BibTex RIS Kaynak Göster

MARKA BAĞLILIĞI OLUŞTURMADA MARKA İMAJININ ETKİSİNİN YAPISAL EŞİTLİK MODELİ İLE ANALİZİ: SPOR MALZEMESİ MARKASI KULLANICILARI ÜZERİNDE BİR ARAŞTIRMA

Yıl 2016, Cilt: 10 Sayı: 1, 131 - 140, 01.04.2016

Öz

Markaların, müşterileri ile uzun dönemli ilişkiler kurabilme ve bu ilişkileri sürdürebilme kapsamında en önemli ilişkisel pazarlama öğeleri arasında, marka imajı ve marka bağlılığı yer almaktadır. Markalar, tüketicilerin zihninde yer alan olumlu algıları ile marka imajlarını geliştirmektedirler. Ayrıca, uzun dönemli ilişkiler kurabilmek amacıyla da hem duygusal yönden hem de davranışsal yönden sadık müşteriler elde etmeye çalışmaktadırlar. Bu doğrultuda çalışmanın amacı; ilişkisel pazarlama unsurları içerisinde çok önemli bir yere sahip olan marka imajının, algılanan değer, markaya güven ve marka tatmini değişkenleri aracılığıyla, marka bağlılığı üzerindeki etkilerini incelemektir. Bu bağlamda, Yapısal Eşitlik Modeli YEM aracılığıyla marka imajının marka bağlılığı üzerindeki etkisini tespit etmek amacıyla kavramsal bir model oluşturulmuştur. Bu amaç ve model doğrultusunda araştırma, kolayda örnekleme yöntemiyle anket aracılığıyla Konya ilinde toplanan veriler kapsamında gerçekleştirilmiştir. Araştırma neticesinde; marka imajının, algılanan değer ve markaya güven üzerinde; markaya güvenin de marka tatmini üzerinde, tatminin de marka bağlılığı üzerinde pozitif yönde anlamlı etkileri olduğu tespit edilmiştir. Bu doğrultuda, marka imajının, algılanan değer ve markaya güven üzerinde; güvenin de marka tatmini üzerinde; tatminin de marka bağlılığı üzerinde doğrudan etkileri bulunmaktadır hipotezleri desteklenmiştir. Ayrıca, algılanan değerin marka tatmini üzerinde anlamlı bir etkiye sahip olmadığı yönünde bulgulara da ulaşılmıştır.

