Araştırma Makalesi
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An Investigation on the Effects of Customer-Company Identification and Perceived Negative Publicity on the Relationship between Corporate Ability and Purchase Intention

Yıl 2020, Cilt: 22 Sayı: 1, 163 - 179, 22.03.2020
https://doi.org/10.32709/akusosbil.481478

Öz

This study investigates the roles of consumer-company identification and perceived negative publicity within the relationship between perceived corporate ability which is the sum of the various intangible aspects that summarize a company’s characteristics and consumers’ purchase intention. Graduate students of a private university, who are also actively working at an organization, were approached and a well-known automobile company which has recently undergone a negative publicity incident and therefore can be associated with the concepts in the study was used to collect data. Structural equation modeling was used to analyze the proposed relationships. Results of the study indicate that consumer-company identification fully mediates the relationship between corporate ability and purchase intention and highlight the importance of identification. Moreover, the study demonstrates that perceived negative publicity has a negative influence on purchase intention and weakens the impact of corporate ability on purchase intention. In general, results of the study show that there is not only a positive influence of identification raised by positive associations but also a negative impact of negative publicity on consumers’ purchase intention even in the case of a company with high corporate ability. The study concludes with some suggestions to companies on managing identification and negative publicity.

Kaynakça

  • Aherne, M., Bhattacharya, C. B. ve Gruen, T. (2005). Antecedents and consequences of customer– company identification: Expanding the role of relationship marketing. Journal of Applied Psychology, 90, 574 –585. doi:10.1037/0021-9010.90.3.574
  • Ahluwalia, R., Burnkrant, R. E. ve Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of Marketing Research, 37(2), 203-214. doi: 10.1509/jmkr.37.2.203.18734
  • Aron, A., ve Aron, E. N. (1986). Love and the expansion of self: Understanding attraction and satisfaction. New York: Hemisphere Publishing Corp/Harper & Row Publishers.
  • Ashforth, B.ve Mael, F. (1989). Social identity theory and the organization, Academy of management review, 14(1), 20-40. doi: 10.5465/amr.1989.4278999
  • Assiouras, I. (2012). The impact of brand crises on consumer reactions: The role of corporate ability and corporate social responsibility. American Marketing Association, Winter ,145-153.
  • Baron, R. M., ve Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations. Journal of Personality and Social Psychology, 51(6),1173-1182. doi:10.1037/0022-3514.51.6.1173
  • Becker-Olsen, K.L., Cudmore, B.A. ve Hill, R.P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59, 46– 53. doi: 10.1016/j.jbusres.2005.01.001
  • Bennett, R. ve Rentschler, R. (2003). Foreword by the guest editors, Corporate reputation review, 6(3), 207-210. doi: 10.1057/palgrave.crr.1540200
  • Berens, G., Van Riel, C.B. ve Van Bruggen, G.H. (2005). Corporate associations and consumer product responses: The moderating role of corporate brand dominance. Journal of Marketing, 69(3), 35-48. doi: 10.1509/jmkg.69.3.35.66357
  • Berens, G., Van Riel, C. B. ve Rekom, J.V. (2007). The CSR-Quality trade-off: When can corporate social responsibility and corporate ability Compensate each other?, Journal of Business Ethics, 74, 233-252. doi: 10.1007/s10551-006-9232-0
