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

Yıl 2019, Cilt: 2 Sayı: 2, 88 - 108, 16.08.2019

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.

Kaynakça

  • 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
  • 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
  • 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
  • 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
  • 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
  • Consumer Brand Relationship Colloquium (CBRC) (2011). Third International Colloquium on Consumer-Brand Relationships, Rollins College, Mart 17-19, 2011, Orlando, Florida.
  • 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
  • Chioveanu, I. (2008). Advertising, brand loyalty and pricing. Games and Economic Behaviour, 64, 68-80. doi: 10.1016/j.geb.2007.12.004
  • 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
  • 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
  • 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
  • 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.
  • Gummerus, J., Liljander, V., Weman, E. ve Pihlstrom, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877.
  • 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.
  • 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
  • Heath, R. (2009). Emotional engagement: how television builds big brands at low attention. Journal of Advertising Research, 49, 62–73. doi: 10.2501/S0021849909090060
  • 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
  • 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
  • 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
  • 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
  • Keller, K.L. (2001). Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands. Marketing Science Institute, Working Paper (01-107).
  • 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
  • Kirmani, A. (1990). The effect of perceived advertising costs on brand perceptions. Journal of Consumer Research, 17(2), 160-171
  • 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
  • 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
  • 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
  • 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
  • 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
  • Moorthy, S. ve Zhao, H. (2000). Advertising spending and perceived quality. Marketing Letters, 11(3), 221-233. doi: 10.1023/A:1008135126025
  • 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
  • Petty, R. E. ve Cacioppo J. T. (1981). Attitudes and persuasion: Classic and contemporary approaches, Dubuque, IA: Brown.
  • 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
  • Schultz, D.E. (2007). Focus on brand changes rules of engagement. Marketing News, 15(Ağustos), 7–8.
  • 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.
  • 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
  • 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.
  • 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
  • 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.
  • Walker, R. (2009). Buying In. New York: Random House.
  • Wang, A. (2006). Advertising engagement: A driver of message involvement on message effects. Journal of Advertising Research, 46, 355–368.
  • Weiner, Bernard (1986), An Attributional Theory of Motivation and Emotion, New York: Springer-Verlag.
  • 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

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

Yıl 2019, Cilt: 2 Sayı: 2, 88 - 108, 16.08.2019

Öz

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.

Kaynakça

  • 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
  • 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
  • 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
  • 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
  • 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
  • Consumer Brand Relationship Colloquium (CBRC) (2011). Third International Colloquium on Consumer-Brand Relationships, Rollins College, Mart 17-19, 2011, Orlando, Florida.
  • 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
  • Chioveanu, I. (2008). Advertising, brand loyalty and pricing. Games and Economic Behaviour, 64, 68-80. doi: 10.1016/j.geb.2007.12.004
  • 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
  • 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
  • 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
  • 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.
  • Gummerus, J., Liljander, V., Weman, E. ve Pihlstrom, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877.
  • 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.
  • 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
  • Heath, R. (2009). Emotional engagement: how television builds big brands at low attention. Journal of Advertising Research, 49, 62–73. doi: 10.2501/S0021849909090060
  • 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
  • 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
  • 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
  • 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
  • Keller, K.L. (2001). Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands. Marketing Science Institute, Working Paper (01-107).
  • 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
  • Kirmani, A. (1990). The effect of perceived advertising costs on brand perceptions. Journal of Consumer Research, 17(2), 160-171
  • 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
  • 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
  • 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
  • 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
  • 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
  • Moorthy, S. ve Zhao, H. (2000). Advertising spending and perceived quality. Marketing Letters, 11(3), 221-233. doi: 10.1023/A:1008135126025
  • 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
  • Petty, R. E. ve Cacioppo J. T. (1981). Attitudes and persuasion: Classic and contemporary approaches, Dubuque, IA: Brown.
  • 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
  • Schultz, D.E. (2007). Focus on brand changes rules of engagement. Marketing News, 15(Ağustos), 7–8.
  • 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.
  • 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
  • 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.
  • 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
  • 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.
  • Walker, R. (2009). Buying In. New York: Random House.
  • Wang, A. (2006). Advertising engagement: A driver of message involvement on message effects. Journal of Advertising Research, 46, 355–368.
  • Weiner, Bernard (1986), An Attributional Theory of Motivation and Emotion, New York: Springer-Verlag.
  • 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
Toplam 42 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makalesi
Yazarlar

Dilaysu Çınar 0000-0002-5306-9031

Yayımlanma Tarihi 16 Ağustos 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 2 Sayı: 2

Kaynak Göster

APA Çınar, D. (2019). DİJİTAL ORTAMDA YAPILAN REKLAM HARCAMALARINA YÖNELİK ALGILAMALARIN TÜKETİCİ-MARKA BAĞLILIĞI BOYUTLARI ÜZERİNDEKİ ETKİSİ. Academic Review of Humanities and Social Sciences, 2(2), 88-108.

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