Araştırma Makalesi
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Tüketici Sosyal İhtiyaçlarının Marka Sadakati Oluşturma Üzerine Etkisi

Yıl 2021, Cilt 12, Sayı 2, 586 - 599, 29.05.2021

Öz

Bu çalışmanın amacı; sembolik tüketimin dinamik sürecinin alt boyutlarından olan sosyal ihtiyaçların, tüketicilerin marka seçimlerinde sembolik mesajlar bağlamında nasıl bir rol oynadığının araştırılmasıdır. Bu çalışmada tüketici ihtiyaçlarına göre kategorize edilmiş sosyal ihtiyaçlar modeli kullanılarak, kollektivizm/bireycilik, öz uyum, marka etkisi, marka kimliği ve marka sadakati kavramları incelenmiş ve hipotez testleri yapılmıştır. Veriler, Volkswagen marka otomobilleri deneyimlemiş tüketicilerden elde edilmiştir. Doğrulayıcı faktör analizi ve yapısal eşitlik modeli kullanılarak model test edilmiştir. Bu araştırmanın örneklemi Rize şehrinde yaşayan Volkswagen marka araç kullanıcıları ile sınırlandırılmıştır. Bulgular, marka etkisinin sembolik tüketimdeki önemli bağdaştırıcı rolünü ortaya koymuştur. Dahası; önceki sembolik tüketim çalışmalarında ortaya konmuş olan öz uyum ile marka bilinilirliği, kollektivizm/bireycilik ve marka etkisi arasındaki ilişkide bağdaştırıcı bir etkisinin olmadığı bulunmuştur. Sosyal ihtiyaç modelinde, marka etkisi; kolektivizm / bireycilik, öz-uyum, marka kimliği ve marka sadakati arasında aracılık etkisi göstermektedir. Pazarda faaliyet gösteren işletmeler kendi ürünlerini/markalarını rakip ürünlerden/markalardan farklı kılmak adına sosyal ihtiyaçları vurgulayan sembolik özellikleri ön plana çıkartmak zorundadırlar. Her ne kadar mal ve hizmetlerin özellikleri benzer olsa da sembolik unsurlarla oluşturulması mümkün olan küçük farklılıklar tüketicilerin satın alma kararını etkileyebilmektedirler. Dolayısıyla ürünler fonksiyonel özelliklerine ilave olarak tüketicilerin sempatisini ve beğenisini kazanacak sembolik özellikler dikkate alınarak tasarlanmalıdır.

