ÖZGÜVEN DUYGUSU MARKA BAĞLILIĞINI GERÇEKTEN ARTIRIR MI?

Öz

Bu çalışmanın amacı, özgüven ve marka bağlılığı arasında bir ilişkinin var olup olmadığını belirlemektir. Bu amaçla 458 kişiyle yapılan anketlerden elde edilen veriler,ki kare ve isimsel lojistik regresyon analiz teknikleriyle değerlendirilmiştir. Sonuçlar; giyim ve beyaz eşyayı içeren ürün gruplarına yönelik satın alma davranışına dönüşmeyen gizli marka bağlılığı ve düşük özgüven arasında bir ilişkiyi gösterirken; temizlik, gıda, giyim ve beyaz eşya olmak üzere tüm ürün gruplarında yüksek özgüvenle marka bağlılığı arasında anlamlı bir ilişkinin olmadığını göstermiştir

Anahtar Kelimeler

• Marka bağlılığı, kendine güven

DOES SELF CONFIDENCE FEELING REALLY RAISE BRAND LOYALTY?

Öz

The aim of this paper is to determine whether there is a relation between self confidence and brand loyalty or not. For this purpose the data collected from 458 consumers whom were interviewed was analyzed by using chi-square and nominal logistic regression statistical techniques. Although, the results indicate that there is a relation between low self confidence and hidden brand loyalty which is not transformed in to buying behavior with connection cloths and white goods; there is not any relation between high self confidence and brand loyalty with connection all product groups which includes cleaning materials, foodstuffs, cloths and white goods

Anahtar Kelimeler

• Brand loyalty, self confidence

Kaynakça

1. Aytuğ,S.(2001):”Pazarlama Yönetimi” İlkem Ofset, İzmir
2. Bandyopadhyay, Subır And Martell, Mıcheal,(2007), “Does Atttudinal Loyalty Influence Behavioral Loyaty? A Theoretical And Emprical Study”, Journal Of Retailing And Consumer Services, 14: 35-44
3. Bearden, W.O; Hardesty,D.M. And Rose, R.L.,( 2001): Consumer Self Confidence:Refinements İn Conceptualization And Measurement” Journal Of Consumer Research, 28:121-134
4. Brody, Robert P., And Cunnıngham, Scott M., (1968): “Personality Variables And The Customer Decision Process” Journal Of Marketing Research 5: 50-57
5. Chance, Wıllıam, A. And French, Norman D.,(1972): “An Exploratory Investigation Of Brand Switching” Journal Of Marketing Research, 9: 226-229
6. Clark, R.A,,Goldsmıth,R.E. And Goldsmıth E.B.,(2008):” Market Mavenism And Consumer Self Confidence”, Journal Of Consumer Behavior, 7:239-248
7. Colombo, R.A.,And Morrisaon, D.G., (1989): “A Brand Switching Model With Implication For Marketing Strategy”, Marketing Science, 8(1):89-99
8. Day, George S:, (1967), “”A Two-Dimensional Concept Of Brand Royality” Stanford Üniversitesi, Research, Vol.9, No.3 , 29-35

9. Gounarıs, Spıros And Stathakopoulos, Vlasıs,( 2004): “Antecedents And Consequences Of Brand Loyalty: An Emprical Study” Henry Stewart Publication, Brand Management, 11(4): 282-302
10. Horton, Raymond L., (1979): “Some Relationship Between Personality And Consumer Decision Making” Journal Of Marketing Research, 16:233-246
11. İslamoğlu, Ahmet H. Ve Altunışık, Remzi, (2008): “Tüketici Davranışları” Beta Basım A.Ş. 2. Basım, İstanbul
12. Ireland, Duane. R., Hıtt, A.M. And Wıllıams, C.C.,(1999):”Self Confidence And Decisiveness:Prerequisites For Effective Management, İn The 1990’s” Business Horizons, 35(1):36-43 (Http://Www.Elsevier.Com/Locate/Bushor)
13. Jaın, D.C. Ve Rao, R.C., (1994),”Latent Class Models To Infer Market Structure: A Comparative Analysis” Europen Journal Of Operational Research, 76(2):331- 343
14. Kahn, Barbara .E., Kalvanı Manohar, U And Morrıson, Donald G.,
15. (1986): ”Measuring Variety Seeking And Reinforcement Behavior Using Panel Data”, Journal Of Marketing Research, 23: 89-100
16. Kim, Jooyoung, Morrıs, Jon D., And Swaıt Joffre,(2008), “Antecedents Of True Brand Loyalty”, Journal Of Advertising, 37 (2): 99-117
17. Kassarjıan, Harold, H., (1971): “Personality And Consumer Behavior: A Review, Journal Of Marketing Research, 8(4):409-418
18. Kaushık, N., Ve Tonk, M.S., (2008): “Personality And Quality Of Work Life” The Icfai University Journal Of Organizational Behavior, 7(3):35-46
19. Kotler, Phılıph (1991): “ Marketing Management: Anaysis, Planning, Implementation And Control” Prentice Hall International Editions,Inc. Seventh Edition, New Jersey, U.S.A
20. Loıbl, C.,Cho,Hyun, S., Dıekmann, F. Ve Batte, M.T., ( 2009); “Consumer Self Confidence İn Searching Information”, The Journal Of Consumer Affairs, 43(1):26-55).
21. Mathews, G., Deary, I.J. And Whıteman, M.C. (2003):”Personality Traits” Cambridge University, Second Edition, U.K.
22. Melens, M., Dekımpe, M.G. And Steenkamp, (1996) :”A Review Of Brand Loyalty Measures İn Marketing”, Tijdchrift Voor Economie En Management, Xl1 (4), 507-533
23. Rentsch, J.R.,Ve Heffner, T.S., (1992): “Measuring Self Esteem: Validation Of New Scoring Technique For Who I Am?”, Educational And Psychological Measurement, 52: 641-651
24. Schanınger, Charles M., (1976): “ Perceived Risk And Personality”, Journal Of Consumer Research, 3: 95-100
25. Schoenbachler, Denise D.; Gordon, Geoffrey L.; Aurand, Timothy W. (2004): ” Building Brand Loyalty Through Individual Stock Ownership”, : Journal Of Product And Brand Management, 1”3 (7),488-497
26. Selvi, M.S.,(2007):”Marka Yönetimi”Detay Yayıncılık, 1.Baskı, Ankara
27. Sheet, Jagdish N.,(1970): “Measurement Of Multidimensional Brand Loyalty Of A Customer” Journal Of Marketing Research, 7: 348-354
28. Sproles, G.B.,Ve Kendall, E.L., (1986): “ A Methodology For Profilling Consumers’ Decisions Making Styles”,The Journal Of Consumer Affairs, 20(2):267-279
29. Traylor, M.B., (1981):”Product Involvement And Brand Commitment”, Journal Of Avertising Research, 21(6):51-56
30. Veale, R. And Quester,P.,(2007):” Personel Self Confidence:Towards The Development Of Reliable Measurement Scale”, University Of Ottago, New Zeland 3-5 December 2007, Conference Proceeding, 3598-3604
31. Personalıty Psychology, Wikipedia (…..),Http// Www.Wikipedia.Org/Wiki/ Personality-Psychology (31.5.2009)