  • Berger, J., Sorensen A. T. ve Rasmussen S. J. (2010). Positive effects of negative publicity: When negative reviews increase sales. Marketing Science, 29(5), 815-827. doi: 10.1287/mksc.1090.0557
  • Bhattacharya, C. B. ve Sen, S. (2003). Consumer-company identification: A framework for understanding consumers' Relationships with companies. Journal of Marketing, 67(2), 76-88. doi: 10.1509/jmkg.67.2.76.18609
  • Brammer, S., Hongwei, H. ve Kamel, M. (2015). Corporate social responsibility, employee organizational identification, and creative effort: The moderating impact of corporate ability. Group and Organization Management, 40(3), 323-352. doi: 10.1177/1059601114562246
  • Brown, T. J. ve Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. The Journal of Marketing, 68-84. doi: 10.1177/002224299706100106
  • Buckley, P. G. (1991). An SOR model of the purchase of an item in a store. ACR North American Advances, 18, 491-500. Erişim adresi: https://www.acrwebsite.org/volumes /7138/volumes/v18/NA-18
  • Cheney, G. ve Tompkins, P. K. (1987). Coming to terms with organizational identification and commitment. Communication Studies, 38(1), 1-15. doi: 10.1080/10510978709368225
  • Choi, L.ve Huddleston, P. (2014). The effect of retailer private brands on consumer-based retailer equity: Comparison of named private brands and generic private brands. The International Review of Retail, Distribution and Consumer Research, 24(1), 59-78. doi: 10.1080/09593969.2013.821417
  • Chung A. ve Jiang H. (2017). Handling negative publicity the influence of employing CSR communication in apology statements in reducing anger and negative word-of-mouth (NWOM). Journal of Communication Management, 21(3), 267-286. doi: 10.1108/JCOM-11-2016-0091
  • Cornwell, T. B. ve Coote, L. V. (2005). Corporate sponsorship of a cause: The role of identification in purchase intent. Journal of Business Research, 58(3), 268-276. doi: 10.1016/S0148-2963(03)00135-8
  • Creyer, E. H. (1997). The influence of firm behavior on purchase intention: Do consumers really care about business ethics?. Journal of Consumer Marketing, 14(6), 421-432. doi: 10.1108/07363769710185999
  • Dawar, N. ve Pillutla, M. M. (2000). Impact of product-harm crises on brand equity: The moderating role of consumer expectations. Journal of Marketing Research, 37(2), 215-226. doi: 10.1509/jmkr.37.2.215.18729
  • Dean D. H. (2004). Consumer reaction to negative publicity: Effects of corporate reputation, response, and responsibility for a crisis event. Journal of Business Communication, 41(2), 192-211. doi: 10.1177/0021943603261748
  • Deephouse, D. (2002). The term ‘Reputation Management’: Users, uses and the trademark tradeoff corporate reputation: An eight-country analysis. Corporate Reputation Review, 5(1), 9-18. doi: 10.1057/palgrave.crr.1540161
  • Devrani, T. ve Tüzün, İ. (2008). Müşteri vatandaşlık davranışının öncüllerinin belirlenmesine yönelik bir araştırma. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 7, 193-208. Erişim adresi: http://88.255.149.215/xmlui/bitstream/handle/11467/383/M00213.pdf?sequence=1&isAllowed=y
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Kurumsal Yetkinlik ile Satın Alma Niyeti Arasındaki İlişkide Müşteri Kurum Özdeşlemesi ve Algılanan Olumsuz Duyurumun Etkisine Yönelik Bir Araştırma

Yıl 2020, Cilt: 22 Sayı: 1, 163 - 179, 22.03.2020
https://doi.org/10.32709/akusosbil.481478

