Brand Love with Its Antecedents and Consequences: A Research Specific to Mekteb-i Mülkiye

Öz

Brand love is one of the most prominent marketing topics in recent years. Although marketing studies widely researched this concept, our knowledge about the love between higher education institutions and students is very limited. This study investigates some antecedents and consequences of brand love in higher education. As the antecedents of brand love, we examined the effects of actual self-congruence, ideal self-congruence, brand reputation, and education quality. Also, we investigated the impact of brand love on supportive behaviours for school and recommending the school to others, which are considered the outcomes of love. The study was conducted specific to Ankara University Faculty of Political Sciences, one of Turkey’s deep-rooted higher educational institutions. Two hundred sixty-nine surveys collected from this faculty have been analysed by structural equation modelling. According to the results, actual self-congruence, brand reputation, and education quality are the determinants of brand love. However, ideal self-congruence was not found as an influential factor in brand love. Besides, brand love was found that have strong positive effects on supportive behaviours for school and recommending the school to others.

Anahtar Kelimeler

• Self-congruence
• Brand Reputation
• Quality
• Brand Love
• Recommendation
• Support Behaviour

Öncülleri Ve Sonuçlarıyla Marka Aşkı: Mekteb-İ Mülkiye Özelinde Bir Araştırma

Öz

Marka aşkı, pazarlama alanında son yıllarda öne çıkan konulardan birisidir. Kavram pazarlama araştırmaları tarafından kapsamlı bir şekilde ele alınsa da öğrencilerin eğitim aldıkları yükseköğretim kurumlarına aşık olması konusu hakkında bilinenler sınırlıdır. Bu çalışmada, okula olan aşkın bazı öncülleri ve sonuçları araştırılmıştır. Bu kapsamda gerçek benlik uyumu, ideal benlik uyumu, marka itibarı ve eğitim kalitesinin okul aşkıyla olan ilişkisi incelenmiştir. Ayrıca, okula destek davranışı ve okulu başkalarına tavsiye etme, okul aşkının pozitif çıktıları olarak ele alınmıştır. Ankara Üniversitesi Siyasal Bilgiler Fakültesi özelinde yapılan araştırmanın verisi aynı fakülteden toplanmıştır. Öğrencilerden elde edilen 269 anket yapısal eşitlik modellemesiyle analiz edilmiştir. Sonuçlara göre; gerçek benlik uyumu, marka itibarı ve eğitim kalitesi marka aşkını pozitif yönde etkilemektedir. Ancak, ideal benlik uyumunun marka aşkı üzerinde bir etkisi bulunmamıştır. Bununla birlikte, marka aşkının okula destek olma ve okulu başkalarına tavsiye etme üzerinde çok güçlü etkileri olduğu görülmüştür.

Anahtar Kelimeler

• Benlik uyumu
• Marka itibarı
• Kalite
• Marka aşkı
• Tavsiye
• Destek davranışı

Kaynakça

1. Al-Alak, Basheer A. M. (2006), "The Impact of Marketing Actions on Relationship Quality in the Higher Education Sector in Jordan" Journal of Marketing for Higher Education, 16(2), 1–23. https://doi.org/10.1300/J050v16n02_01
2. Albert, Noel ve Merunka, Dwight (2013), "The Role of Brand Love in Consumer‐Brand Relationships" Journal of Consumer Marketing, 30(3), 258–266. https://doi.org/10.1108/07363761311328928
3. Alnawas, Ibrahim ve Altarifi, Shadi (2016), "Exploring the Role Of Brand Identification And Brand Love in Generating Higher Levels Of Brand Loyalty", Journal of Vacation Marketing, 22(2), 111–128. https://doi.org/10.1177/1356766715604663
4. Anderson, James C ve Gerbing, David W. (1988), "Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach", Psychological Bulletin, 103(3), 411–423. https://doi.org/10.1037/0033-2909.103.3.411
5. Arnett, Dennis B., Wittmann, C. Michael, ve Wilson III, Bennie J. (2004), "Encouraging Future Helping Behaviors: The Role Of Student-Faculty Relationships İn Higher Education Marketing", Journal of Marketing for Higher Education, 13(1-2), 127-157.
6. Bagozzi, Richard P. ve Yi, Youjae (1988), "On the Evaluation of Structural Equation Models", Journal of the Academy of Marketing Science, 16(1), 74–94. https://doi.org/10.1007/BF02723327
7. Bairrada, Cristela Maia, Coelho, Filipe ve Coelho, Arnaldo (2018), "Antecedents and Outcomes of Brand Love: Utilitarian And Symbolic Brand Qualities", European Journal of Marketing, 52(3–4), 656–682. https://doi.org/10.1108/EJM-02-2016-0081
8. Banerjee, Saikat ve Chaudhuri, Bibek Ray (2021), "Brand Love And Party Preference Of Young Political Consumers (Voters)", International Review on Public and Nonprofit Marketing, 1-29.

