EFFECTS OF CONSUMER BASED BRAND EQUITY ON PERCEPTION OF COUNTERFEIT BRANDED PRODUCTS

Öz

Nowadays, counterfeits of original branded products have begun to be produced and counterfeit branded products have gained a significant share in the world market. So that, some counterfeit branded products have taken precedence of the original brands in the subject of dominance of the market. At this point, the concept of brand value of the firms which produce counterfeit branded product can not imitate in original branded products have come into prominence. In this study, it was aimed to determine the effects of consumer-based brand equity dimensions (brand loyalty, brand awareness, brand associations and perceived quality) on consumer’s perception of counterfeit branded products. For this purpose, the students studying at the central campus of Gumushane University were determined as the main population of the research. The random sampling method (stratified random sample) was used to represent highly the main population of the selected sample and a face-to-face questionnaire was applied to a total of 501 university students from institutes, faculties and higher schools. The obtained data as a result of the questionnaire were analyzed with various statistical methods and ıt has been determined that the consumer-based brand-equity dimensions have positive effects on consumers' perception of counterfeit branded.

Anahtar Kelimeler

• Brand,Brand Equity,Counterfeit,Counterfeit Brand,SEM

TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ

Öz

Günümüzde orijinal markalı ürünlerin taklitleri üretilmeye başlanmış ve taklit markalı ürünler dünya pazarında önemli bir paya sahip olmuştur. Öyle ki bazı taklit markalı ürünler pazara hakim olma konusunda orijinal markalardan bile önce gelmektedir. Taklit markalı ürün üreten işletmelerin orijinal markalı ürünlerde taklit edemediği marka değeri kavramı bu noktada büyük önem kazanmaktadır. Bu çalışmada, tüketici temelli marka değeri boyutlarının (marka sadakati, marka farkındalığı, marka çağrışımı ve algılanan kalite) tüketicilerin taklit markalı ürün algıları üzerindeki etkilerini belirlemek amaçlanmıştır. Bu amaç doğrultusunda Gümüşhane Üniversitesi merkez kampüsünde öğrenim gören öğrenciler araştırmanın ana kütlesi olarak belirlenmiştir. Seçilecek örneğin ana kütleyi temsil gücü yüksek olması için tesadüfi örnekleme yöntemlerinden zümrelere göre örnekleme metodu kullanılmış ve enstitü, fakülte ve yüksekokullardan toplam 501 üniversite öğrencisine yüz yüze anket uygulanmıştır. Anket sonucunda elde edilen veriler çeşitli istatistiksel yöntemlerle analiz edilmiş ve tüketici temelli marka değeri boyutlarının tüketicilerin taklit markalı ürün algıları üzerinde pozitif etkilerinin olduğu tespit edilmiştir.

Anahtar Kelimeler

• Marka,Marka Değeri,Taklit,Taklit Marka,Yem

Kaynakça

1. AAKER, David Allen (1991), Managing Brand Equity, The Free Press A Division Of Simon & Schuster Inc.
2. AAKER, David Allen (1996), Building Strong Brands, The Free Press, New York, NY.
3. AKKOÇ, Ali Utku (2005), Consumption of counterfeit designer brands: reasons, practices and consequences, The Institute of Economics and Social Sciences of Bilkent University, A Master Thesis-Degree of Master Of Science, Ankara.
4. ALBERS-MILLER, Nancy D. (1999), “Consumer Misbehavior: Why People Buy Illicit Goods”, Journal of Consumer Marketing, 16(3), ss. 273-287
5. ANG, Swee Hoon, Cheng, Peng Sim, Lim, Elison A. C. ve Tambyah, Siok Kuan (2001), “Spot The Difference: Consumer Responses Towards Counterfeits”, Journal of Consumer Marketing, 18(3), ss. 219-235.
6. ATEŞOĞLU, İrfan ve Erdoğan, Hilal Hümeyra (2009), “Hazır Giyim İşletmelerinde Marka Taklitçiliğinin İşletmeler Üzerine Etkisi”, Tekstil Teknolojileri Elektronik Dergisi, 3(2), ss. 43-49.
7. AVCILAR, Mutlu Yüksel (2008), “Tüketici Temelli Marka Değerinin Ölçümü”, Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 17(1), ss. 11-30.
8. BALDAUF, Artur, Cravens, Karen S. ve Binder, Gudrun (2003), “Performance Consequences Of Brand Equity Management Evidence From Organizations In The Value Chain”, Journal of Product and Brand Management, 12(4), ss. 220-236.

