SPOR GİYİM ENDÜSTRİSİNDE MATERYALİZM, MARKA SADAKATİ VE MARKA-BENLİK UYUMU ARASINDAKİ İLİŞKİNİN BELİRLENMESİNE YÖNELİK BİR ARAŞTIRMA

Yıl 2021, , 1273 - 1286, 16.09.2021

Ömer Akkaya , Hacı Halil Başer , Muammer Zerenler

https://doi.org/10.18069/firatsbed.891856

Cited By: 1

Öz

Bu çalışmanın amacı materyalizm, marka sadakati ve marka-benlik uyumu arasındaki ilişkinin incelenmesidir. Bu bağlamda materyalizmin marka sadakati ve marka-benlik uyumu üzerindeki etkileri ile marka sadakatinin marka-benlik uyumu üzerindeki etkileri araştırmada incelenecektir. Araştırmanın verileri yapılandırılmış anket formu vasıtasıyla toplamda 313 kişiden yüz yüze toplanmıştır. Anketler yüksek tüketim eğilimlerinden dolayı üniversite öğrencilerine uygulanmıştır. Elde edilen bu verilerin SPSS 20 paket programları ile analizleri gerçekleştirilmiş ve raporlanmıştır. Araştırmanın sonuçlarına göre materyalizm ile marka sadakati arasında, materyalizm ile marka-benlik uyumu arasında ve marka sadakati ile marka-benlik uyumu arasında anlamlı bir ilişki olduğu gözlenmiştir. Araştırmanın iki temel sınırlılığı bulunmaktadır. İlk olarak araştırma Konya’da gerçekleştirilmiştir. İkinci olarak spor giyim endüstrisi bağlamında gerçekleştirilmiştir. Farklı çalışmalarda farklı değişkenler ile araştırılan materyalizm ve marka sadakatinin marka-benlik uyumu değişkeni ile incelenmesi teorik bağlamda literatüre katkı sağlayacaktır.

Anahtar Kelimeler

Marka-Benlik Uyumu, Marka Sadakati, Materyalizm

An Examination Of Relationship Between Materialism, Brand Loyalty And Self-Brand Congruity In Sportswear Industry

Öz

This study aims to identify the relationship between materialism, brand loyalty and self-brand congruity. In this context, effects of materialism on brand loyalty and self-brand congruity will be examined in the research. The data of the study were collected face to face from a total of 313 people through a structured questionnaire. The surveys were applied to university students due to their high consumption trends. The obtained data were analyzed and reported with SPSS 20 package programs. According to the results of the study, it was observed that there is a significant relationship between materialism and brand loyalty, between materialism and self-brand congruity, and between brand loyalty and self-brand congruity. The study has two main limitations. First, the research was carried out in Konya. Second, it was carried out in the context of the sportswear industry. Materialism and brand loyalty have been investigated in different studies with different variables. This study aims to contribute literature by analyzing two variables with brand-self congruity.