9. Batra, Rajeev, Ahuvia, Aaron ve Bagozzi, Richard P. (2012), "Brand love", Journal of Marketing, 76(2), 1–16. https://doi.org/10.1509/jm.09.0339
10. Belk, Russell W. (1988), "Possessions and the Extended Self", Journal of Consumer Research, 15(2), 139. https://doi.org/10.1086/209154
11. Bıçakcıoğlu, Nilay, İpek, İlayda, ve Bayraktaroğlu, Gül. (2018), "Antecedents and Outcomes of Brand Love: The Mediating Role of Brand Loyalty", Journal of Marketing Communications, 24(8), 863-877.
12. Bihamta, Hassan, Jayashree, Sreenivasan, Rezaei, Sajad, Okumus, Fevzi, ve Rahimi, Roya (2017), "Dual Pillars of Hotel Restaurant Food Quality Satisfaction and Brand Loyalty", British Food Journal, 119(12), 2597–2609. https://doi.org/10.1108/BFJ-07-2016-0344
13. Brown, Timothy A. (2015), Confirmatory factor analysis for applied research. Guilford publications.
14. Burke, Peter J. ve Stets, Jan E. (1999), "Trust and Commitment through Self-Verification" Social Psychology Quarterly, 62(4), 347. https://doi.org/10.2307/2695833
15. Carroll, Barbara A. ve Ahuvia, Aaron C. (2006), "Some Antecedents and Outcomes Of Brand Love", Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/S11002-006-4219-2
16. Chen, Ruixia, Zhou, Zhimin, Zhan, Ge ve Zhou, Nan (2020), "The Impact of Destination Brand Authenticity and Destination Brand Self-Congruence on Tourist Loyalty: The Mediating Role of Destination Brand Engagement", Journal of Destination Marketing & Management, 15, 100402. https://doi.org/10.1016/j.jdmm.2019.100402
17. Choi, Laee, Kim, MiRan ve Kwon, He-Boong. (2022), "Impact of Customer-Based Corporate Reputation on Customer Engagement Behaviors: Customer Identification and Brand Love as Mediators and Industry Type as a Moderator", Journal of Brand Management, 29(2), 150–166. https://doi.org/10.1057/s41262-021-00255-5
18. Churchill, Gilbert A. (1979), "A Paradigm for Developing Better Measures of Marketing Constructs", Journal of Marketing Research, 16(1), 64–73. https://doi.org/10.1177/002224377901600110
19. Clark, Melissa, Fine, Monica B. ve Scheuer, Cara-Lynn (2017), "Relationship Quality in Higher Education Marketing: The Role of Social Media Engagement", Journal of Marketing for Higher Education, 27(1), 40–58. https://doi.org/10.1080/08841241.2016.1269036
20. Coelho, Arnaldo, Bairrada, Cristela ve Peres, Filipa (2019), "Brand Communities’ Relational Outcomes, Through Brand Love", Journal of Product and Brand Management, 28(2), 154–165. https://doi.org/10.1108/JPBM-09-2017-1593
21. Curtis, Tamilla, Abratt, Russell ve Minor, William (2009), "Corporate Brand Management in Higher Education: the Case of ERAU", Journal of Product & Brand Management, 18(6), 404–413. https://doi.org/10.1108/10610420910989721
22. Dass, Sumanjit, Popli, Sapna, Sarkar, Abhigyan, Sarkar, Juhi Gahlot ve Vinay, Muddu (2021), "Empirically Examining the Psychological Mechanism of a Loved and Trusted Business School Brand", Journal of Marketing for Higher Education, 31(1), 23-40.
23. Deckop, John R., Cirka, Carol C ve Andersson, Lynne M. (2003), "Doing Unto Others: The Reciprocity of Helping Behavior in Organizations", Journal of Business Ethics, 47(2), 101–113. https://doi.org/10.1023/A:1026060419167
24. Delgado-Márquez, Blanca L., Escudero-Torres, M. Ángeles ve Hurtado-Torres, Nuria E. (2013), "Being Highly Internationalised Strengthens Your Reputation: An Empirical Investigation of Top Higher Education Institutions", Higher Education, 66(5), 619–633. https://doi.org/10.1007/s10734-013-9626-8
25. Dennis, Charles, Papagiannidis, Savvas, Alamanos, Eleftherios ve Bourlakis, Michael. (2016), "The Role of Brand Attachment Strength in Higher Education", Journal of Business Research, 69(8), 3049–3057. https://doi.org/10.1016/j.jbusres.2016.01.020
26. Erkan, Ismail, Unal, Sevtap ve Acikgoz, Fulya. (2021), "What Affects University Image and Students’ Supportive Attitudes: The 4Q Model", Journal of Marketing for Higher Education, 1–18. https://doi.org/10.1080/08841241.2021.1927933
27. Escalas, Jennifer Edson ve Bettman, James R. (2003), "You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands", Journal of Consumer Psychology, 13(3), 339–348. https://doi.org/10.1207/S15327663JCP1303_14
28. Fornell, Claes ve Larcker, David F. (1981), "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
29. Foroudi, Pantea (2019), "Influence of Brand Signature, Brand Awareness, Brand Attitude, Brand Reputation on Hotel Industry’s Brand Performance", International Journal of Hospitality Management, 76, 271–285. https://doi.org/10.1016/j.ijhm.2018.05.016
30. Fournier, Susan (1998), "Consumers and Their Brands: Developing Relationship Theory in Consumer Research", Journal of Consumer Research, 24(4), 343–353. https://doi.org/10.1086/209515
31. Francioni, Barbara, Curina, Ilaria, Dennis, Charles, Papagiannidis, Savvas, Alamanos, Eleftherios, Bourlakis, Michael ve Hegner, Sabrina M. (2021), "Does Trust Play a Role When It Comes to Donations? A Comparison of Italian and US Higher Education Institutions", Higher Education, 82(1), 85–105. https://doi.org/10.1007/s10734-020-00623-1
32. Hair, Joseph F., Black, William., Babin, Barry J. ve Anderson, Rolph E. (2010), Multivariate Data Analysis. Prentice Hall.
33. Han, Sung Ho, Nguyen, Bang ve Lee, Timothy J. (2015), "Consumer-Based Chain Restaurant Brand Equity, Brand Reputation, and Brand Trust", International Journal of Hospitality Management, 50, 84–93. https://doi.org/10.1016/j.ijhm.2015.06.010
34. He, Hongwei ve Mukherjee, Avinandan (2010), "I am, Ergo I shop: Does Store Image Congruity Explain Shopping Behaviour of Chinese Consumers?", 23(5–6), 443–460. https://doi.org/10.1362/026725707X212766
35. Herbig, Paul ve Milewicz, John (1993), "The Relationship of Reputation and Credibility to Brand Success", Journal of Consumer Marketing, 10(3), 18–24. https://doi.org/10.1108/EUM0000000002601/FULL/XML
36. Huber, Frank, Meyer, Frederik ve Schmid, David Alexander (2015), "Brand Love in Progress – The Interdependence of Brand Love Antecedents in Consideration of Relationship Duration", Journal of Product and Brand Management, 24(6), 567–579. https://doi.org/10.1108/JPBM-08-2014-0682
37. Iqbal, Jawad, Malik, Mehak, Yousaf, Saira ve Yaqub, Rana Muhammad Shahid (2021), "Brand Reputation, Brand Experience, and Electronic Word of Mouth Toward Smartphone: Investigating the Mediating Role of Brand Love", Journal of Public Affairs, 21(3), e2455. https://doi.org/10.1002/pa.2455
38. Jaiyeoba, Haruna Babatunde, Abdullah, Moha Asri ve Dzuljastri, Abdul Razak (2019), "Halal Certification Mark, Brand Quality, and Awareness", Journal of Islamic Marketing, 11(6), 1657–1670. https://doi.org/10.1108/JIMA-07-2019-0155
39. Jang, SooCheong (Shawn) ve Namkung, Young. (2009), "Perceived Quality, Emotions, and Behavioral Intentions: Application of an Extended Mehrabian-Russell Model to Restaurants", Journal of Business Research, 62(4), 451–460. https://doi.org/10.1016/j.jbusres.2008.01.038
40. Japutra, Arnold, Keni, Keni ve Nguyen, Bang (2016), "What’s in a University Logo? Building Commitment in Higher Education", Journal of Brand Management, 23(2), 137-152.
41. Japutra, Arnold, Ekinci, Yuksel ve Simkin, Lyndon (2019), "Self-congruence, Brand Attachment and Compulsive Buying", Journal of Business Research, 99, 456–463. https://doi.org/10.1016/j.jbusres.2017.08.024
42. Japutra, Arnold, Wang, Shasha ve Li, Ting (Tina) (2021), "The Influence of Self-Congruence and Relationship Quality on Student Educational Involvement", Journal of Marketing for Higher Education, 1–18. https://doi.org/10.1080/08841241.2021.1884928
43. Jarvis, Cheryl Burke, Mackenzie, Scott B., Podsakoff, , Philip M. (2003), "A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research", Journal of Consumer Research 30(2): 199–218.
44. Jehn, Karen A, Chadwick, Clint ve Thatcher, Sherry M.B. (1997), "To Agree or not to Agree: The Effects of Value Congruence, Individual Demographic Dissimilarity, and Conflict on Workgroup Outcomes", International Journal of Conflict Management, 8(4), 287–305. https://doi.org/10.1108/eb022799
45. Juvan, Emil ve Dolnicar, Sara (2014), "The Attitude–Behaviour Gap in Sustainable Tourism", Annals of Tourism Research, 48, 76–95. https://doi.org/10.1016/j.annals.2014.05.012
46. Kang, Juhee (2018), "Finding Desirable Post-Consumption Behaviors", International Journal of Contemporary Hospitality Management, 30(9), 2984–3003. https://doi.org/10.1108/IJCHM-07-2017-0410
47. Karjaluoto, Heikki, Munnukka, Juha ve Kiuru, Katrine (2016), "Brand Love and Positive Word Of Mouth: The Moderating Effects of Experience and Price", Journal of Product & Brand Management, 25(6), 527–537. https://doi.org/10.1108/JPBM-03-2015-0834
48. Kaushal, Vikrant ve Ali, Nurmahmud (2020), "University Reputation, Brand Attachment and Brand Personality as Antecedents of Student Loyalty: A Study in Higher Education Context", Corporate Reputation Review, 23(4), 254–266. https://doi.org/10.1057/S41299-019-00084-Y/TABLES/8
49. Kemp, Caitlin, van Herwerden, Louise, Molloy, Elizabeth, Kleve, Sue, Brimblecombe, Julie, Reidlinger, Dianne ve Palermo, Claire (2021), "How Do Students Offer Value to Organisations Through Work Integrated Learning? A qualitative study using Social Exchange Theory", Advances in Health Sciences Education, 26(3), 1075–1093. https://doi.org/10.1007/s10459-021-10038-x
50. Kline, Rex B. (2015), Principles and Practice of Structural Equation Modeling. Guilford publications.
51. Lawler, Edward J., Thye, Shane R. ve Yoon, Jeongkoo (2000), "Emotion and Group Cohesion in Productive Exchange", American Journal of Sociology, 106(3), 616–657. https://doi.org/10.1086/318965
52. Long‐Tolbert, Sylvia J ve Gammoh, Bashar S. (2012), "In Good and Bad Times: The Interpersonal Nature of Brand Love in Service Relationships", Journal of Services Marketing. Vol. 26 No. 6, pp. 391-402. https://doi.org/10.1108/08876041211257882
53. Machado, Joana César, Vacas-de-Carvalho, Leonor, Azar, Salim L., André, Ana Raquel ve dos Santos, Barbara Pires (2019), "Brand Gender and Consumer-Based Brand Equity on Facebook: The Mediating Role of Consumer-Brand Engagement and Brand Love", Journal of Business Research, 96, 376–385. https://doi.org/10.1016/j.jbusres.2018.07.016
