 01 Mart 2025;27(1):151-69. doi:10.32709/akusosbil.1260370

This work is licensed under Creative Commons Attribution-NonCommercial 4.0 International

Çevrimiçi Alışveriş Platformlarında Markalar Müşteri Marka İlişkisini Nasıl Geliştirebilir: Marka Cinsiyeti Özelliklerinin Düzenleyici Rolü (Trendyol Türkiye Uygulaması)

Öz

Anahtar Kelimeler

How Brands on Online Shopping Platforms Can Improve Customer-Brand Relationship: The Moderating Roles of Brand Gender Characteristics (Trendyol Turkey Application)

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster