An Investigation of The Relationship between Self-Expressive Brand, Brand Love, Positive Word- of Mouth and Brand Loyalty: A Research in Packaged Product Category

Sinan Çavuşoğlu; Bülent Demirağ

doi:10.16951/atauniiibd.717441

EN TR

An Investigation of The Relationship between Self-Expressive Brand, Brand Love, Positive Word- of Mouth and Brand Loyalty: A Research in Packaged Product Category

Öz

The aim of this study is to examine the effect of self-expressive brands on satisfied consumers’ brand love and consumers' behavior (loyalty, positive word of mouth). In this way, it is aimed to reveal a more subtle appearance of satisfied consumers' feelings about brands The universe of the research is consumers who are in the category of packaged products (soft drinks, soap, cereal, etc.) and who use this brand in each product category. In order to test the hypotheses, Smart PLS 3 (Partial Least Squares) statistics program was used in the research. Bootstrapping technique was applied to test the hypotheses that are aimed to be measured in the research. According to the results of the analysis, it has been determined that the self-expressive brand positively affects brand love and positive word-of mouth, and the brand love variable positively affects brand loyalty and positive word-of mouth. Another variable, brand loyalty has been found to positively and significantly affect positive word-of-mouth.

Anahtar Kelimeler

Self-expressive brand, Brand love, Brand loyalty, Positive word-of mouth

Benlik İfade Eden Marka, Marka Aşkı, Pozitif Ağızdan Ağıza İletişim ve Marka Sadakati Arasındaki İlişkinin İncelenmesi: Paketlenmiş Ürün Kategorisinde Bir Araştırma

Öz

Bu çalışmanın gerçekleştirilmesindeki amaç tüketicisiyle benlik uyumuna sahip markaların tatmin olmuş tüketicilerin marka aşkına ve marka aşkının tüketicilerin davranışlarına (sadakat, pozitif ağızdan ağıza iletişim) olan etkisinin incelenmesidir. Böylelikle tatmin yaşayan tüketicilerin markalar hakkındaki duygularının daha incelikli bir görünümünün ortaya konulması amaçlanmıştır. Araştırmanın evrenini paketlenmiş ürünler (alkolsüz içecekler, sabun, tahıl vs.) kategorisinde yer alan ve her bir ürün kategorisinde bu markayı kullanan tüketiciler oluşturmaktadır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Araştırmada ölçülmesi amaçlanan hipotezlerin testi için bootstrapping tekniği uygulanmıştır. Analiz sonuçlarına göre benlik ifade eden markanın, marka aşkı ve pozitif ağızdan ağıza iletişimi pozitif yönde anlamlı olarak etkilediği ayrıca marka aşkı değişkeninin marka sadakati ve pozitif ağızdan ağıza iletişimi pozitif etkilediği belirlenmiştir. Bir başka değişken olan marka sadakatinin pozitif ağızdan ağıza iletişimi benzer bir şekilde pozitif ve anlamlı bir şekilde etkilediği tespit edilmiştir.

Anahtar Kelimeler

Benlik ifade eden marka, Marka aşkı, Marka sadakati, Pozitif ağızdan ağıza iletişim

Kaynakça

AHUVIA, A.C. (1993). I Love It! Towards a Unifying Theory of Love Across Diverse Love Objects, Doctoral dissertation, University of Michigan.
ALBERT, N., MERUNKA, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258-266.
ALGHARABAT, R. (2017). Linking social media marketing activities with brand love: The mediating role of self-expressive brands. Kybernetes, 46(10),1801-1819.
ARON, A., Aron, E.N. (1985). Love and the Expansion of Self: Understanding Attraction and Satisfaction. Washington: Hemisphere publishing.
ARON, A., PARIS, M., ARON, E.N. (1995). Falling in love: prospective studies of self-concept change. Journal of Personality and Social Psychology, 69, 1102–1112.
AZIZ, N.A., NGAH, H. (2019). The Effect of Self Expressive Value and Perceived Value on Malaysian Cosmetic Brand Loyalty: The Mediating Role of Brand Identification & Word of Mouth. Asia-Pacific Management Accounting Journal, 14(1),151-178.
BACKMAN, S. J., CROMPTON, J. L. (1991). The usefulness of selected variables for predicting activity loyalty. Leisure Sciences, 13(3), 205-220.
BAGOZZI, R. P., BATRA, R., AHUVIA, A. (2017). Brand love: development and validation of a practical scale. Marketing Letters, 28(1), 1-14.
BATRA, R., AHUVIA, A., BAGOZZI, R.P. (2012). Brand Love. Journal of Marketing, 76, 1-16.
BEHARA, R., FONTENOT, G., GRESHAM, A. (2002). Customer process approach to building loyalty. Total Qual. Manage., 13(5), 603-611.

