KİŞİLİK ÖZELLİKLERİ, HEDONİK VE RASYONEL FAYDA, MARKA DUYGUSU VE MARKA BAĞLILIĞI ARASINDAKİ İLİŞKİLERİN BELİRLENMESİNE YÖNELİK BİR ARAŞTIRMA

Yıl 2010, Cilt: 24 Sayı: 2, 141 - 165, 06.07.2011

Arzu Deniz Aysel Erciş

Öz

 In this study it is aimed to determine relationships among consumers’ personality traits, their hedonic and utilitarian benefit expected from product, brand affect and brand loyalty. Thus two product group were selected and tested with the path analysis by composing two model for them. According to results consumers’ ,who have mobile phone, conscientiousness and
agreeableness traits outshine and they expected utilitarian benefit from the product. Consumers’, who have sports shoes, extraversion and openess to experience traits outshine and they expected hedonic benefit from the product. In addition these expectations affect consumers’ brand affect and brand loyalty

Anahtar Kelimeler

Personality Traits, Hedonic and Utilitarian Benefit, Brand Affect and Brand Loyalty

KİŞİLİK ÖZELLİKLERİ, HEDONİK VE RASYONEL FAYDA, MARKA DUYGUSU VE MARKA BAĞLILIĞI ARASINDAKİ İLİŞKİLERİN BELİRLENMESİNE YÖNELİK BİR ARAŞTIRMA

Öz

Bu araştırmada tüketicilerin kişilik özellikleri, üründen
bekledikleri hedonik ve rasyonel fayda, markaya yönelik duyguları ve marka
bağlılıkları arasındaki ilişkilerin belirlenmesi amaçlanmıştır. Bunun için iki ürün
grubu seçilmiş ve ürün grupları için iki ayrı model oluşturularak path analizi ile
test edilmiştir. Analiz sonuçlarına göre cep telefonu sahibi tüketicilerin
sorumluluk ve uyumluluk kişilik özelliği öne çıkmaktadır ve bu kişiler üründen
rasyonel fayda beklemektedirler. Spor ayakkabı sahibi tüketicilerin ise
dışadönüklük ve yeniliklere açık olma kişilik özellikleri öne çıkmaktadır ve bu
kişiler üründen hedonik fayda beklemektedirler. Ayrıca bu beklentiler onların
markaya yönelik duygularını ve sonuçta marka bağlılıklarını etkilemektedir.

Anahtar Kelimeler

Kişilik Özellikleri, Hedonik ve Rasyonel Fayda, Marka Duygusu ve Marka Bağlılığı

Kaynakça

• Ackoff, Russell L.,Emshoff, James R., 1975, “Advertising Research At Anhevser-Busch”, (1963-68), Sloan Management Review 16:1-15
• Agarwal, J. and Malhotra, N.K. 2005, “An integrated model of attitude and affect: theoretical foundation and an empirical investigation”, Journal of Business Research, Vol. 58, pp. 483-93.
• Aghaee, Nasser-Ghasem, Ören, Tuncer, 2004, “Effects Of Cognitive Complexity İn Agent Stimulation”, Summer Computer Stimulation Conference, July 25–29, San Rose
• Ailawadi, K.L., Lehman, D.R. and Neslin, S.A. 2003, “Revenue premium as an outcome measure of brand equity”, Journal of Marketing, Vol. 67, October, pp. 1-17.
• Alwitt, Linda F.,1991, “Consumer Personality Characteristics Can Help Quide Marketing And Crative Strategies”, Journal Of Direct Marketing, S.39-47, V5, N3
• Antonides, G. and Van Raaij, W. F.,1998, Consumer behaviour: a European perspective, John Wiley & Sons, New York.
• Babin, Barry, Darden, William, Griffin, Mitch, 1994, “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value” Journal of Consumer Research, vol. 20
• Ballester, Elena Delgado ve Jose Luis Munuera-Aleman, 2005, Does Brand Trust Matter to Brand Equity?, The Journal of Product & Brand Management. Vol:14, No:2/3, ss.187-196.
• Batra, Rajeev, Ahtola, Olli, 1990, Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes, Marketing Letters, 2:2, 159-170
• Bhat, S. and Reddy, S.K. 2001, “The impact of parent brand attribute associations and affect on brand extension evaluation”, Journal of Business Research, Vol. 53, September, pp. 111
• BJ Babin, WR Darden, M Griffin, March 1994, “ Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value”, Journal of consumer research, V: 20
• Bovee, Courtland I., Houston, Micheal J., Thill, John V., 1995, Marketing, Second Edition , Mcgraw Hill
• Bowen, J.T. ve S. Shoemaker. (1998), Loyalty: Strategic Commitment, Cornell Hotel and Restaurant Administration Quarterly. ss.12-25.
• Chandon, Pierre, Brian Wansink. and Gilles Laurent , "A Benefit Congruency Framework ot" Sales Promotion Effectiveness." Journal of Marketing, 64 (October), 65-81.
• Chang, Chingching, 2001, “The Impact of Personality Differences on Product Evaluations”, Advances İn Consumer Research, Vol:28, P.26
• Chaudhurı, Arjun ve Morris B. Holbrook. 2001, The Chain of Effects From Brand Trust and Brand Affect To Brand Performance: The Role of Brand Loyalty, Journal of Marketing. Vol:65, No:2, ss.81-93.
• Chernyshenko, Sergeevich, 2001, “Applications of İdeal Point Approaches To Scale Construction And Scoring İn Personality Measurement: The Development of A Six-Faceted Measure of Conscientiousness”, Bemidji State University, Phd Dissertation, Urbana, UMI
• Childersa, Terry , L. Christopher, L. Carrb, Joann Peckc, Stephen Carsond 2001 “Hedonic and utilitarian motivations for online retail shopping behavior”, Journal of Retailing, 77, 511–535
• Collins, Judith M., Gleaves,David H.,1998, “Race,Job Applicants And The Five Factor Model Of Personality:Implications For Black Psychology, Industrial/Organizational Psychology And The Five Factor Theory”, Journal of Applied Psychology, Vol 83, No 4
• Cook, Vivian D., 2005, “An İnvestigation of The Construct Validity of The Big Five Construct Of Emotional Stability İn Relation To Job Performance, Job Satisfaction An Career Satisfacion”, The University of Tennessee, Phd Dissertation, Knoxville, UMI
• Costa, Paul T.,Mc Crae, Robert R., 2000, “Revised Neo Personality Inventory”, Interpretive Report
• Crowley, Ayn, Spangenberg, Eric, Hughes, Kevin, 1991, Measuring the Hedonic and Utilitarian Dimensions of Attitudes Toward Product Categories, Marketing Letters, 3:3, 239-249
• Dekımpe, M.G, J.B. Steenkamp, M. Mellens ve P.V. Abeele 1997, Decline and Variability in Brand Loyalty,International Journal of Research in Marketing.Vol:14,s.405-420
• Demirkan, Selcen, 2006, “Özel Sektördeki Yöneticilerin Ve Çalışanların Bağlanma Stilleri, Kontrol Odağı, İş Doyumu Ve Beş Faktör Kişilik Özelliklerinin Araştırılması”, Yayınlanmamış Yüksek Lisans Tezi, Ankara Üniversitesi
• Dıck, Alan S., Kunal Basu.(1994), Consumer Loyalty:Towards an Integrated Conceptual Approach, Journal of The Academy of Marketing Science. Vol:22, No:2, ss.99-113.
• Dunsmore, A.Jessica, 2005, “An Investigation of The Predictive Validity of Broad And Narrow Personality Traits İn Relation To Academic Achivement”, The University of Tennessee, Phd Dissertation, , Knoxville, UMI
• Ehrenberg, A.S.C. 1991, New Brands And The Existing Market, Journal of The Royal Statistical Society. Vol:33, No:4, ss.285-299.
• Ehrler, J.David, 2005, “An Investigation Into The Relation Between Five Factor Model of Personality And Academic Achivement İn Children”, The College of Education Georgia State University , Phd Dissertation, Atlanta, Georgia, UMI,
• Erevelles, S. 1998, “The role of affect of marketing”, Journal of Business Research, Vol. 42 No. 3, pp. 199-215.
• Evans, Joel R., Berman, Barry, 1997, Marketing, Seventh Edition, Prentice Hall International