Kaynakça

  • 1. Anderson, E. and Sullivan, V.W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125-43.
  • 2. Arbuckle, J. L. (2013). IBM SPSS Amos 22 User’s Guide. Crawfordville, FL: Amos Development Corporation.
  • 3. Ayyıldız, H. and Cengiz, A. G. E. (2006). Pazarlama Modellerinin Testinde Kullanılabilecek Yapısal Eşitlik Modeli (YEM) Üzerine Kavramsal Bir İnceleme. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 11(2), 63-84. [In Turkish]
  • 4. Ballester, E. and Aleman, L. (2005). Does Brand Trust Matter to Brand Equity?, Journal of Product and Brand Management, 14(3), 187-196.
  • 5. Bloemer, J.M.M. and Lemmink, G. A. M. (1992). The Importance of Customer Satisfaction in Explaining Brand and Dealer Loyalty. Journal of Marketing Management, 8, 351-64.
  • 6. Bloemer, J. and Kasper, H. (1995). The Complex Relationship Between Consumer Satisfaction and Brand Loyalty. Journal of Economic Psychology. 16(2), 311-329.
  • 7. Chaudhuri, A. and Holbrook, M.B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65 (2), 81-93.
  • 8. Cronin, J.J., Brady, M.K., and Hult, G.T.M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environment. Journal of Retailing, 76(2), 193-218.
  • 9. Darsono, L.I. and Junaedi, C. M. (2005). An Examination of Perceived Quality, Satisfaction, and Loyalty Relationship: Applicability of Comparative and Noncomparative Evaluation. Gadjah Mada International Journal of Business, 8 (3), 323-42.
  • 10. Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6-21.
  • 11. Fullerton, G. (2005). The Impact of Brand Loyalty Commitment on Loyalty to Retail Service Brands. Canadian Journal of Administrative Sciences, 22(2), 97-110.
  • 12. Hellier, P.K., Geursen, G. M., Carr, R. A. and Rickard, J. A. (2003). Customer Repurchase Intention: A General Structural Equation Model, European Journal of Marketing, 37 (11/12), 1762- 800.
  • 13. Hung, C. H. (2008). The Effect of Brand Image on Public Relations Perceptions and Customer Loyalty. International Journal of Management, 25(2), 237-46.
  • 14. Johnson, M.D., Andreassen, T.W., Lervik, L. and CHA, J. (2001). The Evolution and Future of National Customer Satisfaction Index Models. Journal of Economic Psychology, 22, 217-245.
  • 15. Jöreskog, K. G.,and Sörbom, D. (1993). LISREL 8: Structural Equation Modeling with the SIMPLIS Command Language. Scientific Software International.
  • 16. Kalaycı, Ş. (2008). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri (3.Baskı). Ankara: Asil Yayınları. [In Turkish]
  • 17. Keller, K. L. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity.Journal of Marketing, 57(1), 1-22.
  • 18. Knapp,D. (1999). Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company, McGraw-Hill Companies.
  • 19. Kotler, P. and Keller, K. L. (2009). Marketing Management. Pearson Prentice Hall, New Jersey.
  • 20. Lau, G. and Lee, S. (1999). Consumers’ Trust in a Brand and Link to Brand Loyalty. Journal of Market Focused Management, 4, 341-70.
  • 21. Morgan, R. M. ve Hunt, S. D. (1994). The CommitmentTrust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38.
  • 22. Pappu, R., Quester, P.G., and Cooksey, R.W. (2005). Consumer-Based Brand Equity: Improving the Measurement-Empirical Evidence. Journal of Product and Brand Management, 14 (2/3), 143-54.
  • 23. Reichheld, F. F. (1993). Loyalty-Based Management, Harvard Business Review, 64-73.
  • 24. Reichheld,F. F. (1996). The Loyalty Effect, Harvard Business School Press, Boston.
  • 25. Reichheld,F. F. (2003). The One Number You Need to Grow. Harvard Business Review, 81(12), 2-10.
  • 26. Salinas, E. M. and Perez, J. M. P. (2009). Modeling the Brand Extensions' Influence on Brand Image. Journal of Business Research, 62(1), 50-60.
  • 27. Shergill, G.S. and Li, B. (2005). Internet Banking-An Empirical Investigation of a Trust and Loyalty Model for New Zealand Banks. Journal of Internet Commerce, 4(4), 101-118.
  • 28. Severi, E. and Ling, K. C. (2013). The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity, Asian Social Science, 9(3), 125-137.
  • 29. Van Reijmersdal, E. A.,Neijens, P. C. and Smit, E. G. (2007). Effects of Television Brand Placementon Brand Image. Psychology & Marketing, 24(5), 403-420.
  • 30. https://www.internetretailer.com/top500/profiles/NikeInc/#Nike-Inc(access date:11.04.2015).

THE ANALYSİS OF THE EFFECT OF BRAND IMAGE ON CREATİNG BRAND LOYALTY WİTH THE STRUCTURAL EQUATİON MODEL: A RESEARCH STUDY ON THE SPORTS EQUİPMENT BRAND USERS

Yıl 2016, Cilt: 10 Sayı: 1, 131 - 140, 01.04.2016

Öz

Brand image and brand loyalty are among the most important relational marketing elements for brand owners to be able to set up long – term relationships with their customers and to maintain these relationships. Brand owners improve their brand images with the positive perceptions remaining in the consumers’ minds. In addition, they try to find the customers that are both emotionally and behaviourally faithful to themselves in order to set up long – term relationships. Therefore, the aim of this study is to analyse the effects of the brand image that has a very important role among relational marketing elements on the brand loyalty in terms of the variables such as the perceived value, the trust in brand and the brand satisfaction. In this context, a theoretical model was created to determine the effect of the brand image on the brand loyalty thanks to the Structural Equation Model SEM . According to this aim and this model, the study was carried out in the scope of the data collected through the questionnaires in Konya with the method of convenience sampling. The results of the research showed that the brand image has positive significant effects on the perceived value and the trust in brand and that the trust in brand has positive significant effects on the brand satisfaction, and that the brand satisfaction has positive significant effects on the brand loyalty. Thus, the hypotheses that the brand image has direct effects on the perceived value and the trust in brand and that the trust in brand has direct effects on the brand satisfaction and that the brand satisfaction has direct effects on the brand loyalty were supported. In addition, the findings about whether the perceived value has a significant effect on the brand satisfaction were also acquired

