The Mediating Role of Brand Love on the Relationship between Brand Experience and Brand Loyalty

Öz

This study attempts to propose and test a conceptual model that investigates the mediating role of brand love on the relationship between brand experience and brand loyalty. The conceptual model and relevant hypotheses are analyzed with a sample of 178 consumers who have experienced with automobile brands. Data were tested through structural equation modeling. The results demonstrate a full mediation role of brand love on the linkage between brand experience and brand loyalty. This study offers such interesting implications that as managers attach more importance to the strategies creating brand experience on target customers, which in turn, enhances the brand love, customers are expected to be more loyal to brands

Anahtar Kelimeler

• Brand experience, brand love, brand loyalty

Marka Aşkının Marka Deneyimi ile Marka Sadakati Arasındaki İlişkiye Aracılık Etkisi

Öz

Çalışmanın amacı marka aşkının marka deneyimi ile marka sadakati arasındaki ilişki üzerinde aracılık etkisi olup olmadığını incelemektir. Kavramsal çerçeve ve hipotezler otomobil markaları ile deneyim yaşamış olan 178 katılımcının oluşturduğu bir örneklem ile analiz edilmiştir. Elde edilen veriler yapısal eşitlik modeli kullanılarak test edilmiştir. Çalışmanın bulguları, marka aşkının marka deneyimi ile marka sadakati arasındaki ilişki üzerinde tam aracılık etkisi yarattığını göstermektedir. Bu çalışma yöneticilere önemli öneriler sunmaktadır. Yöneticilerin hedef tüketiciler üzerinde marka deneyimi yaratacak ve dolayısı ile marka aşkını güçlendirecek stratejilere daha fazla önem vermeleri halinde tüketicilerin marka sadakatlerinin artması beklenmektedir

Anahtar Kelimeler

• Marka deneyimi, marka aşkı, marka sadakati

Kaynakça

1. Albert, N., Merunka, D. ve Valette-Florence, P. (2008) “When Consumers Love Their Brands: Exploring the Concept and its Dimensions” Journal of Business Research, 61(10): 1062-1075.
2. Albert, N. ve Merunka, D. (2013) “The Role of Brand Love in Consumer-Brand Relationship” Journal of Consumer Marketing, 30(3): 258-266.
3. Almeida, S. ve Nique, W. (2005) “Consumer Delight: An Attempt to Comprehend the Dimensions That Compose the Construct and its Behavioral Consequences” AMA Winter Educators Konferansı, Şubat 11-14, San Antonio, Texas, USA.
4. Anderson, J. ve Gerbing, D. (1988) “Structural Equation Modelling in Practice: A Review and Recommended Two-Step Approach” Psychological Bulletin, 103(3): 411-423.
5. Babin, B., Boles, J. ve Robin, D. (2000) “Representing the Perceived Ethical Work Climate among Marketing Employees” Journal of the Academy of Marketing Science, 28(3): 345-358.
6. Back, K. ve Parks, S. C. (2003) “A Brand Loyalty Model Involving Cognitive, Affective, and Conative Brand Loyalty and Customer Satisfaction” Journal of Hospitality and Tourism Research, 27(4): 419- 435.
7. Bagozzi, R.,Yi,Y. ve Philips,L. (1991) “Assessing Construct Validity in Organisational Research” Administrative Science Quarterly, 36(3): 421-458.
8. Bagozzi, R., Batra, R. ve Ahuvia, A. (2014) “Brand Love: Construct Validity, Managerial Utility, and New Conceptual Insights” Ön makale, Ann Arbor, MI: University of Michigan.