• Fraj, Elena, Martinez, Eva, 2006, “Influence of Personality on Ecological Consumer Behaviour”, Journal Of Consumer Behavior, 5(16/181)
• Friday, Amy Susannah, 2004, “Criterion-Related Validity of Big Five Adolescent Personality Traits”, The University Of Tennessee, Phd Dissertation, Knoxville, UMI
• Goldberg, Lewis R. , 1990, “An Alternative Description Of Personality”, The Big Five Factor Structure, Journal Of Personality And Social Psychology, V59, N6, 1216-1229
• Gommans, Marcel, Krish S. Krishnan ve Katrin B. Scheffold.2001, From Brand Loyalty To E-Loyalty:A Conceptual Framework, Economics and Social Research, Vol:3,No.1,ss.43. Journal of
• Hankin, Benjamin, Lakdawalla Z. , Carter L., Abela J. , Adams P. , “Are Neuroticism, 2007, Cognitive Vulnerabilities And Self Esteem Overlapping or Distinct Risks For Depression? Evidence From Exploratory And Confirmatory Factor Analyses”, Journal of Social And Clinical Psychology, Vol 26, No 1, Pp.26–63
• Hirschman, Elizabeth C. and Morris B. Holbrook, 1982, "Hedonic Consumption: Emerging Concepts, Methods and Propositions," Journal of Marketing, 46 (3), 92-101
• Homburg, C. ve Giering, A. 2001, “Personal Characteristics as Moderators of the Rela-tionship Between Customer Satisfaction and Loyalty-An Empirical Analysis”, Psychology & Marketing, Vol. 18, No.1 s.43-66.
• Huang, Hazel H., July 2006, “Personality And Consumer Behavior”, 15th EDAMBA Summer Academy, France
• İslamoğlu, Ahmet Hamdi, 2003, Tüketici Davranışları, Beta A.Ş, İstanbul
• Keller, K.L. 1993, “Conceptualizing, measuring and managing customer-based brand equity”, Journal of Marketing, Vol. 57, January, pp. 1-22.
• Kokkonen, Marja, Pulkkinen, Lea, “Examination of The Paths Between Personality Current Mood, It’s Evaluation And Emotion Regulation”, 2001, Journal of Personality, 15, Ss.83–104
• Loveland, J. Michael, 2004, “Cognitive Ağabeylity, Big Five And Narrow Personality Traits İn The Prediction of Academic Performance”, The University of Tennessee, Phd Dissertation, Knoxville, UMI
• Martinez, M.Thomas, 2005, “A Correlational Study Between The MMPI–2, PSY–5 And The 16PF Global Factors”, Azusa Pasific University, Phd Dissertation, California, UMI
• Matzler, Kurt, Bidmon, Sonja, Grabner-Krauter, Sonja, 2006, Individual Determinants of Brand Affect : The Role of the Personality Traits of Extraversion and Openness to Experience, Journal of Product &Brand Management, V:15, I: 7, pp.427-434
• Morgan, Clifford T., 1999, Psikolojiye Giriş, 13. Baskı, Hacettepe Üniversitesi Psikoloji Bölümü Yayınları, Yayın No:1
• Odabaşı, Yavuz, Gülfidan Barış. 2002, Tüketici Davranışı. Kapital Medya A.Ş., 2. Baskı, İstanbul.
• Ordun, Güven 2004, “Beş Temel Kişilik Özelliği Ve Alt Faktörlerinin Analizine İlişkin Bir Çalışma” , İstanbul Üniversitesi İşletme Fakültesi Dergisi, Kasım Sayı: 2, Cilt: 33, Ss 47–71
• Park, S.,1996, Relationships Between Involvement And Attitudinal Loyalty Constructs In Adult Fitness Programs, Journal of Leisure Research. Vol:28, No:4, ss.233-250178.
• Paunonen, Sampo V., “Big Five Factors of Personality And Replicated Predictions of Behaviour”, Journal of Personality And Social Psychology, 84(2), P411-424
• Paunonen, Sampo V., Ashton, Michael C., “Big Five Fcators And Facets And The Predication of Behavior”, Journal of Personality And Social Psychology, 81(3), P524-539
• Perry, Susan R., 2003, “Big Five Personality Traits And Work Drive As Predictors of Adolescent Academic Performance”, The University of Tennessee, Phd Dissertation, Knoxville, UMI
• Rowley, Jennifer. 2005, The Four Cs Customer Loyalty, Marketing Intelligence & Planning. Vol:23, No:6/7, ss.574-581
• Solomon, Michael R., 2006, Consumer Behavior Buying, Having and Being. Prentice Hall International Editions, Seventh Edition, New Jersey.
• Somer, Oya, Goldberg, R.Lewis, 1999, “The Structure of Turkish Trait- Descriptive Adjectives”, Journal Of Personality And Social Psychology, Vol:76, No:3, Ss. 431–450
• Somer, Oya, Korkmaz, Mediha, Tatar, Arkun, 2002, “Beş Faktör Kişilik Envanterinin Geliştirilmesi-I: Ölçek Ve Alt Ölçeklerin Oluşturulması”, Türk Psikoloji Dergisi, 17 (49) , Ss. 21–33
• Şimşek, Özlem, 2006, “İnsan Dinamiği Kişilik Özelliklerinin İncelenmesine Yönelik Ölçek Geliştirtme Çalışması”, Yayınlanmamış Yüksek Lisans Tezi, Sakaya Üniversitesi
• Tichon, Mark A., 2005, “Personnel Selection İn The Transportation Sector: An İnvestigation Of Personality Traits İn Relation To Job Performance of Delivery Drivers”, The University Of Tennessee, Phd Dissertation, Knoxville, UMI
• Tsai, Lien-Hsiang, 2003, “Relationships Between Personality Attributes And Internet Marketing”, A Dissertation, Alliant Internatıonal Unıversity, UMI
• Tuncer, Doğan, Arpacı, Tamer, Ayhan, Yaşar, Böge, Erinç, Üner, Mithat, 1992, Pazarlama, Gazi Yayınları, Ankara
• Turner, Jonathan E., 2003, “Proactive Personality And Big Five As Predictors of Motivation To Learn”, Phd Dissertation, Old Dominion University, UMI
• Voss, Kevin, Spangenberg, Eric, Grohmann, Bianca, 2003, “Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude”, Journal of Marketing Research, V: XL, 310-320