BİLGİN, Y. (2017). Restoran işletmelerinde hizmet kalitesi, müşteri memnuniyeti ve müşteri sadakatinin ağızdan ağıza pazarlamaya etkisi. İşletme Araştırmaları Dergisi, 9(4), 33-62.
CARPENTER, J., FAIRHURST, A. (2005). Consumer shopping value, satisfaction, and loyalty for retail apparel brands. Journal of Fashion Marketing and Management, 9(3), 256-269.
CARROLL, B. A., AHUVIA, A.C. (2006). Some antecedents and outcomes of brand love. Market Letter, 17(2), 79-89.
CASIELLES, R.V., ÁLVAREZ, L.S., DEL RIO-LANZA, A.B. (2013). The Word of Mouth Dynamic: How Positive (and Negative) WOM Drives Purchase Probability An Analysis of Interpersonal and Non-Interpersonal Factors. Journal of Advertising Research, 1, 43-60.
CĂTĂLIN, M.C., ANDREEA, P. (2014). Brands as a mean of consumer self-expression and desired personal lifestyle. Procedia-Social and Behavioral Sciences, 109(2014), 103-107.
CHAUDHARY, A.H. (2018). Retracted Article: Brand love: Fiction or reality?. Journal of Strategic Marketing, 26(8), 1-11.
CUNNINGHAM, R.M. (1961). Customer loyalty to store and brand. Harvard Business Review, 39(6), 127-137.
CZELLAR, S., SPROTT, D.E., SPANGENBERG, E.R., RASKA, D. (2010). Consumer Reactions to Self-Expressive Brand Display, Les Cahiers de Recherche, HEC, France.
DAY, G. S. (1969). A two-dimensional concept of brand loyalty. Journal of Advertising Research, 9(3), 29-35.
DEMİRAĞ, B., DURMAZ, Y. (2020). Marka Yönetimi. (1 Basım). İstanbul: Hiper Yayın.
DEMİRAĞ, B., DURMAZ, Y. (2019). Algılanan Hizmet Kalitesinin Algılanan Değer ve Tutumsal Marka Sadakati Üzerindeki Etkisinin İncelenmesi: 5 Yıldızlı Sayfiye ve Şehir Otelleri Örneği. Uluslararası Toplum Araştırmaları Dergisi, 11(18), 695-726.
ERCİŞ, A., AYKUT, O.H., YILDIZ, T. (2018). The mediation role of brand love and experience in the effect of self-brand connection on the brand loyalty. Research Journal of Business and Management (RJBM), 6(2), 137-148.
EVANSCHITZKY, H., WUNDERLICH, M. (2006). An examination of moderator effects in the four-stage loyalty model. Journal of Service Research, 8(4), 330-345.
FERGUSON, R.J., PAULIN, M., BERGERON, J. (2009). Customer sociability and the total service experience. Journal of Service Management, 21(1), 25-44.
FISHER, H. (2006). The drive to love: The neural mechanism for mate selection. In Sternberg, R. J. & Weis, K. E. (Eds.), The new psychology of love (pp. 87–115). New Haven, CT: Yale University Press.
FORNELL, C., LARCKER, D. F. (1981). Structural Equation Models With Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, May, 382-388.
FOURNIER, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–373.
FOURNIER, S., MICK, D.G. (1999). Rediscovering satisfaction. Journal of Marketing, 63(4), 5-23.
GLASMAN, L. R., ALBARRACIN, D. (2006). Forming attitudes that predict future behavior: A meta-analysis of the attitude-behavior relation. Psychological Bulletin, 132(5), 778- 822.
HAIR, J. F., Risher, J. J., Sarstedt, M., Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
HAIR, J. F., SARSTEDT, M., RINGLE, C. M., MENA, J. A. (2012). An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal of the Academy of Marketing Science, 40(3), 414-433.
HAN, X., KWORTNIK, R. J., WANG, C. (2008). Service loyalty: An integrative model and examination across service contexts. Journal of Service Research, 11, 22-42.
HARARY, F., LIPSTEIN, B. (1962). The dynamics of brand loyalty: a Markovian approach. Operations Research, 10(1), 19-40.
HU, L. T., BENTLER, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
HUANG, C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915-934.
HWANG, J., KANDAMPULLY, J. (2012). The role of emotional aspects in younger consumer brand relationships. Journal of Product & Brand Management, 21(2), 98-108.
ILAW, M.A. (2014). Who You Are Affects What You Buy: The Influence of Consumer Identity on Brand Preference. The Elon Journal of Undergraduate Research in Communications, 5(2), 5-16.
JACOBY, J., KYNER, D.B. (1973). Brand loyalty versus repeat purchasing behaviour. Journal of Marketing Research, 10, 1-9.
JONES, T. O., W. E. Sasser Jr. (1995). Why Satisfied Customers Defect. Harvard Business Review, 73, 6 (November-December 1995).
KAISER, H. F. (1974). An index of factorial simplicity. Psychometrik, 39(1), 31-36.
KALAYCI, Ş. (2005). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. İstanbul: Asil Yayın Dağıtım.
KANG, A. (2015). Brand Love-Moving Beyond Loyalty An Empirical Investigation of Perceived Brand Love of Indian Consumer. Arab Economics And Business Journal, 10, 90-101.