54. Madadi, Rozbeh, Torres, Ivonne M., Fazli-Salehi, Reza ve Zúñiga, Miguel Ángel (2021), "The Impact of Hispanic-Targeted Advertising on Consumers’ Brand Love In Services", Journal of International Consumer Marketing, 33(2), 137-158.
55. Mael, Fred (1988), Organizational identification: Construct redefinition and a field application with organizational alumni (Doctoral dissertation, Wayne State University).
56. Malär, Lucia, Herzog, Daniela, Krohmer, Harley, Hoyer, Wayne D. ve Kähr, Andrea (2018), "The Janus Face of Ideal Self-Congruence: Benefits for the Brand Versus Emotional Distress for the Consumer", Journal of the Association for Consumer Research, 3(2), 163–174. https://doi.org/10.1086/697080
57. Malär, Lucia, Krohmer, Harley, Hoyer, Wayne D ve Nyffenegger, Bettina (2011), "Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self", Journal of Marketing, 75(4), 35–52. https://doi.org/10.1509/jmkg.75.4.35
58. Maxham, James G. ve Netemeyer, Richard G. (2002), "A Longitudinal Study of Complaining Customers’ Evaluations of Multiple Service Failures and Recovery Efforts", Journal of Marketing, 66(4), 57–71. https://doi.org/10.1509/jmkg.66.4.57.18512
59. McAlexander, James H. ve Koenig, Harold F. (2001), "University Experiences, the Student-College Relationship, and Alumni Support", Journal of Marketing for Higher Education, 10(3), 21–44. https://doi.org/10.1300/J050v10n03_02
60. Milewicz, John ve Herbig, Paul (1994), "Evaluating the Brand Extension Decision Using a Model of Reputation Building", Journal of Product & Brand Management, 3(1), 39–47. https://doi.org/10.1108/10610429410053077
61. Nunnally, Jum C. ve Bernstein, Ira. H. (1994), Psychological Theory. MacGraw-Hill.
62. Nonnis, Marcello, Massidda, Davide, Cabiddu, Claudio, Cuccu, Stefania, Pedditzi, Maria Luisa ve Cortese, Claudio Giovanni (2020), "Motivation to Donate, Job Crafting, and Organizational Citizenship Behavior in Blood Collection Volunteers in Non-Profit Organizations", International Journal of Environmental Research and Public Health, 17(3), 934.
63. Özer, Mehmet, Özer, Alper ve Koçak, Akın (2021), "Identification and Emotional Attachment in Higher Education: Antecedents and Consequences", Journal of Marketing for Higher Education, 1–25. https://doi.org/10.1080/08841241.2021.1936744
64. Park, C. Whan, Eisingerich, Andreas B. ve Park, Jason Whan (2013), "From Brand Aversion or Indifference to Brand Attachment: Authors’ Response to Commentaries to Park, Eisingerich, and Park’s Brand Attachment–Aversion Model", Journal of Consumer Psychology, 23(2), 269–274. https://doi.org/10.1016/j.jcps.2013.01.006
65. Podsakoff, Philip M., MacKenzie, Scott B., Lee, Jeong-Yeon ve Podsakoff, Nathan P. (2003), "Common Method Biases In Behavioral Research: A Critical Review of the Literature And Recommended Remedies", Journal of applied psychology, 88(5), 879.
66. Podsakoff, Philip M. ve Organ, Dennis W. (1986), "Self-Reports in Organizational Research: Problems and Prospects", Journal of Management, 12(4), 531–544. https://doi.org/10.1177/014920638601200408
67. Rosenberg, Morris (1979), Conceiving the Self. Basic Books.
68. Santos, Mauricio ve Schlesinger, Walesska (2021), "When Love Matters. Experience and Brand Love as Antecedents of Loyalty and Willingness to Pay a Premium Price in Streaming Services", Spanish Journal of Marketing-ESIC. Vol. 25 No. 3, pp. 374-391. https://doi.org/10.1108/SJME-11-2020-0201