Kaynakça

  • Aaker, J.L., Benet-Martinez, V. and Garolera, J. (2001). Consumption symbols as carriers of culture: a study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Psychology, Vol. 81 No. 3. 492.
  • Aaker, D. (2014). Markalama. İstanbul: Mediacat Kitapları.
  • Aaker, J. (1999). The malleable self: The role of self-expression in persuasion. Journal of Marketing Research, 36(2), 45–57.
  • Altunışık, R. Coşkun R. Bayraktaroğlu S. ve Yıldırım E. (2005). Araştırma yöntemleri. 4. b. Adapazarı: Sakarya Kitabevi.
  • Banister, E.N. and Hogg, M.K. (2004), “Negative symbolic consumption and consumers’ drive for self-esteem”, European Journal of Marketing, Vol. 38 No. 7, pp. 850-868.
  • Baudrillard, J. (2004). Tüketim toplumu. (Çev. Ç. Hazal Deliceçaylı ve Ferda Keskin)., 2.b., İstanbul : Ayrıntı Yayınları.
  • Baumeister, R.F. and Leary, M.R. (1995), “The need to belong: desire for interpersonal attachments as a fundamental human motivation”, Psychological Bulletin, Vol. 117 No. 3, pp. 497-529.
  • Belk, R., Mayer, R. and Bahn, K. (1982). The eye of the beholder: individual differences in perceptions of consumption symbolism. Advances in Consumer Research, Vol. 9 No. 1, 523-530.
  • Bhat, S. and Reddy, S.K. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, Vol. 15 No. 1, 32-43.
  • Bhattacharya, C.B. and Sen, S. (2003). Consumer-company identification: a framework for understanding consumers’ relationships with companies. Journal of Marketing, Vol. 67 No. 2, 76-88.
  • Bocock, R. (2005). Tüketim. (Çev. Ç. İrem Kutluk). 2.b. Ankara: Dost Kitapevi Yayınları.
  • Caprariello, P.A. and Reis, H.T. (2013), “To do, to have, or to share? Valuing experiences over material possessions depends on the involvement of others”, Journal of Personality and Social Psychology, Vol. 104 No. 2, pp. 199-215.
  • 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, Vol. 65 No. 2, 81-93.
  • Çakırer, M.A. (2013). Marka yönetimi ve marka stratejileri. Bursa: Ekin Basım Yayın Dağıtım.
  • Eastman, J.K. and Iyer, R. (2012). The relationship between cognitive age and status consumption: an exploratory look. Marketing Management Journal, Vol. 22 No. 1, 80-96.
  • Ekinci, Y., Sirakaya-Turk, E. and Preciado, S. (2013). Symbolic consumption of tourism destination brands. Journal of Business Research, Vol. 66 No. 6, 711-718.
  • Elliot R. And Wattanasuvan K. (2015). Brands as symbolic resources for the construction of identity. International Journal of Advertising, The Review of Marketing Communications Volume 17, 1998 - Issue 2
  • Elliott, R. (1997). Existential Consumption And İrrational Desire. European Journal Of Manrketing, Vol. 31 Nos 3/4, 285-296.
  • Elliott, R.H., Perry, L. and Pervan, S. (2007). Strategic brand management. Oxford University Press, Oxford.
  • Erdil, T. S. ve Uzun, Y. (2009). Marka olmak. İstanbul: Beta Yayınları.
  • 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.
  • Featherstone, M. (2005). Postmodernizm ve tüketim kültürü. 2.b. (Çev. Ç. Mehmet Küçük). İstanbul: Ayrıntı Yayınları.
  • 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.
  • Gbadamosi Ayantunji (2015). Brand personification and symbolic consumption among ethnic minority teenage consumers: An empirical study. Journal of Brand Management (2015) 22, 737–754.
  • Goldsmith, R.E., Flynn, L.R. and Clark, R.A. (2012). Materialistic, brand engaged and status consuming consumers and clothing behaviors. Journal of Fashion Marketing and Management: An International Journal, Vol. 16 No. 1, 102-119.
  • Guevarra, D.A. and Howell, R.T. (2015), “To have in order to do: exploring the effects of consuming experiential products on well-being”, Journal of Consumer Psychology, Vol. 25 No. 1, pp. 28-41.
  • Hair Jr, J. F., Hult, G. T. M., Ringle, C. ve Sarstedt, M. (2016). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM). Los Angeles: SAGE Publications, Incorporated.
  • Ho Han, S. Nguyen, B. Ve Sİmkin, Lyndon (2016). The dynamic models of consumers’ symbolic needs: in the context of restaurant brands. European Journel of Marketing, vol.50, no:7/8, 1348-1376.
  • Hyatt, E.M. (1992). Consumer stereotyping: the cognitive bases of the social symbolism of products. Advances in Consumer Research, Vol. 19 No. 1, 299-303.
  • Japutra, A., Ekinci, Y., and Simkin, L. (2019), Self-congruence, brand attachment and compulsive buying, Journal of Business Research 99 (2019) 456–463
  • Kahle, L.R. (1983), Social Values and Social Change, Praeger, New York, NY.
  • Kahle, L.R., Beatty, S.E. and Homer, P. (1986), ""Alternative measurement approach to consumer values: the LOV and Values and Life Style (VALS)'', Journal of Consumer Marketing, Vol. 6, pp. 5-12.