KARJALUOTO, H., MUNNUKKA, J., KIURU, K. (2016). Brand love and positive word of mouth : the moderating effects of experience and price. Journal of Product and Brand Management, 25(6), 527-537.
KEMENT, Ü., ÇAVUŞOĞLU, S. (2017). Hafızaya Yönelik Müşteri Deneyimlerinin Müşteri Sadakatine Etkisi: Yeşil Oteller Örneği. Uluslararası Sosyal ve Eğitim Bilimleri Dergisi, 4(8), 172-194.
KONADU, A. Y. (2018). Examining the Relationship of Brand Love and Brand Loyalty to Luxury Fashion Brands in Russia. Master Thesis, St. Petersburg State University, Russia.
LOUREIRO, S., GORGUS, T., KAUFMANN, H. (2017). Antecedents and outcomes of online brand engagement: The role of brand love on enhancing electronic-word-of-mouth. Online Information Review, 41( 7), 985-1005.
MAISAM, S., MAHSA, R. (2016). Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love. Journal of Competitiveness, 8(1), 19-37.
MAZODIER, M., MERUNKA, D. (2014). Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products. Journal of Business Research, 67, 1552-1558.
NIYOMSART, S., KHAMWON, A. (2016). Brand Love, Brand Loyalty, And Word Of Mouth: A Case Of Airasia. Conference of the International Journal of Arts & Sciences, 9(1), 263-268.
OLIVER, R.L. (1997). Loyalty and profit: long-term effects of satisfaction. Satisfaction: A behavioural perspective on the consumer, McGraw-Hill Companies, Inc., New York, NY.
PANDOWO, A. (2016). How to Create Brand Love in Private Label: The Role of Satisfaction as Intervening Variable. Journal of Marketing Management, 4(2), 81-91.
PHAU, I., LAU, K.C. (2000). Brand personality and consumer self-expression: Single or dual carriageway?. Brand Management, 8(6), 428-444.
Purnasari, H., Yuliando, H. (2015). How relationship quality on customer commitment influences positive e-wom. Agriculture &Agricultural Science Procedia, 3, 149-153.
RADDER, L., HAN, X. (2013). Perceived quality, visitor satisfaction and conative loyalty ın south african heritage museums. International Business & Economics Research Journal, 12(10), 1261-1271.
RUANE, L., WALLACE, E. (2015). Brand tribalism and selfexpressive brands: Social influences and brand outcomes. Journal of Product & Brand Management, 24(4), 333-348.
SARKAR, A., PRADHAN, S. (2016). Examining the roles played by a store satisfaction-love framework in shaping the influence of store loyalty programs. Management Research Review, 39(8), 879-898.
SAHA, G.C., THEINGI, A. (2009). Service quality, satisfaction, and behavioural intentions: A study of lowcostairlinecarriers in Thailand. Managing Service Quality, 19(3), 350-372.
SHACHAR, R., ERDEM, T., CUTRIGHT, K.M., FITZSIMONS, G.J. (2010). Brands: The Opiate of the Nonreligious Masses?. Marketing Science, Articles in Advance, 1-19.
SHIMP, T. A., MADDEN, T. J. (1988). Consumer-object relations: A conceptual framework based analogously on Sternberg's triangular theory of love. ACR North American Advances. Provo, UT: Association for Consumer Research, 163-168.
SONG, H., WANG, J., HAN, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79, 50-59.
STEINHART, Y., KAMINS, M., MAZURSKY, D., NOY, A. (2014). Effects of product type and contextual cues on eliciting naive theories of popularity and exclusivity. Journal of Consumer PsychologY, 24(4), 472-483.
STERNBERG, R.J. (1986). A Triangular Theory of Love. Psychological Review, 93(2), 119-135.
SWEENEY, J.C., SOUTAR, G.N., MAZZAROL, T. (2008). Factors influencing word of mouth effectiveness: receiver perspectives. European Journal of Marketing, 42(3/4), 344-364.
TAYLOR, D. G., STRUTTON, D., THOMPSON, K. (2012). Self-Enhancement as a Motivation for Sharing Online Advertising. Journal of Interactive Marketing, 12(2), 28.
UNAL, S., AYDIN, H. (2013). An Investigation on the Evaluation of the Factors Affecting Brand Love. Procedia-Social and Behavioral Sciences, 92(2013), 76-85.
VRIES, L., PELUSO, A.M., ROMANI, S., LEEFLANG, P.S.H., MARCATI, A. (2017). Explaining consumer brand-related activities on social media: An investigation of the different roles of self-expression and socializing motivations. Computers in Human Behavior, 75, 1-29.
WALLACE, E., BUIL, I., DE CHERNATONY, L. (2014). Consumer engagement with self-expressive brands: brand love and WOM outcomes. Journal of Product & Brand Management, 23(1), 33-42.
WILKLIE, W. L. (1990). Consumer Behavior. John and Sons Publications. Newbury Park, CA, 784.
YASVARI, T. H., GHASSEMI, R. A., RAHROVY, E. (2012). Influential Factors on Word of Mouth in Service Industries (The case of Iran Airline Company). International Journal of Learning and Development, 2(5), 227-242.
YAŞLIOĞLU, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.