Anahtar Kelimeler

Brand Loyalty, Self-Brand Congruity, Materyalism

Kaynakça

• Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of Brand Name. New York, Free Press.
• Aguirre-Rodriguez, A., Bosnjak, M., & Sirgy, M. J. (2012). Moderators of the self-congruity effect on consumer decision-making: A meta-analysis. Journal of Business Research, 65(8), 1179-1188.
• Ahuvia, A. C. (1992). For the love of money: Materialism and product love. Rudmin, F. W., Richins, M. (Ed.), Meaning, Measure, and Morality of Materialism. The Association for Consumer Research, 188-198
• Ahuvia, A., & Wong, N. (2002). Personality and values based materialism: their relationship and origins. Journal of Consumer Psychology, 389-402.
• Akın, M. S. (2021). Benlik kurgusu ve materyalizmin gösterişçi tüketim eğilimine etkisi. Doğuş Üniversitesi Dergisi, 22(1), 219-239.
• Armutlu, C., & Üner, M. (2009). Benlik imaj uyumu, tüketici tatmini ve marka sadakati ilişkisi üzerine görgül bir araştırma. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 11(3), 1-26.
• Aymaz, S. & Can, P. (2020). Toplumsal cinsiyet rollerinin marka bağlılığı üzerindeki rolü. OPUS Uluslararası Toplum Araştırmaları Dergisi, 15(25), 3443-3466.
• Balıkçıoğlu, B. (2016). Benlik-İmajı uyumunun retoriği: Bana ne tükettiğini söyle sana kim olduğunu söyleyeyim. İnsan ve Toplum Bilimleri Araştırma Dergisi, 5(3), 537-553.
• Balıkçıoğlu, B., & Oflazoğlu, S. (2015). Marka evangelizmi, benlik-marka imajı uyumu ve marka sadakati ilişkisi üzerine ampirik bir araştırma. Tüketici ve Tüketim Araştırmaları Dergisi,, 7(2), 19-45.
• Başar, E. E., Türk, B., & Ünal, S. (2015). An investigation of self-image congruence differences between materialistic and non-materialistic consumers. Boğaziçi Journal, 29(2), 41-57.
• Baumeister, R. F., & Leary, M. R. (1995). The need to belong: Desire for ınterpersonal attachments as a fundamental human motivation. Psychological Bulletin, 117(3), 497-529.
• Belch, G. E., & Jr., E. Landon. (1977). Discriminant validity of a product-anchored self-concept measure. Journal of Marketing Research, 252-256.
• Belk, R. W. (1985). Materialism: Trait aspects of living in the material world. Journal of Consumer Research, 12(3), 265-280
• Belk, R. (1988). Possessions and the extended self. Journal of Consumer Research, 15, 139-168.
• Birdwell, A. E. (1968). A study of the ınfluence of ımage congruence on consumer choice. The Journal of Business, 14(1), 76-88.
• Brown, B. A., & Kaldenberg, D. O. (1997). Conceptualizing self‐monitoring: links to materialism and product involvement. Journal of Consumer Marketing, 44(1), 31-44.
• Cengiz, H., & Özkara, B. Y. (2016). Materyalizm, öz-benzeşim ve bireyselciliğin kişiselleştirilmiş reklama yönelik tutumlar ve kişiselleştirilmiş reklamları sosyal ağlarda paylaşma niyeti üzerindeki etkileri. Business & Management Studies: An International Journal, 4(1), 24-47.
• Chahal, H., & Bala, M. (2010). Confirmatory study on brand equity and brand loyalty: A special look at the impact of attitudinal and behavioural loyalty. Vision-The Journal of Business Perspective, 14(1-2), 1-12
• Chaplin, L. N., & John, D. R. (2007). Growing up in a material world: Age differences in materialism in children and adolescents. Journal of Consumer Research, 34(4), 480-493
• Chaudhuri, A., & 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, 81-93
• Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113
• Escalas, J. E., & Bettman, J. 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.
• Fennis, B. M., & Pruyn, A. T. (2007). You are what you wear: Brand personality influences on consumer impression formation. Journal of Business Research, 60(6), 634-639.
• Ger, G., & Belk, R. W. (1996). Cross-cultural differences in materialism. Journal of Economic Psychology, 17, 55-77
• Goldsmith, R. E., Flynn, L. R., & Clark, R. A. (2012). Materialistic, brand engaged and status consuming consumers and clothing behaviors. Journal of Fashion Marketing and Management, 16(1), 102-119
• Graeff, T. R. (1998). Consumption situations and the effects of brand image on consumers' brand evaluations. Psychology & Marketing, 14(1), 49-70.
• Graham, J. F. (1999). Materialism and consumer behavior: Toward a clearer understanding. Journal of Social Behavior and Personality, 14(2), 241-258.
• Gupta, N. (2011). Globalization does lead to change in consumer behavior: An empirical evidence of impact ofin Indian consumers and its aftereffects. Asia Pacific Journal of Marketing and Logistics, 23(3), 251-269.
• Gümüş, N., & Onurlubaş, E. (2020). Postmodern tüketici özelliklerinin marka sadakatine etkisi. Uluslararası Toplum Araştırmaları Dergisi, 15(21), 405-427.
• Güven, E., & Kahraman, A. (2020). "Materyalizm ve tüketici uzmanlığının reklamlara yönelik tutumlara etkisi: Alt gelir grubu tüketiciler üzerine bir araştırma. Gaziantep Üniversitesi Sosyal Bilimler Dergisi, 19(4), 1480-1496.
• Hawley, X. T. (2009). Measuring customer-based brand equity: Empirical evidence from the sportswear market in china. ournal of Product & Brand Management, 18(4), 262-271.
• Hohenstein, N., Sirgy, M., Herrmann, A., & Heitmann, M. (2007). Self-Congruity: Antecendents and consequences, in proceedings of the LaLonde Conference on Consumer Behavior 2007, La Londe les Maures
• Holt, D. (1995). How consumers consume: A typology of consumption practises. Journal of Consumer Research, 22, 1-14.
• Inglehart, R. (1990). Culture Shift in Advanced Industrial Society. New Jersey, Princeton University Press,
• Islam, T., Attiq, S., Hameed, Z., Khokhar, M. N., & Sheikh, Z. (2019). The impact of self-congruity (symbolic and functional) on the brand hate: A study based on self-conruity theory, British Food Journal, 121(1), 71-88
• James, W. (1890). The Principles of Psychology. Harvard University.