  • Kim, J.O., Forsythe, S., Gu, Q. and Moon, S.J. (2002). Cross-cultural consumer values, needs and purchase behaviour. Journal of Consumer Marketing, Vol. 19 No. 6, 481-502.
  • Keller, K.L. (1993), ""Conceptualization, measuring, and managing customer-based brand equity'', Journal of Marketing, Vol. 57, pp. 1-22.
  • Kuenzel, S. and Halliday, S.V. (2010). The chain of effects from reputation and brand personality congruence to brand loyalty: the role of brand identification. Journal of Targeting, Measurement and Analysis for Marketing, Vol. 18 Nos 3/4, 167-176.
  • Lawan, L.A. and Zanna, R. (2013). Evaluation of socio-cultural factors influencing consumer buying behaviour of clothes in Borno State, Nigeria. International Journal of Basic and Applied Science, Vol. 1 No. 3, 519-529.
  • Lee, D.H. (1990), “Symbolic interactionism: some implications for consumer self-concept andproduct symbolism research”, Advances in Consumer Research, Vol. 17 No. 1, pp. 386-393.
  • Lefebvre, R. and Franke, V. (2013). Culture matters; individualism vs collectivism in conflict decision making. Societies, Vol. 3 No. 1, 128-146.
  • Liang, B. and He, Y. (2012). The effect of culture on consumer choice: the need for conformity vs the need for uniqueness. International Journal of Consumer Studies, Vol. 36 No. 3, 352-359.
  • Liu, S., Smith, J.R., Liesch, P.W., Gallois, C., Ren, Y. and Daly, S. (2011). Through the lenses of culture: Chinese consumers’ intentions to purchase imported products. Journal of Cross-Cultural Psychology, Vol. 42 No. 7, 1237-1250.
  • Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75(4), 35–52.
  • Maslow, A.H. (1954), Motivation and Personality, Harper, New York, NY.
  • Nakip, M. (2006). Pazarlama araştırmaları-teknikler ve (spss destekli) uygulamalar. 2.b. Ankara: Seçkin Yayıncılık.
  • Nisbett RE. 2003. The Geography of Thought: How Asians and Westerners Think Differentlyyand Why. New York: Free Press.
  • Nowak, L., Thach, L. and Olsen, J.E. (2006). Wowing the millennials: creating brand equity in the wine industry. The Journal of Product an Brand Management, Vol. 15 No. 5, 316-323.
  • O’cass, A., Lee, W.J. and Siahtiri, V. (2013). Can Islam and status consumption live together in the house of fashion clothing?. Journal of Fashion Marketing and Management: An International Journal, Vol. 17 No. 4, 440-459.
  • Odabaşı, Y. (2006). Postmodern pazarlama, 2.b. İstanbul: MediaCat Yayınları.
  • Odabaşı, Y. ve Barış G. (2006). Tüketici davranışı. 6.b. İstanbul: MediaCat Yayınları.
  • Oliver, R.L. (1997). Satisfaction: a behavioral perspective on the consumer. Irwin- McGraw- Hill, New York, NY.
  • Oyserman D, Coon HM, Kemmelmeier M. 2002. Rethinking individualism and collectivism: Evaluation of theoretical assumptions and metaanalyses. Psychol Bull 128:3–72
  • Rhee, J. and Johnson, K.K.P. (2012). Investigating relationships between adolescents’ liking for an apparel brand and brand self-congruency. Young Consumers, Vol. 13 No. 1, 74-85.
  • Rio, A., Vazquez, R. and Iglesias, V. (2001). The role of the brand name in obtaining differential advantages. Journal of Product and Brand Management. Vol. 10 No. 7, 452-465.
  • Rokeach, M.S. (1973), The Nature of Human Value, Free Press, New York, NY.
  • Roth, M.S. (1995), “The effects of culture and socioeconomics on the performance of global brand image strategies”, Journal of Marketing Research, Vol. 32 No. 2, pp. 163-175.
  • Schultz Kleine, S., Kleine, R.E. III and Allen, C.T. (1995), “How is a possession ‘Me’ or ‘Not Me’? Characterizing types and an antecedent of material possession attachment”, Journal of Consumer Research, Vol. 22 No. 3, pp. 327-343.
  • Solomon, M.R. (1983), ""The role of products as social stimuli: a symbolic interactionism perspective'', Journal of Consumer Research, Vol. 10, pp. 319-29.
  • Solomon, M. R.(2003). Tuketici krallığının fethi. (Çev. Ç. Selin Çetinkaya). 1.b. İstanbul: MediaCat Yayınları.
  • Solomon, M.R., Rabolt, N.J. (2009). Consumer behaviour in fashion, second edition. New Jersey: Pearson, Prentice-Hall.
  • Steenkamp, J.B.E.M., Hofstede, F. and Wedel, M. (1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. Journal of Marketing, Vol. 63 No. 2, 55-69.
  • Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 287–300.
  • Sirgy, M.J., Grewal, D. and Mangleburg, T. (2000). Retail environment, self-congruity, and retail patronage: an integrative model and a research agenda. Journal of Business Research, Vol. 49 No. 2, 127-138.
  • Taifel, J.C. and Turner, J. (1985). The social theory of intergroup behviour. in Worchel, S. And Austin, W. (Eds), Psychology of Intergroup Relations. Nelson-Hall, Chicago, IL.
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The Effect of Consumer Social Needs on Building Brand Loyalty