Öz

Bu çalışmada, bir işletmenin çok çeşitli özelliklerini özetleyen soyut boyutlar toplamı olan kurumsal yetkinlik ile müşterilerin satın alma niyeti arasındaki ilişkide müşteri kurum özdeşleşmesinin ve algılanan olumsuz duyurumun rolleri üzerinde durulmuştur. Bahsi geçen kavramlar arasındaki ilişkiyi tespit etmek amacıyla araştırma, bir vakıf üniversitesinde yüksek lisans eğitimi alan ve çalışma hayatında olan kişiler üzerinde gerçekleştirilmiş ve veri toplamada Türk tüketicileri tarafından bu kavramlar ile ilişkilendirilebileceği düşünülen ve kısa bir süre önce olumsuz bir duyurum yapılmış olan bilinirliği yüksek bir otomotiv işletmesi kullanılmıştır. Elde edilen verinin incelenmesinde yapısal eşitlik modeli kullanılmıştır. Araştırma sonuçları, kurumsal yetkinlik ile satın alma niyeti arasındaki ilişkide müşteri kurum özdeşleşmesinin tam aracılık etkisi olduğunu göstermekte ve müşteri kurum özdeşleşmenin önemine dikkat çekmektedir. Aynı zamanda, bu çalışmada, algılanan olumsuz duyurumun satın alma niyetini olumsuz yönde etkilediği ve buna bağlı olarak da kurumsal yetkinlik ve satın alma niyeti arasındaki ilişkiyi azalttığı, dolayısıyla olumsuz duyurumun kurumsal yetkinlik ile satın alma niyeti arasındaki ilişkide düzenleyici etkisi olduğu sonucuna varılmıştır. Genel olarak çalışmanın sonuçları müşteriler tarafından yetkin bulunan bir kurumda dahi gerek müşterilerde oluşan olumlu algının sonucunda gerçekleşen müşteri kurum özdeşleşmesinin olumlu etkisini, gerekse olumsuz duyurumların algısının satın alma niyetine olan olumsuz etkisini göstermektedir. Çalışmanın sonunda sonuçlar doğrultusunda kurumlara müşteri kurum özdeşleşmesini ve olumsuz duyurumları yönetmeleri doğrultusunda öneriler verilmiştir.