Kaynakça

  • 1. Anderson, E. and Sullivan, V.W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125-43.
  • 2. Arbuckle, J. L. (2013). IBM SPSS Amos 22 User’s Guide. Crawfordville, FL: Amos Development Corporation.
  • 3. Ayyıldız, H. and Cengiz, A. G. E. (2006). Pazarlama Modellerinin Testinde Kullanılabilecek Yapısal Eşitlik Modeli (YEM) Üzerine Kavramsal Bir İnceleme. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 11(2), 63-84. [In Turkish]
  • 4. Ballester, E. and Aleman, L. (2005). Does Brand Trust Matter to Brand Equity?, Journal of Product and Brand Management, 14(3), 187-196.
  • 5. Bloemer, J.M.M. and Lemmink, G. A. M. (1992). The Importance of Customer Satisfaction in Explaining Brand and Dealer Loyalty. Journal of Marketing Management, 8, 351-64.
  • 6. Bloemer, J. and Kasper, H. (1995). The Complex Relationship Between Consumer Satisfaction and Brand Loyalty. Journal of Economic Psychology. 16(2), 311-329.
  • 7. Chaudhuri, A. and Holbrook, M.B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65 (2), 81-93.
  • 8. Cronin, J.J., Brady, M.K., and Hult, G.T.M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environment. Journal of Retailing, 76(2), 193-218.
  • 9. Darsono, L.I. and Junaedi, C. M. (2005). An Examination of Perceived Quality, Satisfaction, and Loyalty Relationship: Applicability of Comparative and Noncomparative Evaluation. Gadjah Mada International Journal of Business, 8 (3), 323-42.
  • 10. Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6-21.
  • 11. Fullerton, G. (2005). The Impact of Brand Loyalty Commitment on Loyalty to Retail Service Brands. Canadian Journal of Administrative Sciences, 22(2), 97-110.
  • 12. Hellier, P.K., Geursen, G. M., Carr, R. A. and Rickard, J. A. (2003). Customer Repurchase Intention: A General Structural Equation Model, European Journal of Marketing, 37 (11/12), 1762- 800.
  • 13. Hung, C. H. (2008). The Effect of Brand Image on Public Relations Perceptions and Customer Loyalty. International Journal of Management, 25(2), 237-46.
  • 14. Johnson, M.D., Andreassen, T.W., Lervik, L. and CHA, J. (2001). The Evolution and Future of National Customer Satisfaction Index Models. Journal of Economic Psychology, 22, 217-245.
  • 15. Jöreskog, K. G.,and Sörbom, D. (1993). LISREL 8: Structural Equation Modeling with the SIMPLIS Command Language. Scientific Software International.
  • 16. Kalaycı, Ş. (2008). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri (3.Baskı). Ankara: Asil Yayınları. [In Turkish]
  • 17. Keller, K. L. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity.Journal of Marketing, 57(1), 1-22.
  • 18. Knapp,D. (1999). Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company, McGraw-Hill Companies.
  • 19. Kotler, P. and Keller, K. L. (2009). Marketing Management. Pearson Prentice Hall, New Jersey.
  • 20. Lau, G. and Lee, S. (1999). Consumers’ Trust in a Brand and Link to Brand Loyalty. Journal of Market Focused Management, 4, 341-70.
  • 21. Morgan, R. M. ve Hunt, S. D. (1994). The CommitmentTrust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38.
  • 22. Pappu, R., Quester, P.G., and Cooksey, R.W. (2005). Consumer-Based Brand Equity: Improving the Measurement-Empirical Evidence. Journal of Product and Brand Management, 14 (2/3), 143-54.
  • 23. Reichheld, F. F. (1993). Loyalty-Based Management, Harvard Business Review, 64-73.
  • 24. Reichheld,F. F. (1996). The Loyalty Effect, Harvard Business School Press, Boston.
  • 25. Reichheld,F. F. (2003). The One Number You Need to Grow. Harvard Business Review, 81(12), 2-10.
  • 26. Salinas, E. M. and Perez, J. M. P. (2009). Modeling the Brand Extensions' Influence on Brand Image. Journal of Business Research, 62(1), 50-60.
  • 27. Shergill, G.S. and Li, B. (2005). Internet Banking-An Empirical Investigation of a Trust and Loyalty Model for New Zealand Banks. Journal of Internet Commerce, 4(4), 101-118.
  • 28. Severi, E. and Ling, K. C. (2013). The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity, Asian Social Science, 9(3), 125-137.
  • 29. Van Reijmersdal, E. A.,Neijens, P. C. and Smit, E. G. (2007). Effects of Television Brand Placementon Brand Image. Psychology & Marketing, 24(5), 403-420.
  • 30. https://www.internetretailer.com/top500/profiles/NikeInc/#Nike-Inc(access date:11.04.2015).
Toplam 30 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Murat Erdoğdu Bu kişi benim

Murat Koçyiğit Bu kişi benim

Yayımlanma Tarihi 1 Nisan 2016
Yayımlandığı Sayı Yıl 2016 Cilt: 10 Sayı: 1

Kaynak Göster

APA Erdoğdu, M., & Koçyiğit, M. (2016). MARKA BAĞLILIĞI OLUŞTURMADA MARKA İMAJININ ETKİSİNİN YAPISAL EŞİTLİK MODELİ İLE ANALİZİ: SPOR MALZEMESİ MARKASI KULLANICILARI ÜZERİNDE BİR ARAŞTIRMA. Beden Eğitimi Ve Spor Bilimleri Dergisi, 10(1), 131-140.

16227

16228

16229

16230