Yıl 2021, Cilt 12, Sayı 2, 586 - 599, 29.05.2021

Öz

The purpose of this study is; to examine how social needs, one of the sub-dimensions of the dynamic process of symbolic consumption, play a role in consumers' brand choices in the context of symbolic messages. In this study, using the social needs model categorized according to consumer needs, the concepts of collectivism / individualism, self-congruence, brand influence, brand identity and brand loyalty were examined and hypothesis tests were conducted. The data are obtained from consumers who have experienced Volkswagen brand cars. The model was tested using confirmatory factor analysis and structural equation model. The sample of this research is limited to Volkswagen vehicle users living in Rize city. The findings revealed the important mediating role of brand influence in symbolic consumption. Moreover; It has been found that there is no mediating effect on the relationship between self-congruence and brand awareness, collectivism / individualism, and brand influence, which has been demonstrated in previous symbolic consumption studies. Brand effect in social need model; It shows a mediating effect between collectivism / individualism, self-congruence, brand identity and brand loyalty. Businesses operating in the market have to highlight symbolic features that emphasize social needs in order to differentiate their products / brands from competitors. Although the features of goods and services are similar, small differences that can be created with symbolic elements can affect the purchasing decision of the consumers. Therefore, in addition to their functional features, products should be designed by taking into account the symbolic features that will gain the sympathy and appreciation of the consumers.