9. BAMOSSY, Garry ve Scammon, Debra L. (1985), “Product Counterfeiting: Consumers And Manufacturers Beware”, Advances in Consumer Research, 12(1), ss. 334-339.
10. BAYUK, M. Nedim ve Ofluoğlu, Merve (2016), “Tüketicilerin Taklit Ürün Satın Alma Davranışları Üzerine Bir Araştırma”, International Journal of Social Science, 49, ss. 47-62.
11. BEKAR, Aydan ve Olay, Nermin (2015). “İngiliz Turistlerin Taklit Ürün Satın Alma Davranışının İncelenmesi: Fethiye Örneği”, İşletme Araştırmaları Dergisi, 7(1), ss. 360-381.
12. BHARDWAJ, Vertica (2010), The effects of consumer orıentatıons on the consumption of counterfeit luxury brands, Doctor of Philosophy, University of Tennessee, Retail, Hospitality, and Tourism Management, Knoxville.
13. BIAN, Xuemei ve Moutinho, Luiz (2009) “An İnvestigation Of Determinants Of Counterfeit Purchase Consideration”, Journal of Business Research, 62(3), ss. 368–378.
14. BIAN, Xuemei, Wang, Kai Yu, Smith, Andrew ve Yannopoulou, Natalia (2016), “New Insights Into Unethical Counterfeit Consumption”, Journal of Business Research, 69(10), ss. 4249–4258.
15. BIKOFF, James L. (1983) “Counterfeiters Of Industrial Products Posing New Threats To Industrial Buyers”, Management Review, 72(11), ss. 32-34.
16. BUSH, Ronald F., Bloch, Peter H. ve Dawson, Scott. (1989) “Remedies For Product Counterfeiting”, Business Horizons, 32(1), ss. 59-65.
17. CARPENTER, Jason M. ve Lear, Karen (2011) “Consumer Attitudes Toward Counterfeit Fashion Products: Does Gender Matter?”, Journal of Textile and Apparel, Technology and Management, 7(1), ss. 1-16.
18. CHAUDHRY, P. E. ve Walsh, M.G. (1996), “An Assessment Of The Impact Of Counterfeiting In International Markets: The Piracy Paradox Persists”, The COLUMBİA JOURNAL OF WORLD BUSİNESS, 31(3), ss. 34-48.
19. CHEN, Jie, Teng, Lefa, Liu, Shixiong ve Zhu, Huihuang (2015), “Anticipating Regret And Consumers' Preferences For Counterfeit Luxury Products”, Journal of Business Research, 68 (3), ss. 507–515.
20. CHERNATONY, Leslie de ve McDonald, Malcolm (2003), Creating Powerful Brands, Third edition, Elsevier/Butterworth-Heinemann Linacre House.
21. CHIARAVALLE, Bill ve Schenck, Barbara Findlay (2007), Branding For Dummies, Wiley Publishing, Inc., Indianapolis, Indiana.
22. CHOW, Daniel C. K. (200), “Counterfeiting In The People's Republic Of China”, Washington University Law Quarterly, 78(1), ss. 1-57.
23. CHUNG, Mei Ling, Jhan, Huang Jie, Liou, Ming Yan, Li, Jyun Sian ve Hou, Yang Shia (2012), “An İnvestigation Of Innovation Imitation Products And Consumer Purchases Situational Attribute”, Procedia - Social and Behavioral Sciences, 40, ss. 689-694
24. COMMURI, Suraj (2009) “The Impact of Counterfeiting on Genuine-Item Consumers’ Brand Relationships”, Journal of Marketing, 73(3), ss. 86–98.
25. CORDELL, Victor V, Wongtada, Nittaya ve Kieschnick, Robert L. (1996), “Counterfeit Purchase Intentions" Role Of Lawfulness Attitudes And Product Traits As Determinants”, Journal of Business Research, 35(1), ss. 41-53.
26. DELENER, Necdet (2000), “International Counterfeit Marketing: Success Without Risk”, Review of Business, 21(1–2), ss. 16–20.
27. EISEND, Martin ve Schuchert-Guler, Pakize (2006), “Explaining Counterfeit Purchases: A Review And Preview”, Academy of Marketing Science Review, 10(10), ss. 1-22.
28. ENGİZEK, Nil ve Şekerkaya, Ahmet (2015), “Tüketicilerin Lüks Markaların Taklitlerini Satın Alma Seviyeleri Açısından Farklılıklarının İncelenmesi Üzerine Bir Araştırma”, Öneri Dergisi, 11 (43), ss. 145-184.
29. ENGİZEK, Nil (2014), Tüketicilerin Taklit Ürün Satın Alma Niyetlerinde Kişisel Özelliklerin, Sosyal Motivasyonların Ve Ürün İle İlgili Faktörlerin Rolü, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı Pazarlama Bilim Dalı, Doktora Tezi.
30. ERDİL, T. Sabri ve Uzun, Yeşim (2010), Marka Olmak. 2.Baskı, İstanbul: Beta Yayınları.
31. FARQUHAR, Peter H. (1989), “Managing Brand Equity”, Marketıng Research, 1 (3), ss. 24–33.
32. FURNHAM, Adrian ve Valgeirsson, Haldor (2007), “The Effect Of Life Values And Materialism On Buying Counterfeit Products”, The Journal of Socio-Economics, 36(5), ss. 677–685.
33. GABRIELLI, Veronica, Grappi, Silvia ve Baghi, Ilaria (2012), “Does Counterfeiting Affect Luxury Customer-Based Brand Equity?”, Journal of Brand Management, 19(7), ss. 567–580.
34. GAUTAM, Vikas ve Kumar, Mukund (2011), “An Empirical Investigation of Factors Determining the Consumers’ Choice of Mobile Service Providers’’, İşletme Araştırmaları Dergisi, 3 (4), ss. 3-17
35. GENTRY, James W., Putrevu, Sanjay ve Shultz II, Clifford (2006), “The effects of counterfeiting on consumer research”, Journal of Consumer Behaviour, 5(3), ss. 245-256.
36. GENTRY, James W., Putrevu, Sanjay ve Shultz II, Clifford ve Commuri, Suraj (2001), “How Now Ralph Lauren? The Separation Of Brand And Product İn A Counterfeit Culture”, Advances in Consumer Research, 28(1), ss. 258–265.
37. GIVON, Moshe, Mahajan, Vijay ve Muller, Eitan (1995), “Software Piracy: Estimation Of Lost Sales And The Impact On Software Diffusion”, Journal of Marketing, 59(1), ss. 29-37.
38. GLOBERMAN, Stevan (1988), “Addessing International Product Piracy”, Journal of International Business Studies, 19(3), ss. 497-504.
39. GOI, Chai Lee ve Fayrene, Chieng Yew Leh (2011), “Dimensions Of Customer-Based Brand Equity: A Study On Malaysian Brands”, Journal of Marketing Research and Case Studies, 2011, ss. 1-10.
40. GREEN, Robert T. ve Smith, Tasman (2002), “Executive Insights: Countering Brand Counterfeiters”, Journal of International Marketing, 10(4), ss. 89-106.
41. GROSSMAN, Gene ve Shapiro, Carl (1988), “Foreign Counterfeiting Of Status Goods”, Quarterly Journal of Economics, 103(1), ss. 79-100.
42. HARVEY, Michael G. (1988), “A New Way To Combat Product Counterfeiting”, Business Horizons, 31(4), ss. 19-28.
43. HARVEY, Michael G. ve Ronkainen, Ilkka.A. (1985), “International Counterfeiters: Marketing Success Without The Cost And The Risk”, Columbia Journal of World Business, 20(3), ss. 37-45.
44. HEIKE, Sophie (2010), “Effects Of Counterfeits On The Image Of Luxury Brands: An Empirical Study From The Consumer Perspective”, Journal Of Brand Management, 18(2), ss. 159–173.
45. HOPKINS, David M., Kontnik, Levis. T. ve Turnage, Mark T. (2003), Counterfeiting Exposed: Protecting Your Brand And Customers. Hoboken, NJ: John Wiley & Sons.
46. KAPFERER, Jean Noel ve Michaut, Anne (2014), “Luxury And Sustainability: A Common Future? The Match Depends On How Consumers Define Luxury”, Luxury Research Journal, 1(1), ss. 3-17.
47. KARACAN, Dilek (2006), Müşteri-Odaklı Marka Denkliği Ve Marka Denkliği Unsurlarına Yönelik Tüketici Tutumlarının Ölçülmesi: Otel İşletmeleri Üzerine Bir Uygulama, Yüksek Lisans Tezi, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü, Adana.
48. KAUFMANN, Hans Ruediger, Petrovici, Dan Alex, Filho, Cid Gonçalves ve Ayres, Adriano (2016), “Identifying Moderators Of Brand Attachment For Driving Customer Purchase Intention Of Original Vs Counterfeits Of Luxury Brands”, Journal of Business Research, 69 (12), ss. 5735–5747
49. KELLER, Kevin Lane (1993), “Conceptualizing, Measuring, And Managing Customer-Based Brand Equity”, Journal of Marketing, 57(1), ss. 1-22.
50. KELLER, Kevin Lane (2003), Strategic Brand Management Building, 4th Edition, Pearson Education, Inc., 2013.
51. KIRAÇ, Şehriban (2015), 20 milyar dolarlık taklit, http://www.cumhuriyet.com.tr/haber/ekonomi/377015/20_milyar_dolarlik_taklit.html (10.05.2018)
52. KNOX, Simon ve Walker, David (2001), “Measuring And Managing Brand Loyalty”, Journal Of Strategıc Marketıng, 9, ss. 111–128.
53. KORDNAEİJ, Asadollah, Askaripoor, Hossein ve Bakhshizadeh, Alireza Bakhshizadeh (2013), “Studying Affecting Factors On Customers’ Attitude Toward Products With Halal Brand”, Int Res J Appl Basic Sci., 10(4), ss. 3138–3145.
54. KORKMAZ, Sezer, Eser, Zeliha, Öztürk, Sevgi Ayşe & Işın, F. Bahar (2009), Pazarlama: Kavramlar- İlkeler- Kararlar, Siyasal Kitabevi, Ankara.
55. KOTLER, Philip (2000), Marketing Management, Millenium Edition, Tenth Edition, Prentice-Hall, Inc. Pearson Custom Publishing.
56. KWUN, David Jun Wook ve Oh, Haemoon (2007), “Consumers’ Evaluation Of Brand Portfolios”, International Journal of Hospitality Management, 26(1), ss. 81–97.
57. LAI, Kay Kay Yuk ve Zaichkowsky, Judith Lynne (1999), “Brand İmitation: Do The Chinese Have Different Views?”, Asıa Pacıfıc Journal Of Management, 16(2), ss. 179-192.
58. LOW, George S. ve Lamb, Charles W. (2000), “The Measurement And Dimensionality Of Brand Associations”, Journal of Product & Brand Management, 9(6), ss. 350-368.
59. MARTICOTTE, François ve Arcand, Manon (2017), “Schadenfreude, Attitude And The Purchase Intentions Of A Counterfeit, Luxury Brand”, Journal of Business Research, 77 (2017), ss. 175–183.
60. MEYDAN, Cem Harun ve Şeşen, Harun (2011), Yapısal Eşitlik Modellemesi AMOS Uygulamaları. Detay Yayıncılık.
61. MOURAD, Siham ve Valette-Florence, Pierre (2011), “The Effects Of Counterfeit On Luxury Brand Buying Behavior, In Terms Of Consumption Experience”, 10th Internatıonal Doctoral Colloquıum Marketing Trends , 2011.
62. NIA, Arghavan ve Zaichkowsky, Judith Lynne (2000) “Do Counterfeits Devalue The Ownership Of Luxury Brands?”, Journal of Product & Brand Management, 9(7), ss. 485-498.
63. NILL, Alexander ve Schultz II, Clifford J. (1996), “The Scourge Of Global Counterfeiting”, Business Horizons, 39(6), ss. 37-43.
64. NORDIN, Norashikin (2009), A Study On Consumers’ Attitude Towards Counterfeit Products In Malaysia, Degree of Master of Business Administration, Faculty Of Business And Accountancy University Of Malaya.
