DİJİTAL ORTAMDA YAPILAN REKLAM HARCAMALARINA YÖNELİK ALGILAMALARIN TÜKETİCİ-MARKA BAĞLILIĞI BOYUTLARI ÜZERİNDEKİ ETKİSİ

Öz

Bu çalışmanın temel amacı, firma tarafından dijital ortamda yapılan reklam harcamalarına yönelik algılamaların tüketici-marka bağlılığı boyutları üzerinde nasıl bir etkiye sahip olduğunu irdelemek olup, söz konusu etkiyi ölçmek amacıyla anket uygulaması yapılmıştır. Çalışma sonucunda, firma tarafından dijital ortamda yapılan reklam harcamalarına yönelik algılamaların tüketicide markaya karşı duygusal, bilişsel ve davranışsal bağlılık düzeyine istatistiksel olarak etki ettiği gözlemlenmiştir. Konu ile ilgili bilimsel çalışmanın daha önce yapılmamış olması sebebiyle, çalışmanın literatüre katkı sağlayacağı düşünülmektedir.

Anahtar Kelimeler

• Algılanan Reklam Harcaması,Tüketici-Marka Bağlılığı

THE EFFECT OF PERCEIVED ADVERTISING EXPENDITURES IN THE DIGITAL ENVIRONMENT ON THE CUSTOMER-BRAND ENGAGEMENT

Abstract

The main purpose of this study is to examine how the perceptions of advertising expenditures made by the company on digital media have an impact on the dimensions of consumer-brand engagement and in order to measure this effect, a questionnaire was applied As a result of the study, it was observed that the perceptions of advertising expenditures made by the company in the digital environment  affects statistically to customer towards the brand engagement level that emotional cognitive and behavioral sense. Since the scientific study on this subject has not been done before, it is thought that the study will contribute to the literature.

Keywords

• Perceived Advertising Expenditures,Customer-Brand Engagement,Emotional Brand Engagement,Cognitive Brand Engagement,Behavioral Brand Engagement

Kaynakça

1. Aaker, D.A. ve Jacobson, R. (1994). The financial information content of perceived quality. Journal of Marketing Research, 31(2), 191-201. doi: 10.2307/3152193
2. Agrawal, D. (1996). Effect of brand loyalty on advertising and trade promotions: a gametheoretic analysis with empirical evidence. Marketing Science, 15(1), 86-108. doi: 10.1287/mksc.15.1.86
3. Advertising Research Foundation (ARF) (2006). Engagement: definitions and anatomy.Erişim adresi: http://www.arf.org Bowden, J.H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17, 63–74. doi: 10.2753/MTP1069 6679170105
4. Boulding, W., Lee, E. ve Staelin, R. (1994). Mastering the mix: Do advertising, promotion, and sales-force activities lead to differentiation?, Journal of Marketing Research, 31(Mayıs), 159–172. doi: 10.2307/3152191
5. Brodie, R.J., Hollebeek, L.D., Biljana, J. ve Ilic, A. (2011). Customer engagement: conceptual domain, fundamental propositions and implications for research. Journal of Service Research, 14(3), 252-271. doi: 10.2307/3152191
6. Consumer Brand Relationship Colloquium (CBRC) (2011). Third International Colloquium on Consumer-Brand Relationships, Rollins College, Mart 17-19, 2011, Orlando, Florida.
7. Chay, R. ve Tellis, G. (1991). Role of communication and service in building and maintaining brand equity. E. Maltz (Ed.) Managing Brand Equity(s.26-27) içinde., Cambridge, UK: Marketing Science Institute
8. Chioveanu, I. (2008). Advertising, brand loyalty and pricing. Games and Economic Behaviour, 64, 68-80. doi: 10.1016/j.geb.2007.12.004