Kaynakça

  • Aaker, J.L., Benet-Martinez, V. and Garolera, J. (2001). Consumption symbols as carriers of culture: a study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Psychology, Vol. 81 No. 3. 492.
  • Aaker, D. (2014). Markalama. İstanbul: Mediacat Kitapları.
  • Aaker, J. (1999). The malleable self: The role of self-expression in persuasion. Journal of Marketing Research, 36(2), 45–57.
  • Altunışık, R. Coşkun R. Bayraktaroğlu S. ve Yıldırım E. (2005). Araştırma yöntemleri. 4. b. Adapazarı: Sakarya Kitabevi.
  • Banister, E.N. and Hogg, M.K. (2004), “Negative symbolic consumption and consumers’ drive for self-esteem”, European Journal of Marketing, Vol. 38 No. 7, pp. 850-868.
  • Baudrillard, J. (2004). Tüketim toplumu. (Çev. Ç. Hazal Deliceçaylı ve Ferda Keskin)., 2.b., İstanbul : Ayrıntı Yayınları.
  • Baumeister, R.F. and Leary, M.R. (1995), “The need to belong: desire for interpersonal attachments as a fundamental human motivation”, Psychological Bulletin, Vol. 117 No. 3, pp. 497-529.
  • Belk, R., Mayer, R. and Bahn, K. (1982). The eye of the beholder: individual differences in perceptions of consumption symbolism. Advances in Consumer Research, Vol. 9 No. 1, 523-530.
  • Bhat, S. and Reddy, S.K. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, Vol. 15 No. 1, 32-43.
  • Bhattacharya, C.B. and Sen, S. (2003). Consumer-company identification: a framework for understanding consumers’ relationships with companies. Journal of Marketing, Vol. 67 No. 2, 76-88.
  • Bocock, R. (2005). Tüketim. (Çev. Ç. İrem Kutluk). 2.b. Ankara: Dost Kitapevi Yayınları.
  • Caprariello, P.A. and Reis, H.T. (2013), “To do, to have, or to share? Valuing experiences over material possessions depends on the involvement of others”, Journal of Personality and Social Psychology, Vol. 104 No. 2, pp. 199-215.
  • 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, Vol. 65 No. 2, 81-93.
  • Çakırer, M.A. (2013). Marka yönetimi ve marka stratejileri. Bursa: Ekin Basım Yayın Dağıtım.
  • Eastman, J.K. and Iyer, R. (2012). The relationship between cognitive age and status consumption: an exploratory look. Marketing Management Journal, Vol. 22 No. 1, 80-96.
  • Ekinci, Y., Sirakaya-Turk, E. and Preciado, S. (2013). Symbolic consumption of tourism destination brands. Journal of Business Research, Vol. 66 No. 6, 711-718.
  • Elliot R. And Wattanasuvan K. (2015). Brands as symbolic resources for the construction of identity. International Journal of Advertising, The Review of Marketing Communications Volume 17, 1998 - Issue 2
  • Elliott, R. (1997). Existential Consumption And İrrational Desire. European Journal Of Manrketing, Vol. 31 Nos 3/4, 285-296.
  • Elliott, R.H., Perry, L. and Pervan, S. (2007). Strategic brand management. Oxford University Press, Oxford.
  • Erdil, T. S. ve Uzun, Y. (2009). Marka olmak. İstanbul: Beta Yayınları.
  • 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.
  • Featherstone, M. (2005). Postmodernizm ve tüketim kültürü. 2.b. (Çev. Ç. Mehmet Küçük). İstanbul: Ayrıntı Yayınları.
  • 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.
  • Gbadamosi Ayantunji (2015). Brand personification and symbolic consumption among ethnic minority teenage consumers: An empirical study. Journal of Brand Management (2015) 22, 737–754.
  • Goldsmith, R.E., Flynn, L.R. and Clark, R.A. (2012). Materialistic, brand engaged and status consuming consumers and clothing behaviors. Journal of Fashion Marketing and Management: An International Journal, Vol. 16 No. 1, 102-119.
  • Guevarra, D.A. and Howell, R.T. (2015), “To have in order to do: exploring the effects of consuming experiential products on well-being”, Journal of Consumer Psychology, Vol. 25 No. 1, pp. 28-41.
  • Hair Jr, J. F., Hult, G. T. M., Ringle, C. ve Sarstedt, M. (2016). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM). Los Angeles: SAGE Publications, Incorporated.
  • Ho Han, S. Nguyen, B. Ve Sİmkin, Lyndon (2016). The dynamic models of consumers’ symbolic needs: in the context of restaurant brands. European Journel of Marketing, vol.50, no:7/8, 1348-1376.
  • Hyatt, E.M. (1992). Consumer stereotyping: the cognitive bases of the social symbolism of products. Advances in Consumer Research, Vol. 19 No. 1, 299-303.
  • Japutra, A., Ekinci, Y., and Simkin, L. (2019), Self-congruence, brand attachment and compulsive buying, Journal of Business Research 99 (2019) 456–463
  • Kahle, L.R. (1983), Social Values and Social Change, Praeger, New York, NY.
  • Kahle, L.R., Beatty, S.E. and Homer, P. (1986), ""Alternative measurement approach to consumer values: the LOV and Values and Life Style (VALS)'', Journal of Consumer Marketing, Vol. 6, pp. 5-12.
  • Kim, J.O., Forsythe, S., Gu, Q. and Moon, S.J. (2002). Cross-cultural consumer values, needs and purchase behaviour. Journal of Consumer Marketing, Vol. 19 No. 6, 481-502.
  • Keller, K.L. (1993), ""Conceptualization, measuring, and managing customer-based brand equity'', Journal of Marketing, Vol. 57, pp. 1-22.