65. NORUM, Pamela. S. ve Cuno, Angela (2011). “Analysis Of The Demand Of Counterfeit Goods”, Journal of Fashion Marketing and Management, 15 (1), ss. 27- 40.OECD/EUIPO (2017), Mapping the Real Routes of Trade in Fake Goods, OECD Publishing, Paris.
66. OJO, Solomon ve Adeyemi Oluwakemi (2012), “Prevalence Of Counterfeiting In Nigeria: Evaluating Consumers’ Experience In South- Eastern And South-Western Nigeria”, Global Journal Of Human Socıal Science Sociology, Economics & Political Science, 12(12).
67. OLSEN, Janeen E. ve Granzin, Kent L. (1992), “Economic Development And Channel Structure: A Multinational Study”, Journal of Macro Marketing, 10(2), ss. 61-77.
68. ÖZ, Murat ve Kazak, Mustafa (2016), “Taklit Ve Esinlenme Ambalajın Tüketici Satın Alma Kararları Üzerindeki Etkisi Ve Karaman’da Bir Uygulama”, KMÜ Sosyal ve Ekonomik Araştırmalar Dergisi, 18 (30), ss. 41-56.
69. PAPPU, Ravi, Quester, Pascale G. ve Cooksey, Ray W. (2005), “Consumer-Based Brand Equity: Improving The Measurement – Empirical Evidence”, Journal of Product & Brand Management, 14(3), ss. 143-154.
70. PARASURAMAN, A., Zeithaml, Valarie A., ve Berry, Leonard L. (1988), “SERVQUAL: A Multiple-İtem Scale For Measuring Consumer Perceptions Of Service Quality”, Journal of Retailing, 64(1), ss. 12-40.
71. PENZ, Elfriede ve Stöttinger, Barbara (2012), “A Comparison Of The Emotional And Motivational Aspects In The Purchase Of Luxury Products Versus Counterfeits”, Journal of Brand Management, 19(7), ss. 581-594.
72. PHAU, Ian ve Teah, Min (2009), “Devil Wears (Counterfeit) Prada: A Study Of Antecedents And Outcomes Of Attitudes Towards Counterfeits Of Luxury Brands”, Journal Of Consumer Marketing, 26(1), ss. 15-27.
73. PUESCHEL, Julia, Chamaret, Cecila ve Parguel, Beatrica (2017), “Coping With Copies: The Influence Of Risk Perceptions İn Luxury Counterfeit Consumption İn GCC Countries”, Journal of Business Research, 77, ss. 184-194.
74. RANDHAWA, Praneet, Calantone, Roger J. ve Voorhees, Clay M. (2015), “The Pursuit Of Counterfeited Luxury: An Examination Of The Negative Side Effects Of Close Consumer-Brand Connections”, Journal of Business Research, 68(11), ss. 2395-2403.
75. ROBERTS, C. (1985), “Can The Flood Of Counterfeit Products Be Stopped?”, Security Management, ss. 32-38.
76. SCHULTZ, Clifford J. ve Saporito, Bill (1996) “Protecting Intellectual Property: Strategies And Recommendations To Deter Counterfeiting And Brand Piracy In Global Markets”, Columbia Journal of World Business, 31(1), ss.18-29.
77. SIMMERS, Christina S., Schaefer, Allen D.ve Parker, R. Stephen (2015), “Counterfeit Luxury Goods Purchase Motivation: A Cultural Comparison”, Journal of International Business and Cultural Studies, 9, ss. 1-15.
78. SONDHI, Neena (2017), “Scale Development & Validation For Assessing Attitude Towards Counterfeit Luxury”, Procedia Computer Science, 122, ss. 206-213.
79. STAAKE, Thorsten, Thiesse, Frederic ve Fleisch, Elgar (2009), “The Emergence Of Counterfeit Trade: A Literature Review”, European Journal of Marketing, 43(3/4), ss. 320-349.