Kaynakça

  • Aherne, M., Bhattacharya, C. B. ve Gruen, T. (2005). Antecedents and consequences of customer– company identification: Expanding the role of relationship marketing. Journal of Applied Psychology, 90, 574 –585. doi:10.1037/0021-9010.90.3.574
  • Ahluwalia, R., Burnkrant, R. E. ve Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of Marketing Research, 37(2), 203-214. doi: 10.1509/jmkr.37.2.203.18734
  • Aron, A., ve Aron, E. N. (1986). Love and the expansion of self: Understanding attraction and satisfaction. New York: Hemisphere Publishing Corp/Harper & Row Publishers.
  • Ashforth, B.ve Mael, F. (1989). Social identity theory and the organization, Academy of management review, 14(1), 20-40. doi: 10.5465/amr.1989.4278999
  • Assiouras, I. (2012). The impact of brand crises on consumer reactions: The role of corporate ability and corporate social responsibility. American Marketing Association, Winter ,145-153.
  • Baron, R. M., ve Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations. Journal of Personality and Social Psychology, 51(6),1173-1182. doi:10.1037/0022-3514.51.6.1173
  • Becker-Olsen, K.L., Cudmore, B.A. ve Hill, R.P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59, 46– 53. doi: 10.1016/j.jbusres.2005.01.001
  • Bennett, R. ve Rentschler, R. (2003). Foreword by the guest editors, Corporate reputation review, 6(3), 207-210. doi: 10.1057/palgrave.crr.1540200
  • Berens, G., Van Riel, C.B. ve Van Bruggen, G.H. (2005). Corporate associations and consumer product responses: The moderating role of corporate brand dominance. Journal of Marketing, 69(3), 35-48. doi: 10.1509/jmkg.69.3.35.66357
  • Berens, G., Van Riel, C. B. ve Rekom, J.V. (2007). The CSR-Quality trade-off: When can corporate social responsibility and corporate ability Compensate each other?, Journal of Business Ethics, 74, 233-252. doi: 10.1007/s10551-006-9232-0
  • Berger, J., Sorensen A. T. ve Rasmussen S. J. (2010). Positive effects of negative publicity: When negative reviews increase sales. Marketing Science, 29(5), 815-827. doi: 10.1287/mksc.1090.0557
  • Bhattacharya, C. B. ve Sen, S. (2003). Consumer-company identification: A framework for understanding consumers' Relationships with companies. Journal of Marketing, 67(2), 76-88. doi: 10.1509/jmkg.67.2.76.18609
  • Brammer, S., Hongwei, H. ve Kamel, M. (2015). Corporate social responsibility, employee organizational identification, and creative effort: The moderating impact of corporate ability. Group and Organization Management, 40(3), 323-352. doi: 10.1177/1059601114562246
  • Brown, T. J. ve Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. The Journal of Marketing, 68-84. doi: 10.1177/002224299706100106
  • Buckley, P. G. (1991). An SOR model of the purchase of an item in a store. ACR North American Advances, 18, 491-500. Erişim adresi: https://www.acrwebsite.org/volumes /7138/volumes/v18/NA-18
  • Cheney, G. ve Tompkins, P. K. (1987). Coming to terms with organizational identification and commitment. Communication Studies, 38(1), 1-15. doi: 10.1080/10510978709368225
  • Choi, L.ve Huddleston, P. (2014). The effect of retailer private brands on consumer-based retailer equity: Comparison of named private brands and generic private brands. The International Review of Retail, Distribution and Consumer Research, 24(1), 59-78. doi: 10.1080/09593969.2013.821417
  • Chung A. ve Jiang H. (2017). Handling negative publicity the influence of employing CSR communication in apology statements in reducing anger and negative word-of-mouth (NWOM). Journal of Communication Management, 21(3), 267-286. doi: 10.1108/JCOM-11-2016-0091
  • Cornwell, T. B. ve Coote, L. V. (2005). Corporate sponsorship of a cause: The role of identification in purchase intent. Journal of Business Research, 58(3), 268-276. doi: 10.1016/S0148-2963(03)00135-8
  • Creyer, E. H. (1997). The influence of firm behavior on purchase intention: Do consumers really care about business ethics?. Journal of Consumer Marketing, 14(6), 421-432. doi: 10.1108/07363769710185999
  • Dawar, N. ve Pillutla, M. M. (2000). Impact of product-harm crises on brand equity: The moderating role of consumer expectations. Journal of Marketing Research, 37(2), 215-226. doi: 10.1509/jmkr.37.2.215.18729
  • Dean D. H. (2004). Consumer reaction to negative publicity: Effects of corporate reputation, response, and responsibility for a crisis event. Journal of Business Communication, 41(2), 192-211. doi: 10.1177/0021943603261748
  • Deephouse, D. (2002). The term ‘Reputation Management’: Users, uses and the trademark tradeoff corporate reputation: An eight-country analysis. Corporate Reputation Review, 5(1), 9-18. doi: 10.1057/palgrave.crr.1540161
  • Devrani, T. ve Tüzün, İ. (2008). Müşteri vatandaşlık davranışının öncüllerinin belirlenmesine yönelik bir araştırma. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 7, 193-208. Erişim adresi: http://88.255.149.215/xmlui/bitstream/handle/11467/383/M00213.pdf?sequence=1&isAllowed=y
  • Dodds, W. B., Monroe, K. B. ve Grewal, D. (1991). Effects of price, brand, and store ınformation on buyers' product evaluations. Journal of Marketing Research, 307-319. doi: 0.1177/002224379102800305
  • Durmuş, B., Yurtkoru, E.S., ve Çinko, M. (2011). Sosyal bilimlerde SPSS’le veri analizi. İstanbul: Beta Yayıncılık.
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Toplam 77 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Hukuk
Yazarlar

Aslı Kuşçu Bu kişi benim 0000-0003-3856-8518

Merve Koçoğlu Sazkaya Bu kişi benim 0000-0002-4820-8092

Burçak Vatansever Durmaz 0000-0001-8940-0761

Yayımlanma Tarihi 22 Mart 2020
Gönderilme Tarihi 11 Kasım 2018
Yayımlandığı Sayı Yıl 2020 Cilt: 22 Sayı: 1

Kaynak Göster

APA Kuşçu, A., Koçoğlu Sazkaya, M., & Vatansever Durmaz, B. (2020). Kurumsal Yetkinlik ile Satın Alma Niyeti Arasındaki İlişkide Müşteri Kurum Özdeşlemesi ve Algılanan Olumsuz Duyurumun Etkisine Yönelik Bir Araştırma. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 22(1), 163-179. https://doi.org/10.32709/akusosbil.481478