• Jensen, J. M., & Hansen, T. (2006). An empirical examination of brand loyalty. Journal of Product and Brand Management, 15(7), 442-449.
• Kassim, N., Bogari, N., Salamah, N., & Zain, M. (2016). The relationships between collective-oriented values and materialism, product status signaling and product satisfaction: A two-city study. Asia Pacific Journal of Marketing and Logistics, 28(5), 807-826.
• Kilbourne, W., & Pickett, G. (2008). How materialism affects environmental beliefs, concern, and environmentally responsible behavior. Journal of Business Research, 61(9), 885-893
• Korkmaz, S., & Doğuç, E. (2020). Öz benliğin marka sadakati üzerindeki etkisinin dermokozmetik ürün pazarı için incelenmesi. Uluslararası Sağlık Yönetimi Ve Stratejileri Araştırma Dergisi, 6(2), 199-216.
• Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D.-J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59, 955-964.
• Kuenzel, S., & Halliday, S. V. (2010). The chain of effects from reputation and brand personality congruenceto brand loyalty: The role of brand identifi cation. Journal of Targeting, Measurement and Analysis for Marketing, 18(3/4), 167-176.
• Levy, S. J. (1959). Symbols for Sale. Harvard Business Review, 37, 117-124.
• Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self‐congruity, brand attitude, and brand loyalty: a study on luxury brands. European Journal of Marketing, 46(7/8), 922-937.
• Loh, H., Gaur, S., & Sharma, P. (2021). Demystifying the link between emotional loneliness and brand loyalty: Mediating roles of nostalgia, materialism, and self brand connections. Psychology & Marketing, 38(3), 1-16.
• Lu, J., & Xu, Y. (2015). Chinese young consumers’ brand loyalty toward sportswear products: a perspective of self-congruity". Journal of Product & Brand Management, 24(4), 365-376
• MacInnis, D. J., & Folkes, V. S. (2017). Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me. Journal of Consumer Psychology, 27(3), 355–374.
• Mooij, M. D. (2004). Consumer Behavior And Culture: Consequences For Global Marketing And Advertising. California: Sage Publications.
• Odin, Y., Odin, N., & Valette-Florence, P. (2001). Conceptual and operational aspects of brand loyalty: an empirical investigation. Journal of Business Research, 53(2), 75-84
• Oliver, R. L. (1999). Whence Consumer loyalty?Journal of Marketing, 63, 33-44.
• Onkvisit, S., & Shaw, J. (1987). Self-concept and image congruence: Some research and managerial implicatıons. The Journal Of Consumer Marketing, 4(1), 13-23.
• Palumbo, F., & Herbig, P. (2000). The multicultural context of brand loyalty. European Journal of Innovation Management, 3(3), 116-125
• Pappu, R., Quester, P., & Cooksey, R. (2005). Consumer-based brand equity: improving the measurement – empirical evidence. The Journal of Product and Brand Management, 14(3), 143-154.
• Park, J. K., & John, D. R. (2011). More than meets the eye: The influence of implicit and explicit self-esteem on materialism. SI: Nonconscious Processes in Consumer Psychology, 21(1), 73-87.
• Podoshen, J. S., & Andrzejewski, S. A. (2014). An Examination of the relationships between materialism, conspicuous consumption, ımpulse buying, and brand loyalty. Journal of Marketing Theory and Practice, 20(3), 319-334
• Richins, M. (2004). The material values scale: measurement properties and development of a short form. Journal of Consumer Research, 31(1), 209-219.
• Richins, M. L., & Dawson, S. (1992). A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation . Journal of Consumer Research.
• Segal, B., & Podoshen, J. S. (2013). An examination of materialism, conspicuous consumptionand gender differences. International Journal of Consumer Studies, 37, 189-198.
• Sirdeshmukh, D., Jagdip, S., & Barry, S. (2002). Consumer trust, value and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37.
• Sirgy, J. (1982). Self-concept in consumer behavior: a critical review. Journal of Consumer Research, 9(3), 287-299.
• Sirgy, M. J. (1998). Materialism and quality of life. Social Indicators Research, 43, 227-260.
• Sirgy, M., Grewal, D., Mangleburg, T., & Park, J. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Academy of Marketing Science Journal, 25(3), 229-238.
• Srikant, M. (2013). Materialism ın consumer behaviour and marketing: A review. Management and Marketing Challenges for the Knowledge Society, 8(2), 329-352.
• Solomon, M. (2020). Consumer Behavior: Buying, Having and Being. New Jersey: Pearson.
• Sung, Y., Choi, S. M., Ahn, H., & Song, Y.-A. (2015). Dimensions of Luxury Brand Personality: Scale Development and Validation. Psychology and Marketing, 32(1), 121-132.
• Tong, X., & Hawley, J. (2009). Measuring customer-based brand equity: empirical evidence from the sportswear market in china. Journal of Product & Brand Management, 18(4), 262-271.
• Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer–brand identification in building brand relationships. Journal of Business Research, 66, 53-59.
• Türkyılmaz, A., Kocamaz, İ., & Uslu, A. (2016). Materialism and brand resonance as drivers of online compulsive buying behaviour. International Journal of Social Science, 43, 91-107.
• Yazıcıoğlu, Y. ve Erdoğan, S. (2004). Spss Uygulamalı Bilimsel Araştırma Yöntemleri. Ankara: Detay Yayıncılık.
• Watson, G. F., Beck, J. T., Henderson, &. C., & Palmatier, &. R. (2015). Building, measuring, and profiting from customer loyalty. Academy of Marketing Science, 43, 790-825.
• Ward, S., & Wackaman, D. (1971). Family and media influences on adolescent consumer learning. American Behavioral Scientist, 14(1-2), 415-427.
• White, K., & Dahl, D. W. (2007). Are all out-groups created equal? Consumer ıdentity and dissociative ınfluence. Journal of Consumer Research, 34(4), 525-536.