80. STRAVINSKIENE, Jurgita, Dovaliene, Aiste ve Ambrazeviciute, Ruta (2014) “Factors Influencing Intent To Buy Counterfeits Of Luxury Goods”, Economics and Management, 18(4), ss. 761-768.
81. SWAMI, Viren, Chamorro-Premuzicc Tomas ve Furnhamd Adrian (2009), “Faking It: Personality And Individual Difference Predictors Of Willingness To Buy Counterfeit Goods”, The Journal of Socio-Economics, 38 (5), ss. 820–825.
82. ŞİMŞEK, Ömer Faruk (2007), Yapısal Eşitlik Modellemesine Giriş Temel İlkeler ve LISREL Uygulamaları. Ankara: Ekinox
83. TAŞKIN, Çağatan ve Akat, Ömer (2010) “Tüketici Temelli Marka Değerinin Yapısal Eşitlik Modelleme İle Ölçümü Ve Dayanıklı Tüketim Malları Sektöründe Bir Araştırma”, Business and Economics Research Journal, 1(2), ss. 1-16.
84. THAICHON, Park ve Quach, Sara (2016), “Dark Motives-Counterfeit Purchase Framework: Internal And External Motives Behind Counterfeit Purchase Via Digital Platforms”, Journal of Retailing and Consumer Services, 33, ss. 82–91.
85. TING, Mao Seng, Goh, Yen Nee ve Isa Salmi Mohd (2016) “Determining Consumer Purchase Intentions Toward Counterfeit Luxury Goods In Malaysia”, Asia Pacific Management Review, 21 (4), ss. 219-230.
86. TONG, Xiao ve Hawley, Jana M. (2009), “Measuring Customer Based Brand Equity: Empirical Evidence From The Sportswear Market In China”, Journal of Product & Brand Management, 18(4), ss. 262-271.
87. TSAI, Ming Fang, Chiou, Jiunn Rong ve Lin, Chun Hung A. (2012), “A Model Of Counterfeiting: A Duopoly Approach”, Japan and the World Economy, 24 (4), ss. 283-291.
88. TURANLI, Münevver, Taşpınar Cengiz, Dicle ve Bozkır, Ömer (2012), “Faktör Analizi İle Üniversiteye Giriş Sınavlarındaki Başarı Durumuna Göre İllerin Sıralanması”, İstanbul Üniversitesi İktisat Fakültesi Ekonometri ve İstatistik Dergisi, 17, ss. 45-68.
89. TURUNEN, Linda Lisa Maria ve Laaksonen, Pirjo (2011), “Diffusing The Boundaries Between Luxury And Counterfeits”, Journal of Product & Brand Management, 20(6), ss. 468-474
90. WEE, Chow Hou, Ta, Soo Jiuan ve Cheok, Kim Hong (1995), “Non-Price Determinants Of İntention To Purchase Counterfeit Goods: An Exploratory STUDY”, INTERNATİONAL MARKETİNG REVİEW, 12 (6), SS. 19-46.
91. WILCOX, Keith, Kim, Hyeong Min ve Sen, Sankar (2009) “Why Do Consumers Buy Counterfeit Luxury Brands?”, Journal of Marketing Research, 46(2), ss. 247-259.
92. WILKE, Ricky ve Zaichkowsky, Judith Lynne (1999), “Brand Imitation And Its Effects On Innovation, Competition, And Brand Equity”, Business Horizons,42(6), ss. 9-18.
93. YILDIZ, Erkan (2015) “Tüketici Temelli Marka Değerinin Marka Tercihlerine Etkisinde Ailenin Aracılık Rolü”, Çankırı Karatekin University İktisadi ve İdari Bilimler Fakültesi Dergisi, 5(1), ss. 29-46.
94. YOO, Boonghee ve Lee, Seung Hee (2005), Do counterfeits promote genuine products?, Zarb School of Business, Hofstra University.
95. YOO, Boonghee ve Lee, Seung Hee (2012), “Asymmetrical Effects Of Past Experiences With Genuine Fashion Luxury Brands And Their Counterfeits On Purchase Intention Of Each”, Journal of Business Research, 65(10) 1507–1515.
96. ZAICHKOWSKY, Judith Lynne (2006), The Psychology Behind Trademark Infringement and Counterfeiting, Lawrence Erlbaum, Mahwah, NJ, London.