Ayrıntılar

Birincil Dil

İngilizce

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Sinan Çavuşoğlu ^*
0000-0001-9365-8677
Türkiye

Bülent Demirağ
0000-0002-8718-1822
Türkiye

Yayımlanma Tarihi

15 Temmuz 2020

Gönderilme Tarihi

9 Nisan 2020

Kabul Tarihi

2 Haziran 2020

Yayımlandığı Sayı

Yıl 2020 Cilt: 34 Sayı: 3

DOI

https://doi.org/10.16951/atauniiibd.717441

IZ

https://izlik.org/JA74SD27SN

APA

Çavuşoğlu, S., & Demirağ, B. (2020). An Investigation of The Relationship between Self-Expressive Brand, Brand Love, Positive Word- of Mouth and Brand Loyalty: A Research in Packaged Product Category. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 34(3), 1065-1087. https://doi.org/10.16951/atauniiibd.717441

AMA

1.Çavuşoğlu S, Demirağ B. An Investigation of The Relationship between Self-Expressive Brand, Brand Love, Positive Word- of Mouth and Brand Loyalty: A Research in Packaged Product Category. Trend Bus Econ. 2020;34(3):1065-1087. doi:10.16951/atauniiibd.717441

Chicago

Çavuşoğlu, Sinan, ve Bülent Demirağ. 2020. “An Investigation of The Relationship between Self-Expressive Brand, Brand Love, Positive Word- of Mouth and Brand Loyalty: A Research in Packaged Product Category”. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi 34 (3): 1065-87. https://doi.org/10.16951/atauniiibd.717441.

EndNote

Çavuşoğlu S, Demirağ B (01 Temmuz 2020) An Investigation of The Relationship between Self-Expressive Brand, Brand Love, Positive Word- of Mouth and Brand Loyalty: A Research in Packaged Product Category. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi 34 3 1065–1087.

IEEE

[1]S. Çavuşoğlu ve B. Demirağ, “An Investigation of The Relationship between Self-Expressive Brand, Brand Love, Positive Word- of Mouth and Brand Loyalty: A Research in Packaged Product Category”, Trend Bus Econ, c. 34, sy 3, ss. 1065–1087, Tem. 2020, doi: 10.16951/atauniiibd.717441.

ISNAD

Çavuşoğlu, Sinan - Demirağ, Bülent. “An Investigation of The Relationship between Self-Expressive Brand, Brand Love, Positive Word- of Mouth and Brand Loyalty: A Research in Packaged Product Category”. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi 34/3 (01 Temmuz 2020): 1065-1087. https://doi.org/10.16951/atauniiibd.717441.