9. Cobb-Walgren, C. J., Ruble, C. A. ve Donthu, N. (1995). Brand equity, brand preferences, and purchase intent. Journal of Advertising, 24(3), 25–40. doi: 10.1080/00913367.1995.10673481
10. Farris, P. W. ve Reibstein D. J. (1979). How prices, ad expenditures, and profits are linked, Harvard Business Review, 57 (Kasım, Aralık), 173-184. Erişim adresi: https://hbr.org/1979/11/how-prices-ad-expenditures-and-profits-are-linked
11. Friedman, H. H. ve Friedman L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19 (5), 63-71. Erişim adresi: https://psycnet.apa.org/record/1981-04308-001
12. Gambetti, R.C. ve Graffigna, G. (2010). The concept of engagement: a systematic analysis of the ongoing marketing debate. International Journal of Market Research, 52 (6), 801–826.
13. Gummerus, J., Liljander, V., Weman, E. ve Pihlstrom, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877.
14. Goldsmith, R.E. (2011). Brand engagement and brand loyalty. Avinash K. ve Chinmaya K. (Ed.), Branding and Sustainable Competitive Advantage: Building Virtual Presence (s. 121-135) içinde. Hershey, PA: IGI Global.
15. Hauser, J. R. ve Wernerfelt, B. (1990). An evaluation cost model of consideration sets. Journal of Consumer Research, 16 (Mart), 393–408. doi: 10.1086/209225
16. Heath, R. (2009). Emotional engagement: how television builds big brands at low attention. Journal of Advertising Research, 49, 62–73. doi: 10.2501/S0021849909090060
17. Higgins, E.T., ve Scholer, A.A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology, 19, 100–114. doi: 10.1016/j.jcps.2009.02.002
18. Hollebeek, L.D., Glynn, M. Brodie R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2),149-165. doi: 10.1016/j.intmar.2013.12.002
19. Hollebeek, L.D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7–8), 785–807. doi: 10.1080/0267257X.2010.500132
20. Hoyer, W. D. and Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product, Journal of Consumer Research, 17 (Eylül), 141–148. doi: 10.1086/208544
21. Keller, K.L. (2001). Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands. Marketing Science Institute, Working Paper (01-107).
22. Keller, K. L., Heckler, S. E. ve Houston, M. J. (1998). The effects of brand name suggestiveness on advertising recall. Journal of Marketing, 62(Ocak), 48–57. doi: 1177/002224299806200105
23. Kirmani, A. (1990). The effect of perceived advertising costs on brand perceptions. Journal of Consumer Research, 17(2), 160-171
24. Kirmani, A. ve Wright P. (1989). Money talks: Perceived advertising expense and expected product quality. Journal of Consumer Research, 16 (Aralık), 344-353. doi: 10.1086/209220
25. Kotler, P. (2000). Marketing Management: The Millennium Edition. Upper Saddle River, NJ: Prentice Hall.Libai, B. (2011). Comment: the perils of focusing on highly engaged consumers. Journal of Service Research, 14 (3), 275-276. doi:10.1177/1094670511414583
26. Malar, L., Krohmer, H., Hoyer, W.D., ve Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative ımportance of the actual and the ıdeal self. Journal of Marketing, 75, (4), 35-52. doi: 10.2307/41228607
27. Morgan, R.M. ve Hunt, S.D. (1994), The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. doi: 10.2307/1252308
28. Moorthy, S. ve Hawkins, S.A. (2005). Advertising repetition and perceived quality. Journal of Business Research, 58 (3),354-60. doi: 10.1016/S0148-2963(03)00108-5
29. Moorthy, S. ve Zhao, H. (2000). Advertising spending and perceived quality. Marketing Letters, 11(3), 221-233. doi: 10.1023/A:1008135126025
30. Patterson, P., Yu, T., ve De Ruyter, K. (2006, Kasım). Understanding customer engagement in services [Tam metin]. Australia–New Zealand Marketing Academy Konferansında sunulan bildiri, Brisbane. Erişim adresi: http://smib.vuw.ac.nz:8081/WWW/ANZMAC2006/documents/ Pattinson_Paul.pdf
31. Petty, R. E. ve Cacioppo J. T. (1981). Attitudes and persuasion: Classic and contemporary approaches, Dubuque, IA: Brown.
32. Sashi, C.M. (2012). Customer engagement, buyer-seller relationships and social media.Management Decision, 50(2), 253-272. Erişim adresi: https://www.researchgate.net/profile/Cm_Sashi/publication/235292856_Customer_engagement_buyer-seller_relationships_and_social_media/links/5553b13108aeaaff3bf19c25.pdf
33. Schultz, D.E. (2007). Focus on brand changes rules of engagement. Marketing News, 15(Ağustos), 7–8.
34. Schultz, D.E. ve Block, M.P. (2011). Understanding customer–brand engagement behaviours in today’s interactive marketplace. Micro ve Macro Marketing, 2, 227–243.
35. Van Doorn, J., Lemon, K.E., Mittal, V., Nab, S., Pick, D., Pirner, P., ve Verhoef, P.C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13, 253–266. doi: 0.1177/1094670510375599
36. Verhoef, P.C., Reinartz, W.J. ve Krafft, M. (2010) Customer engagement as a new perspective in customer management. Journal of Service Research, 13, 247–252.
37. Vıllarejo-Ramos ve Sânchez-Franco (2005). The impact of marketing communication and price promotion on brand equity. Brand Management, 12(6), 431–444. Erişim adresi: https://idus.us.es/xmlui/bitstream/handle/11441/36518/Villarejo%20y%20S%C3%A1nchez%2C%202005.pdf?sequence=1&isAllowed=y
38. Vivek, S.D. (2009). A scale of consumer engagement (Doktora Tezi). http://libcontent1.lib.ua.edu/content/u0015/0000001/0000096/u0015_0000001_0000096.pdf veri tabanından erişildi.
39. Walker, R. (2009). Buying In. New York: Random House.
40. Wang, A. (2006). Advertising engagement: A driver of message involvement on message effects. Journal of Advertising Research, 46, 355–368.
41. Weiner, Bernard (1986), An Attributional Theory of Motivation and Emotion, New York: Springer-Verlag.
42. Yoo, B., Donthu, N. ve Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211. doi: 10.1177/0092070300282002