69. Serin, Necdet (1988), "Mekteb-i Mülkiye'den Siyasal Bilgiler Fakültesi'ne 125. Yıl", Ankara Üniversitesi SBF Dergisi, 40(01).
70. Shen, Ye, Huang, Shuyue, Choi, Hwan-Suk Chris ve Morrison, Alastair M. (2021), "Does Brand Love Matter to Casual Restaurants? A Multi-Group Path Analysis", Journal of Hospitality Marketing & Management, 30(5), 630–654. https://doi.org/10.1080/19368623.2021.1867282
71. Singh, Sonali ve Jasial, Sumeet Singh (2021), "Moderating Effect of Perceived Trust on Service Quality – Student Satisfaction Relationship: Evidence from Indian Higher Management Education Institutions", Journal of Marketing for Higher Education, 31(2), 280–304. https://doi.org/10.1080/08841241.2020.1825029
72. Sirgy, M. Joseph (1982), "Self-Concept in Consumer Behavior: A Critical Review", Journal of Consumer Research, 9(3), 287. https://doi.org/10.1086/208924
73. Sirgy, M. Joseph, Grzeskowiak, Stephan ve Su, Chenting (2005), "Explaining Housing Preference and Choice: The Role of Self-Congruity and Functional Congruity", Journal of Housing and the Built Environment, 20(4), 329–347. https://doi.org/10.1007/s10901-005-9020-7
74. Swann, William B., Griffin, John J., Predmore, Steven C. ve Gaines, Bebe (1987), "The Cognitive–Affective Crossfire: When Self-Consistency Confronts Self-Enhancement", Journal of Personality and Social Psychology, 52(5), 881–889. https://doi.org/10.1037/0022-3514.52.5.881
75. Sweeney, Jillian C. ve Soutar, Geoffrey N. (2001), "Consumer Perceived Value: The Development of a Multiple Item Scale", Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
76. Tang, Tanya (Ya), Fang, Eric (Er) ve Wang, Feng, (2014), "Is Neutral Really Neutral? The Effects of Neutral User-Generated Content on Product Sales"," Journal of Marketing, 78(4), 41–58. https://doi.org/10.1509/jm.13.0301
77. Thomson, Matthew, MacInnis, Deborah J. ve Park, C. Whan (2005), "The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands", Journal of Consumer Psychology, 15(1), 77–91. https://doi.org/10.1207/s15327663jcp1501_10
78. Tsiotsou, Rodoula H. ve Goldsmith, Ronald E. (2017), Exploring the Formation Process of Brand Love: A Comparison between Goods and Services. In The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World (pp. 546-550). Springer, Cham.
79. Veloutsou, Cleopatra ve Moutinho, Luiz (2009), "Brand Relationships through Brand Reputation and Brand Tribalism", Journal of Business Research, 62(3), 314–322. https://doi.org/10.1016/j.jbusres.2008.05.010
80. Wang, Yao-Chin, Ryan, Bill ve Yang, Chu-En (2019), "Employee Brand Love and Love Behaviors: Perspectives of Social Exchange and Rational Choice", International Journal of Hospitality Management, 77, 458–467. https://doi.org/10.1016/j.ijhm.2018.08.009
81. West, Stephen G., Finch, John. F. ve Curran, Patrick J. (1995), Structural Equation Models with Nonnormal Variables: Problems and Remedies. Içinde R. H. Hoyle (Ed.), Structural equation modeling: Concepts, issues, and applications (ss. 56–75). Sage Publications, Inc.
82. Wood, Joanne V., Giordano-Beech, Maria, Taylor, Kathryn L., Michela, John L. ve Gaus, Valerie (1994), "Strategies of Social Comparison among People with low Self-Esteem: Self-Protection and Self-Enhancement", Journal of Personality and Social Psychology, 67(4), 713–731. https://doi.org/10.1037/0022-3514.67.4.713