9. Baron, R. ve Kenny, D. (1986) “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations” Journal of Personality and Social Psychology, 51(6): 1173-1182.
10. Batra, R., Ahuvia, A. ve Bagozzi, R. (2012) “Brand Love” Journal of Marketing, 76(2): 1-16.
11. Bauer, H., Heinrich, D. ve Albrecht, C. (2009) “All You Need is Love: Assessing Consumers’ Brand Love” American Marketing Association Summer Educators Konferansı, Ağustos 7-10, Chicago, USA.
12. Bergkvist, L. ve Bech-Larsen, T. (2010) “Two Studies of Consequences and Actionable Antecedents of Brand Love”Journal of Brand Management, 17(7): 504-518.
13. Brakus, J. J., Schmitt, B. H. ve Zarantonello, L. (2009) “Brand Experience: What is it? How is it Measured? Does it Affect Loyalty?” Journal of Marketing, 73(3): 52-68.
14. Carroll, B. ve Ahuvia, A. (2006) “Some Antecedents and Outcomes of Brand Love” Marketing Letters, 17(2): 79-90. Chang, P. L. ve Chieng, M. H. (2006) “Building Consumer-Brand Relationship: A Cross Cultural Experiential View” Journal of Psychology and Marketing, 23(11): 927-959.
15. Chau, P. (1997) “Re-Examining a Model for Evaluating Information Centre Success Using a Structural Equation Modelling Approach” Decision Science, 28(2): 309-334.
16. Cooper-Martin, E. (1993) “Effects of Information Format and Similarity Among Alternatives on Consumer Choice Processes” Journal of the Academy of Marketing Sciences, 21(3): 239-246.
17. Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2012) Sosyal Bilimler için Çok Değişkenli Istatistik SPSS ve LISREL Uygulamaları, Ankara, Türkiye, Pegem Akademi.
18. Dick, A. S. ve Basu, K. (1994) “Customer Loyalty: Toward an Integrated Conceptual Framework” Journal of the Academy of Marketing Science, 22(2): 99-113.
19. Ding, C. G. ve Tseng, T. H. (2015) “On the Relationships among Brand Experience, Hedonic Emotions, and Brand Equity” European Journal of Marketing, 49(7/8): 994-1015.
20. Fornell, C. ve Larcker, D. F. (1981) “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error” Journal of Marketing Research, 18(1): 39-50.
21. Fournier, S. (1998) “Consumers and Their Brands: Developing Relationship Theory in Consumer Research” Journal of Consumer Research, 24(4): 343-372.
22. Francisco-Maffezzolli, E. C., Semprebon, E ve Prado, P. H. M. (2014) “Construing Loyalty through Brand Experience: The Mediating Role of Brand Relationship Quality” Journal of Brand Management, 21(5): 446-458.
23. Hair, J., Black, W., Babin, B. ve Anderson, R. (2013) Multivariate Data Analysis: Pearson New International Edition, USA, Pearson Education Limited.
24. Holbrook, M. B. ve Hirschman, E. C. (1982) “Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun” Journal of Consumer Research, 9(2): 132-140.
25. Iglesias, O., Singh, J. J. ve Batista-Foguet, J. M. (2011) “The Role of Brand Experience and Affective Commitment in Determining Brand Loyalty”Journal of Brand Management, 18(8): 570-582.
26. Jacoby, J. ve Kyner, D. B. (1973) “Brand Loyalty vs. Repeat Purchasing Behavior” Journal of Marketing Research, 10(1): 1-9.
27. Kumar, A. (1996) “Consumer Delight: Creating and Maintaining Competitive Advantage” Yayınlanmamış Doktora Tezi, Bloomington, USA, Indiana University.
28. Langner, T., Bruns, D., Fischer, A. ve Rossiter, J. R. (2014) “Falling in Love With Brands: A Dynamic Analysis of the Trajectories of Brand Love”Marketing Letters, 1-12.
29. Mano, H. ve Oliver, R. (1993) “Assessing the Dimensionality and Structure of Consumption Experience” Journal of Consumer Research, 20(3): 451-466.
30. MediaCat Online (2014), http://www.mediacatonline.com/brandweek-istanbul-lovemarks-2014-odulleri/, (06.10.2015).
31. Nadiri, H. ve Günay, G. N. (2013) “An Empirical Study to Diagnose the Outcomes of Customers’ Experiences in Trendy Coffee Shops” Journal of Business Economics and Management, 14(1): 22-53.
32. Nunnally, J. C. (1978) Psychometric Theory, New York, USA, McGrawHill. Nysveen, H., Pedersen, P. E. ve Skard, S. (2013) “Brand Experiences in Service Organizations: Exploring the Individual Effects of Brand Experience Dimensions”Journal of Brand Management, 20(5): 404- 423.
33. Nysveen, H. ve Pedersen, P. E. (2014) “Influences of Co-creation on Brand Experience: The Role of Brand Engagement”International Journal of Market Research, 56(6): 807-832.
34. Oliver, R. L. (1999) “Whence Consumer Loyalty?” Journal of Marketing, 63: 33-44.
35. Pawle, J., ve Cooper, P. (2006) “Measuring Emotion - Lovemarks, the Future Beyond Brands” Journal of Advertising Research, 46(1): 38-48. Pine, B. J. ve Gilmore, J. H. (1998) “Welcome to the Experience Economy” Harvard Business Review, 97-105.
36. Podsakoff, P. M. ve Organ, D. W. (1986) “Self-Reports in Organizational Research: Problems and Prospects” Journal of Management, 12(4): 531–544.
37. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y. ve Podsakoff, N. P. (2003) “Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies” Journal of Applied Psychology, 88(5): 879–903.
38. Ramaseshan, B. ve Stein, A. (2014) “Connecting the Dots between Brand Experience and Brand Loyalty: The Mediating Role of Brand Personality and Brand Relationships”Journal of Brand Management, 24: 664-683.
39. Roberts, K. (2004) Lovemarks: The future beyond brands, New York, USA, Power House Books.
40. Roy, S., Eshghi, A. ve Sarkar, A. (2013) “Antecedents and Consequences of Brand Love” Journal of Brand Management, 20(4): 325-332.
41. Schmitt, B. H. (1999) “Experiential Marketing” Journal of Marketing Management, 15(1-3): 53-67.
42. Schmitt, B. H. ve Zarantonello, L. (2013) “Consumer Experience and Experiential Marketing: A Critical Review” Review of Marketing Research, 10: 25-61.
43. Shimp, T. ve Madden, T. (1988) “Consumer-Object Relations: A Conceptual Framework Based Analogously on Sternberg’s Triangular Theory of Love” Advances in Consumer Research, 15(1): 163-168.
44. Sternberg, R. (1986) “A Triangular Theory of Love” Psychology Review, 93(2): 1-28.
45. Tabachnick, B. G. ve Fidell, L. S. (2013) Using Multivariate Statistics, USA, Pearson Education.
46. Thomson, M., MacInnis, D. ve Park, C. (2005) “The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands” Journal of Consumer Psychology, 15(1): 77-91.
47. Ünal, S. ve Aydın, H. (2013) “An Investigation on the Evaluation of the Factors Affecting Brand Love” Procedia-Social and Behavioral Sciences, 92: 76-85.
48. Walter, N., Cleff, T. ve Chu, G. (2013) “Brand Experience’s Influence on Customer Satisfaction and Loyalty: A Mirage in Marketing Research” International Journal of Management Research and Business Strategy, 2(1): 130-144.
49. Zarantonello, L. ve Schmitt, B. H. (2010) “Using the Brand Experience Scale to Profile Consumers and Predict Customer Behavior” Journal of Brand Management, 17(7): 532-540.