JAMA

1.Çavuşoğlu S, Demirağ B. An Investigation of The Relationship between Self-Expressive Brand, Brand Love, Positive Word- of Mouth and Brand Loyalty: A Research in Packaged Product Category. Trend Bus Econ. 2020;34:1065–1087.

MLA

Çavuşoğlu, Sinan, ve Bülent Demirağ. “An Investigation of The Relationship between Self-Expressive Brand, Brand Love, Positive Word- of Mouth and Brand Loyalty: A Research in Packaged Product Category”. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, c. 34, sy 3, Temmuz 2020, ss. 1065-87, doi:10.16951/atauniiibd.717441.

Vancouver

1.Sinan Çavuşoğlu, Bülent Demirağ. An Investigation of The Relationship between Self-Expressive Brand, Brand Love, Positive Word- of Mouth and Brand Loyalty: A Research in Packaged Product Category. Trend Bus Econ. 01 Temmuz 2020;34(3):1065-87. doi:10.16951/atauniiibd.717441

Cited By

Restoran Sektöründe İlişki Kalitesinin Ağızdan Ağıza İletişim Üzerindeki Etkileri

Alanya Akademik Bakış

https://doi.org/10.29023/alanyaakademik.1062574

Fethiye’nin Destinasyon Pazarlaması Kapsamında Sosyal Medyanın Tekne Turu Satışlarına Etkisi: Özel Tur Kaptanları Bakış Açısı

Güncel Turizm Araştırmaları Dergisi

https://doi.org/10.32572/guntad.907665

Examining The Relations Among Brand Authenticity, Brand Loyalty, Brand Trust and Word of Mouth Communication: An Example of Coffee House

ODÜ Sosyal Bilimler Araştırmaları Dergisi (ODÜSOBİAD)

https://doi.org/10.48146/odusobiad.1115502

Intermedıatıon Role Of Brand Image In The Effect Of Country Of Orıgın And Self-Respect On Brand Loyalty In The Smart Phone Industry

Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi

https://doi.org/10.54439/gupayad.1115479

AN EXAMINATION OF THE MEDIATING ROLE OF BRAND LOVE AND BRAND IMAGE IN THE IMPACT OF BRAND AUTHENTICITY ON POSITIVE WORD-OF-MOUTH COMMUNICATION

Journal of Research in Business

https://doi.org/10.54452/jrb.1370307

Y Kuşağının Spor Ayakkabısı Markalarına Sadakatinde Marka Aşkının Etkisinin Araştırılması

Girişimcilik İnovasyon ve Pazarlama Araştırmaları Dergisi

https://doi.org/10.31006/gipad.1372827

Sosyal Medya Pazarlama Faaliyetlerinin Marka Deneyimine Etkisinde Marka Aşkının Aracılık Rolünün İncelenmesi

Kastamonu İletişim Araştırmaları Dergisi

https://doi.org/10.56676/kiad.1543989

800px-Open-Access-PLoS.svg.png

An Investigation of The Relationship between Self-Expressive Brand, Brand Love, Positive Word- of Mouth and Brand Loyalty: A Research in Packaged Product Category

Öz

Anahtar Kelimeler

Benlik İfade Eden Marka, Marka Aşkı, Pozitif Ağızdan Ağıza İletişim ve Marka Sadakati Arasındaki İlişkinin İncelenmesi: Paketlenmiş Ürün Kategorisinde Bir Araştırma

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster

Cited By

Restoran Sektöründe İlişki Kalitesinin Ağızdan Ağıza İletişim Üzerindeki Etkileri

Fethiye’nin Destinasyon Pazarlaması Kapsamında Sosyal Medyanın Tekne Turu Satışlarına Etkisi: Özel Tur Kaptanları Bakış Açısı

Examining The Relations Among Brand Authenticity, Brand Loyalty, Brand Trust and Word of Mouth Communication: An Example of Coffee House

Intermedıatıon Role Of Brand Image In The Effect Of Country Of Orıgın And Self-Respect On Brand Loyalty In The Smart Phone Industry

AN EXAMINATION OF THE MEDIATING ROLE OF BRAND LOVE AND BRAND IMAGE IN THE IMPACT OF BRAND AUTHENTICITY ON POSITIVE WORD-OF-MOUTH COMMUNICATION

Y Kuşağının Spor Ayakkabısı Markalarına Sadakatinde Marka Aşkının Etkisinin Araştırılması

Sosyal Medya Pazarlama Faaliyetlerinin Marka Deneyimine Etkisinde Marka Aşkının Aracılık Rolünün İncelenmesi