  • Kuenzel, S. and Halliday, S.V. (2010). The chain of effects from reputation and brand personality congruence to brand loyalty: the role of brand identification. Journal of Targeting, Measurement and Analysis for Marketing, Vol. 18 Nos 3/4, 167-176.
  • Lawan, L.A. and Zanna, R. (2013). Evaluation of socio-cultural factors influencing consumer buying behaviour of clothes in Borno State, Nigeria. International Journal of Basic and Applied Science, Vol. 1 No. 3, 519-529.
  • Lee, D.H. (1990), “Symbolic interactionism: some implications for consumer self-concept andproduct symbolism research”, Advances in Consumer Research, Vol. 17 No. 1, pp. 386-393.
  • Lefebvre, R. and Franke, V. (2013). Culture matters; individualism vs collectivism in conflict decision making. Societies, Vol. 3 No. 1, 128-146.
  • Liang, B. and He, Y. (2012). The effect of culture on consumer choice: the need for conformity vs the need for uniqueness. International Journal of Consumer Studies, Vol. 36 No. 3, 352-359.
  • Liu, S., Smith, J.R., Liesch, P.W., Gallois, C., Ren, Y. and Daly, S. (2011). Through the lenses of culture: Chinese consumers’ intentions to purchase imported products. Journal of Cross-Cultural Psychology, Vol. 42 No. 7, 1237-1250.
  • Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75(4), 35–52.
  • Maslow, A.H. (1954), Motivation and Personality, Harper, New York, NY.
  • Nakip, M. (2006). Pazarlama araştırmaları-teknikler ve (spss destekli) uygulamalar. 2.b. Ankara: Seçkin Yayıncılık.
  • Nisbett RE. 2003. The Geography of Thought: How Asians and Westerners Think Differentlyyand Why. New York: Free Press.
  • Nowak, L., Thach, L. and Olsen, J.E. (2006). Wowing the millennials: creating brand equity in the wine industry. The Journal of Product an Brand Management, Vol. 15 No. 5, 316-323.
  • O’cass, A., Lee, W.J. and Siahtiri, V. (2013). Can Islam and status consumption live together in the house of fashion clothing?. Journal of Fashion Marketing and Management: An International Journal, Vol. 17 No. 4, 440-459.
  • Odabaşı, Y. (2006). Postmodern pazarlama, 2.b. İstanbul: MediaCat Yayınları.
  • Odabaşı, Y. ve Barış G. (2006). Tüketici davranışı. 6.b. İstanbul: MediaCat Yayınları.
  • Oliver, R.L. (1997). Satisfaction: a behavioral perspective on the consumer. Irwin- McGraw- Hill, New York, NY.
  • Oyserman D, Coon HM, Kemmelmeier M. 2002. Rethinking individualism and collectivism: Evaluation of theoretical assumptions and metaanalyses. Psychol Bull 128:3–72
  • Rhee, J. and Johnson, K.K.P. (2012). Investigating relationships between adolescents’ liking for an apparel brand and brand self-congruency. Young Consumers, Vol. 13 No. 1, 74-85.
  • Rio, A., Vazquez, R. and Iglesias, V. (2001). The role of the brand name in obtaining differential advantages. Journal of Product and Brand Management. Vol. 10 No. 7, 452-465.
  • Rokeach, M.S. (1973), The Nature of Human Value, Free Press, New York, NY.
  • Roth, M.S. (1995), “The effects of culture and socioeconomics on the performance of global brand image strategies”, Journal of Marketing Research, Vol. 32 No. 2, pp. 163-175.
  • Schultz Kleine, S., Kleine, R.E. III and Allen, C.T. (1995), “How is a possession ‘Me’ or ‘Not Me’? Characterizing types and an antecedent of material possession attachment”, Journal of Consumer Research, Vol. 22 No. 3, pp. 327-343.
  • Solomon, M.R. (1983), ""The role of products as social stimuli: a symbolic interactionism perspective'', Journal of Consumer Research, Vol. 10, pp. 319-29.
  • Solomon, M. R.(2003). Tuketici krallığının fethi. (Çev. Ç. Selin Çetinkaya). 1.b. İstanbul: MediaCat Yayınları.
  • Solomon, M.R., Rabolt, N.J. (2009). Consumer behaviour in fashion, second edition. New Jersey: Pearson, Prentice-Hall.
  • Steenkamp, J.B.E.M., Hofstede, F. and Wedel, M. (1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. Journal of Marketing, Vol. 63 No. 2, 55-69.
  • Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 287–300.
  • Sirgy, M.J., Grewal, D. and Mangleburg, T. (2000). Retail environment, self-congruity, and retail patronage: an integrative model and a research agenda. Journal of Business Research, Vol. 49 No. 2, 127-138.
  • Taifel, J.C. and Turner, J. (1985). The social theory of intergroup behviour. in Worchel, S. And Austin, W. (Eds), Psychology of Intergroup Relations. Nelson-Hall, Chicago, IL.
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Ayrıntılar

Birincil Dil Türkçe
Konular Sosyal
Bölüm Makaleler
Yazarlar

Umut ERKUŞ> (Sorumlu Yazar)
Recep Tayyip Erdoğan Üniversitesi, İktisadi ve İdari Bilimler Fakültesi
0000-0002-6708-5104
Türkiye


Abdülkadir ÖZTÜRK>
Recep Tayyip Erdoğan Üniversitesi, İktisadi ve İdari Bilimler Fakültesi
0000-0002-1855-8892
Türkiye

Yayımlanma Tarihi 29 Mayıs 2021
Yayınlandığı Sayı Yıl 2021, Cilt 12, Sayı 2

Kaynak Göster

APA Erkuş, U. & Öztürk, A. (2021). Tüketici Sosyal İhtiyaçlarının Marka Sadakati Oluşturma Üzerine Etkisi . Gümüşhane Üniversitesi Sosyal Bilimler Dergisi , 12 (2) , 586-599 . Retrieved from https://dergipark.org.tr/tr/pub/gumus/issue/62554/897312